The Communication Effects Of The Movies And Television Implantable Advertisin

In recent years, mobile phones, Internet and other new media appear and graduallydeveloped a variety of media integration into the new media age, the media environmentbecomes increasingly complex advertising environment has become more complex.Traditional hard advertising costs are high, the quality varies greatly, national advertisinglimit policy fiasco, The rise of product placement as a new form of advertising in TV dramaand TV shows because of its unique advantages and highly the favor of advertisers. Productplacement with the TV drama as the carrier, a subtle way to let the audience enjoy moviesand television at the same time, accept advertising messages, to avoid the audience on the adoffensive and resistance, the hands of the contact rate and advertising effectiveness.China’s product placement compared to the West relatively late, but in recent years withthe rapid development of product placement, a variety of research on product placement isalso more and more, especially in the implanted advertising, dissemination of results ofacademic research focus in this article will also focus on the mode of transmission anddissemination of results on product placement, Analysis, Analysis of the product placementof the TV drama from the perspective of communication. Academic analysis of the effect onthe spread of product placement is divided into three main areas: cognitive effects, emotionaleffects, conative effect, this article will hide the viscosity effect, the proposed stateenvironmental effects and the positive and negative effects on product placementdissemination of results, analysis, the multifaceted analysis of implantable advertising effect,and give the recommendations to enhance implantable advertising campaign. On the pricingof the product placement of the TV drama and impact assessment has been no strict definition,this article will also be related to the discourse.Chinese movies and television product placement, there are still many problems,especially the degree of integration with the story is not high to cause the audience disgusted,how to deal with these problems, and improve product placement of the TV drama, therebyenhancing the implantable advertising effect is an important aspect of this study.