The Dissemination Effect Research Of China’s Product Placement In Movies And Television Drama

The film product placement as the most typical representation of the placement has been developed into a universal phenomenon of the film and television industry in China. As the conventional advertising continues to encounter transmission bottlenecks, in front of a wide range and variety information all over the world, the audience’s attention become scarce resources of the entire society. Attributed to its flexible and varied forms, as well as the subtle influence, the product placement has gained more and more favors from advertisers.Relative to the direct appeals of conventional advertising, product placement in film and television drama is indeed in the advantage of brand promotion for its hidden means of expression, and also can cause the audience to make emotional resonance and accept it by a nature way.After the product placement introduced in China, it instantly caused a boom in our advertising industry. Because there has not yet been formed into a perfect system, our product placement led to a single form of creation, and advertisers also was anxious to achieve quick success and get instant benefits, it exposed a lot of problems in operation of the market.Based on the spread effect of product placement in film and television drama, this article, combined with its development trend in China, summarized the phenomenon of widespread controversy by product placement throughout the analysis of typical cases. I will give some suggestions according to my understanding, in order to make our advertising industry into a normal and long-term development.