The proliferation of product placement advertisements at the Spring Festival Gala raises doubts, experts say they should be clever and appropriate

Last year's CCTV Spring Festival Gala, Xiao Shenyang and Liu Qian were popular; this year's CCTV Spring Festival Gala, Xiao Shenyang and Liu Qian were the only stars who won a celebrity product placement advertisement. In the first week after the Spring Festival, major media released the price list of product placement advertisements for the Spring Festival Gala to the public. People's hot topics are naturally inseparable from product placement during this year's Spring Festival Gala.

Some experts believe that product placement itself is beyond reproach; it is just that product placement also requires clever artistic techniques rather than excessive commercial placement.

Implant placement blooms on all sides”

On New Year's Eve, the audience watching the New Year's Eve dinner on the TV were all eaten into a flowing table of product placement advertisements: Liu Qian gave a statement for a certain brand of juice during his magic performance; the sketch "Donation" shouted for a certain website, a certain liquor, and a certain tourism industry; a certain brand of peanut oil grabbed enough footage in the sketch "Fifty Yuan", and a certain insurance brand joined in the fun; a certain alcohol brand also appeared in the sketch "Graduates at Home", and the dance program "Paipai" became an ultra-long advertisement for a certain brand's camera in the eyes of the audience.

It is reported that these advertisements brought more than 100 million yuan in revenue to this Spring Festival Gala. The Spring Festival Gala, which has almost all types of audiences across the country, uses its own way to convey the concept of product placement advertising to the hearts of the people. In fact, product placement advertising of various literary and artistic works on large and small screens and on the stage has long been popular.

Take last year's works as an example: in the TV series "The Beautiful Times of Daughter-in-law", outdoor advertisements for instant noodles were implanted when the male and female protagonists met for the first time; the car advertisements implanted during the performance of the drama "Du Lala's Promotion" became a topic at that time, and the TV series version of "Du Lala's Promotion" had not even started shooting, but several implanted advertisements offered olive branches early; The first to teach a nationwide audience implant advertising class was Feng Xiaogang's film "If You Are the One", which celebrated the Year of the Ox. The film included embedded advertisements such as bank cards, drinks, airlines, websites, real estate, and tourism images.

Why implant marketing backfires

Experts believe that product placement advertising, as imported products, has long been widely used abroad. When the value of a brand is effectively spread through implantation, the economic value of those platforms is also rewarded on a larger scale. As the saying goes, one is willing to hit and the other is willing to suffer. The original intention of product placement advertising is understandable from an economic perspective.

Since the original intention is beyond reproach, why is product placement often criticized by audiences in reality? Industry insiders pointed out that this is related to the unreasonable performance of some product placement advertisements. Take the TV series "Let's Watch the Meteor Shower" as an example. The reason why the show is jokingly called going to watch the thunderstorm together is largely due to the large number of product placement advertisements in the show that are not related to the content. In the TV series "Rural Love Story", cars of the same brand are running all over the village. That is not only seriously divorced from real life, but also crazy about money!

Advertising placement should be clever and moderate

At the premiere press conference of "If You Are the One", Feng Xiaogang once said that putting so many advertisements in the movie is not worthy of praise, but it must also be considered for investors and compromise each other in the end. I try not to make these product placements too stiff.& rdquo; Investors in the movie version of "Du Lala's Promotion", which also has no shortage of product placement ads, said: What we are studying is how to balance the quality of the movie with the advertising needs of customers. ”

Experts say that how to embed advertising into works is a matter of knowledge and requires the sincerity and creativity of the creator, otherwise it would be better not to use it. It is worth mentioning that after the performance of the drama "Baodao Yi Village", when all labels were removed from the performance of a certain brand of steamed buns in Shanghai were transformed into Baodao Yi Village brand steamed buns in the drama and distributed to the audience, this kind of method can be implanted into the hands of the audience. The way of advertising but not embedding made all the audience remember a touch of warmth in the drama itself.