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With the rapid development of new technologies, networks, digital TV and other new media continue to emerge, especially Tivo video recording technology allows consumers to filter out all advertising, straightforward style of traditional advertising effect of gradual decline. The State Administration of Radio. "17 orders" of the promulgation and implementation of the traditional advertising time is greatly compressed, with a corresponding advertisers advertising costs increased dramatically, but the dramatic increase in advertising costs advertising effectiveness is declining situation, advertisers will inevitably will seek a new form of advertising, this new form of advertising not only to cost of suitable, have good communication effects, so the placement came into being, a meteoric rise. Placement in as many forms of advertising, a fact the early 20th century appeared in the Hollywood movie, the 20th century, 80, began development of scale, as penetration of American film, television and video games in a class of important advertising. In China, product placement is still in its infancy, the subject of domestic academia and industry should be attributed to the attention of director Feng Xiaogang’s "Cell Phone", in this film. NOKIA. China Mobile and many other brands have been cleverly implanted to plot them. Since then. the domestic setting off a burst of "product placement hot", see the newspaper articles frequently, but most tend to be the phenomenon of product placement analysis, there is no system of placement, comprehensive and in-depth study. And how to coordinate the media, advertising and the relationship between the audience and has become a more popular topic in recent years, in such a background, quietly rising up to now the overwhelming product placement can be alleviated to some extent before three tense awkward relationship. However, due to the development of China’s late placement, implant ways more "simple and crude." makes today’s placement after the short-lived glory, is also facing the audience’s disgust and difficult to accept, the paper aims to compare Sino-US Comparison of implantation in the ad, the search and found the lack of placement and the problems in the hope of the development of product placement has been thought.
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