text / Luo Moli
The much-anticipated " Celebrating More Than Years 2" was released as scheduled. Several friends around me said that Jasmine must watch it and write a review of the drama when the time comes. Little did I know that even before I started watching, I would be criticized by all kinds of people. The comments were eye-catching, and one of them made me laugh like crazy:
"One ad in five steps, and a bunch of ads in ten steps."
This is not bad!
Although I am not familiar with the plot, as a blind drama-watcher (I am almost blind from watching dramas), I am familiar with advertising!
Let’s take advantage of the heat and talk about advertising... (Life-saving statement: None of the following is directed at this drama, the plot, or the actors. It’s just about talking about things. Reasonable discussion, please avoid it.)
Let’s not talk about word-of-mouth. Douban has not released a rating yet, but its popularity is really high. The peak attention of Yangma’s real-time live broadcast that night exceeded 2. In my mind, I pictured the fathers of the sponsors with their legs crossed and smacking melon seeds, spitting on the handsome faces of Zhang Ruoyun and Li Qin . It seemed quite satisfying.
Of course, sharp-eyed netizens still found a lot of flaws in the first four episodes. Ads were all over the screen. There was even a situation where the yogurt ad at the beginning of the film competed with the yogurt embedded in the show. Everyone said: " Being able to have these two brands appear at the same time, "Qing Yu Nian 2" is awesome! "
is awesome, it's really awesome!
For the audience, the "popularity" of a film and television IP is the quality of the plot, the beauty of the men and women, the enjoyment of CP, the acting skills of the entire cast, the way of persuasion, the values, the level of reputation, etc. However, film and television works are invested For products, producers naturally have to pay attention to playback volume, continued popularity, advertising sponsorship, market ability to attract money, and return on investment. Of course,
's good works do not blindly cater to the audience, but they also cannot blindly focus on counting money. They must blend the two smoothly, making the audience happy and quietly making money.
Obviously, "Qing Yu Nian 2" made a lot of money. Netizens said: "There are ten commercials in one episode. Especially when Fan Xian returned to Kyoto and specially gave a series of lines to the woman selling yogurt..."
Sure enough, even if ordinary people abandon TV and buy video memberships, they still cannot escape the pervasiveness of capital. .
When I was a child, in the TV era, advertisements were inserted between programs, and later during the programs. Especially when there were climaxes, such as when they were about to get married or about to die, there would be an abrupt stop to the advertisement.
turned the audience's excitement into a pissing point.
If the pee is shorter, the high will not come back. If the pee is longer, the high will pass again.
You must know that in that era, there were no hard work such as pause and replay. Isn't this embarrassing?
and other replays, and countless pee spots (advertisements).
Later, we gradually entered the Internet age, and video websites entered our daily lives one after another. We finally bid farewell to advertisements for a short time, and by the way, we could pause, replay, and fast-forward as we pleased. It was really a fascinating time.
But if you live for too long, you will find that wherever you feel comfortable, there will be people digging holes. Wherever you have to go through obstacles, you will fall. If you cross a hole, you think everything will be fine and you will survive the disaster. Let 100 As a matter of fact, predecessors have already dug three of them not far away and are waiting for us.
Sometimes I still jump without realizing it. Sometimes I happily help count money in the pit, and even tell people outside the pit that the pit is very good, come and join us!
Because the money is wherever the market is, how could advertisers and video websites let go of this big fat sheep.
The advertisement came back soon, from a few seconds, to more than ten seconds, to tens of seconds, in short, it was like a rhythm that was about to make the peeing spots turn into shit spots.
Then, major websites launched a membership system. If you spend money, you can avoid advertising and no need to pee!
After Jasmine jumped into one pit after another, she gritted her teeth and closed her eyes. After spending money to save trouble, she looked back and thought, let’s just say there were no ads in the beginning!
makes money anyway. It’s one thing for advertisers to place ads, and another thing for viewers not to watch the ads. It’s a two-way fee, and you can make a lot of money!
However, viewers and friends have bought memberships one after another, which will inevitably affect the number of views of the advertisement and the input-output ratio of the advertiser and the sponsor. If the advertisement is invested, no one will watch it, and the audience will just follow the plot and stop peeing. That won’t work. ah! What to do with
?
Then integrate the advertisement into the plot, catch it off guard, and make people unable to avoid it. This time, the peeing spot is gone, and it becomes peeing everywhere, even if you want to pee, you can't pee...
Of course As a person in the pit, as a semi-rational consumer, I understand that things have many sides, and some are good and some are bad.
Adequate budget and strong capital support are indeed sufficient but not necessary or necessary but not sufficient conditions for producing good works. As for the
advertisement, if it can really moisturize things and insert it silently, it is harmless. Even if it works well, it can achieve a take-off state where both parties are happy.
For example, if you insert a takeaway or a four-wheel brand in a fashion drama, or if you have a cold, you can get a 999 cold drink, etc., and you can appropriately add various restaurants, hotels, etc., it will be very suitable. Including the actors' clothing brands and lipstick colors may be pleasing to the eye, adding to the presentation effect of film and television works. (Jasmine's 999 insertion is not very inconsistent. Please ask the sponsor's father online for help)
" My First Half of Life " is a good example. Let's not talk about the plot. It's enough to watch it on how beautiful people are and clothes are more beautiful.
However, the difficulty and violation of advertising in ancient costume dramas have skyrocketed. In "Qing Yu Nian 2", everyone is wearing ancient costumes anyway, and the operation of Kaka eating spicy yogurt bars is inevitably eye-catching.
It feels like in Guo Degang cross talk, when you touch the switch to time travel, you are not wearing it, and your brain is electrocuted. Sometimes I even feel that it is not as refreshing as having my brain electrocuted.
In short, I was a little put off by the "yoghurt memes" before I even started watching.
As a consumer, we can understand that film and television works are commodities, and of course they pay attention to profitability and the return on investment ratio.
However, as an audience, film and television works are also artistic creations, which require sincerity and belief. Whether
takes the work seriously, whether it takes the audience seriously, or whether it consumes it and squanders it with the hat of IP, audience's eyes are sharp.
The author of this article: Luo Moli.
Wild writers born in the 1980s work in the workplace during the day and write for self-entertainment at night. They feel with their heart, express sincerely, live freely, and grow old calmly. Reviews of popular and classic dramas are updated one after another. Welcome to follow and watch dramas with you to talk about life.
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