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一、外文原文 Product Placement Growing Most Recent Numbers Total $1.5 Billion By Jon Lafayette Product placement has become a huge business both in the U.S. and abroad, as anyone who has seen Courtenay Cox drive around in a Pontiac Solstice in FXs Dirt could tell you. A new report from PQ Media confirms that impression, with figures showing that the U.S. was the largest market for paid product placement at about $1.5 billion in 2005. Thats up 49 percent from 2004. With barter and value-added deals factored in, the value of product placement in the U.S. during 2005 rises to $6.2 billion. Television, which accounts for the biggest chunk of paid product placement, grew 70.5 percent to $941.2 million in 2005, while placements in film were worth $499.8 million, up 23 percent. Globally, the paid-product-placement market was $2.45 billion, up 40.3 percent. If the value of non-paid placements is included, the market would be $6.24 billion, up 27.8 percent from 2004. Television accounted for the bulk of paid product placement spending in 2005 at $1.6 billion worldwide, up 51 percent from 2004. The report called product placement one of the fastest-rising stars of this new media order. The growth is fueled by the perception that ad-skipping technology is negatively impacting the 30-second spot, driving brand marketers to seek alternatives such as product images embedded in the program rather than during commercial breaks. That explains the rapid growth of placement at a time when traditional spending on TV ads is virtually flat. In the U.S., the biggest spending category is transportation and parts, which is also the top traditional advertising spender. Other big users of product placement include apparel and accessories; food and beverage; travel and leisure; and media and entertainment. The growth will continue, according to PQ Media. In the U.S., paid product placement is expected to hit $5.5 billion in 2010, a 29.6 compounded annual growth rate. The value of paid TV placement