A Study On The Features And Problems Of Product Placement In Micro-media

With the continuous development of the media technology, a variety of new media artforms are emerging, such as Microblog, WeChat, Microfilms, which, all following the trendof the times, become very popular. These rising media forms, characterized by its small sizeand portability, are widely acknowledged as micro-media.Micro-media has been called so for quite a long time. In terms of the domestic existingliterature, it first appeared in the article From Micro-media to We Media written by Wu Bo in2011. Thereafter, many scholars followed such tradition. The studies on micro-media rarefocused more on a particular area that one is expert at, but lack a systematic integration. Inaddition, the rapid development of product placement urgently requires the type of theimplantable media be expanded on the original basis, while micro-media appears just in timeto provide the needed implantable space.This paper is put forward against such a background. It systematically studies the form,characteristics and problems of product placement in micro-media. Since there is no clear-cutdefinition and agreed classification of micro-media, the author collects, organizes andanalyzes the domestic existing literature on micro-media and the product placement, and listsone by one and analyzes the forms and features of product placement in various types ofmicro-media with real cases. In this paper, the author contrasts the traditional productplacement with that in micro-media, summarizes the advantages and disadvantages ofmicro-media product placement, and finally put forward suggestions for future research froma macro point of view, namely, from a legal, management, industry self-discipline, creativerepresentation and ethical perspective.This study has an interdisciplinary background and research significance and analyzesthe product placement from multiple perspectives, and thus, is expected to contribute to fillingthe research gap in the literature both at home and abroad.The author believes that micro-media product placement is a whole new form in themedia era for advertisers to communicate with consumers. Since it appears for a relativelyshort period of time, it still needs constant reform and tests in practice, and at the same time,joint efforts from the advertising industry and academic world are also needed to helpmicro-media placement, this emerging advertising form, to develop in a positive and healthydirection.