Abstract:  Based on classical theories of product placement and supported by lots of cases of famous movies, the paper aims to investigate the differences between Chinese and American culture in product placement, and analyzes the reasons of the differences of Chinese and American product placement from the three aspects of cultural backgrounds, psychology of audience and expression. Finally, the paper concludes that the differences of product placement in the two countries are evident: America has reached a very mature degree while China is still a bit hard in product placement. That is because the cultural differences between China and America play an important role. The paper has practical significance for advertisers and producers as well as some suggestions for future better development of product placement.

Key Words: product placement; Chinese and American culture; differences

CONTENTS

Abstract

中文摘要

1. Introduction-1

2. Background Information of Product Placement-1

3. Differences of Product Placement -2

3.1 Characteristics

3.2 Channels

3.3 Effects

4. Analysis of Reasons for Chinese and American Cultural Differences in Product Placement-5

4.1 Cultural Backgrounds

4.2 Psychology of Audience

4.3 Expressions

5. Conclusion-9

Bibliography-11

Acknowledgements-12