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Research on product placement advertising communication effect - A Case Study of Ode to Joy II -

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 71(), pp.207-222
  • DOI : 10.25111/jcd.2020.71.15
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : February 3, 2020
  • Accepted : April 27, 2020
  • Published : April 30, 2020

Zhang-Shanlin 1,  WonJun Chung 1

1동명대학교

Accredited

ABSTRACT

Advertising, as a significant means of promotion in marketing, bestows enterprises with obvious marketing effects, so advertising is the marketing method that almost all enterprises like to adopt. Although the advertising methods adopted are various, the purpose of the enterprises is the same, that is, to obtain benefits. The creation of brand value and the formation of brand core competitiveness all depend on advertising, so advertising competition is more and more fierce and advertising is more and more creative. At the same time, with the prompt development of advertising with changeable demands, traditional advertising has hit an unprecedented "bottleneck". As soon as more and more of its shortcomings run counter to the demands of consumers, the marketing effect expected by enterprises will be weakened, so enterprises should seek new ways to replace or make up for the shortcomings of traditional advertising. However, as an integration of film and television art and advertising art, product placement has been widely used in domestic film and television in recent years with much attention. Although there are still some contradictions and conflicts in the integration of film and television and advertising, it has become a significant part of the operation of the film and television market. With the progress of economy and the information of society, the traditional intermittent advertising seriously damages the audience's appreciation of film and television works, and the product placement is expected to solve this drawback. With the help of movies and TV plays as the carrier, the product placements enable the audience to accept advertising information while enjoying movies and TV plays in an imperceptible way, thus avoiding the audience's antipathy and resistance to advertisements and achieving good advertising results. Although China's research on product placement is later than that in the West, with the prompt development of Product placement in recent years, more and more researches on product placement have been conducted in China, especially the brand communication of Product placement has been the focus of academic research. On the basis of previous studies, this paper first elaborates the theoretical concepts of embedded advertisements and brand communication, and then selects the popular TV series《Ode to Joy 2》 in the past two years for a case study of the effect of embedded advertisements. There are many embedded advertisements in《Ode to Joy 2》 with different effects and different audiences opinions. This research mainly starts with the communication effects of embedded advertisements, analyzes the communication characteristics and searches for ways to improve the communication effects, puts forward the necessity of using embedded advertisements to carry out brand communication, discusses the research on the embedded advertisement strategies of brand communication, obtains the problems that should be paid attention to in embedded advertisements and puts forward specific strategies, provides reference for the development of embedded advertisements in TV series in the future.

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