In the 2010 CCTV Spring Festival Gala, a number of commercial advertisements were prominently featured throughout the program. Brands such as Huiyuan Juice, Guojia 1573, Sohu.com, and even Tudou.com were frequently showcased, drawing both attention and criticism from the audience. As two of the most iconic cultural brands in China—CCTV's Spring Festival Gala and Ben Shan Media Group—the decision to insert advertisements into artistic performances can be seen as an overuse or "overdraft" of their brand value.
This kind of practice is particularly harmful because it undermines the long-term value and image that these brands have built over decades. Brand management follows a well-established cycle: from initial establishment, through promotion and value addition, to building a strong reputation, revaluing the brand, expanding its market presence, generating profit, and finally contributing to social value. Each step in this process is crucial. If one link breaks or is neglected, the entire system can collapse, turning a positive cycle into a negative one.
The Spring Festival Gala, after 30 years of operation, has become an essential part of Chinese New Year culture. It should be able to promote itself while maintaining its artistic integrity. Moderate advertising can be acceptable if it doesn’t interfere with the performance or damage the brand’s image. However, this year’s approach was different. The advertisements were inserted too directly, aggressively, and without subtlety, which severely impacted the artistic quality of the show.
Instead of enhancing the brand, this strategy led to a decline in public perception. The once-revered Spring Festival Gala now feels less appealing, and the brand’s value has suffered. This is a classic case of "brand overdraft"—when a brand is exploited before it is fully matured, leading to long-term damage. Once a brand’s image is tarnished, it’s extremely difficult to recover.
Similarly, Guojia 1573, which was once considered a symbol of national prestige, used the Spring Festival Gala platform in a way that confused its brand identity. Instead of reinforcing its image as a high-end, prestigious product, it was portrayed as an ordinary gift, diluting its cultural significance. This misstep not only failed to enhance the brand but also damaged its reputation.
In general, embedded advertisements in artistic works like films, TV shows, and performances are not inherently bad. When done appropriately, they can be effective. But when overdone, forced, or out of place, they risk damaging the brand’s image and credibility. This is a dangerous trend that needs to be carefully managed.
Merchants and advertisers must remember that brand building is a long-term effort, not a quick profit game. The Spring Festival Gala and other cultural icons deserve respect, not exploitation. Only by maintaining the balance between art and commerce can we ensure the continued success and integrity of these important cultural platforms.
Functional Yarn
Functional Yarn,Braided Linen Spun Yarn,Sativa Hepm Linen Yarn,Braided Linen Thread
Xuzhou Seagor Import And Export Co., Ltd. , https://www.seagoryarn.com