Integration Of Product Placement In The Film Narrative Strategy

TV and film media dominates advertising market for quite a long time, however, lack of audience attention, the infinite explosion of information and increasingly complex communication environment for traditional advertising experienced an unprecedented threat, a new marketing communications patterns turn up-the product placement. It "moisten things silently," appeared in the form of film and television screen, already show the advertising and film development trend. It has injected new vigor the film, it also brings new problems. The most prominent problem is that product placement in films and the effect of running both a lack of uniform standards for evaluation, that film can not be "pricing" and the Advertisers can not be "assessed."Select the type of paper product placement is more complete, higher box office receipts, "You Are the One" and "Transformers" two films for the sample of product placement in film narrative integration strategy. Content analysis using an objective description of the development status of product placement and form of expression in film, through the auxiliary group audience and the audience of non-assisted group experiments, the effect of different implantation modes audience for the film plot and memory effects of advertising. This point of view is expected to provide useful experience for domestic films and product placements.