Ethical Review Of Product Placement

With the growing global competition and new media to break the traditional mode of transmission,traditional hard advertising has been unable to adapt to the needs of the times,Product placement as a product of the times,in every aspect of social life.On the basis of summarizing the research status at home and abroad,this paper analyzes the product placement from the perspective of ethics.Product placement has the characteristics of "hidden but not exposed",which is highly sought after by advertisers and advertisers.But at the same time,advertisers and advertisers on the interests of the excessive pursuit of relevant advertising,imperfect laws and regulations also led to the Product placement at the moment there are many ethical nominate phenomenon,how to combine the advertising industry self-discipline and gastronomy perfect social legal system became a priority among priorities and healthy development of implantable advertising.On the basis of summarizing the research status at home and abroad,this paper analyzes the product placement from the perspective of ethics.First of all,the paper analyzes the characteristics of implantable advertising and its communication.First of all,the paper analyzes the characteristics of implantable advertising and its communication.From the extent of implantation and implant technique to Product placement were classified according to the degree of implantation Product placement,Product placement can be divided into three categories,namely shallow implants,implant level and deep implantation;according to implant technique Product placement,Product placement can be roughly divided into six categories,respectively.Props implant,implant,implant,plot lines,cultural scene implantation,implantation material implantation.Secondly,it analyzes the definition and characteristics of the embedded advertising,that is,the implantable advertising as a new form of advertising,with the dissemination of the hidden,interactive efficiency and participation initiative.Respectively,from the perspective of utilitarianism,justice theory,vision of absolute order and the perspective of Marx ethics,the ethical legitimacy of the product placement is analyzed.From the utilitarian perspective,Product placement in accordance with the principle of greatest happiness principle and effect;from the justice perspective,Product placement in line with the principle of equality and opportunity equality principle;from the perspective of the absolute command,Product placement conforms to the universal law and the principle of self-discipline principle will;from the perspective of Marx's ethics,the principle of embedded advertising in accordance with collectivism.Then,the paper analyzes the performance and reasons of the loss of ethics in our country.Including information and the true and the good and the beautiful contrary to the value of misleading and improper content.Finally put forward the suggestions and opinions of the ethical construction,expounds the moral responsibility from the advertisement subject self-discipline,media supervision and government supervision in three aspects,including self constraint Product placement industry ethics and related legal norms construction Product placement.