The Research To The Application Of Lens Language In Film And Television Product Placement

Lens language is the basic language of film and television product placement. It narrates stories, delivers information, expresses thoughts and realizes the spread purpose of brands and goods. In recent years, as the most visual art element of film and television product placement, the positive effect of lens language to advertising effects is prominent gradually and it is concerned by more and more people. This paper discusses the topic around the application of lens language in film and television product placement. Via large amount of data collection, the use of observational method, case analysis method and inductive method, etc., this paper combines theoretical analysis and specific examples to study deeply.Firstly, the paper expounds the application principle and esthetic principle via unscrambling the particularity of film and television product placement; Secondly, it discusses the effect of lens language from cognitive structure, target groups and placement characters of lens language to film and television product placement; Then, it brings up the viewpoints and suggestions to the design flow, division of work and art style of lens language via analyzing film and television product placement at home and abroad and combining the current situation of domestic film and television product placement. Combined with writer’s creative practice, he also proofs the effect of lens language in film and television product placement from vision, mentality and the subconscious.The paper discusses from the application of lens language in film and television product placement. It totally and systematically analyzes the meaning and effect of lens language of film and television product placement. Writer brings up his own viewpoints and opinions from the design, work division and style of lens language, which makes this topic have more theoretical value and practical value.