On Deficiency And Improvement Of The Legal Regulation Of Product Placement

Product placement as a new way of advertising development up to now,has become the important power of cultural industry in our country,compared with traditional advertising limitations and people's dislike,the advantage of implantable advertising itself makes it popular in the cultural industry of our country,especially in the film and television drama.While not affecting the content of the work,Not only fully reached the desire of the advertisers themselves,but also let the audience see more,better movies,dramas.But compared with developed countries nearly 90 years of development,the development of product placement in China began from the 1990 s,the degree of development is not advanced,and the law of product placement in China,except for some clauses in the basic,no other detailed terms and conditions for its regulation.This results in confusion of implantable advertising market in our country,and it also has caused many disputes.In this paper,the structure is divided into five parts:The first part is the introduction,This paper introduces the main research achievements of implantable advertising,and summarizes the main viewpoints of relevant research achievements.The paper also puts forward the theoretical and practical significance of research on the problem of product placement.The second part is the overview of the product placement.In turn,this paper expounds the definition of product placement,the characteristics of the product placement,concealment,relevance,influential imperceptibility,and some of the classification criteria of implantable advertising classification standards.The third part expounds the current situation of legal regulation and the deficient analysis for the implantable advertising market in China.Points out that the lack of effective and specific legal terms at the present stage in China carries on the effective management of product placement,we need to perfect the related law.And for implantable advertising,the deficient aspects mainly exist in the nature of implantable advertising,the deficient understanding,implantable advertising and to distinguish between normal artistic exaggeration and abnormal deficiency of artistic exaggeration boundaries,for lack of advertising agents lead to the lack of law responsibility difficult problem,The implantable advertising sponsorship not enough independence,film and television works and the deficiency of contraband advertising regulations.The fourth part puts forward suggestive solutions for these problems.To the problem of the nature of the product placement,product placement can be determined for commercial advertising,and is a special form of advertisement;To distinguish standard question,the proposal should be clear by the national related departments in accordance with the reality to make a classification of the standard guidelines for product placement,the implantable advertising scenario,the length of the problem of correlation with the goods,the audience for commodity impression provide can discriminate based on.In the case of a temporary absence of standards,the system can be disclosed for the division of product placement;To the problem of infringement of consumers' rights and interests can be specified advertising disclosure;To the problem of improper sponsorship can make a standard rule set up sponsors;Finally also should strengthen social supervision.strengthen construction of advertising association,expedite the complaint channels,relying on the masses' power,supervise implantable advertising market together.The fifth part is the conclusion part,for the full text of the summary.This paper is focused on proposed virtual advertising operators that responsibility main body,to make up for the product placement advertising operators lack of legal sense and the lack of related regulations,making the current advertisement law better solution because of implantable advertising production,distribution and infringement of legal problems.At the same time,the legal system of product placement advertising is further improved by supporting the system of voluntary reporting and liability recovery.