Product Placement As a Socio-Communicative Technology of Cinema Industry

The paper is devoted to the analysis of the product placement as a socio-communicative technology of cinema industry. We revealed its targeted audience of product placement, identified the advantages and disadvantages of this type of communication considered problems of ethical and legislative regulation of this product placement of type of advertising used in cinema. We examined in detail the film "The New Year's Tariff", where the creative product placement of image was used. The plot is entirely devoted to the service of the mobile operator. As the result of the analysis of the product placement of this cinema, we revealed that product placement in this film is directed on purposes: attachment to the way of life of the heroes and commercial profit for the filmmakers. We made the conclusion that different technology of product placement is perceived in different ways and has a different impact on the targeted audience