Study On Optimal Placement Strategy Of Film And Television Product Placement

Film and television product placement is a relatively new kind of advertising. Film and televisionproduct placement is the product of television combination with advertising, will be hidden in the television,transmission characteristic of its recessive favored by customers. In the production process of drama ofmovie and TV, the number of product placement has increased, but the increase,"quantity" does not mean"quality" to improve, in the process of product placement development highlighted the many problems:implantation of far-fetched; stiff way; advertising effect is poor, the implant problems restricting thedevelopment of the industry, in a certain degree so, how to optimize the implantation technique is one ofthe most popular topics in this field.Film and television product placement of implant in four ways: scene implantation, implantationdialogue, implantation on plot and image of the implant, implant between four kinds of implantation in theTV drama is increased in turn. Data show that, using the percentage of China’s film and television productplacement in several ways: scene implantation accounted for59%, implantation dialogue accounted for19%, implantation on plot accounted for12%and image of the implant accounted for10%.The data shows, shallow implantation at present occupied the main position, plus product placement inChina started late, implantation technique used is not good, resulting in the emergence of a large number ofproduct placement in today, implant quality has become a bottleneck restricting the development of productplacement. Deep implantation is easy to succeed, because of its strong relationship with television drama,the audience’s attention degree is high. Similarly, implantation of shallow, if used properly, the desiredeffect of advertising can achieve the same.As everyone knows, the goods in addition to its own value, but also bearing a unique cultural identity,cultural identity is the audience commodity background based on goods, cognitive habits formed over time.If the goods bearing cultural information, find related right in the TV drama the plot development, will beable to play their own advantages in commodity, does not affect the basic TV drama artistic, goods intothem, enhance the relevance degree of commodity and TV drama, paving the way for the transfer next tothe audience emotional grafting and the point of attention. TV drama is an important branch of the field of culture, the picture and sound common rendering toconstruct a virtual reality for the audience, in the story "return" in the process, cultural factors of transfer tothe audience itself contains. Product placement in TV drama, the advertisement of commercial simpleisolated appears in the film and television drama, the association is weak, audience awareness of thepotential filter ignored, can not achieve the desired effect of advertising.The audience watching TV drama is also in the cultural consumption, consumption is the focus ofdrama of movie and TV to convey the cultural connotation and the audience resonates, and satisfied tomake audiences for spiritual comfort., So, if transfer the cultural connotation of film and television dramaitself move the audience gives the product placement of goods, so that goods with cultural identity and TVdrama the cultural connotation of echoes, complete the audience consumer demand transfer point and thepoint of attention. So, we can achieve the ideal effect product placement are summarized as: Based on thedrama of movie and TV commercial culture echoes, enhance the relevance of commodity and the film andtelevision drama, the drama of movie and TV of abstract to stimulate the audience’s desire to buy, which inreality on the formation of implant goods concrete purchasing power, achieve advertisement marketingeffect.