The Study Of Off-movie Effect And Value Chain Of Recessive Advertising Of Chinese Movies

The way that recessive advertising is implanted into movies and its success in becoming a lively part of the whole movie have aroused wide attention, and introduced the study of advertising into a new field. Meanwhile, the exploration of advertisers and film operators has offered abundant cases to support the issue study of recessive advertising. It has been and will still be an important part of the study of recessive advertising to approach to a correct understanding, to realize the inadequacy of understanding and improve, to dig into its potential and make use of it, to optimize its effect of dissemination and maintain it, and to achieve integrated value and a proper way to manage.This paper based on the studies of Communication, Advertising, Psychology and Marketing. It will classify the related studies of recessive advertisement, offer definition, properties and functions, and analyze the problems that exist in recessive advertising in Chinese movies. With the help of the existing understandings of recessive advertisement, this paper will analyze and define the concept of the off-movie effect and value chain from different perspectives to explore its potential and enhance its effectiveness. From the constructing and operating methods of off-movie effect and value chain system, the paper will make an attempt at reaching to a proper way to maximize the advertising value.This paper will also emphasize on how to achieve and educe a better off-movie effect and value chain by the movie producing companies, operators, advertisers and recessive advertising corporations. As a conclusion, this paper will study the theories of off-movie effect and value chain from a new perspective, to fill the vacuum in this area both intensively and extensively, and contribute to the systematic study of the issue.