Research On The Problems And Solutions Of The Product Placement In Films And Teleplays

Since the1990s, the western post-modernism started to influence the Chinesefilm and television in the new period. From then on, more and more domestic filmwith a postmodern deconstruction aesthetic colour----deny every value center, makepeople has a variety of possibility. It is no longer as modern socialist that exist forontology, but with existing tracks and wandering in for ontology. When people are inthe rush era of deconstructing traditional and chasing innovation, a lot of traditionalADs are really outmoded. The homogeneity phenomenon of information likeIncremental, repetition and high frequency let the audience unavoidably mind feelfatigue. The similar advertisement contents may not shoot at the target as it did atbeginning. In this case, the produce placement has brought new opportunities for theadvertising industry. The person who can quickly recognize the excellent record of theproduce placement and actively design the way will undoubtedly occupy theopportunities in the market easily, and obtain the existing media scarce resource-highly focused attention of the audience.During after30years of development, the Chinese television advertising arechanging a lot. In the new development situation, the produce placement begins tocelebrating its spring. The produce placement is not born in after2000, it was createddate back to many decades ago overseas. Such ads appeared in China almost in1992----the TV series T ales of the newsroom, then in for the Spring FestivalGala, movies, TV series and hit reality TV shows, appeared more and more times. Theproduce placement is "it will let the product service or brand and the typical visualsymbols, even the traditional promos strategically melt into films, television,newspapers, magazines, network game, SMS, novels, etc.,in a word, various kinds ofmedia content. Through recreating the scene, it is a kind of marketing methods whichlet the audience left the reappearance of products and brands, to achieve the marketing purpose. The movie "Big Shots" and " Ten Sided Ambush " and "2046," Cell ","Kung Fu","to" A World Without Thieves ";and the teleplay "Country Love" and thebrand " Sa ke fu", the" Liu Lao Gen "and the brand "Yi Li Shen","The GrandMansion Gate "and the brand "Tong Ren Tang";"super girl "and some other realityshows are setting off a new upsurge of the Chinese produce placement. After2008italso appear in the Spring Festival Gala, it is got the more and more opportunity to beused. In our country it is developed in high speed.According to CSM media research report, merely in2009, the output value of theproduce placement in the variety of entertainment programs in our country is nearlyone-thousand-million Yuan. This advertising method that moistens everything silentlets a person almost couldn’t refuse. Many advertisers who have foresight are took aimat the big cake for expanding influence. The SARFT of China came out with" theintroduction of the "The way to manage the advertisements on radio and TV broadcast"(referred to as61order) in2009.It defined the time and the type of the ads, the timeof ads in TV shall not exceed12minutes long per hour, the ads which is between theteleplay must not exceed1minute30seconds each time, the star channel must not airTV advertisements between18:00to24:00every day. In this way, the attention shouldfirst be given to the produce placement which is called invisible marketing methods"that need not occupy any extra time.In recent years, many TV shows, movies, broadcast have the produce placement.Traditional advertising is often in fixed mode fetters, but the produce placement canchange varied. With all kinds of television, TV programs, its form may be part of thelines, may be plot development clue, may be an important scene, and they may evenbe the role itself. It provides the creators a display stage. There are clever design, alsohave contrived insert, but got broad attention. In numerous produce placement figureswere found at the same time, many discussion were came into being. The mainfoothold is to study the advantages and disadvantages of advertising, evaluate thesocial impact or analyze some applications in the success or failure of individual cases.The contents are always dispersed, the subject to resort is not very clear. This thesisgives full consideration to the produce placement which used in the film and TVoptionally and naturally. It seems unintentional, but actually is intentionally.Specifically: based on deepening brand influence, getting rich brand association;Could get existing media condition of the scarce resources-highly dedicatedcondition of the audience attention; Be able to form a strong brand penetration.Taking "Research on the problems and solutions of the product placement in films and teleplays as a title, the thesis pay attention of the source, see the advertisersand producers as the target readers. In the aspect of competition, this thesis discusses3points: the competition towards the traditional advertisements in film and teleplays;the competition towards the new and old product placement; different beneficialgroups. In the third chapter, this thesis takes analysis on six basic problems of theproduct placement in films and teleplays with a little conclusion. The fourth chapter ismainly related to management issues. It contains5parts: rationality of its existing; thefees; measure its effects; the converse using; how to supervise it. The creative pointsof this dissertation are represented in three aspects: Firstly, By means of compare theadvantages of the traditional advertisements and the produce placements; the differentbetween the product placement in films or teleplays and in new or old medias. Take aresearch on the strategies towards the stakeholders; on the second step, analysis theproblems and reasons of the making of the product placement, then conclude severalmanners to solve them. Thirdly, put forward some suggestions to improve the productplacement in films and teleplays in aspects of legal, market, price and management.The conclusion of this thesis is: although the product placement in films andteleplays has such negative effects, but it appeared that the topic is still insisting onsuch a viewpoint:----the produce placement is an emerging thing, and it hasdeveloped in abroad for many years, so in our country it has the possibility to existand develop. Towards to its shortages, maybe we need some creativity inconsideration. So this thesis has a rethink of the cases of the produce placement whichmaking mistakes in the area of competition, making and legal issues. Finally, thethesis discusses what we should pay attention to, and provides some suggestions forthe theory and practices of the product placement in films and teleplays.