Research On The Application Of Implantable Advertisement In Film And TV Play

With traditional advertising increasingly suffer broadcast frequency resources"bottleneck”, the rise of new media began to weaken the dominant TV, attention become consumers of scarce resources. The Government of the advertising broadcast time and broadcast content introduced a number of restricted file. It constrains the development of the traditional advertising industry. Traditional advertising is facing unprecedented challenges.. In this case, placement came into being, becoming the rising star of the future development of the advertising industry. Product placement as a new form of advertising in film and television drama quietly rising. Because of its unique advantage of the spread and highly favored by advertisers. Placement by means of television drama for the carrier, a subtle way to let the audience enjoy the TV drama while receiving advertising messages.to avoid the audience for traditional advertising resentment and conflicta and made a subtle advertising effectiveness.Based on the data of national literature analysis and organize Buyers and use research, case analysis, to tease out the advantages of product placement, Problems and Solutions,.In order to achieve the perfect integration of product placement and film and television drama, to the enterprise to maximize efficiency in the use.From the definition of product placement, production and development background to start, the status of development of domestic and placement of systems analysis. The placement The implant were divided into shallow single implant, and the implant is embedded with three levels of depth fusion implant. The implant implantation method is divided into props, dialogue implantation, implantation role,scene implant, implant sound, shooting and plot implants implanted, described and classified. Then summarize the placement has a hidden, economy, widespread and universal characteristics. The third chapter analyzes from movies and television placement start with the advantages and disadvantages of product placement was the propagation effects. In terms of problems, analysis of the current number of commercial movies and television placement, there is excessive implantation and development in spite of the story, rigid implants to make the picture seem awkward,even with the storyline serious gap phenomenon. Film and television drama due to limitations of time and the screen, the object to be implanted are often fleeting expression affect implants. At the same time due to the lack of research on the practical application placement late, relevant legal mechanisms, valuation systemplacement missing aspects to analyze the current television drama placement deficiencies. For the above deficiencies, proposes television dramas placement product to have a certain relevance, visibility, personalization and sustained delivery.Cultural connotation television drama placement coincides. Reference sensory brand marketing strategy, strengthening playback; use of integrated marketing communication strategies, solutions such as strengthening the dissemination of results.Upon completion, while combing the theory of drama placement model works, "tiger mother cat dad" in-depth case studies, and theory complement each other in order to achieve.Today’s movies and television product placement in the domestic market is growing rapidly, the development of new media, new technologies for the development of product placement has injected new vitality, look forward to more outstanding domestic film and television drama a classic example of product placement occurs expected domestic film and television drama placement is getting better, sound and sustainable development.