The Line Between Content and Advertising

This happened in Hong Kong's TV industry.
"Let's make a salad using chicken sauce." "Let's make steamed seafood using chicken sauce." A food company sponsored a gourmet show where the production team used their chicken sauce in absolutely every dish, no matter what it was. Coincidentally, the government ultimately denied a free channel's new license application, even though its test broadcasts had garnered 800,000 views on YouTube. People were disappointed and vented their frustration.

Protests erupted, targeting the cooking show: "We want more interesting programs, not ones that only promote their own chicken sauce!" A Facebook fan page calling for a boycott of the product was quickly launched. The controversy escalated into a public condemnation of the advertiser. This type of advertising tactic used in the show is typically called product placement. What exactly was the problem?

In Hong Kong, whether for TV or film, multiple manufacturers have provided products as props within productions to reduce costs. Over the past four or five years, product placement has become frequently used in TV programs. Advertisers purchase rights to background space, have the main character hold the product, incorporate the product into the actor's lines, and even create scripts where the product becomes a central character driving the story. Price lists for these methods have been established, and it's become an advertising business.

"God, please create a gourmet show that doesn't use chicken sauce."

Meanwhile, viewers have grown wary of the numerous products appearing in TV dramas. While product placement was still relatively natural in its early stages, it has now evolved into deliberately contrived product showcases. In extreme cases, it even distorts the storyline. One bank featured a character playing a bank employee in a sponsored drama, who read out the bank's actual business phone number. Viewers reported this, prompting the Hong Kong government to issue a stern warning to the bank.

Product placement aims to deliver brand information to viewers through natural storytelling, fostering positive feelings. However, the aggressive methods currently used in Hong Kong are generating resentment. Advertising techniques that violate "Human Truth" are disliked by viewers and society. I believe those of us working in advertising and mass media need to remember this and relearn it.

(Supervised by: Dentsu Inc. Aegis Network Business Bureau)