Reflections after watching the 2010 Spring Festival Gala

Reflections after watching the Year of the Tiger Spring Festival Gala (1)

A common phenomenon in the Spring Festival Gala in recent years - language programs are full of ridiculous lines and "advance with the times" What about the social phenomenon of advertising placement this year? Guo Da and Cai Ming's sketch "Graduate at Home" chose this most popular promotion method among advertisers.

The reason why Guo Da and Cai Ming’s sketch uses potatoes as a key clue throughout the entire work is because Tudou.com took the initiative to contact the creators of the sketch, hoping to softly insert advertising. The two parties discussed many aspects such as price and implantation methods. After all, it was difficult to integrate "Tudou.com" into the sketch, so the things to be sold were ultimately positioned as "Tudou." On the other hand, the CCTV Spring Festival Gala is the most watched program in the world, and its economic value is self-evident. In response to this type of advertising placement, Director Lang Kun, the "former head" of the Spring Festival Gala, also expressed his acquiescence, "Because if the media wants to develop and move forward, it needs to cooperate with advertising. The media cannot survive without advertising."

Although I have been deeply dissatisfied with the practice of "inserting" advertisements in Spring Festival Gala programs over the years, for example, according to audience reports, starting from the first language program - the cross talk "I'm A Little Dizzy" performed by Jiang Kun and Dai Zhicheng , the tone of the entire language program of the evening party was set - "Please listen to the advertisement." Jiang Kun also took the lead, unambiguously advertising China Merchants Bank, Baidu and China Mobile in his cross talk jokes. In addition to naked advertising slogans such as "With a China Merchants Bank card, just swipe the card, it's over?" and "You'll know everything in one Baidu search." When advertising for China Mobile, I sang it with my partner no less than three times. -The commercial song "My Land" was released, and the effect was shocking. Another practice of mentioning advertisers and brands several times also appeared in Zhao Benshan's sketch "Not Short of Money". Zhao Benshan, who went into battle despite being ill, and his partner Bi Fujian also mentioned "Sohu" three times, and the group crosstalk " "New Story of the Five Senses" carries forward the spirit of advertising in "I'm A Little Dizzy". There are three wine names hidden in a cross talk, "Those who drink Erguotou will leave on Tuesdays, those who drink Wuliangye will leave on Fridays, and those who drink Jinliufu will only drink I can leave on Saturday." In addition, netizens’ keen eyes have also discovered Beingmate, Shuang Wai Wai, Yanghe Daqu, Jiannanchun, Nutrition Express, etc. hidden in programs and videos from disaster areas, and there are too many to mention. However, the organizers of the Spring Festival Gala are still making excuses and ignoring them. And this situation is showing an upward trend year by year.

Is it inevitable or unavoidable to insert advertisements in the Spring Festival Gala program? I don’t think so. All the reasons, including those of the Spring Festival Gala’s “former director” Lang Kun, seem to be untenable:

Firstly, from a technical and audience experience point of view, product placement cannot be It is completely and naturally integrated into the plot, and it is inevitable that the audience will not feel sudden or uncomfortable. Let me use a few analogies. It is like eating an apple with great interest, but in the middle you eat the potato hidden inside. How can it be wrong? An off-putting theory? Or you go to the market to buy a refrigerator and the salesperson explicitly asks you to spend money to buy a rice cooker as well. How do you feel? Obviously, that is a kind of domineering market behavior of forced buying and selling. It is as uncomfortable as when you are eating a big meal and someone suddenly shoves a half-cooked potato slice into your mouth!

Secondly, from an economic point of view, there is no need to complain about poverty during the CCTV Spring Festival Gala. Everyone knows that CCTV, as a national television station, has the country’s monopoly of communication resources. You are a man who makes money every day. There is no reason to take advantage of this charity entertainment program. Moreover, the Spring Festival Gala crew is a special entertainment program. Normally you can make a lot of money. Forget it, after all the people of the country have worked hard for a year, you can’t provide everyone with a cultural feast that is both book-flavored and book-flavored for free? What's more, entertainment stars themselves are a kind of business. Their appearance in the Spring Festival Gala is full of gold content. Otherwise, countless artists would try their best to squeeze into the Spring Festival Gala every year, and even the Spring Festival Gala is really short of money. Just like government procurement, it’s better to invite real-life bidding based on program slots and duration, and completely follow the market economy. There are plenty of people who want to be on the program anyway, so why bother with the program and lower the artistic level?

