Fashion Brands Comminication Analysis Based On Product Placement On Tv

Chinese clothing companies always put huge TV ads in the CCTV, as well as celebrityendorsements to brand names, but they will still need follow-up to the brand image projects. Andproduct placement on television, as a new type of brand communication, which has a hidden,non-independence, and other features, can penetrate into the content of all possible contents. Ifwell used, it will produce significant effect on promote brand. We could see it as an importantcomplement to the traditional form of advertising campaign and also part of the brand strategy.Because of fashion brands having their own characteristics of particularity and regularity,brand communications would be different. This paper starts from theoretical thinking, whichincludes the concepts of product placement and a series of previously basic theories. Then takeLycra for instance, which carefully decision-making to have a whole set of brand communicationactivities. Through document analysis and cross-disciplinary research methods, we come to theconclusion. An objective description would be made that the status and development trend ofproduct placements. It is proposed to be mining and using the core elements of TV to placeproduct/brand, with a variety of program forms enhancing the value of brand. This point of viewis expected to draw some useful experiences for the development of domestic fashion industry,but also to establish a theoretical basis for the future research on how to make depth cooperationwith brand communication and product placements on TV.