What Chinese Actors Always Use!
written by 20721 Lee Eunsoo
In the movie Transformer 3, the main character, Sam, wears a t-shirt by the Chinese clothing brand called Meters/Bonwe. One of the robots drinks Chinese Shuhua brand milk. A Chinese computer brand called Lenovo changed into a robot.
Have you guys ever seen Chinese words or Chinese foods appearing unnaturally in movies or television shows?
Product placement is a type of marketing where the brand of a product or service appears in the story of a movie, television or any entertainment content.
This marketing is called embedded marketing, which allows consumers to look at the brand’s product indirectly and more naturally, so it can lead to the consumer’s attitude change.
Many Chinese products are out of context in many foreign media. Audiences worldwide will see Chinese words or lifestyle products appear in English movies such as Hollywood blockbusters.
Chinese producers often use this embedded marketing to allow consumers of the contents to naturally experience Chinese products indirectly.
Chinese embedded marketing is especially used in its own country. China used this marketing strategy first in the drama called Editorial Department Story (编辑部的故事) in 1992. The drama could not continue to film because of financial problems.
Have you guys ever seen Chinese words or Chinese foods appearing unnaturally in movies or television shows?
Product placement is a type of marketing where the brand of a product or service appears in the story of a movie, television or any entertainment content.
This marketing is called embedded marketing, which allows consumers to look at the brand’s product indirectly and more naturally, so it can lead to the consumer’s attitude change.
Many Chinese products are out of context in many foreign media. Audiences worldwide will see Chinese words or lifestyle products appear in English movies such as Hollywood blockbusters.
Chinese producers often use this embedded marketing to allow consumers of the contents to naturally experience Chinese products indirectly.
Chinese embedded marketing is especially used in its own country. China used this marketing strategy first in the drama called Editorial Department Story (编辑部的故事) in 1992. The drama could not continue to film because of financial problems.
The Chinese corporation called Bailong Green Technology (白龙绿色科技公司) became a partner by giving money to the drama as long as the drama placed Bailong Green Technology’s products in it. The drama was able to continue filming by placing Bailong company’s bottled water props.
This drama’s popularity was amazing, and so was Bailong water. Many consumers bought a lot of Bailong water. On average, hundreds of bottles of this water were sold every day.
Because of the success of Editorial Department Story, many Chinese brands tried to place their products in dramas. Embedded marketing started developing during this period in China.
Embedded marketing worked because Chinese consumers always want to follow what is trendy, and they are always curious about new things.
When a Chinese person sees one of the products in a drama, the product in the drama does not look like an advertisement, so the consumers are curious and directly buy the product.
Products related to people’s daily lives are more likely to be bought. Chinese viewers think that when they use the same products that the drama characters use, they feel like they can have a life similar to the characters’.
Since people are busy, they tend to prefer shorter and more simple entertainment programs such as web dramas.
Someday or One Day (想见你) is said to be perfect due to its good story and actor’s acting because of its rank. It ranked third in the entire Chinese drama rating in Douban (豆瓣).
China’s web drama market has persistently expanded since 2008. In fact, the number of online video platform users grew from 22 million in 2008 to 926 million in 2020.
93.7% of Chinese accessed online videos such as web dramas in 2020.
Web dramas are cheaper for marketing; now, many advertisers are focusing on web drama advertising.
Chinese dramas and corporations are cooperating and helping each other. Chinese entertainment’s use of embedded marketing will keep developing to allow consumers an indirect experience of the product before buying it.
This drama’s popularity was amazing, and so was Bailong water. Many consumers bought a lot of Bailong water. On average, hundreds of bottles of this water were sold every day.
Because of the success of Editorial Department Story, many Chinese brands tried to place their products in dramas. Embedded marketing started developing during this period in China.
Embedded marketing worked because Chinese consumers always want to follow what is trendy, and they are always curious about new things.
When a Chinese person sees one of the products in a drama, the product in the drama does not look like an advertisement, so the consumers are curious and directly buy the product.
Products related to people’s daily lives are more likely to be bought. Chinese viewers think that when they use the same products that the drama characters use, they feel like they can have a life similar to the characters’.
Since people are busy, they tend to prefer shorter and more simple entertainment programs such as web dramas.
Someday or One Day (想见你) is said to be perfect due to its good story and actor’s acting because of its rank. It ranked third in the entire Chinese drama rating in Douban (豆瓣).
China’s web drama market has persistently expanded since 2008. In fact, the number of online video platform users grew from 22 million in 2008 to 926 million in 2020.
93.7% of Chinese accessed online videos such as web dramas in 2020.
Web dramas are cheaper for marketing; now, many advertisers are focusing on web drama advertising.
Chinese dramas and corporations are cooperating and helping each other. Chinese entertainment’s use of embedded marketing will keep developing to allow consumers an indirect experience of the product before buying it.
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