A Study On The Value Propagation Of The Luxury Brand Film Implantation In The World Famous Watch Brand Implant As An Example

Product placement refers to the advertising form through integrating visual and audio symbols with typical significances in products or services into films,TV dramas,and other widely spread art works so as to improve brand value and enhance product exposure.In recent years,with the flourishing development of movie industry,the way through Product Placement in Film to display and transmit product or service function or value proposition is not rare of ordinary occurrence,mainly because the trio-property of product,information and media can make film fully realize the perception and transmission of brand's economic and cultural value proposition.Product placement in film is one of the major methods for luxury marketing.This paper firstly refers to domestic and foreign literature basis,thoroughly elaborates product placement in film and related value proposition and communication theories,and analyzes the method and value proposition of product placement in film under two different backgrounds of American Hollywood film industry and Chinese film industry.Secondly,make contrastive analysis on the value propagation cases of luxury wristwatch product placement in film such as Blancpain,Longines,Hamilton,Panerai and IWC,etc.On this basis,make an in-depth analysis on the case of Blancpain wristwatch placement in the film “Finding Mr.Right: Book of love”,to explore the relation between the method and effect of placement and value proposition communication.Then propose three assumptions from three perspectives: “audience's attitude toward product placement in film”,“the influence of placement effect on marketing effectiveness” and “audience' buying inclination”.Use data acquired from questionnaire survey to analyze and verify these three assumptions.At last,provide specific suggestions for the value propagation of luxury brand product placement in film based on the analytical conclusions.