Yu Guoming: How Should We Look At The Advertisements In Spring Festival Gala?

Yu Guoming, vice president of journalism school, Renmin University of China

CCTV rabbit year

However, when we commended the CCTV for the abolition of the advertising commitments, there was a list of the "CCTV Spring Festival evening product placement list", which listed 8 sponsors' names and sponsorship forms in detail. It was considered that the "good times" was directly used in the name of the good times of the daughter-in-law, and the "welfare lottery" was shown.

This list has quickly caused a variety of media reprints.

Some of the implanted advertisements listed by the conscientious man have been proved to be "unwarranted". For example, "the same table you" in the list, the clothes worn by small and medium-sized Shenyang are "Lining", but in fact, Xiao Shenyang's clothes do not see the brand in the program.

The so-called Baidu Robin Li's personal lens display is already "past clouds and clouds", a few years ago.

Other kinds of advertisements have not been noticed by the general audience. They are considered not advertising, but the result of the "heart of the arrow".

CCTV has not responded to this list so far, and as an industry, I want to say:

First of all, can we watch TV's peace of mind? If we look at TV in a picky way, we will not only be able to get around and misunderstand, but also greatly disrupt the interest of watching TV, so that watching TV is in a chess playing state. Is it not a bit "harmful to others but not selfish"? I think unless TV stations adulterate their own "private goods", we should watch TV programs in a natural and relaxed state of mind, including those that are not disgusting.

Watching TV in a way that is not worth promoting is a normal way of watching TV.

Take this spring festival gala as an example, "smart husband" refers to "iron pear flower" because Chen Shu, the actress of this piece, is the actor of the classic screen image of 2010, and the character of the good times is used in the TV drama "the beautiful era of daughter-in-law", so as to make the audience feel more cordial and sympathetic.

In other countries and regions, the "new year" program is a common way of bringing together people who have attracted attention and heated discussions during the year. It has nothing to do with product placement.

Secondly, can we tolerate some advertisements? Although China's advertising is not good enough, this is a general consensus.

But this is not the reason why we absolutely reject advertising.

From a socio cultural perspective, advertising is, to a certain extent, a social ideal and a dream.

Although some advertising consumerism and extravagant content are worthy of our vigilance, they do not represent the mainstream of advertising, nor are they all of advertising.

We must point out that in the era of market economy, advertising has its rationality.

Taking CCTV as an example, although the rabbit Spring Festival Gala has cancelled the placement advertisements, other forms of advertisements still exist. I do not think this existence is appropriate. As long as it does not interfere with the atmosphere of the scene and does not affect the effect of people's appreciation, the existence of advertisements should be allowed.

Advertising is the product of the market economy. In China, the development of market economy needs to be accelerated.

In the era of brand economy, both enterprises, media and countries are undertaking brand building. Not only enterprises need to advertise, but also countries need to advertise. Not long ago, China's national image advertisement appeared in New York Times Square, which attracted worldwide attention and heated debate.

For CCTV Spring Festival Gala, moderate advertising is not only provided for national enterprises.

In short, we should treat new things, including advertisements, with a more tolerant attitude.

Tolerance is a lofty realm. Tolerant people, their hearts are as broad and pparent as the sky, and as wide and deep as the sea. This is the most beautiful flower in human nature.