Lei Ren implant has been repeatedly criticized, Radio and Television says it will regulate advertising implant

although the placement ads in movies and TV dramas have developed rapidly in the past two years and attracted public attention, in fact, the classic TV series "the Story of the editorial Department" was successfully placed in advertisements for the first time as early as the early 1990s. After that, Feng Xiaogang's film was promoted on a large scale to promote the advantages of placement advertising.

but starting from Hunan Satellite TV, the attitude of self-made TV dramas towards implanted advertisements seems to be somewhat distorted, giving viewers the impression that TV dramas serve advertisements entirely. Up to now, advertisers and producers have seen the emerging crisis. How on earth did Chinese-style placement advertising evolve into what it is now, and what will be the trend in the future?

< strong > from temptation to crazy implantation < / strong >

< strong > keywords: "editorial Story" Feng Xiaogang, homemade drama < / strong >

< strong > < / strong > in the early 1990s, Story of the editorial Department made product placement known to the public for the first time. In the play, a certain brand of mineral pot has appeared many times. At that time, the merchants subscribed for the opening advertisement of "the Story of the editorial Department". In addition to advertising at the beginning of the film, the mineral pot also appears frequently in TV dramas in the form of props. Now for this mineral pot, I believe many viewers still have an impression. In retrospect, at that time & ldquo; editorial department & rdquo; colleagues frequently fetching water shots, is likely to be for the effect of advertising to join.

After

, Feng Xiaogang's film spread the concept of product placement rapidly in China. From banks to mobile phones, the extraordinary benefits of product placement have made many people jealous. A large number of advertisements implanted in Feng Xiaogang's New year's films have had a great impact on the TV industry. So in "struggle", there are all kinds of implantable advertisements such as mobile phones, cars, clothing, food and so on. Advertising placement in movies and TV dramas seems to be becoming more and more mature during this period.

but in the past two years, with the rise of satellite TV home-made dramas, product placement seems to have lost its way driven by interests. From the beginning of the taste of "Ugly Invincible", Hunan Satellite TV began to go crazy for the placement of advertisements for homemade dramas. After that, Zhejiang Satellite TV, Anhui Satellite TV, Oriental Satellite TV and other major domestic satellite TV all began to explore the product placement deeply. But for satellite TV, the production of TV dramas is still in its infancy, and its impure purpose makes it appear insufficient in production. Numerous & ldquo; shocking & rdquo; ad placement began to depress the audience, and there was a chain reaction in the audience's heart-mdash;— product placement was disgusting.

< strong > from implanting image to becoming content < / strong >

< strong > keywords: prop background, plot arrangement, brand customization < / strong >

< strong > < / strong > the placement of advertisements in movies and TV dramas has changed from simple props to more diversified with the development. A senior person from the TV series producer told the reporter that the earliest and simplest is prop advertising. The charge for this kind of advertising is also relatively low. Many of them are just product replacements, that is, merchants provide free props to the crew in exchange for placement advertisements. In addition to prop ads, there are all kinds of background advertisements that appear in the camera.

arranging advertisements will look much more advanced. This kind of advertising requires customers to provide specific information and ideas of the product, and then arranged by a fixed team of screenwriters according to the requirements of the other party and the setting of the plot.

in addition, there is another kind of product placement that is the best, that is, customized dramas of a certain brand. "Joe's Courtyard" is a classic case of promoting the brand with the help of film and television. In addition, there is a custom-made play of a certain wine and so on.

< strong > opportunity: insertion is limited and implantation enters the golden period < / strong >

< strong > < / strong > many people in the industry believe that 2010 is the golden period for the development of product placement. From January 1, 2010, the "measures for the Administration of Radio and Television Advertising" issued by the State Administration of Radio, Film and Television has been formally implemented. The method requires that the broadcasting institutions shall not broadcast more than 12 minutes of commercial advertisements per hour of each program, and the duration of each commercial interruption of TV dramas shall not exceed 90 seconds. Advertising restrictions, so that advertisers and television stations are also facing an unprecedented impact. Insertion advertising is limited, driving more brands into the ranks of product placement advertisers.

Mr. Xu, a veteran in the industry, said that product placement is about to enter the 2.0 era, and the key to the difference between product placement and product placement 1.0 is to let the multiple interaction between traditional media and new media and advocate brand value penetrate into the screenwriting spirit.

< strong > crisis: & ldquo; reins & rdquo; nearly pursues the artistic height of implantation < / strong >

< strong > < / strong > in China, although it is about to enter the golden period of the development of product placement at the present stage, the TV series made by satellite TV has introduced the advertisement into the crazy realm, which leads to the public's dissatisfaction with the product placement. In fact, this has deviated from its normal development law. For product placement, SARFT is likely to rein in.

according to the official website of the State Administration of Radio, Film and Television, on March 9, Tian Jin, deputy director of the State Administration of Radio, Film and Television, listened to a report by the Media Department of the State Administration of Radio, Film and Television on the management of TV shopping channels and advertising broadcasting. One of the tasks in the next stage is to strengthen the research on new issues such as product placement and put forward standardized policies as soon as possible.

Is this an opportunity or a crisis for product placement? In fact, in Europe and the United States, implantable advertising has entered a very mature period. We can also learn some experience from it. For example, ugly Betty, the remake object of "Ugly Invincible", has a surprising number of placement ads, but it is not so blatant. For example, to advertise a certain brand of computer, the crew chose to put the computer in front of the protagonist's desk, but did not give the computer a big close-up, nor did it choose a very bright color for the computer in order to highlight the brand. However, through the lens and design to make the computer set off with the decoration and color tone of the room, it not only perfectly displays the product, but also enhances the value of the product in the hearts of the audience. Many American TV shows also use this reason to promote brand messages.

while product placement in Europe and the United States has become more diversified. Not only for commercial products, many film and television production companies will also put their own works into other episodes to promote. For example, in order to promote the release of "Avatar", 20th Century Fox has interspersed a number of ldquo; & rdquo; elements in one of its popular TV series "Bone Hunt". Not only the actors of "Avatar" have made a guest appearance in this episode, but also can be found in lines and extras & ldquo; Avatar & rdquo;. How to develop healthily with advertisements implanted in movies and TV dramas needs further exploration and consideration by people in the industry.