Spring Festival Gala Ads Should Learn from the Super Bowl

Published in Guangming Daily News
(China) on 7 February 2013
by Liu Jingyao (link to originallink to original)
Translated from by Mollie Gossage. Edited by Lydia Dallett.
The morning of February 4 was America’s yearly event known as the “American Spring Festival Gala” — the “Super Bowl” football match. One bright point in this competition is the interstitial advertisements. The Super Bowl’s ratings reach 40 to 60 percent; 80 or 90 million Americans will watch this event. According to Wikipedia, for the 2013 Super Bowl, the price for one 30-second commercial was about $4 million. These advertisements’ quality and creativity are therefore all top-level, to the extent that some people only watch the Super Bowl in order to see the commercials.

American audiences are undoubtedly blessed. During the Super Bowl, which is comparable in nature to the Spring Festival Gala [a Chinese New Year TV special that features performances and attracts an audience of some 700 million viewers], interstitial advertisements are totally absorbing, making it much more difficult to find time for “pee breaks.” They are emotionally stirring and inspired works — each one of these creative ads not only alleviates the tension of the sports match and is welcomed by viewers with a knowing smile, but even more so leaves countless viewers with food for thought.
 
Let’s compare for a moment. When our domestic audience watches advertisements, it’s a much less felicitous matter. It's either the familiar faces of celebrities dangling before the camera, reading slogans in a stiff, artificial manner, or it’s a bombardment of brainwashing — the same slogan repeated again and again in attempts to make the audience, like a repeating machine, remember their brand. Watching domestic ads has practically become a mentally destructive activity. Take for example the domestic Wahaha fruit milk commercial: the ad consists of a cute child immaturely begging, “Mommy, I want to drink Wahaha fruit milk.” Whereas the language of foreign ads is subtle, playful: “Sweet and sour yogurt has the flavor of first love.” Numerous domestic advertisements are just like the former; their direct and singular aim is to instill the brand name in the audience’s mind, and never exert effort to consider the audience’s perspective.

Just consider the annual Spring Festival Gala event. The quality of the advertising is really difficult to compliment. Big brand logos often emerge from the announcement bar; from time to time the host interposes scripted New Year’s wishes directly from the brand — either that or the audience members offstage are arranging all kinds of commodities on a table for exhibition...
 
For the same level of programming, why does the American audience get to enjoy such a colorful advertisement feast, while domestic audiences can only eat year after year from the same garbage advertisements’ “leftovers feast”? To compare simply with numbers, the four-and-a-half-hour Spring Festival Gala makes 6.5 billion RMB, while the four-and-a-half-hour Super Bowl brings in $4.2 billion. In America the price for a 30-second advertisement may reach $4 million; as for production costs, domestic advertising companies cannot even hope to compare. But there is one point where the Super Bowl is incomparable to the Spring Festival Gala, and that is the number of viewers. In 2012, for the “Dragon Year Spring Festival Gala,” viewership reached 499 million. When providing a program for nearly 500 million people, is it possible to cultivate some respect for the audience in terms of advertisement quality, to no longer pollute our vision with those shoddy commercials?

Year after year, prospective Spring Festival Gala programs all undergo countless modifications and investigations. I hope those advertisements with the strength to air during the Spring Festival Gala also receive the same treatment, or at least are polished a little, showing a little creativity and thought. Don’t always make the viewers “enjoy” a force-feeding.

*Translator's Note: This article was originally published by China Youth Daily (中国青年报).


 2月4日早上是美国一年一度的、被称为美国春晚的“超级碗”橄榄球比赛。这个比赛的另一个亮点是它插播的广告。超级碗的收视率达到40~60%,有八九千万人会收看这场比赛。根据维基百科,2013年超级碗上,一个30秒广告的价格大约是400万美元。因此这些广告的质量和创意都是顶级的。甚至有一些人是为了看广告才看超级碗的。

  美国观众无疑是幸福的,在相当于“春晚”性质的超级碗橄榄球赛上,赛事中间插播的广告绝非鸡肋,更非得来不易的“尿点”,而是激动人心的神来之笔,这一个个创意非凡的广告不仅带走了赛事的紧张,让人迎来会心一笑,更让无数观众回味无穷。一个优秀的广告也能让品牌价值一夜之间得到大幅提升。

  相比之下,国内的观众在看广告这点上,幸福度就差多了。要么是明星的熟脸在镜头前晃来晃去,用生硬造作的方式念出广告语,要么是洗脑式的轰炸,将同一句广告词重复N遍,企图让观众像复读机一样记住他们的名牌。看国内广告,简直成了一项摧残人心的活动。就拿如国内娃哈哈果奶的广告为例,国内广告是一位可爱的小朋友在撤娇似地央求:“妈妈,我要喝——娃哈哈果奶”。而海外广告语则含蓄、俏皮:“甜而酸的酸奶有初恋的昧道。”国内众多广告和前者一样,只想着直白地将品牌名称灌输给受众,却从未从受众如何接受的角度下功夫。

  就算是作为一年一度国民活动的春节联欢晚会,广告水平也实在难以让人恭维。整点报时时出现的品牌大LOGO,时不时插播的主持人照本宣科来自品牌的新年贺电,要么就是台下观众桌上摆放的各种商品展示……

  同样级别的节目,为何美国观众就能享受到那么异彩纷呈的广告盛宴,国内的观众就只能年复一年地吃着垃圾广告的“剩宴”?单纯拿数字来做对比,春晚四个半小时总收入6.5亿人民币、超级碗4个半小时4.2亿美元。他们一则30秒广告的价格达到400万美金,在制作费用上,国内广告商确实无法望其项背。但有一点超级碗绝对比不上春晚,那就是观众人数,2012年“龙年春晚”的观众人数达到了4.99亿人。供近5亿人观看的节目,能否在广告质量上学会尊重观众,别再拿那些粗制滥造的广告来污染我们的视线。

  年复一年,想上春晚的节目都要经过无数次的修改和审核。希望那些有实力上春晚的广告也受同样的待遇,起码稍微打磨一下,有点创意和思考,别让观众总是“享受”填鸭式的待遇。
This post appeared on the front page as a direct link to the original article with the above link .

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