Product placement is encountering "growing pains" in China today

& ldquo; Please do not insert sketches in advertisements. & rdquo;

& mdash;— Spring Festival Gala in the year of the Tiger, the sketch "donation" was ridiculed by netizens for planting a large number of straightforward advertisements. In a short sketch of 21 minutes and 32 seconds, & ldquo; Sogou & rdquo; was repeatedly emphasized, & ldquo; Sohu & rdquo; was mentioned 6 times, & ldquo; Sanya Tour & rdquo; came out to join the fun, & ldquo; National Cellar 1573 quotes; also appeared many times & hellip;…

"donation" is just a microcosm. If you pay a little attention, you can find that product placement is pervasive in the popular programs of the Spring Festival Gala. Brother ldquo; didn't watch the Spring Festival Gala but advertisements. & rdquo; netizens joked. In the early spring of the year of the Tiger, topics such as whether the Spring Festival Gala should entertain people or make money, and whether literary programs should be implanted with advertisements or not have become hot topics in the media. A number of deputies and committee members also talked about this topic at the national two sessions a few days ago.

behind a lot of discussion and attention, & ldquo; product placement & rdquo;, a new advertising form, is experiencing the troubles of its own-ldquo; growth & rdquo;, is waiting for a new & ldquo; transformation & rdquo;.

< strong > birth: < / strong >

< strong > & mdash;— first appeared in the United States in 1929 < / strong >

& ldquo; product placement & rdquo;, refers to the integration of audio-visual brand symbols that can represent products or services into the film and television plot or stage products, by leaving a certain impression on the audience, in order to achieve marketing purposes.

& ldquo; I'm strong. I love spinach. I'm Bobby Popeye. & rdquo;—— in 1929, the world's earliest product placement appeared in the American cartoon Popeye. In the film, which is sponsored by the manufacturer of canned spinach, Popeye Bobby works hard to advertise the benefits of eating spinach. Also in the United States, three years later, Eagle cigars were filmed for the right to plant cigars in the movie Scarface for $250000. Since then, product placement has become more and more common in American films.

unlike the United States, which originated from movies, the introduction of product placement into China is the indoor drama "the Story of the editorial Department" of mdash;—, which began in 1990. & ldquo; Bailong Mineral Pot & rdquo; appears frequently in the play, and the plot is set by the people in the play to publicize its benefits, and it is well known for the time being that the products in the market are selling well & ldquo; Bailong phenomenon & rdquo;. With this immediate effect, product placement, as a marketing method, has been paid more and more attention by Chinese people, and ldquo; has spread to all kinds of film and TV dramas and literary programs.

< strong > growth: < / strong >

< strong > & an important link in mdash;— industrial chain < / strong >

nowadays, it is not uncommon to see product placement on TV screens in China. For example, in the popular TV series "Boss's Happiness", the implantable advertisements of spirits, hospitals, electric cars, guazi, cars and hotels are within reach. Literary programs are more advertising & ldquo; & rdquo;, in addition to the Spring Festival Gala, "Super Girl" and other influential TV programs, all through naming, embedded program content and other forms, implanted a large number of advertisements.

on the wide screen of the cinema, ingenious or blunt product placement also appears from time to time. In the 2004 New year film "there are no thieves", at the beginning of the film, the camera stayed on the logo of the digital camera screen held by the male thief played by Andy Lau. Since then, male thieves have stolen a large number of mobile phones, all of which belong to the same brand. Later, in the movie Mobile phone, another mobile phone brand showed its skill and told people through details that a car could overload 12 girls with huge internal space & hellip;…

with regard to the debate on whether advertisements should be implanted in film and television dramas and literary programs, many experts have pointed out that as an important link in the industrial chain, placement advertising is the future development trend of film and television dramas and literary programs, and the market prospect is huge.

data show that in 1974, the value of the US product placement business was $17.4 million, while in 2009, that figure could reach nearly $7 billion. It is reported that in China, the revenue from pure product placement in "the World without thieves" reached 40 million yuan, while that of the CCTV Spring Festival Gala in the year of the Tiger was nearly 100 million yuan. In China, the market for pay-TV placement advertising alone is expected to reach $31 million in 2010.

< strong > Green: < / strong >

< strong > & some mdash;— are scolded and some are successful < / strong >

in the United States, placement has a history of more than 80 years. In China, it is not yet 20 years old. Compared with the maturity of the United States in this field, China's attempt is still in its infancy. Also in China, when this industrial chain link is given to different people to use, it often produces different effects. Some people enjoy talking about it, some people can't remember it at all, and some people are bored with it.

in addition to the sketch "donation", there are many implantable advertisements in film and TV dramas and literary programs that are too explicit & ldquo; & rdquo; and & ldquo; flood & rdquo;. In fact, while some films and TV dramas are subject to sharp criticism, successful cases of product placement are not uncommon without going abroad. In recent years, several films directed by Feng Xiaogang, such as "No Thieves in the World", "Mobile phone" and "if you are the one", have been praised by the media. These films, without exception, show products and logos leisurely and do not sell them directly with great fanfare. In addition, the product placement of TV programs such as "Lucky 52" and "supermarket winner" has also received more recognition.

and successful cases of product placement are more common all over the world. In the movie Forrest Gump, one of the most beautiful things ldquo; sees the President of the United States is that he can drink lsquo; Pengquan & rsquo; soda. & rdquo; has become one of the classic lines. The film Lord of the Rings has boosted tourism in New Zealand because it is the location for location shooting. "the Devil in Prada" puts the product brand directly into the film title.

< strong > where to go: < / strong >

< strong > & mdash;— from & ldquo; rough & rdquo; to & ldquo; ingenious & rdquo; < / strong >

at the just-concluded National two sessions, product placement aroused heated discussion among deputies and committee members. Chen Daoming, a member of the CPPCC National Committee, pointed out that product placement should be enough, otherwise it may lead to lose-lose. Culture should be independent and should not be replaced by commerce. Deputies to the National people's Congress also suggested that product placement should be banned at the Spring Festival Gala, which gives more consideration to publicity and public welfare.

recently, many media comments have pointed out that as an important link in the industrial chain, the existence of product placement is reasonable, and what form it should appear is a topic that needs to be considered. Yu Guoming, deputy dean of the School of Journalism and Communication at Renmin University of China, pointed out that product placement means wisdom and planning, not simple placement and collage, & it is not that ldquo; viewers cannot accept product placement, but that advertising is too rough. & rdquo;

it has been proved that ingenious advertising placement can lead to a win-win situation for both business and art. The movie Transformers has more than $40 million in product placement and 68 brand ads, such as ldquo; Bumblebee & rdquo; turning into the latest Chevrolet sports car in the tunnel, has become an indispensable part of the story. In addition, advertisements can only be implanted into the brand when the culture contained in the brand is consistent with the content of the program. In Kung Fu Panda & ldquo;Just do it (just do it. Nike slogan) & the emergence of rdquo; not only does not make people feel unnatural, but also adds icing on the cake to the prominence of the film's theme.

therefore, how to insert advertisements skillfully is a difficult problem for the producers of Chinese films and TV dramas and literary programs.