What's the difference between plot advertising and traditional product placement advertising?

The difference between plot advertising and traditional product placement advertising lies in the different ways of expression. Plot advertisers mainly complete the advertising presentation of products or brands through the hints of background pictures, lines, scenes and even background music in movies and television. However, traditional product placement is more about direct product display, which has nothing to do with the plot.

The plot is embedded in advertisements, which is intuitive, concise and clear, products or brands, services, etc. Are simply presented through movie scenes; Top-down single communication platform, no interaction, strengthens the brand impression by increasing the appearance frequency in the film, forcing the audience to pay attention.

In terms of production cost, plot advertisements will be higher than ordinary advertisements because of time and plot design. However, due to the wide application and popularization of plot advertising, the effect of plot advertising is obviously better than that of ordinary advertising. Therefore, investing in plot advertising is the new direction of future advertising development.

The expression mode of plot advertisement

1, line expression: that is, the product or brand name appears in the movie lines. A typical example is sighing. Xu Fan's wife mentioned "European classics" many times on the phone. Especially before the end of the film, Xu Fan once again said on the phone, "Turn left after anhui bridge, anhui bridge, and it's a European classic with a big sign that you can see at a glance."

2. Close-up: This is the most common way of product placement, and the specific way is "prop application". For example, in terms of mobile phones, Motorola's mobile phones appear every few minutes on average.

3. Play a role: a commodity or brand is no longer a prop in film and television dramas, but a role, which is a deeply implanted advertising form. The frequent appearance of brands or commodities in movies can introduce new associations to brands.