New rules on screen ads
By Wang Xiang |
March 23, 2010, Tuesday
|
Print Edition
Print Edition
FEELING disgusted when your favorite magician brags how healthy a cup of juice was before he makes it disappear?
China's film authority is to draft rules to regulate such product placement.
A study has begun into embedded marketing, and new rules will be drawn up to prevent audiences being angered by it, said Tian Jin, vice head of the State Administration of Radio, Film and Television, reported yesterday's Ximin Evening News.
Crude product placements can be seen everywhere on China's cinema and television screens these days.
They were noticeable at this year's China Central Television Spring Festival Gala. Some viewers said that the traditional gala was being turned into one big adverts show.
One of the gala's stars Zhao Benshan, who enjoyed the nickname "King of skits," was named by Internet users as "King of ads" after he directly recited advertising lines in his performance.
Top lawmaker Zhao Linzhong said at the annual legislature meeting earlier this month that embedded marketing had violated the interests of audiences, making an entertaining show repulsive.
Cui Yongyuan, a CCTV anchor and the country's top political adviser, said product placement was negotiated between artists and commercial interests.
He said the annoyance engendered by the advertisements was because the artists were too weak to resist the temptation of money.
China's film authority is to draft rules to regulate such product placement.
A study has begun into embedded marketing, and new rules will be drawn up to prevent audiences being angered by it, said Tian Jin, vice head of the State Administration of Radio, Film and Television, reported yesterday's Ximin Evening News.
Crude product placements can be seen everywhere on China's cinema and television screens these days.
They were noticeable at this year's China Central Television Spring Festival Gala. Some viewers said that the traditional gala was being turned into one big adverts show.
One of the gala's stars Zhao Benshan, who enjoyed the nickname "King of skits," was named by Internet users as "King of ads" after he directly recited advertising lines in his performance.
Top lawmaker Zhao Linzhong said at the annual legislature meeting earlier this month that embedded marketing had violated the interests of audiences, making an entertaining show repulsive.
Cui Yongyuan, a CCTV anchor and the country's top political adviser, said product placement was negotiated between artists and commercial interests.
He said the annoyance engendered by the advertisements was because the artists were too weak to resist the temptation of money.
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