Implantation of advertisements to reduce viewing experience New year films encounter credibility crisis

& there are many advertisements for ldquo; movies every year, especially this year. & rdquo; this is the summary of today's moviegoers. Although the New year film was released lively, it encountered a credibility crisis, and audiences have reflected that mdash;— 's 2009 New year film became popular against the market, becoming a beautiful scenery for culture and entertainment, and delivering a ray of sunshine to the consumer market which is suffering from the financial turmoil. However, the ubiquitous product placement in Chinese New year movies has also aroused people's attention and controversy. Such as "Love left and right", "Peach Blossom", "if you are the one", "Women are not bad", "Witness", "Big search", "Crazy Racing", "Dragon and Phoenix" and so on, there are at least one or two or more than a dozen implanted advertisements, from real estate, villas, computers, mobile phones, cars, motorcycles, airlines to clothing, bags, tobacco and alcohol, drinks, jewelry and bank cards. It makes people feel that the film market competition may be slowly turning into an advertising war.

< strong > spend money on advertising & mdash;— has < / strong >

the earliest documented product placement was marked by the 1951 Queen of Africa starring Cathleen & middot; Hepburn and Henrifford & middot; Bogart, which featured the trademark scene of Gordon gin. In 1982, American director Steven & middot; Spielberg directed "Aliens", the picture of ldquo; Reese & rdquo; chocolates attracting aliens has become a milestone in product placement.

in China, Feng Xiaogang first introduced product placement from "endless" to many films such as "Big shot", "Mobile phone", "No Thieves in the World", "if you are the one" and so on, and gained a lot of commercial benefits, which also led other films to follow suit. It is reported that the placement of ads for "if you are the one" accounted for half of the film's investment, and "Love left and right" recovered the full cost by planting ads before it was released. Watching movies must be accompanied by advertisements, which has become a reality that moviegoers have to face.

< strong > conduct a survey on the Internet & mdash;— viewers question < / strong >

there are many advertisements in movies, which is definitely a dangerous signal for Chinese films that are developing. In the course of watching the movie, we saw that many film products were implanted in a simple, straightforward and concentrated way, either seriously divorced from the plot, or made all kinds of nonsensical moves for no reason, or lengthened the film lens bluntly and unjustifiably, giving people the feeling of being forced. If you spend money on advertising, the audience will not buy it, and questioning and condemnation will follow.

A website recently conducted a survey on product placement, and about 80% of the netizens surveyed said they were disgusted with the placement. & ldquo; I don't like the forced addition of advertisements in movies. For example, the drink in "Women is not Bad" posted a huge Logo on the ATM, which made me appear in the play at once. & Miss Zhang, a fan of rdquo;, also thinks that & ldquo; is like "Love around", the protagonist of the movie is completely those two brand cars, and the role and content are all around the car, which is a bit of putting the cart before the horse. & rdquo;

< strong > movies have nothing to do with advertising & mdash;— < / strong >

movies and advertisements are two different things. During the advertising period of watching TV dramas, viewers can go to the toilet or change the channel. But when a movie is hooked up with advertising & ldquo; & rdquo;, it's hard to defend, because you can't predict the advertising slot in a predictable way.

some people say that film placement advertising is the need of a market economy, which objectively guides the consumption trend; others believe that placement advertising has been adopted by more and more producers and businesses and become a new platform for their mutual benefit and win-win results; some people even come up with the idea of integrating product placement into the plot so that advertisements do not look like advertisements. As everyone knows, the inevitable result of this trend will lead to the over-use of implanted advertisements in some films, and films will be made more and more for advertising services. When the appeal of films is lost due to the emergence of a large number of advertisements, Chinese films will enter a dead end of development.