Analysis of the Current Situation of Product Placement in China’s Online Self-Produced Variety Shows
DOI:
https://doi.org/10.53469/ijomsr.2026.09(04).04Keywords:
Product placement, Online self-produced variety shows, Advertising integrationAbstract
With the development of Internet technology, online self-produced variety shows have become an important carrier of entertainment, and product placement has become a key approach for brand communication. This paper takes online self-produced variety shows in China as the research object and analyzes the current application status of product placement through literature review and case analysis. The study examines the main forms of product placement, including verbal placement, prop placement, plot integration, and creative insertions, and summarizes their development characteristics. The results show that product placement is characterized by diversified forms, entertainment-oriented expression, and increasing commercialization, while problems such as insufficient integration and occasional unnatural presentation still exist. This study helps to understand the overall development status of product placement in online variety shows in China and provides a reference for future research.
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