Film and television soft implantation has gradually become the norm. Is it market behavior or artistic creation

< strong > soft implantation gradually becomes normal < /p >

the influence of film and television works on social life can be described as secret and powerful. In the United States in the 1930s, men usually wore a vest under their shirts, which was broken by the film" a night of romance ". In the film, actor Clark Gable took off his shirt and directly exposed his chest, which made people feel the male charm beyond the" vest ". Therefore, with the popularity of films, thousands of American men" lost " The impulse of vest. Within a year, a large number of clothing companies in the United States joined the list of bankruptcy liquidation. This influence from cultural life to economic life is even more endless today. Embedding advertisements in popular film and television works has a high arrival rate and conversion rate, which we usually call "soft" advertisements. 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 inclined to the new media end. Second, the delivery strategy is gradually changing from "hard" to "soft", and "implantation" is gradually becoming the norm. Embedded advertising has become an important part of the current development of film and television industry

The advertising placement of Chinese film and television began with the story of the editorial department in the early 1990s. The frequent appearance of "Bailong mineral kettle" in the play once triggered a hot sale of products out of stock. Since then, film and television implantation has gradually become a new means of advertising and marketing, usually with the help of props, lines, scenery and other means to carry out, so that the brand can fit the film and television text in the form of exposure, oral broadcast, scene and so on. However, their forms and styles have also been enriched with the development. Later, such forms as "Wu Lin Wai Zhuan" that directly implant advertisements as comic elements have even appeared. Up to now, 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

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< strong > the brand is snickering at the audience's crazy roast < /p >

with the prosperity of the domestic film and television market, embedded advertising has gradually faded from its original green appearance, but maturity has brought two completely different scenes. One is to use" fancy "implantation to innovate the symbolic expression of advertising. In addition to soft implantation, TV advertising also takes the forms of screen pressing, dot coding and plug-in advertising. Today, with cross screen communication, these two" traditions "have undergone new changes on the new media side: the online drama" Lao Jiu men " The medium inserted advertisements have been developed into a "small theater" starring actors in the play; "Ghost blows the lamp: the ancient city" turns the pressed screen advertisement into a bullet screen of plot comments; The host of the online variety "wonderful flower said" brought out the brand through various topics with self deprecating humor. The brand visual image on the scene of the program also attracted the attention of young people like a popular expression bag. Various ways of brand exposure have even become an important part of the program, building another sense of viewing pleasure, and alleviating the damage to the viewing effect caused by the original advertisement implantation. This kind of embedded advertising of online content is often "unexpected", taking the road of creativity, but in essence, it still follows the creative law of taking advertising as the content itself. However, although these methods of situational introduction and creative oral broadcasting have been frequently followed by the recurrent online literary works since then, they have failed to obtain more novel eyes, but have attracted constant criticism. The reason is that on the one hand, fancy ideas need to "take an unusual path" and do not have strong replicability; On the other hand, even the best implantation must be based on an appropriate and reasonable implantation scale. Once it overflows, it will destroy the viewing rhythm of film and television programs and affect their artistic quality

Another kind of scene is more or less of a spectacle, and widely exists in the current fast-food film and television industry. Its basic performance is that it directly "gilds" the film and television text without any use, that is, the process of advertising implantation is simple and crude, and the consideration of the liquidity of the work precedes the needs of artistic creation. Many works even have the tendency to become brand customized works, which further digests 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 "golden father", and openly express their willingness to increase advertising fees, doing their best to flatter the audience, which is extremely embarrassing. At present, the ancient costume fantasy dramas that are emerging in batches also outline this creative orientation that is fully infiltrated in the business logic: an online community directly becomes a place for the play to fight and upgrade; The implantation of a brand herbal facial mask is the way of sticking a leaf on the face when the leading actor comes on stage... The farfetched reading and interpretation is rigidly embedded in the plot logic, which is nothing but ridiculous

Whether a "fancy" implant model is constantly copied, or the design of programs and plots is adjusted for advertising, it is obvious that the market is dissimilated to implant advertising under the collusion of capital and business logic. The embarrassment under this prosperity inevitably reminds people of Dickens' sentence "this is the best era, this is the worst era"

< Strong > "implantation" is not only market behavior, but also artistic creation < /p > Overall, advertisers' favor for the film and television industry is not a bad thing. Consumer culture is an important foundation for the survival of the film and television industry. People continue to pursue more personalized consumption experience, which has a certain impact on the value orientation of the public. Film and television texts, both literary and artistic creation and commercial products, have also made a keen response to this change. From the perspective of cultural industry, film and television works are a kind of cultural products, whose production, circulation and consumption are deeply affected by the changing market. Especially at the moment when the attention of the audience is becoming scarce resources, film and television culture is still powerful in the aggregation of people's attention, and its market value and liquidity can be expected. As the domestic and foreign film and television markets become more open and freely flowing, advertising plays an increasingly significant role in boosting the film and television industry. For the film and television creation with higher cost and larger volume, embedded advertising is still one of the key paths for the return of capital in the industry

According to the survey of China Film and television industry development report (2017), more than two-thirds of the audience are not resistant to embedded advertising, but they also believe that the number, form and sense of integration with the text of embedded advertising should be more carefully considered. Advertising implantation should not be blamed by thousands of people. What should really be criticized is the shallow vision and impetuous mentality of seeing advertisements "attractive" and ignoring the implantation of "embarrassment". No matter how much capital logic is embedded in it, the artistic background of creation should still be placed first in film and television production. Embedded advertising should be based on reasonable plot logic, jumping out of the narrative or implicit narrative in various forms of expression, not at the expense of narrative. For the long-term and healthy development of embedded advertising, more efforts should be made to balance the relationship between artistry and marketability

editor: Mary