A Study On Product Placement

With the rapid development of the new technology, the new medias appear one by one, such as the internet and digital TV, especially the TIVO, which can make consumers filter all advertisements. The effect of traditional advertisements is more and more weak, what's worse, the Broadcast television bureau has Promulgated "17 verbal command", which reduce the time of advertisements, and the money put on them is increased hugely, so the enterprise must find a new style advertisement, this new style advertisement should not only cheap, but also effective to the consumers. In this situation, product placement develops itself quickly.As one of the advertisement styles, product placement appeared in Hollywood movies early in the 20th, developed rapidly in 1980s, and now become an important advertisement style in America movies, TV and computer games. But in china, it just in the first step, own to the , which attracted people's attention, in this film, many brands were placed, such as NOKIA and China mobile. From then on, many people begin study product placement, but most of them just explain the phenomenon of it, not format the system, full and thorough study.Through the massive reorganization and analysis of literature, this article begin with foundational study of product placement, thoroughly perspective it, studied its theory basis, pattern, operation principles and effect, hope to control this issue overall, guide the development of product placement theoretically and give experience in the practice.