Research On Legal Regulation Of Product Placement Advertising

Recently,with the development of the market economy,advertising environment and media environment changes,the film and television works,the continuous renewal of network media that many businesses are the eyes of the profit-seeking betting on this,then,implantable advertising began in the ear of the speed of spread,into people's horizons,this in the form of "moistens everything silently" show their products,no additional viewing time for the audience,and also not as large as traditional advertising costs,undoubtedly become the advertisers to promote their products the first choice.Although product placement advertisements have been appearing in China for a long time,there is still no law on product placement in China.In 2015 our country issued referred to as the advertisement law of history's most severe,its special commodities for alcohol,tobacco,drugs,etc have more strict constraints and limits,but still made no mention of advertising regulation problems,many businesses cut corners because of this,a pursuit of quantity in the process of implantation without regard to whether have caused damage to the film and television works,churning out,a presumptuous guest usurps the host's role,not a few but due to the legal status of the ads is not clear,hard to implement the main responsibility,regulatory problems such as lack of legal basis successively,and lead to product placement has always been the law,Being in an awkward and difficult state in actual operation is not conducive to the stability of the market and media order.Therefore,construction of implantable advertising law regulation system,whether it is in order to protect the legitimate rights and interests of the audience,or in order to maintain order to ensure the long-term development of advertising industry,has very important practical significance,also ensure that outlook can prosper.In view of this,the legal regulation of product placement advertisement is divided into four parts.Article the first part is summary of implantable advertising,this chapter mainly introduces the concept,characteristics,classification of implantable advertising,legal definition,analysis of the necessity and some other basic information,which will list the different concept about implantable advertising theory,three basic characteristics from concealment,permeability,restrictive to analyze its differences with traditional advertising,finally will discuss the products of sponsor variety show whether belong to advertising.The second part is the causes and problems of the rise of product placement advertisements in China.This part will analyze the causes and difficulties of the rise of product placement advertisements in China based on the actual situation.The third part is the legal regulating foreign implantable advertising enlightenment and significance to our country,this part is mainly to the United States,the European Union,Britain a few countries and regions of the legal regulation of implantable advertising,and on the legal system of based on the foreign reference its experience to construct our country's legal system of product placement.The fourth part is implantable advertising advice on legal system construction in our country,this part is the core of this paper,this article through the way of questionnaire survey,to overview the implantable advertising attitudes and opinions,and then from the legal regulation of the legislative selection,basic principles,the criterion of broadcast advertising behavior,censorship regulations and relevant legal responsibility of the subject of several aspects,optimization of censorship and specific way of implant,build system of advertising agencies,the implementation of information disclosure system,open the audience supervision and feedback channel,strengthen industry self-discipline,etc.,so as to construct a legal system of product placement in our country.The innovation of this article is that by hit drama "ode to joy 2" in the statistical analysis of the main advertising and actual basis of questionnaire research,for the construction of legal system of implantable advertising detailed the specific way of implants and implant principle,in terms of regulation,use of industry and commerce and the way of the combination of film and television administrative departments of the two strict censorship,opened the feedback channel intensify supervision,and based on the "advertisement law",in terms of the original responsibility implementation increases the new punishment of film and television producers and merchants.In addition,this paper also puts forward different opinions and countermeasures on whether the sponsored products in variety shows belong to the implantation advertisements and the related problems involved.This article uses literature research,comparative study,value analysis,social investigation method and the research path,through the use of literature at home and abroad to collect,sort out the effect of implantable advertising,and legal regulation related literature,to establish research foundation,to the United States,the European Union,Britain a few perfect relevant legal system of countries and regions,trying to find out legislation mode which accords with the situation of China and the regulation principle,understand the audience by means of social survey for implantable advertising attitudes and expectations,as an example for the empirical analysis,and combined with the characteristics of the status quo of China's advertising industry and regulatory activity,Suggestions on the construction of China's product placement advertising legal system are put forward.