| This paper is a study of product placement analysis in brand building, mainly about theater of joint operations in Film and TV drama.Product placement is placing a product, logo, package, signage, or some distinguishing trademark in a motion picture, television, music video, song, and other so on.At present, the television product placement operation still meets many problems: for example, its value and effect is not clear, some domestic media actively practice in this field, but just has a single, straightforward performance. Well, whether or not product placement has effects? Which are the key factors? How can we better communicate the spread of brand with audience?This thesis has three purposes: First, China's television system, placement in carding status and problems; the second is to study this new form of advertising in brand communication on what the special value; third is implanted Advertising brand communication features and the value of the performance characteristics of some implant recommendations.The main methods of this study to literature research and case studies based method, combined with a number of professional research conducted by media research firm conducted a secondary analysis of data, integrated draw their own conclusions.Of the main conclusions are: China's placement of the biggest myths is that the TV drama simply as another extension of traditional advertising, but do not realize that placement is the spread of brand culture advantage. Television placement of the unique value of brand marketing should be - it is symbolic significance in the interpretation of the brand to establish a harmonious and complete system of symbols.Brands and TV drama producers need to cooperate more closely and more manifestations of the pursuit of brand content, rather than simply the display of the brand symbol.In short, the film and television product placement will become an important tool for brand communication requires the wisdom of treatment. |
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