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Product Placement,or embedded marketing,can be dated back to the nineteenth century in publishing when the French writer Jules Verne was lobbied to mention the transport and shipping companies in his adventure story Around the World in Eighty Days.With the development of mass media,such a form of advertisement became common in 1980s when more and more branded goods or services were placed in a context usually devoid of ads,such as movies,the story line of television shows,or news programs.By means of featuring products hardly identifiable,clearly identifiable,long or recurrent in exposure,or associating the products with a main character,verbally mentioned in the storyline,marketing folks make the audience, without their knowledge,be exposed to the products.The first chapter focuses on the discussion about how western world cooperate with different kinds of media when practicing product placement,which include examples from newspapers,films,broadcast media and the internet.The second chapter deals with relationship between product placement and the traditional advertisement.The third chapter presents the problems of product placement in China and the suggestions for practicing this form of marketing.
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