Study Of The Legal Regulation Of Film And Television Embedded Advertising

This paper chooses product placement to research,it is a current controversial topic.As a variant of traditional advertising.There are some reasons for film and television implant advertising to emerge.Firstly,under the pressure of new media and other platforms,the output value of traditional advertising is limited,and under the restriction of the most stringent advertising law in 2015 and the policy of restricting the scope of advertising,the situation of advertising is difficult.At this time,advertisers chose a more a easier approach,that is implant advertising in topical film and television.Film and television implant advertising is not a new thing,it has a long history of development.It can be traced in early film and television works at home and abroad,and there are many successful cases for reference.However,for quite a long time,film and television implant advertising is not the mainstream advertising marketing means.Moreover,in some European Union countries,this form of advertising was banned more than supported in the early days.However,in recent years,the trend of film and television implantation advertisement is blowout,and there is still a lack of specific measures in China.However,some foreign countries have made some successful measures to regulate the film and television implantation advertisement,which can be learned and used for reference.With these changes,we can see that film and television implant advertising can not only provide business opportunities for traditional commercial advertising,increase the competitiveness of film and television works,promote the prosperity of the economic market and enhance the soft cultural strength of China.Therefore,in view of the legislation of film and television placement advertisement,we should adopt the management mode,makes it relaxed and moderate.In recent years,the research on film and television implant advertisement has declined,and the research on law is not enough,most are based on the artistic point of view.Therefore,there is no consensus in the field of basic theory research.As a variant of traditional commercial advertisement,film and television implant advertisement has not only the characteristics of traditional commercial advertisement,the characteristics of concealment.It is this feature that makes film and television implant advertisement fall into a concept dispute andcauses a series of problems.These problems reflect the contradiction between the diversity of new advertising types and the lag of traditional commercial advertising norm system.Film and television implant advertisement also has complex characteristics.By analyzing the concept,type,development history,market potential of film,television implant advertisement and the existing legal system of commercial advertisement,this paper puts forward a framework conception for the establishment of the legal system of new advertisement,the corresponding legislative emphasis and expounds the advertising law.After studying the necessity of upgrading status and the advantages of the stimulus policy of partial prohibition in an all-round way,this paper suggests that a systematic secret network management and social credit system should be established.And also,the responsibilities of the relevant subjects and the corresponding details should be discussed and analyzed.