Who will control the degree of advertising placement? Popular but unpopular

as a marketing means, product placement has become common: the number and scale of advertisements implanted in the CCTV Spring Festival Gala in the year of the Tiger reached the highest in history, causing collective condemnation from netizens. The popular TV series "Boss's Happiness" has also caused a lot of controversy because of the placement of advertisements, and some viewers even asked CCTV to stop broadcasting "Boss's Happiness" immediately. Moreover, placement ads are also invading the recording industry & ldquo; & the lyrics book of rdquo;—— singer Shang Wenjie's new album Women in the Times, which has less than 50 pages, includes 7 pages of advertisements such as cosmetics, sports brands, mobile phones and so on & hellip;…“ product placement & rdquo Yes, but in the environment of audience criticism and policy control, can we complete a more three-dimensional, more diverse and more exquisite marketing transformation?

strong > implantable, the new darling of advertising / strong >

strong > / strong > product placement is regarded as marketing aesthetics in Europe and America. While pursuing material value, it also attaches great importance to aesthetic taste, humanistic connotation and inner resonance with consumers. If the advertisement "007" series is successfully implanted, as long as a "007" series film starts shooting, there will be sky-high-priced watches, luxury sports cars and expensive foreign wine in the film. Most viewers will remember how luxury sports cars helped James Bond out of danger again and again, as well as James Bond's witty lines-mdash;—“ I only wear omega & rdquo;“ shake not stir & rdquo;.

according to statistics, the income of the film industry in the United States comes from advertising value-added, including product placement and derivative product development, while in current American films, an average of 30 to 40 minutes of each film is provided for product placement. According to some data, the ratio of screen income (box office) to non-screen income (advertising, copyright, etc.) of the US film industry is 1 ∶ 4 million mdash; that is, 20% of the revenue comes from the screen (box office) and 80% from non-screen income (advertising, copyright, etc.) & mdash;—, while in mainland China, the ratio is just the opposite.

will product placement also become the highlight of the profitability of the domestic cultural industry in the future? Despite being questioned by viewers about the proliferation of advertising, the investors in the TV series "Boss's Happiness" firmly said that advertising placement is the trend of the future development of movies and TV dramas. & ldquo; advertising implantation under the premise of reasonable and correct guidance is necessary for the sound development of the whole film and television industry chain. & rdquo;

it is understood that product placement is very popular in China & ldquo; & rdquo;. Zhang Yan, a senior advertiser, told reporters that due to the low cost and good publicity effect, product placement is gradually becoming a new favorite in the domestic advertising industry. & ldquo; implantable advertising is a relatively new form in China, and many customers are willing to try it. In particular, many customers are not willing to make advertising too commercial and too stiff, but are more willing to implant products into movies and TV dramas, which can produce more results and guide fashion. & rdquo; in addition, Zhang Yan also said that the average TV station's hard ads are calculated by seconds, and some of them cost millions or even tens of millions of yuan in 5 or 10 seconds, but after they become implanted ads, the time is more than ten times longer and the appearance rate is higher, but the price may be cheaper than hard ads.

Yin Hong, deputy dean of the School of Journalism and Communication at Tsinghua University, said that advertising placement is actually a trend in the development of the world's media and advertising industry, and it is also to alleviate the interference of hard advertising to viewers. Sun Yueyao, director of the Brand economy Research Center of Shandong University, said: & ldquo; in the case of limited TV advertising space, how to expand television advertising space has become the key to increase revenue. Product placement, which is the in-depth expansion of the value of advertising time, is in line with economic principles, so it will become the development direction of the domestic media industry in the future. & rdquo;

strong > is popular, but not popular with the audience / strong >

although people in the industry generally believe that product placement will become an important profit model for film and television, music, games and other industries in the future, it can be seen from the continuous criticism of the audience since the Spring Festival Gala. Product placement is still very unpopular among audiences, and the reasons are as follows:

one is too & ldquo; explicit & rdquo;. The advertising placement of the Spring Festival Gala was attacked by the audience & ldquo;. The main reason for rdquo; is that it is too explicit. CCTV famous mouth Cui Yongyuan criticized the Spring Festival Gala mercilessly. He said bluntly that he did not oppose the placement of advertisements, but the advertisements made by everyone showed that it was a very failure. & ldquo; advertising placement is a struggle between artists and advertisers, which makes audiences feel that advertising placement is too obvious, indicating the weakness of artists. & rdquo; Cui Yongyuan said. In his view, when the advertisement is inserted, if the sign is printed out, it should also be in line with the plot.

