Product Placement In Film Audience Psychology

This paper involves"the movie"and"implants the advertisement"two main bodies. Regarding had the movie which the advertisement implanted, it needed the advertisement the investment to realize the artistic value, took the advertizing info dissemination the carrier, the movie must assist implants the advertisement to realize the biggest commercial interest; Regarding implanted movie's advertisement, it was in"takes advantage of somebody's authority the display"to serve her propaganda purpose, however it could not compete, affects movie's artistic value realization. Therefore, the two's status as if does not know one's place, which Fang Wei elaborates the main body by not to be as if comprehensive. However, in both"the dissemination"in the process, has the third party - - audience.The movie audience is the two realizes own benefit and the artistic value core. Accepts the main body as the movie work, the movie audience is the work realizes its artistic value and the commercial interest fountainhead; As direct receive who implants the advertizing info, the movie audience is also it realizes the potential consumer who the advertisements propaganda and enhances the commodity final sales volume, therefore, regardless of implanted the advertisement regarding the movie work, audience's hungry status might not belittle.This article from audience angle embarking, take"psychology"as elaboration key and breach, take"the cognition psychology"and"the esthetic psychology"as the theory basis, the union advertisement psychology and the movie is carried on the numerous psychology the advertisement to implant movie's question of correct feasible method discussion. By in the angle which succeeds one another respectively said that is the union"the audience accepts"and"the movie creator"two different stratification planes carries on the analysis, the former is the basis which further analyzes, the latter solves the question method. The advertisement different form will implant the varying degree to break audience's view shade continuity, but will divert temporarily the attention, this article by will implant the advertisement the superficial form,"the movie will accept"and"the advertisement dissemination object"through the audience accepts the psychological angle to come to implant the form to conduct the thorough analytical study and to discuss differently, and will create the movie the technique and the advertisement convinces unifies, discovers the optimal path which the advertisement will implant.