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Traditional advertising media can no longer meet the needs of the development of the advertising industry, advertising is the inevitable choice for the development of the proof of the rapid development of the advertising industry, advertising industry to the extension of the film medium. Hard advertising gradually been excluded, movies, media advertising to a more flexible attitude in the horizon, this way both manifestations of the ad itself, better advertising effectiveness, but also provides a new field to explore the possibility of advertising development. Despite the film and advertising blend of development has begun to attract the attention of the academic community, but even the basic concepts of research are not yet form a unified understanding. The film medium has been hidden in commercial and artistry behind, its role as an advertising medium, long ignored. When the movie began to play a role as an advertising medium, it will continue to place it in the coordinate system of the commercial and artistic research comment, so we have multiple title with a form of advertising. Therefore, we need a movie re-placed advertising medium within the framework of the study, in order to explore the characteristics of the film as an advertising medium. This study used content analysis method, a variety of research methods inductive method, comparative analysis methods, the use of multidisciplinary knowledge for analysis of communication studies, advertising, film, marketing, psychology, the film media advertising in China's reform and opening up to sort out the course of development, and explore the future trends, systematic summary of this form of advertising, adding more fresh and informative information, the development of the Road movie media advertising in the the theoretical upper berth built. This study for both the film industry and advertising industry have realistic operational meaning, can provide some ideas for the prosperity of the film industry, and promote the advertising industry from the side. In this study, about movie advertising into movie advertising and film media advertising, and defines the scope of the study to date in China's reform and opening up domestic films (including co-productions), film products are not advertising too much interpretation, focusing on exploring the medium of film advertising the development and changes. Thesis subject is divided into four chapters, in this topic Research, research content, research methods, innovations, research significance, the first chapter from the film development process starting from the physical properties of the film and the psychological attribute set forth the characteristics of the medium of film, explore the real possibility and inevitability of the film and advertising, and describes the characteristics of the medium of film advertising; characteristics of the second chapter of the film industry and the development of the advertising industry, the development of the medium of film advertising is divided into three stage, that is, before the movie media advertising period, the period of quasi-film media advertising, movies, media advertising period. Analysis of the different periods movie, summed up the philosophy of the period film media advertising, content, in the form of characteristics; Chapter from the ad itself advertising regulators, advertising system in three aspects, find the factors that affect the development of the medium of film advertising analytic limit the crux of the movie media advertising development, in order to solve the problem, making advertising better and faster development of the film medium; Chapter from branding, integrated marketing communications, media integration three angle analysis, to the developed countries, regions advanced practice learning, combined with the actual situation of the media in China, efforts to explore the the film media advertising development road suited to China's national conditions.
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