TV series are no longer limited to the plot, and now there are many complaints about the placement of advertisements in the series.
the TV series "Ode to Joy 2", which ended not long ago, encountered a Waterloo of public praise, one of the important reasons is that the play is filled with a strong flavor of consumption. In the thank-you list at the end of the show, there are as many as 50 brands, ranging from clothing and food to digital and cars, covering almost every aspect of daily life. the average unit price of advertisements is millions, and the implantation of "Ode to Joy 2" has made "Ode to Joy 2" a veritable "ode to Joy". The domestic TV series "late Night Canteen", which was adapted from the Japanese classic TV series IP, began broadcasting and attracted a lot of bad reviews. The naked and high-frequency placement of advertisements in the play has pushed the creators to the forefront of public opinion and satirized accusations everywhere. In particular, the three girls went to the restaurant late at night to order a certain brand of sauerkraut instant noodles and put on an exaggerated expression that such delicacy should only be in the sky, which really made the audience laugh and cry. The screen myth that people can soothe the soul has been transplanted to China, but it has become an embarrassing joke full of copper smell, which is worth thinking deeply in the industry. 
< strong > soft implantation is becoming the norm < / strong >
the influence of film and television works on social life is secret and powerful. In the United States in the 1930s, men usually wore a vest at the bottom of their shirt, a habit that was broken by the movie "one Night." In the film, actor Clark Gable takes off his shirt and reveals his chest directly, which makes people feel the male charm beyond the "vest". As a result, the popularity of movies is accompanied by the impulse of thousands of American men to "throw away" their vests. In less than a year, a large number of clothing companies in the United States joined the bankruptcy liquidation. This kind of influence from cultural life to economic life is even more profound today. The arrival rate and conversion rate of advertising in popular film and television works are quite high, and we usually call it "soft" advertising. According to the data of CCTV Market Research Co., Ltd., the traditional advertising market has declined year by year in recent years, and the changes in the advertising industry are obvious. First, the delivery channel is tilted to the new media side, and the second is that the delivery strategy has gradually changed from "hard" to "soft", and "implantation" has gradually become normal. Placement advertising has become an important part of the development of the current film and television industry.
the advertisement placement of Chinese film and television originated from "the Story of the editorial Department" in the early 1990s. The frequent appearance of "Bailong Mineral Pot" in the play once caused a hot sale of products out of stock. Since then, film and television implantation has gradually become a new advertising marketing means, usually with the help of props, lines, scenery and other means to make the brand in the form of exposure, oral broadcast, scene and other forms to fit the film and television text. However, their forms and styles have also been enriched with the development, and later even appeared, such as the Swordsman, which directly implanted advertisements as comedy elements. Today, film and television implantation is no longer an exclusive concept in the field of advertising communication, but also widely exists in the narrative and expression of images as the content itself. 
< strong > Brand laughs that the audience complains madly < / strong >
with the prosperity of the domestic film and television market, the placement of advertising gradually fades away the initial green appearance, but maturity brings two completely different scenes. One is to use "fancy" implantation to innovate the symbolic expression of advertising. In addition to soft implantation, TV commercials also take the form of screen-pressing management and interspersed advertising. Today, in the era of cross-screen communication, new changes have taken place in these two "traditions" in the new media: the online drama "Old Nine doors" has developed the interspersed advertisement into a "small theater" starred by the actors in the play; "the essence of the Ghost blowing the Lamp" turns the screen-pressing advertisement into a plot comment barrage. The host of the online variety "Qifa Shuo" brings out the brand through various topics with self-deprecating humor, and the brand visual image of the show is also attracting the attention of young people like a popular meme. A variety of brand exposure ways have even become an important part of the program, building another sense of viewing pleasure, alleviating the damage to the viewing effect caused by the original advertisement implantation. The embedded advertisements of this kind of online content are often "unexpected" and take the road of creativity, but in essence, they still follow the creative law of forging advertising as the content itself. However, although these situations, creative oral broadcasting and other ways have been frequently imitated by the network literary works that have emerged since then, they have failed to get more novel attention, but have attracted a lot of criticism. The reason for this is, on the one hand, that fancy creativity needs to be "out of the ordinary" and does not have a strong replicability; on the other hand, even if it is well implanted, it must be based on a moderate and reasonable implant scale, once it is rampant, it will destroy the viewing rhythm of film and television programs and affect its artistic quality.
another scene is more or less spectacular, and generally exists in the current fast-food film and television industry. Its basic performance is to do everything possible to directly "gilt" the film and television text, that is, the process of advertising implantation is simple and rough, and the consideration of the realization ability of the work is prior to the need of artistic creation. Many works even have a tendency to become brand customized works, further dispelling the value of film and television art. For example, there is an attitude of flattering advertisers in the current variety show production. The host and guests often call the sponsor "the financier's father", nakedly expressing their willingness to increase advertising fees and doing their best to flatter the audience, which is extremely embarrassing to the audience. At present, a large number of ancient costume fantasy dramas are emerging, which also outline this creative orientation that is fully infiltrated in the business logic: an online community has directly become a place to fight monsters and upgrade in the play; the implantation of a brand herbal mask is the way of putting a leaf on the face when the lead actor appears on the stage. The far-fetched interpretation is rigidly embedded in the plot logic, except to make people laugh, there is no other. whether a "fancy" implantation model is constantly copied, or the design of programs and plots are adjusted for advertising, people can see the alienation of placement advertising in the market under the collusion of capital and commercial logic. The embarrassment under this prosperity is inevitably reminiscent of Dickens' saying, "this is the best of times, this is the worst of times." < strong > "implantation" is not only a market behavior, but also an artistic creation < / strong > on the whole, advertisers' favor of the film and television industry is not a bad thing. Consumer culture is an important basis for the survival of the film and television industry. People continue to pursue a more personalized consumer experience, which has a certain impact on the value orientation of the public. It is not only the film and television text of literary and artistic creation but also commercial products, but also makes a keen response to this change. From the perspective of cultural industry, film and television works are a kind of cultural products, and their production, circulation and consumption are deeply affected by the changing market. Especially at a time when the attention of the audience is becoming a scarce resource, the aggregation of film and television culture to people's attention is still strong, and its market value and realization ability can be expected. As the domestic and foreign film and television markets become more open and flow freely, advertising plays a more and more significant role in boosting the film and television industry. For the film and television creation with higher cost and larger volume, the placement of advertising is still one of the key ways to get the capital back in the industry. according to the China Film and Television Industry Development report (2017), more than 2/3 of viewers are not resistant to the placement of advertisements, but at the same time, they think that the number, form and integration with the text of the placement of advertisements should be more carefully considered. Advertising implantation should not be pointed out by thousands of people, what should really be criticized is the shallow vision and impetuous mentality that only see the advertisement "attractive" and ignore the implantation "embarrassment". No matter how much capital logic is embedded in it, the artistic background of creation should still be placed in the first place of film and television production. The placement of advertisements should be based on reasonable plot logic, and should not be performed at the expense of narration. For the long-term and healthy development of implanted advertising, more efforts should be made to balance the relationship between artistry and marketability. Edit: mary
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