& ldquo; not all placement ads are unacceptable. For example, Guazi, Northeast people like to eat Guazi, several brothers chat together, throwing a bag of Guazi there does not affect the plot, but quite in line with life. Such scenes are not conspicuous when they appear in country Love. & rdquo; Xiao Li's words express the feelings of most of the audience. In his opinion, the worst placement advertisement for the Spring Festival Gala is the national cellar 1573 quotes in Zhao Benshan's sketch "donation"; there is nothing wrong with a single mother who brings gifts to thank her benefactor for her donation. However, after receiving the donation, a poor family whose son needs to go to school actually bought the high-priced National Cellar 1573 as a gift, which is very different from the plot theme and makes the donation meaningless. & rdquo;

the second is the lack of interest. When the swaggering BMW in the movie Crazy Stone was played by actor Wang Xun & ldquo; four-eyed Secretary & rdquo; interpreted as & ldquo; Don't touch me & rdquo;, I don't know how many audiences were made to laugh, and this line became a buzzword in the streets at that time. However, not all directors know how to turn & ldquo; advertising & rdquo; into & ldquo; interest & some rdquo;, even bluntly insert advertisements into the works, affecting the artistic effect of the works themselves.

in this regard, Sun Yueyao said: & whether ldquo; audiences accept it or not, whether they like it or not, does not depend on whether there is advertising placement, but on whether the implanted advertisements weaken or strengthen the entertainment value. If the implanted advertisement itself constitutes the entertainment element, it can strengthen the entertainment value, otherwise, it will be the loss of value. & rdquo; he believes that the effect of Zhao Benshan's sketch "donation" is not satisfactory because the sketch belongs to pure entertainment, while in pure entertainment, the addition of non-entertainment advertising factors is the dilution of the entertainment value of the program.

the third is & ldquo; spoon & rdquo;. Recently, a popular online photo of PS's "A Dream of Marriage" reflects the audience's aversion to advertising placement: seven brand advertisements, such as mobile phones, foreign wine and food, are stuffed into a picture, and most of them have nothing to do with the plot. This & ldquo; spoon & rdquo; ad placement is really difficult to make the audience & ldquo; pleasing to the eye & rdquo;. In fact, mainland TV dramas that have been popular in recent years, such as struggle, Invincible Ugly, and snail House, all have advertisement placement, but advertisement implantation is also a technical job, with excessive and wanton implantation of close-up shots that have nothing to do with the plot. Even letting props steal the limelight of the role will outweigh the gain.

strong > implant, but also moisturize everything silently / strong >

A few days ago, Tian Jin, deputy director of the State Administration of Radio, Film and Television, said that it is necessary to strengthen the research on new issues such as product placement and put forward standardized policies as soon as possible. In this regard, Yin Hong believes that the reason why the product placement is sharply criticized by the audience is that the advertising content does not meet the hidden characteristics of ldquo; implantation & rdquo;, which affects the audience's feeling and experience of watching the program; how to connect the advertisement and the program content more seamlessly, and what kind of agreement and restriction is the problem that needs to be studied at present. Shi Kang, the screenwriter of the TV series struggle, believes that the implantation of advertisements should first nourish the silence of all things. & ldquo; if you want to do an ad placement, you have to think about it when you think about the whole story. But now there are many crews who temporarily join the advertisement while filming, which not only makes the advertisement seem abrupt, but also makes the plot fragmented. & rdquo; it is understood that in the United States, advertisers have been involved since the screenplay writing stage, while in China, most advertisements find a way to enter after the completion of the screenplay creation, which often leads to poor integration between advertising products and film and television works, or even negative effects.

Wang Guang, director of Beijing Sky Star Film and Television Culture Communication Co., Ltd., said that whether the implantation technique is good or not mainly depends on the ability of the creative team, and there can be no hasty, unthought-of implantation. & ldquo; I personally feel that the implantation techniques of domestic film and television works are not very clever, and the basic has been reduced to advanced advertising. & rdquo; Wang Guang said that the strengthening of this trend in China is related to the success of many foreign works, especially Hollywood, such as hidden advertisements on websites, drinks or cars in movies such as Transformers and 2012. & ldquo; Hollywood smart ad placement is a market hint for us, but it doesn't mean we can do it without thinking. As far as the current domestic film and television works are concerned, they do not have the ability to implant, so it is best not to do it if they do not have the ability, otherwise it will be self-defeating. & rdquo;