Du Lala has not yet been promoted, value-added film and television advertising placement needs to be regulated

The TV series version of "Du Lala's Promotion" officially launched in Shanghai recently. Interestingly, in addition to the leading actors receiving attention at the opening ceremony, some of the confirmed product placement brand advertisements also became one of the protagonists on the opening day.

After product placement was literacy nationwide through Feng Xiaogang's film "If You Are the One", it is now popular in the film and television industry, and the controversial topics it has triggered are endless.

Product placement becomes a hit”

Your hair is so good, you must use XX brand shampoo.& rdquo; What do you know? It's called the XXXX card." rdquo; You and your XX brand computer are a perfect match." rdquo; These sentences that directly bring out the brand are not ordinary advertising lines, but plot lines in the TV series "Let's Watch the Meteor Shower". The reason why many viewers jokingly call it going to watch the thunderstorm together is largely due to the large number of product placement advertisements in the play that are inappropriate for the content.

There are also some product placement advertisements that have become the laughing points of the plot, such as the car brand mentioned five times in the drama "Du Lala's Promotion". Du Lala and her boyfriend mentioned this car brand when they were looking forward to their future life; when Du Lala and her female partner applied for the job, the company that was applying for happened to be the car brand company. Whenever the brand's advertising lines appear, it will cause laughter in the theater, becoming an unexpected joy for this funny-style drama.

Product placement has selling points”

The large number of product placement advertisements is undoubtedly driven by the commercial interests behind them. For advertisers, it can achieve better results than general advertising, and for film and television or stage producers, it can recover costs and even make profits in advance.

It is said that "Let's Watch the Meteor Shower" had recovered its costs through product placement before it was broadcast. The investors of the movie version of "Du Lala's Promotion", which also lacked product placement, also said: What we are studying is How to balance the quality of the movie with the advertising needs of customers, and at the same time integrate the film and the brand in all aspects. The cost of "Du Lala's Promotion" has been basically recovered through early commercial development. Without any box office pressure, more resources will be mobilized to ensure that it will be used for future film distribution. rdquo;

Product placement should have a bottom line”

The controversy over product placement is obvious: product placement is a gold mountain, but it may be a useless mountain of garbage for the vast audience of the final consumers of film and television dramas. While advertisers and producers are making gold, who will safeguard the reasonable interests of the audience?

Take "Let's Watch the Meteor Shower" as an example. An 8-minute product placement advertisement for a certain car brand appeared on the night of its premiere, breaking the time record. Someone made a rough statistic on the first four episodes. The frequency of product placement ads reaches once every 5 minutes, and each time lasts for about 30 seconds. Such intensity and high frequency are probably not acceptable to most viewers.

In this regard, experts said that product placement advertising should have a higher degree of consistency and rationality with plot logic. For suitable product placement advertisements, the audience not only does not reject them but also has good results; but if they are far-fetched with the plot, it will be difficult for the audience to accept them, and the advertising effect will be counterproductive. To apply the title of Feng Xiaogang's "If You Are the One", if product placement advertisements do not have a certain sincerity in matching the plot, then the audience can only respond with an attitude of If You Are the One. This golden mountain will eventually lose its long-term value due to over-development. The producers of the TV series "Du Lala's Promotion" said that all elements, including product placement ads, will only serve the show, striving to create a reasonable, comfortable and good-looking workplace drama, and the audience hopes that it will eventually be what they say.