Analysis: why the "exclusion" of product placement in Spring Festival Gala is so strong

& ldquo; Please don't insert the Spring Festival Gala & rdquo;, in the advertisement is a hot topic in the first month of the year of the Tiger. Whether it is an advertisement for a certain brand of edible oil in "50 yuan", an online advertisement in "donating money", an advertisement for a camera in a song and dance show, or an advertisement for fruit juice in a magic show, the placement advertisement in this year's CCTV Spring Festival Gala has really attracted the attention of the national audience. However, behind this attention, there are mixed comments from all walks of life.

nowadays, product placement has become a common phenomenon in film and TV dramas. Worldwide, the revenue of product placement is also very considerable. Data show that since 1999, the global product placement market has grown at an annual rate of almost 16%, and is expected to reach $14 billion this year. On the one hand is the emerging way of the advertising market, on the other hand is the shelling of public opinion, can product placement be done or not?

< strong > High realm, silence is better than sound < / strong >

can leave a deep impression on consumers and make them have the impulse to spend money, which is probably the goal that any form of advertising is pursuing. Increasing frequency, lengthening time and repetition of synonyms to strengthen the content of advertisements has become a common way of traditional advertising. According to the impact of these advertising elements on viewers, the advertising industry has basically formed a set of evaluation system to judge whether an advertisement is effective or not. But who can objectively evaluate the effect of product placement?

so far, there is no relatively mature value evaluation system for product placement all over the world, because the characteristics of product placement itself determine the unpredictability of its effect. In the final analysis, product placement is a kind of penetrating advertising, which is to promote products or services through imperceptible influence. But before & ldquo; puts it bluntly & rdquo; it is an advertisement, the viewer should not know that it is an advertisement; otherwise, the product placement will be no different from the hard advertisement of & ldquo; every potter praises his pot boasting & rdquo; style. To this end, many countries and institutions are trying to judge the effect of product placement by tracking the response of viewers for a long time, and emphasize the degree of harmony between product placement and implanted content. is the best way to get consumers to recognize advertising content unwittingly.

two previous cases of product placement were used to explain the difference between proper and inappropriate implants. In the movie "there are no thieves", advertisements for a brand of mobile phone were implanted. In order to emphasize the brand, the filmmaker gave several close-ups of the brand's mobile phone when the protagonist sent a text message. As there are indeed many consumers using the brand's mobile phones in real life, this plot reflects social reality and does not destroy the artistry of the film, which is more acceptable to viewers. But in the TV series "rare Lovers", the same mobile phone placement advertisement uses the verbal expression of the protagonist: & ldquo; our company is designing the advertisement for this kind of mobile phone, so I know its function better. I can replace lithium battery with ordinary battery and replace dry battery & hellip;…&rdquo. As a result, this obviously promotional plot, which is a far cry from the life scene, not only destroys the plot, but also arouses disgust.

it is a pity that at present, many domestic product placement ads appear to be too naked & ldquo; & rdquo;. For example, in some product placement advertisements in this Spring Festival Gala, the relevant performers repeatedly promote the products through oral introductions. Based on this, experts put forward that the best realm of product placement is that ldquo; is dull but more moving than sound at this time. The law of rdquo;, is very suitable for product placement. Those brands with bad timing, incompatible with the plot and stiff inclusion of lines will only arouse the disgust of the viewer and make the effect of product placement tend to zero.

< strong > naked, it will only backfire < / strong >

after a large number of advertisements appeared in the Spring Festival Gala, many people began to speculate on the advertising expenses, including 6 million yuan for a mouthful of fruit juice and 15 million yuan for a bottle of foreign wine. Although it is difficult to tell the true from the false, it is an indisputable fact that product placement is expensive. The reporter checked part of the price list of product placement and found that even if it is a very unknown TV series, the related products or services need a five-figure price to appear in it.

it is this high price that makes many media prefer product placement as a gold mine of profit. But profit is like a sharp double-edged sword, behind which is the reputation of the viewer-mdash;— is not only the evaluation of advertisers, but also related to the reputation of advertising publishers.

in recent years, vulgar advertisements such as & ldquo; & rdquo;, & ldquo; & times;××” have been criticized by viewers for their lack of artistry and creativity. Of course, these & ldquo; vulgar ads & rdquo; may be well known. Some research results show that more than 90% of the respondents said they had heard of the advertisers of ldquo; vulgar advertising & rdquo;. However, popularity only represents popularity, not reputation. For an excellent advertising work, it is not only necessary to expand the popularity of advertising products or services, but also to win reputation for these products. As an advertisement publisher who has the ability to screen all kinds of advertisements, what kind of advertisement to show the viewer also reflects the publisher's aesthetic taste and gatekeeper consciousness.