Sanlai Spring Festival Gala's product placement ads are a bit like soft-text advertisements on paper media. At a small level, they are innovative advertising models and multiple channels to generate revenue. At a large level, they are deceiving viewers and readers. They are shoddy or Li Daitao. Rigidly lowering the quality of one's own cultural products and harming the rights and interests of consumers to satisfy one's own inflated selfish desires. Like lip-synching, it not only ruins the image of national television, but also makes its actors disliked and despised by society. The reputation is reduced, and its negative social and moral impact is even more immeasurable.

In recent years, the quality of Spring Festival Gala programs has been increasingly criticized by all walks of life. It is undeniable that this has a lot to do with the fact that the show’s creators’ secular concepts of money and utilitarianism have increased year by year. Among them, the Spring Festival Gala programs are chaotic "Inserting" advertisements "contributes indispensably". For this reason, whether from the perspective of CCTV's own image, serving the audience well, the responsibility of mainstream media to guide society, or creating classic cultural and entertainment works for the public, CCTV Spring Festival Gala should be Abandon some advertising "inserts" that are too utilitarian, and the trend of matching should not increase! At the same time, efforts should be made to improve the cultural quality and moral standards of the program and restore a sky of pure thought to the Spring Festival Gala. Nowadays, when watching movies and parties, there are inserted soft-sexual advertisements everywhere. This trend is not good.

Reflections after watching the Year of the Tiger Spring Festival Gala (2)

After the "Little Tigers" disbanded and went solo many years ago, this year's performance at CCTV's Spring Festival Gala " "Reunion", singing their songs from that year. Needless to say, since next year is the Year of the Tiger in the lunar calendar, they were regarded as "tiger elements" and were "unearthed" from the dusty "ruins".

What is the "Tiger Team"? Not the "Little Tigers"? Good guy, these three big men are running for four, why do they have the nerve to call them "Little Tigers"? Isn’t this pretending to be innocent, pretending to be young, applying sheep placenta supplements, and applying green paint? ? The old tiger is neither scary nor cute: "Thunderbolt" can't be used, his legs and feet are inconvenient, and he can't walk anymore; "Xiao Shuai" can't be used, his fur is matted, and his luster is no longer good; "Guiguai" can't be used, he is too old and has Alzheimer's disease ......Ha ha ha ha.

In the Year of the Tiger, you have to find the "Little Tiger Team", right? The "Tiger Team" will be on the "Spring Festival Gala"? If you are looking for a "tiger element", I think it would be better to have "Tiger Zhou" on the show.

Isn't "Zhou Laohu" in the news again recently? It is said that the tiger photo was really taken this time, and it will be used as evidence to overturn the "unjust case" that was previously judged to be false! The image of "Zhou Laohu" is not good, and may not satisfy the aesthetic requirements of the audience. Then why not invite a "tiger" who is both rich and handsome? Which "tiger"? I don’t even know this! ? Can't you figure it out? Speaking of money-making skills, Tiger Woods is better than Jordan and others, and he has been ranked first in the list of the most profitable sports stars for many years! Can we hire such a big-name person? Is this New Year's Eve? You are really confused. What Chinese New Year do Americans celebrate? ! Besides, due to multiple scandals, this gentleman has been forced to retire from professional golf tournaments indefinitely, and his net worth has plummeted. It is estimated that inviting him to China will give him a change of environment to relax, which should be a benefit. No charge, it might still be free.

Our country is "cracking down on pornography." Isn't it inappropriate to invite a problematic figure like Woods to the party at the cusp of this? Instead of inviting "Tiger" Woods, you can also invite Hu Yihu from Phoenix TV! That image is so sunny. I haven't heard of any sexy news yet. Why don't you hurry up while nothing happens to him? After talking for a long time, someone may have asked, why don’t you welcome other people’s “Little Tiger Team”? Well, the reason is very simple. When people like me were still young, they listened to the songs of Little Tigers and started to learn to follow the fashion. When seeing them again, they will inevitably recall many of their youthful ignorance, youthful impulsiveness, youthfulness, absurdity, and incompetence. It's an embarrassing thing to be young and frivolous; and seeing that they have become like that, aren't we ourselves no better? The "Little Tiger Team" went to the Spring Festival Gala just to create trouble for those born in the 1980s!