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Copywriting丨No. 7 Entertainment Online
Editor丨No.7 Entertainment Online
The ratings of the premiere of "Celebrating More Than Years 2" exploded, but the word-of-mouth was polarized.
The original cast returned, some plot and character changes caused heated discussions, and the performance of the new actors was good and bad.
The advertisements in the play are frequently complained about, and there are as many as nine episodes, which seriously affects the viewing experience.
Although the show has the potential to be a hit, there are many controversies, especially the fact that members still can't avoid advertising, which makes the audience dissatisfied, and the follow-up popularity and reputation are worrying.
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The premiere of "Celebrating More Than Years 2" sparked heated discussions: the advertising controversy and word-of-mouth behind the high ratings
The premiere of "Celebrating More Than Years 2" can be described as impressive, and its ratings have soared, successfully continuing the popularity of its predecessor.
Behind this achievement, there is not only the guarantee of the return of the original cast and the continuation of the style, but also the fresh blood brought by the addition of new actors.
Behind the high ratings, there are also some hidden problems that cannot be ignored.
Among them, the most prominent is the issue of advertising.
In "Celebrating More Than Years 2", the frequency and number of advertisements are so high that many viewers are dissatisfied.
According to statistics, there are nine advertisements in an episode, which not only interrupt the coherence of the plot, but also seriously affect the audience's viewing experience.
What's even more puzzling is that even viewers who have purchased membership services are not immune to the intrusion of ads.
The platform's explanation for this is that these advertisements are film-based, which is different from the situation of traditional media such as CCTV.
Such an explanation obviously does not quell the discontent of the audience.
In the "Internet+" era, traditional advertising is gradually transforming into product placement.
In order to promote products, brands are more and more inclined to choose the method of product placement, and cleverly integrate the advertising content into the plot.
Excellent product placement can enhance the brand's popularity and reputation, and stimulate the audience's consumption nerves.
In "Celebrating More Than Years 2", the method and effect of advertising placement have caused widespread controversy.
There are various ways of advertising implantation in variety shows, which can be roughly divided into four categories: custom implantation, nonsensical implantation, hard implantation, and conventional implantation.
And in "Celebrating More Than Years 2", these implants seem to be reflected.
Compared with variety shows, product placement in TV dramas faces stricter plot requirements.
How to skillfully integrate advertisements into it without affecting the coherence of the plot is a problem that TV drama producers need to think about.
The advantages of product placement are its strong concealment, wide spread, high reach rate, good communication effect, strong impact and appeal.
In Celebrating More Than Years 2, these advantages don't seem to be fully represented.
On the contrary, due to the high frequency and number of ad placements, it is often difficult for viewers to focus on the plot, resulting in a greatly reduced viewing experience.
There are also some problems with product placement in variety shows.
The lack of high-level creativity and planning leads to monotonous advertising content and makes it difficult to arouse the interest of the audience.
Some ad placements are too blunt or even out of touch with the plot, making the audience feel uncomfortable.
If you don't grasp the intensity of product placement, too many ads will not only affect the audience's viewing experience, but also have a negative impact on the brand image.
In "Celebrating More Than Years 2", product placement for commercial purposes is justified to a certain extent.
When the number and frequency of product placement exceeds a certain limit, it can lead to audience dissatisfaction.
This dissatisfaction will not only affect the audience's evaluation of the TV series, but also cause damage to the brand image.
In fact, not only ordinary viewers have expressed dissatisfaction with the ad placement, but even the well-known writer Kuwo Sicun has complained about this phenomenon on social media.
In addition to the advertising problem, the word-of-mouth of "Celebrating More Than Years 2" is also polarizing.
On the one hand, the return of the original cast and the continuation of the style have satisfied many viewers; On the other hand, issues such as procrastination of rhythm and character changes also triggered discussions among the audience.
The performance of the new actors is also controversial.
Some viewers think that the new actors' acting skills are outstanding, adding new highlights to the series; There are also viewers who feel that the performance of the new actors is not satisfactory, which affects the overall quality of the series.
In the TV drama market, the audience's evaluation of dramas is often affected by many factors, among which the problem of advertising placement is only the tip of the iceberg.
For "Celebrating More Than Years 2", it has a good performance in terms of plot, actor performance, production level, etc., which is one of the reasons why it can attract a large number of audiences.
The problem of advertising placement is like a cancer, constantly eroding the audience's viewing experience, which in turn affects the overall evaluation of the series.
Faced with this dilemma, producers need to take proactive measures to deal with it.
The method and amount of ad placement should be revisited to ensure that it does not cause too much disruption to the plot and does not make viewers uncomfortable.
You can explore more diversified advertising placement methods, such as closely integrating advertising with the plot, or integrating advertising into the plot through creative methods, which can not only achieve the effect of brand promotion, but also enhance the audience's viewing experience.
For the audience, it is also necessary to maintain a rational attitude towards the issue of ad placement.
After all, in the commercial TV drama market, ad placement is inevitable.
Viewers can reduce the distraction of ads by choosing to purchase membership services, use ad blocking plug-ins, etc., but also need to understand and support the business practices of TV producers.
The audience's evaluation is also an important driving force for the development of the series.
When evaluating dramas, the audience should comprehensively consider the plot, actors' performances, production standards and other aspects, rather than just expressing opinions on ad placement.
Only in this way can we provide useful feedback and suggestions for the development of the TV drama market.
Although "Celebrating More Than Years 2" achieved high ratings at the time of its premiere, it also faced problems such as too much advertising placement and polarized word-of-mouth.
For producers, it is necessary to take proactive measures to deal with these problems and improve the audience's viewing experience; For the audience, it is necessary to maintain a rational attitude towards the issue of ad placement and comprehensively evaluate the quality of the series.
Only with the joint efforts of both parties can the healthy development of the TV drama market be promoted.
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