The Problems And Countermeasures Of The Product Placement Of The Film And Television Works

The Product Placement is also called Implantable Marketing, and is referring to the medium product, brand or the representative visual symbols and even services strategy into the medium contents or circumstances of movie, TV etc, through the reproduction of the scene or plot of the show, quietly advertising information infusion into the audience, letting the audience unconsciously impress on its products and brand, then to achieve marketing objectives. The Film Product Placement originated in 1970s in the United States, and quickly swept the world, became an important new media advertising form. With the rapid development of our country’s economy, implantable advertisements boom in TV dramas. The paper analyses the present research at home and abroad, combines the plight and audience’s response, and studies reverse psychology of the audience’s response on implantable advertisements and operation strategies of implantable advertisements based on audience’s response. The paper also interprets classic examples using Text Analysis, states the audience’s psychological characteristics and attitude towards implantable advertisements of the audience’s response using interview and questionnaire survey, and finds out the psychological context of implantable advertisements. Finally, the paper puts forward the specific operation strategies of the captive audience’s acceptable psychology on implantable advertisements.