Research On The Construction Of Film And Television Product Placement

Under the impact of t he mob ile Inter net techno logy,t he tradit iona l film a nd televis io n advert is ing and film and te levis ion product p lacement in cr is is,advert is ing audie nce by shunt advertis ing revenue by segmentat ion e ffect by decomposit ion based on the t heory of scene constr uctio n,comb ined wit h c lassic success stories,scene constr uct ion under the background of mobile Inter net,film and tele vis ion product placement to scene construct ion,proposes the scene constr uct ion mode l and optimization strategy.In this paper,wit h the influe nc ing factors for film and tele vis ion product placement scene construct ion,from t he trans miss ion p lat for m Aud ie nce characterist ics a nd film and te levis io n works three aspects elabora ted based on this,this paper summar izes the ele me nts of film and tele vis ion product place ment scene,is divided into interna l e le ments and extens io n of the inter na l components includ ing time and place the character ima ge The plot,they const it ute the connotatio n of the film a nd televis io n product placement scene ele ments;Exte ns ion e le ments includ ing interactive ele ments and crossover,rely on the Internet and inte lligent termina l equip ment can be realized,can arouse the aud ience to interact wit h the brand,let the audie nce fee l extre me scene experience,be longs to the extens ion ele me nts,but it does enlar ge the film and tele vis ion product placement scenar io This paper ma inly discusses the film and tele vis ion product place ment scene constr uct ion process: t he first step is for scenar io,spread fro m aud ience needs time Mult i-angle mining about the characters,etc Scene design,the second step is to the aud ience as the center,wit h products for the fulcrum,scene oriented to design a meaningful scene.The third step is the scene experie nce,through the aud io-visua l present present t he emot iona l body is present,the audie nce can intuit ive see hear fee l scene,interact ion between the audie nce and scene brand,achieve e mot iona l resonance The fo urth step is thro ugh the establis hment o f effect ive connect ion,realize fro m t he virt ua l scene to the real scene,fro m across the screen interaction to cross-border inte grat ion,achieve mut ua l bene fit and win-win results between the ind ustry The fifth step is through the bus i ness communit y,arouse the ent hus ias m of the aud ience partic ipatio n,improve the audie nce lik ing to the brand,enhance the aud ie nce's purchase des ire Through the above five steps to form a complete scene construction process.This paper ads fro m the scene Lack of interactio n wit h the aud ience the scene structures,such problems as inco mplete,the proposed product placement in moderation to improve imp la ntable advert is ing e xpression with t he scene of the alignme nt innovat ion thro ugh interact ive stretching acr oss the screen scene through integrat ion o f cross-border integrat ion scenar ios created by communit y operating new scene create a closed loop optimizat ion strategy,s uch as film a nd tele vis ion advertising scene.