20 10 Spring Festival Evening Review

Reflections on the Spring Festival Evening of the Year of the Tiger (1)

A common phenomenon in the Spring Festival Evening in recent years is that there are many shocking lines in language programs and the social phenomenon of implanting "keep pace with the times" advertisements. What about this year? Guo Da and Cai Ming's essay "A Graduate at Home" chose the advertiser's favorite way of publicity.

The reason why Guo Da's and Cai Ming's sketches take potatoes as the key clue throughout the whole work is because Tudou contacted the sketch creators actively, hoping to soft-implant advertisements. The two sides have discussed the price and planting methods. After all, "Tudou" is difficult to integrate into the sketch, so the thing to be sold is finally positioned as "potato". On the other hand, CCTV Spring Festival Gala, as the highest-rated program in the world, has self-evident economic value. In response to this kind of advertisement implantation, director Lang Kun, the "former creator" of the Spring Festival Evening, once said by default, "Because the media needs advertising to develop and promote, the media can't survive without advertising."

Although in recent years, I am deeply dissatisfied with the repeated "spots" of advertisements in the Spring Festival Evening program. For example, according to the audience, from the first language program-the cross talk "I'm a little dizzy" performed by Jiang Kun and Dai Zhicheng, the language program of the whole party has already laid the tone-"Please listen to the advertisements". Jiang Kun also took the lead, unequivocally advertising China Merchants Bank, Baidu and China Mobile in a cross talk. In addition to "China Merchants Bank Card, isn't it just a matter of swiping the card?" In addition to the naked advertising words like "Baidu knows everything at once", when advertising for China Mobile, my partner and I sang the advertising song "My Site" for more than three times, and the effect was shocking. Several other references to advertisers-brands also appeared in Zhao Benshan's essay "Not Bad Money". Zhao Benshan and his partner Bi Fujian also mentioned "Sohu" three times. The cross talk "A New Theory of Five Senses" in "I'm a little dizzy" has carried forward the spirit of advertising more. There are three wine names hidden in a cross talk, "Go to drink Erguotou on Tuesday and Wuliangye on Friday. In addition, netizens also found hidden Beinmei, Shuang Bian, Yanghe Daqu, Jiannanchun, Nutrition Express, etc. in the programs and videos in the disaster areas, and the list is endless, but the organizers of the Spring Festival Evening still argue irrationally and ignore it, and this situation is on the rise year by year.

Is it inevitable or inevitable to implant advertisements in Spring Festival Gala programs? I don't think so. All the reasons, including director Lang Kun, the former owner of the Spring Festival Evening, seem untenable:

First of all, from the technical point of view and the audience's feelings, implantable advertising will not give the audience an abrupt or uncomfortable feeling because it cannot be fully integrated into the plot. Let me give you some examples. It's like eating an apple in high spirits, but eating a potato hidden in the middle. Is there any reason not to upset your stomach? Or you go to the market to buy a refrigerator, but the salesman explicitly asks you to spend money with a rice cooker. How do you feel? Obviously, it is a market bullying behavior of forced buying and selling, just like when you are eating a big meal, someone suddenly puts a half-baked potato in your mouth.

Secondly, from an economic point of view, CCTV Spring Festival Evening does not need to cry poor. As we all know, CCTV, as a national television station, has the state-monopolized communication resources, which is the main source of funds. There is no reason to hijack this charity-sex-entertainment program. The Spring Festival Gala crew is a special entertainment-program, so you usually make a lot of money. What's more, entertaining celebrities is a commercial activity, and their appearance at the Spring Festival Evening is full of gold. Otherwise, countless artists will try their best to squeeze into the Spring Festival Evening every year, and even the Spring Festival Evening is really short of money. Just like government procurement, they will bid again and again in accordance with the procedures and do things in full accordance with the market economy. Anyway, many people want to go to the show. Why should they use their brains to lower their artistic level?

