Study, Based On The Hidden Network Community Tv Placement Mode

Product placements avoid the problem of consumers' exclusion of commercials, so there has been an increased interest in the practice of product placement in recent years. At the same time, virtual community offers an effective platform for communication of product placement.Through collecting sample from virtual community, this thesis employed content analysis to study the mode products are placed in programs. To fit for Chinese situation, the criteria used in foreign similar studies were modified.The conclusion is: Because of virtual community as an effective platform, product placement offers advertisers a potentially successful alternative to traditional advertising. Idol play and informative program are the most suitable for product placement. The most suitable way products are placed is not same in different program types. Contrary to traditional opinion, the way of audio only is fit for storied programming, while the way of combined audio and visual is fit for nonstoried programming. This may offer reference for future product placement development.