Study On Legislation Perfection Of Product Placement Advertisement In China

The rapid development of the media industry has led to the propagation of various means of communication and advertising is used as a commodity or service publicity tools,their own propaganda has a strong competitive advantage,so it is very popular with advertisers.Product placement is no exception,it will product information into the media,through the use of scenes,dialogue and other ways,to encourage the audience to watch movies and TV works at the same time to accept a certain product or concept,enrich things silently to meet the marketing demands of advertisers for products.lt does not belong to the content of the art work itself,but out of the profit of commercial advertising,with compensation,is a new thing developed in China in recent years,has a good development prospect.Although there is an advertising law in China,some product placement is still at the edge of the law,and there are illegal acts,which will bring inevitable harm to the audience and make it difficult for the regulatory authorities to control reasonably.lt is particularly necessary to perfect the reasonable regulation of product placement law.This paper combs the origin and development of product placement in China under the research background of domestic and foreign scholars,focuses on the anatomy of the product placement in China exist "implanted with excessive","integrated brand hard","damage the interest of the audience","artistry" damage problem,at the same time the author through the analysis of the different practices of foreign relevant product placement regulation,analyzed the comprehensive opening,mandatory disclosure,Japan allows implants,depend on self-discipline,South Korea limit,unified regulation,respectively,the British government leading experience,summed up the differences and outside regulation.The article puts forward the regulation of product placement in China from six aspects:First,give its advertising legal attribute;Second,Clarifying the restrictions on advertising placement,and giving specific specifications on the types of advertising placement and the number of advertising placement products;Third,improve the audit rules of product placement,clarify the responsibilities of advertisers and advertising operators,and clarify the specific norms of product placement regulatory bodies;Fourth,improve the product placement advertising disclosure system,clear product placement information disclosure subject,clear form of disclosure,public information,etc.Fifth,strengthen the self-discipline of product placement industry;Sixth,improve social supervision,establish a consumer complaint mechanism,let consumers become advertising supervisors.