The Research On The Strategy Of Product Placement In Slow Variety Show In China

Since 2017,Slow Variety Shows have attracted the attention of brands and occupied a place in the market with their high ratings and strong implantation ability.As an important economic growth point of the advertising industry,Product Placement has made rapid progress,but too much commercial information has affected the expression of the main content and the experience of the audience.The restriction of various laws and regulations also limits its development.The advantages and potential of Slow Variety Shows in the advertisement implantation provides improvement ideas for the Product Placement.In general,compared with "Fast Variety",Slow Variety has improved some of the implantation strategies according to its own program characteristics.Before implanting,Slow Variety usually starts from the Adaptation Strategy of brand and program,focusing on the fit between brand and program information;in the process of implanting,Slow Variety focuses on the promotion of three-dimensional brand value,and establishes the Implementation Strategy around the shaping of brand image;in the media release stage after implanting,Slow Variety makes interactive strategies according to the program content,creates a scene of communication with the target group,and realize the secondary transmission of brand information.These strategies are interdependent and indispensable,they jointly achieve the purpose of shaping the dimensional image of the brand and reducing the audience's antipathy to the brands.However,with the emergence of various Slow Variety shows,the mode of program output and advertising placement has been criticized.Therefore,it's important to start from the psychological needs of the program audience,turn the means of placement from the attention economy to the influence economy,improve the professional quality of the program group,and improve the current text planning and other existing problems.As a whole,the Product Placement model of Slow Variety Shows in China has taken shape,bringing new thinking and experience to the whole industry,which is worth learning by all Variety Shows in China.