The Study Of The Implantable Advertising In The Film And Television Works

Movie product placement was originated from United States in the70s,20thcentury, and quickly swept the world, become an important new form of mediaadvertising. With the rapid development of China’s film industry, Movie productplacement also has seen significant development in the domestic film market. Thechange so fme diaenvironment, the popularity of digital pay TV, even people turnablindeye to those conventional advertising, all these aspectsled to also wer growtraditional advertisement, movie product placement, this new advertising model hasbeen used more and more by the producer sand businesses.Nowadays and built abr and new win-win platform for both parties. However, withthe application of movie product placement, its problem is also exposed. Specifically inthe follow ingareas, the market operation mechan is not perfect, the industry chainisincomplete, the industry super viseis not perfect,the mode of placement is rathersimplistic, lack of innovation,and theover all quality is not high, fuzzye valuationstandar do napplication, lack of evaluation system.These problem not only seriouslyaffectedpeople’ sunder standing of movie product placement,but also reduceitsapplication ability between the combination of movie and advertising industry，whichis an important problemin the develop of movie product placement. We need to findaway to get answers on how to resolve the conflict between the movie and advertising.