Social Responsibility Television Product Placement

When the time entered into the21st century, China’s economy develop speed is very fast and gradually narrows the gap between the developed countries of the world. The change of the economic pattern has triggered a series of linkage effect, advertising as a barometer which can reflect the economic developments Status also changed in the technique of expression and the media choose so that to meet the requirements of that situation. Under this circumstance, film and television product placement came into being, which developing rapidly just like the mushroom after the rain, this kind of Phenomenon has attracted a lot of attention from the industry and academia of AD. As an extension and a supplement of the traditional forms of television advertising, film and television product placement has numerous advantages; but at the same time it also has a lot of disadvantages, which triggered the controversy and thinking about it, and the controversial focus of film and television product placement is the social responsibility issues and legal norms.In this paper, the writer based on the various examples and related theory basis, selected the typical case and combined our country hot advertising problem, discussed the development process, present situation, characteristics of the film and television product placement as well as its operation and effect analysis and research from multiple angles and perspectives of film and television product placement respectively, hoping to find out the reasons why the film and television product placement will lack of social responsibility in the process of the development, and according to the reasons to find out the way to make up these problems, so that to help and guide our country’s product placement develops healthy and orderly, and let this kind of AD can do some contribution for our country to construct the harmonious society.