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How To Make People Accept Hidden Advertisements

2009/3/26 15:49:00 42029

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After watching the movie "no thief in the world", we will never forget such a thrilling scene: the thief king Wang and the thief Wang Li were in the process of speeding up the BMW on the highway. Because of the disagreement between the two parties, they almost ran into the truck with "the Great Wall lubricating oil" on the front. The image of the Great Wall's lubricating oil showed at least a dozen scenes in the process of the big truck's flashing in order to avoid BMW.

After the tension, people could not help but wonder at the advertising plan carefully planned by Feng.

The repetition of the large truck image of "the Great Wall lubricating oil" is a typical "hidden advertisement", which is totally different from the traditional form of advertisement, and is an innovation and development of the dominant traditional advertising form.

The emergence of hidden advertisements is often placed in a movie or TV program at random, with a brand of beverage or a certain vehicle as a prop.

Of course, this casual placement is not free. In return, the movie or TV producer receives a lot of advertising fees.

In the "007 series" movies we see, there are always beautiful and extreme sports cars, which are freely sponsored by automobile companies.

In fact, in the movie "no thief in the world", Feng TSE's carefully arranged hidden advertisements are far more than that. From BMW motors, NOKIA mobile phones to HP notebooks, Canon digital cameras and portable printers, China Mobile, Beijing Morning Post and so on, even the banner of a tour group dressed by a gang of thieves has not forgotten a "Taobao net" advertisement.

It can be said that Feng Xiaogang used "no thief in the world" to bring the hidden advertisement of the movie to the extreme.

Then, is recessive advertising better than traditional advertising?

With the development of social economy, time, attention and trust have become scarce resources for consumers. These resources do not exist spontaneously in the market, but exist in themselves. People are constantly complaining that there is not enough time in the day to satisfy all their needs.

Regrettably, even if they have more time, they do not mean that all the work can be done.

The lack of time is due to the fact that people have to deal with too much in disposable time. In the next few years, the pressure of work and life will only increase, so that time will only be more scarce for us, so time will be more commercial.

The lack of time often means the lack of attention. In an economic society where businesses and enterprises try to attract consumers' attention, "attention" and "eyeball" have become the wealth of consumers.

With the coming of the information age, the expansion of information has made consumers' attention one of the most valuable consumer resources for businesses to compete for. Attention economy has become an important market opportunity in the new economic era.

Consumers are placed in various dazzling advertising messages every day, facing thousands of temptations.

In real life, on the one hand, half of the advertising cost of enterprises is wasted, but we do not know which half is wasted. On the other hand, consumers are pursuing higher entertainment consumption and spiritual consumption with the improvement of living standards.

In this era of overwhelming advertising information, the best effect can be achieved only if the advertisement is not advertised, so that the audience can quietly accept it without any warning.

If implicit advertising can integrate naturally with the recessive itself (such as plot), it can achieve better results than traditional advertising. Hidden advertisements provide a more effective way of advertising communication to attract consumers' attention.

Implicit advertising is to treat advertising as an element in the media plot, hiding the advertising content in the media plot, making the advertisement not like advertising, showing the goods or brands to the audience without any alert, and letting them accept it quietly.

The biggest characteristic of recessive advertising is its concealment, which sets a basic principle for it: since it is a covert advertisement, we should disguise ourselves.

Advocates of covert advertising think: "in an era of overwhelming advertising information, the best effect can be achieved only if advertising is not advertised, and the audience can be quietly accepted without any warning.

Unlike traditional advertisements, traditional advertisements can arouse the audience's desire for products and services through direct expression and appeal.

However, hidden advertisements can arrange products or brands to a certain plot of media body through careful planning, making them an important part of media story, allowing audiences to accept information about products or brands without any warning, so as to achieve the effect of "moistening things silently".

It can be said that covert advertising has jumped out of the traditional advertisement's straightforward appeal mode, sneaked into the audience's vision in a more subtle, positive and moving way, and easily broken through the audience's psychological defense against advertising.

Several common techniques of "covert advertising":

1. embedding scene class: that is, in the scenes that are displayed in the picture and accommodate people's activities, objects that display product or brand information can be arranged.

For example, the movie "no thief in the world" has used the "dynamic zone" billboard as the background of people's activities. Even in the train box of "Li Shu", there have been many "dynamic zones" posters.

2. embedding the plot category: that is, directly entering the product or brand design into the plot, such as the youth idol drama "rare lovers", in order to show Al Carter's compatibility with the battery, the playwright deliberately arranges David Wu's cell phone to be out of power, and let David Wu speak and operate: "because I am closer to the advertisement that our company is designing for this kind of mobile phone, so I know its function better, can replace the lithium battery with ordinary battery, and replace it with dry battery."

3. embedding lines: emphasize the advantages of products or brands in lines.

For example, Willl Smith's shoes on his feet in the movie "public enemy of the machine" loudly say, "I only wear 2004 year old CONVERSE shoes"; in the true story of Agam, Tom Hanks told his audience: "one of the most beautiful things to see the president of the United States is that you can drink" Peng Quan "brand drinks.

4. embedded props and clothing categories: the product directly acts as a prop or utensil for the role. With the outstanding role of the character, it shows the full beauty and excellent performance of the product.

Such as hackers in the matrix, driving Cadillac, shuttling in the bullets to save human beings, and even Cadillac's light over the hacker.

In addition, the characters in various brands come and go on various occasions, and the effect is no less than the model of the fashion show on the 9 stage.

5. embedded sound effects: that is, through the hint of melody and lyrics, it guides the audience to associate with a specific brand.

For example, the mobile phones of all major brands have their specific ringtones and short message prompts. In the movie, even if viewers can't clearly see the brand logo on the phone, they can also associate the brand of mobile phone with the familiar ringtone or short message prompts. Moreover, many brands now have their own brand theme songs, which can make the audience associate the brand with the theme song. In the short message tracking month, a plot of characters in the play follows the Jay Chou's song MV learning dance on TV, and this "my site" is the theme song of "China Mobile" in 2004.

We believe that today's "hidden advertising" will become a "semi dominant" or even "dominant" advertisement tomorrow.

Recessive and dominance are always relative, not absolute.

Under the present circumstances, there should be surprises to try some hidden advertisements with low cost and high effect.

But hidden advertising needs more technology, and if it is not handled properly, it often leads to self defeating.

In other words, if a businessman can make hidden ads more perfect, do not irritate the discerning spectators, or can a director shoot a higher level of commercials without making it a tool for making money or trash for literature and art, wouldn't that be better?

It is the secret and true meaning of the hidden advertisement to capture the customers without being unaware.