Research On Chinese Cinema Implantation Advertisement

The innovation of digital media technology, traditional advertising decline, forcing traditional advertising industry to seek "new world"- Product placement. The commercial film industry, increase production costs, forcing the producers can not rely solely on the box office as the main income, recessive advertising in the film implanted has become another main body income producers. The advertisers and the producers want to increase their profits through advertising, which makes the ads at home and abroad in recent years have been rapid development.Movie advertising or product placement marketing is will represent the brand or product unique visual symbol and service cleverly integrated into the film works in, it through the reproduction of the scene, so that the audience left an impression in inadvertently of visual symbols represent the product or brand, so as to achieve the purpose of advertising marketing communication. By the end of 2003 Xiaogang’s New Year Movies "mobile phone" aroused a lot of audience attention on the placement, in fact, as early as in the 19 th century "product placement". To the world after eighty years, along with the gradual rise of resource integration of movie art and digital media technology, the organic combination of film and advertising mode such as sweeping the world like bamboo shoots after a spring rain. Although the Chinese market by certain constraints started late, until the 1990 s appeared placement, but with the integration of China’s market economy, Chinese film works implantable advertising business also began rapid rise.There is no doubt that the ads in the film has become the backbone of the advertising market, but the film producers profit guarantee, but its development to a certain extent is still immature. Such as: film implanted too much advertising, implantable advertising is too far fetched fit degree of difference and the influence of the film art and so on a series of problems. These problems are movie implantable advertising development process must examine, through the analysis of the cases of implanted advertising the film works at home and abroad, eliminates the barriers. In order to make the film works and the healthy development of advertising works.This article is divided into four chapters. First introduced placement of the origin and insertion mode, then described the film in the development of product placement, finally through the domestic and foreign classic films implanted advertising case analysis for domestic film implantable advertising development in the future the development direction and countermeasures.