Placement, the new darling of the dispute to survive
Xi-Mei Liu
21 with the Mainland will be the audience of "Transformers 3", because the implant has not been screened four Chinese advertising lot of heated discussions.
Hong Kong to watch the film in advance of the media who said the film elements can be seen everywhere in China, numerous product placement as a lively show, and which have been implanted in the Chinese domestic brands limelight is overshadowed cars.
This, many people excited, because all along, that Hollywood is one of many Chinese brands and advertising producer's dream.
Placement of the Past and Present
Only in recent years in the domestic film and television works in the fire up the placement, in fact, and film history almost as long. The film is considered the father of the Lumiere brothers in his early short films in the intention of the beer, soap and other goods for implantation, and since then, business has not been implanted in the film no longer separated.
The 1990s, domestic placement horizon. Ministry of Interior that the well-known sitcom, "editorial story" not only made a star Ge You, Lu Liping and a number of stars, the play's props "Bailong mineral pot" is also a time to domed stadiums.
Open up the domestic film product placement is the first of its kind in director Feng Xiaogang. "Although few people remember today handed Ge Wu Qianlian goes bank Bank of China's Great Wall card, but the phrase classic lines '13, Louis', but because the" endless "and into the households. "A professional advertising statements to reporters.
The Chinese audience clearly aware of the existence of commercial implant is Feng Xiaogang's "phone."
It is understood that when the "phone" on the title alone has lead to the customer "come here." In the film, various models of Motorola phones and features contests, defeated Ge You, Xu Fan, Fan Bingbing to become a real starred.
"Mobile," and "stirred up", "You Are the One" were to China's placement into the outbreak and the blowout phase. At the same time, placement of the flooding that caused the audience criticized, such as "You Are the One" by many viewers on the irony as "a movie, but more like an ad film."
As a result, on whether product placement should appear in the film and television work in the increasingly heated debate.
"Implant to send" PK "to send anti-implantation"
"A successful placement is no trivial matter that can produce economic benefits, when the blockbuster" A World Without Thieves "pure placement revenue as high as 40 million yuan." Implanted in the radius of support advertising creative director of advertising media, such as Zhang told reporters: "fatigue with traditional hard-advertising bombardment, forced to watch, preaching high, time-poor, and low compared to the audience acceptance, placement is often to 'moisten things silently' attitude to certain products in-depth people, therefore becoming the new darling of the advertising industry. "
With the "stirred" into the billion club's director Xu Jinglei, in the face from the inside out from head to toe implants filled with videos, voice firmly said, "embedded advertising better, more have a face. "
Director of books for their high film "west wind" in the vehicle advertising is proud, "the car at the time the film appeared more than 40 minutes, the estimated number of people can not see it in advertising, also called me to ask is What car, I think this effect is better than '007 'series in the Aston Martin is poor, it is recommended that manufacturers play back to me under a sponsor. "
On the other hand, brings about considerable economic benefits, product placement is still condemned, mainly because the director of the inserted advertising improper use, poor deployment, life and life to product placement made into a villain. Some directors even to the requirements of embedded advertising, to modify the script at times, "meaning a serious desecration of the film hurt the feelings of the audience."
Once derided "implanted shameless" in Exodus is also the producer of the film "magic clippers people" on the line for the media that "I have never been implanted in the ad itself does not deny, I deny the brutal way the implantation , a lot of product placement has nothing to do with the plot, it is so obvious and out of line to put in there, I feel very sick. "
Looking into the radius of the rules
"Because of the placement is illegal, difficult to define, but also led to difficulties in defining the regulatory and management gaps, product placement and therefore in the operation of a number of drawbacks: the 'implicit rather than declared' to 'undeclared not hidden ', affecting the product information to convey; limited by the film and television work, reflect on the meaning of lack of advertising products; advertising frequency is too close, audiences tired of tired of psychology; creation is weak, poor ad performance satisfaction ... "the face of implant advertising development, many problems, so the industry are summarized.
Admittedly, how to monitor the sound development of product placement, product placement has become the supporting industry development can not be avoided.
State Administration of Radio Film Board Zhang Hongsen, deputy director, said during an interview, "placement and product placement has become an important part of the film industry, one of the chain, relies entirely on box office movie earnings model does not meet the objective requirements of industrial production, but For producers and directors, must be fully respected the audience's aesthetic needs, particularly the recognition that advertising subsidiary, to the extent possible to resolve the artistic element in. "
In the "Tangshan Earthquake," the premiere, Feng facing the audience for questions and respond to product placement, said, "We should not discuss the issue of whether advertising should be implanted, but should discuss the problem of how to implant and properly."
It is precisely because of criticism from all sides and questioned earlier this year, said State Administration of Radio, to strengthen the placement of new studies, will be broadcast as soon as possible to make a film and television product placement specifications.
"With the rules only as a radius, for the fast-growing industries in terms of placement, especially in the case." Tsinghua School of Journalism and Communication, said Yin Hong, vice president.
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