Thirdly, the product placement in the Spring Festival Gala is a bit like a soft advertisement in the paper media. On a small scale, it is to innovate advertising models and generate income through various channels. On a large scale, it is cheating the audience and readers, and it is shoddy or damaging the rights and interests of consumers to satisfy their inflated selfish desires. Just like lip-synching, it not only defeats-destroys the image of the national TV station, but also makes its actors annoying, despised, and has a low social reputation or even negative.

In recent years, the quality of Spring Festival Gala programs has been criticized by all walks of life. Undeniably, this has a lot to do with the increasing secular concept of money first and utility first of the program creators, among which the "insertion" of advertisements in the Spring Festival Evening program is "indispensable". Therefore, no matter from the perspective of CCTV's own image, serving the audience well, the responsibility of the mainstream media to guide the society, or creating classic cultural and entertainment works for the public, CCTV should abandon some advertisements that are too utilitarian and pornographic after the Spring Festival Evening, and the wind of collocation cannot rise! At the same time, efforts should be made to improve the cultural quality and moral taste of the program and create a pure sky for the Spring Festival Evening. Nowadays, movies, parties, and spots are everywhere-soft-packed advertisements are not good.

Reflections on the Spring Festival Evening in the Year of the Tiger (2)

Little Tiger broke up their solo flight many years ago, and this year they "reunited" to sing their songs at CCTV's Spring Festival Gala. Needless to say, because next year is the Year of the Tiger, they are regarded as "tiger elements" and have been "excavated" from the dusty "ruins".

What "tiger"? Isn't it "Little Tiger"? Boy, there are three "four-year-olds" How dare you call them "Little Tiger"? This is not pretending to be pure, act young, aborting sheep and painting them green! ? The old tiger is not terrible or cute: the thunder can't move, the legs and feet are inconvenient, and it's hard to walk; "Little handsome" is no good, and the fur is no longer shiny; "Be a good boy", the boss is old and senile ... hahahaha.

In the Year of the Tiger, you must find "Little Tiger". Don't you think "Tiger" will attend the Spring Festival Gala? If we are looking for "tiger element", I think it is better to put "Zhou Tiger" in the program. Didn't "Zhou Tiger" have news again recently? It is said that the tiger was really photographed this time, and I want to use this as evidence to find out the "unjust case" that was judged as fraud before! The image of "Zhou Tiger" is not so good, which may not meet the aesthetic requirements of the audience. There is a tiger in Gao Fushuai. Why not invite him? Which "tiger"? I don't even know! ? Is it refreshing? When it comes to attracting gold, it is better than Jordan. Tiger Wu Zixu has been ranked first in the list of the most profitable sports stars for many years! Can we invite such a big shot? This is the New Year's Day? You are really confused. People are beautiful. -What year did people live in China? ! Moreover, due to multiple scandals, this adult gentleman has been forced to withdraw from the professional golf tournament indefinitely, and his worth has fallen sharply. It is estimated that inviting him to China can also give him a change of environment. It should be free of charge, maybe even free.

China is "sweeping pornography". Is it inappropriate to invite problematic figures like Woods to stand at the forefront? Don't invite Tiger Woods, you can also invite Hu Yihu from Phoenix TV! That picture-how sunny! I haven't heard anything. Why don't you hurry up while he is away? After talking for a long time, some people may ask why people are not welcome to "Little Tiger". Well, the reason is simple. When I was young, I listened to Little Tiger's songs and began to learn to follow the fashion. When I see them again, I will inevitably recall many embarrassing things about my youth, impulsiveness, absurdity and youth. Besides, seeing that they are all so old, aren't we much better ourselves? The "Little Tiger" in the Spring Festival Evening has added new vitality to the post-80s generation!

-

This Spring Festival Gala is really not so good. If you don't think it's good, press-write down your expectations for the Spring Festival Gala first, then start watching and choose some better programs (with diverse genres, such as songs, cross talk, sketches, operas, magic, etc.). ), such as the joy of reunion in Little Tiger. Then write the meaning of the Spring Festival Gala, such as celebrating the whole country. Write down your thoughts.