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Product placement in the film 's narrative strategy of integration

Author: ChengXue
Tutor: WangTianYun
School: Shanghai Normal University
Course: Radio and television Art
Keywords: Product placement Film Narrative Memory effect
CLC: F713.8
Type: Master's thesis
Year: 2010
Downloads: 802
Quote: 4
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Abstract


Television media advertising market has been dominated , however , attention deficit audience , unlimited explosive spread of information and increasingly complex environment for traditional advertising experienced an unprecedented crisis , a new marketing communication model generated - product placement . It is a \It has injected new vitality movie , it also brings new problems. The most prominent problem is that product placement in movies and effects assessment are put in the lack of uniform standards, that filmmakers can not \Select the type of paper product placement more complete , grossing higher \Content analysis using an objective description of the development status of product placement in movies and manifestations , through the auxiliary group viewers and non- viewers auxiliary group experiments comparing the effects of different implantation modes audience and advertising for the movie plot memory effect . To the development of the domestic film and implantable ad delivery provide useful experience.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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