Effects Of Fashion Brand Implantation In Movie And Television Industry

With the fashion brands gradually integrated into people’s life and the advent of the golden age of film and television industry, fashion brands placement marketing is gradually changing the development and marketing model of the traditional fashion brands. Cases of fashion brand implantation advertising can be seen in such Traditional film and television dramas as television dramas and movies and such emerging film and television dramas as network dramas and Internet movies. Presentations of product placement advertising is becoming more diverse and their exploration, in practice, is also becoming more mature. At the same time, with the continual decrease of the transmission effectiveness of the traditional media advertising in the shaping and diffusion of brand images, businessmen in brands are in desperate need of a new approach to dissemination to appeal to the diversity and fragmentation of people’s information reception. And the emergence of implantable advertising has just filled this gap, resulting in more and more fashion brands to join the blue ocean of film and television drama implanted.This paper starts with the interactive influence of fashion brands and product placement advertising, and summarizes, on the basis of reference to relevant domestic and foreign literature, the two dimensions of effect evaluation of fashion brand advertisements implanted in films and television programs: significance of such advertisements and viewer cognition of film and television products. Secondly, based on the research of the effect of the fashion brand placement advertising, the paper raises three questions, whether the significance of the brand placement advertising will have a tremendous impact on the viewers’ brand recognition; whether the viewers will accept implantable advertising; whether an implantable advertising can enhance the consumers’ purchasing power. With the help of questionnaire, data collection and data analysis, this thesis has successfully answered the above three questions and reached three relevant conclusions. Finally, with regard to the status quo of China’s fashion brands and the fashion brands as well as the further cooperation between fashion brands and film and television dramas, the author puts forward the following suggestions: reducing the total amount of implantable advertising of fashion brands to raise the significance of implantable advertising of major fashion brands; designing more reasonable ways of implantable advertising; improving the percent conversion of brand cognition resulting from implantable advertising into purchasing behaviors.