中国广告网:《亲爱的》其实纯粹就是个广告

时间:2019-08-06 14:19来源:中国广告网作者:王如新热度:

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中国广告网www.chinaadvip.com:《亲爱的》其实纯粹就是个广告

2010年的春晚节目演过什么

可能很多人都不记得了

但狂人还记得那句

“强烈抗议广告时间插播电视剧”

What did the 2010 Spring Festival Gala show do?

Maybe a lot of people don't remember it.

But the madman remembers that sentence.

"Strongly protest against the commercial break of TV series"

颇具讽刺意味的调侃

道出了追剧时被广告打断的不满

后来,广电总局正式规定:全国各电视台播出电视剧时,每集电视剧中间不得再以任何形式插播广告。

这一规定可谓大快人心!但随着电视媒体硬广的发展空间越来越受到限制,品牌与媒介纷纷将目光转向了软性广告,开始绞尽脑汁地进行植入式广告投放。

最近大火的热播剧《亲爱的热爱的》,头条哥也在追,看了半天发现它明明就是一部广告片!

 1/道具式露出 

将产品作为拍摄道具进行露出是植入广告最常见的形式。《亲爱的热爱的》从演员的服装到吃的用的,服化道统统被植入品牌承包了!

PUMA

Ironic ridicule

Expressed the discontent of being interrupted by advertisements in the pursuit of dramas.

Later, the State Administration of Radio, Film and Television officially stipulated that when TV plays were broadcast by various TV stations throughout the country, no advertisements could be inserted in any form in the middle of each TV series.

This regulation is very popular! However, with the increasingly limited development space of TV media, brands and media have turned their attention to soft advertising and began to rack their brains to launch implantable advertising.

Recently, the hot TV drama "Dear Love" was followed by the headline brother. After watching it for half a day, he found that it was clearly an advertisement!

1/prop exposure

Exposing products as shooting props is the most common form of implant advertising. "Dear Love" from the actor's clothes to eating, uniform has been implanted into the brand contract!

PUMA

男主角韩商言的扮演者李现为PUMA大中华区品牌代言人,通过剧中男主的衣服、鞋子、背包进行品牌植入,并在官方微博放出同款穿搭实现互动。

A kind of

The actor of the male protagonist, Han Shangyan, is now the spokesman of PUMA Greater China Brand. He implants the brand through the clothes, shoes and backpacks of the male protagonist in the play, and interacts with the same kind of clothes on the official microblog.

味全每日C

“带资进组”的李现也是味全每日C的品牌代言人,这瓶小果汁不单是作为道具露出,做足“表面文章”的瓶身设计——表白瓶,也是推动剧情发展的重要助攻。

Weiquan Daily C

A kind of

Li is also the brand spokesperson of Weiquan Daily C. This small juice bottle is not only used as props to expose, but also an important assistant to promote the development of the plot.

自然堂

令山将自然堂面膜安利给其他队员的方式,还真是“自然”。

用了之后还是没脱单的话

你赔我?

 2/原创贴广告 

原创贴广告打着小剧场的旗号招摇过市,明目张胆地在剧集里进行中插。头条哥一直在追的《长安十二时辰》,服化道都可以吹到爆,就是这中插广告......

剧情跌宕起伏之时,突然来这么一条,上一秒还一本正经参与破案的徐主事,竟学起了英语......

要命的是,每集中间都来这么一出,祸害的角色从闻染到曹破延无一幸免......狂人我真是无话可说。

 3/沉浸式营销 

《亲爱的热爱的》全剧最大的金主爸爸植入品牌——网易云音乐,以其沉浸式营销植入贯穿了整部剧。

CHCEDO

A kind of

The way to make CHCEDO face Amway to other players is really "natural".

If you're still not alone after using it

You compensate me?

2/Original Advertising

The original poster advertisement flaunts the market under the banner of the small theatre and openly cuts in the episode. Head brother has been chasing "Chang'an Twelve Hours", the clothing and Huadao can blow to the explosion, that is, the insertion of advertisements...

During the ups and downs of the plot, suddenly came such a line. Last second, Xu, who was seriously involved in solving the case, learned English.

The cruel thing is that every episode has come out like this, and the role of evil has not been spared from smelling to Cao Po-yan... Madman, I really have nothing to say.

女主角身份设定

剧情发展

最重要的是女主角的网易云音乐账号是真实存在的,并且会配合剧情同步进行更新。

观众们也可在其账号下进行留言互动,这种感觉就像是剧中的人物与情节真实地存在于我们身边,实现了交互式的追剧体验。

为了让受众收看广告,广告主与媒介们可谓是煞费苦心!

3/Immersion Marketing

"Dear Love" the biggest golden father of the whole play implants the brand - Netease Cloud Music, with its immersive marketing implants throughout the whole play.

Actress Identity Setting

A kind of

Plot development

A kind of

The most important thing is that the heroine's music account is real, and will be updated synchronously with the plot.

从强行的插播广告到技高一筹的沉浸式营销,电视剧植入广告的套路变得越来越高明。其实观众们并不是真的厌恶植入广告,而是反感生搬硬套式的打断观剧体验。

就像大力水手带动了菠菜销量那样,头条哥觉得,植入广告的最高境界在于:使你下意识地记住植入品牌或产品,并自发性地参与其中。

Audiences can also interact with each other by leaving messages on their accounts. This feeling is like that the characters and plots in the play really exist around us and realize the interactive experience of chasing the play.

In order to let the audience watch the advertisement, advertisers and media take great pains!

From forcibly broadcasting advertisements to highly skilled immersion marketing, the routine of TV series embedded advertisements has become more and more sophisticated. In fact, audiences are not really averse to implanted advertisements, but disgusted with the rigid interruption of the viewing experience.

Just as Popeye drives spinach sales, Headman feels that the highest level of embedded advertising is to subconsciously remember the brand or product and spontaneously participate in it.

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