Movies And Television Product Placement Research

Great development in the cultural industry today, film and television industry, there is no doubt become the most popular branch of advertising, like twins along like a TV drama industry. With the national broadcast commercials for the traditional frequency and time of increasingly stringent restrictions on the audience's innate aversion to traditional advertising, traditional advertising more and more small living space, so placement in film and television drama in recent years as advertisers expose pursued by way of the rapid progress in recent years, however, has exposed the placement in movies and television a number of issues, such as the implantation of rigid, too many times, soft and wide wide harden, become an obstacle to the development of a stumbling block placement, We have to face this problem.In this paper, film and television drama as the research object placement, placement in film and television drama from the history, definition, and the practical application at home and abroad to start, first of all for placement in film and television drama are classified into:lines implantation, the role of implants, implants props, scene implants, implants plot, advertising representation implanted six categories, so that advertisers, producers, viewers have a clear and clear classification, but also the placement is in the operational level division of the implementation easier. After the classification, for the placement of television drama to sort out analysis of the relevant factors, including the impact of advertisers, the producers of the audience of three, sort of factors will influence the depth study of film and television drama, after completion of implantable mode of transmission and the establishment of ad model, which spread by means of Schramm's even a theory, first, "Schramm circular model", the second is "Schramm mass communication process model", based on these two theories, then Film and Television advertisements with its own characteristics and placement in operation of the process of model building. Model finished, using the model for the "11 degrees Youth" and "Old Boy" case studies. For advertisers and producers have practical significance, but also for future placement in film and television drama techniques offer some suggestions.