A few years ago, a TV series "going to see Meteor shower together" was jokingly called & ldquo; to watch thunderstorm & rdquo; because of the product placement too & ldquo; Ray & rdquo;,. The reason for ldquo; & rdquo; is that advertisers' propaganda is too straightforward and advertising publishers are too eager for quick success and instant benefits. Similar to & ldquo; your hair is so good, be sure to use & times;× shampoo & rdquo;, & ldquo; what do you know? this is called & times;×× & rdquo;, & ldquo; you and your & times;× computer are a perfect match & ads such as rdquo; frequently appear in the plot. These not-so-clever implantation techniques have made TV series producers questioned by & ldquo; asking too much for money and sacrificing the plot & rdquo;, and those brand publishers have also been criticized by & ldquo; for being uncreative and vulgar advertising & rdquo;.

as a matter of fact, it is not without success in the product placement that has emerged in recent years. For example, the introduction of Xixi Wetland and Hokkaido in if you are the one is quite consistent with the development of the plot, resulting in a good social effect. Although there is not a word & ldquo; Xixi Wetland is really beautiful & rdquo;, & ldquo; Hokkaido is really unforgettable & rdquo; 's pretentious expression, the film moved the audience with charming scenery. Experts point out that the principle of implant advertising is inspired by modern medicine & ldquo; organ transplantation-rdquo;, implants must be integrated with the recipient and become an inseparable whole, otherwise there will be & ldquo; rejection & rdquo;. Similarly, product placement should also solve the problem of how to integrate into people's daily life organically.

< strong > No one cares, and don't do whatever you want < / strong >

< strong > < / strong > it is understood that at present, no relevant functional departments can accurately evaluate the legitimacy and rationality of product placement, and the current Advertising Law does not include product placement, a new form of advertising. But the lack of a clear way of regulation does not mean that product placement can do as it pleases.

first of all, product placement will be viewed by viewers & ldquo; vote with feet & rdquo;. It can be seen that this Spring Festival Gala vigorously promoted a considerable number of brands through product placement, but what all sectors of society are concerned about is not whether the product is good or not, but whether the advertising content is appropriate; what is more, it did not appear because the relevant products were advertised on the Spring Festival Gala. It ushered in a hot market reaction. In contrast, there are some products that are not advertised, such as the dress worn by Wang Fei and the decorative ring worn by Liu Qian, because of its high fit with star temperament and good overall effect, it is sought after by the market.

secondly, the social ethics of product placement has been widely concerned, and many neutral organizations are trying to restrain product placement through the power of public opinion. For example, some foreign social institutions criticize the product placement of tobacco, alcohol, guns and other products with ethical and legal disputes, evading the constraints of the law. Critics also believe that some implantable advertisements for alcohol and tobacco products in movies and television often depict situations that imply that minors use these products and have a negative impact.

Third, people in the legal profession point out that the existing laws and regulations are still binding on those advertisers and publishers who later admit to using product placement. For example, whether the main body of advertising is qualified, because not all carriers with advertising value can be implanted into advertisements. There is also whether the content of the advertisement is legal.

In addition, the mutual competition of product placement will also follow the market law, and excessive competition will inevitably reduce the effect under the regulation of the market hand. Nowadays, in order to pursue economic benefits, many programs blindly increase the number of product placement advertisements, which, on the one hand, arouse the disgust of viewers, and on the other hand, too many advertising messages will interfere with each other, greatly weakening the effectiveness of their publicity.

There is no doubt that product placement provides a new profit growth point for advertising publishers in unconventional advertising space and time, and it is also a rising star in the advertising market. But if you abuse product placement by fishing or overnesting and destroying eggs, then the end of product placement is just around the corner.