Ask for more than 500 words to review the 20 10 Spring Festival Gala.

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.