The Research On The Product Placement At Movies From The Perspective Of Consumer Society

With the advent of consumer society, consumption has replaced production as the core driving force of social development and the leading logic, permeated all aspects of society. What is following was the change of people's consumption concept, the symbolic value of goods has already dominated above the use value of goods, people paid more attention to the symbolic meaning behind the goods when they chose the commodit.The overproduction also causes the extremely abundant of the type and quantity of goods, people are facing with numerous options in front of the shelf. In this case, the traditional advertisement can not meet the needs of promotion and propaganda, so the film product placement came into being. In the consumer society, the film itself is a cultural consumer goods, as a result of the development of information technology and mass media, the film has already become an important part of the spiritual and cultural consumption. The combination of film and advertising led to the birth of film product placement. It can be said that the consumer society is the root reason of the appearance of the film product placement.This research mainly studies the film product placement from the sociological perspective, in the first place describes the definition of the film product placement based on the comprehensive reference in the domestic and foreign numerous definitions, and describes the concept and development process of the film as its carrier. This research summarizes the classic statement of the consumer society from several sociologists such as Karl Marx,Simmel Georg and Jean Baudrillard, analyzes the existing theoretical achievement of film product placement from domestic and foreign scholars. This research multianalysises the social background and reasons for the rise of the film product placement,deeply discusses the basic influence which the consumer society affect to it, reviews the development process of the domestic and foreign film product placement, induces the four major characteristics of film product placement: concealment, integration, universality, restrictive, discusses the six operating patterns of the film product placement:scene implant, dialogue implant, stage property implant, plot implant, character implant and overall implant, analyzes the superiority and inferiority of these operation patterns according to some cases. The analysis of the film product placement can not do without the typical case studies, this research selects the movie "If You Are The OneⅡ"as a typical case based on the comprehensive consideration of various factors, classifies and inventories the product placement in this film concretely, then appraises and analyzes the effect of it according to statistics obtained from the questionnaire and draw relevant conclusion, points out the various factors affect on the effect of the film product placement.Finally, this research proposes for the development of the product placement in Chinese films. Firstly, we should consider the film product placement correctly and take the scientific attitude toward it, ues the natural and harmonious implanting manner, control the quantity of the film product placement reasonablely and improve implanting level.Secondly,carry out the integrated marketing, formulate a series of implanting strategy ahead of time, fully use the outside effects of the film to achieve maximum effect of implantation. Thirdly, can not use the current policy vacuum to walk in the edge line, after the relevant laws and regulations and scientific evaluation system been promoted, the film product placement shuold be operated under the standardization.