Product Placement in Online Variety Shows-A Case Study of Qi Pa Shuo

Research Article
Open access

Product Placement in Online Variety Shows-A Case Study of Qi Pa Shuo

Jia Jia 1*
  • 1 Human Computer Interaction, California College of the Arts, San Francisco, USA    
  • *corresponding author jiajia@cca.edu
CHR Vol.71
ISSN (Print): 2753-7072
ISSN (Online): 2753-7064
ISBN (Print): 978-1-80590-203-4
ISBN (Online): 978-1-80590-204-1

Abstract

Online variety shows have become hugely popular in recent years, turning into a key channel for brands to advertise. Qi Pa Shuo, a debate-style talk show, stands out with its unique format, strong viewer engagement, and flexible content, making it a typical example of product placement in online entertainment. This paper looks at how Qi Pa Shuo uses different types of product placement, explores its creative strategies, and discusses both the positive effects and controversies that come with it. The study finds that while the show is successful in blending ads into its content and encouraging user interaction, it also faces problems like over-commercialization and audience fatigue. Additionally, the paper highlights the implications of such strategies for brand perception and audience emotional response and suggests areas for future research including demographic differences and the potential influence of AI-driven advertising strategies. This research offers insights for better balancing content and branding in online media.

Keywords:

Online variety shows have become hugely popular in recent years, turning into a key channel for brands to advertise. Qi Pa Shuo, a debate-style talk show, stands out with its unique format, strong viewer engagement, and flexible content, making it a typical example of product placement in online entertainment. This paper looks at how Qi Pa Shuo uses different types of product placement, explores its creative strategies, and discusses both the positive effects and controversies that come with it. The study finds that while the show is successful in blending ads into its content and encouraging user interaction, it also faces problems like over-commercialization and audience fatigue. Additionally, the paper highlights the implications of such strategies for brand perception and audience emotional response and suggests areas for future research including demographic differences and the potential influence of AI-driven advertising strategies. This research offers insights for better balancing content and branding in online media.

Jia,J. (2025). Product Placement in Online Variety Shows-A Case Study of Qi Pa Shuo. Communications in Humanities Research,71,22-28.
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References

[1]. Dong, H.Y. (2017) China's network variety shows are implanted with new forms of advertising-taking "Qi Pa Shuo" and "Mars Intelligence Bureau" as examples. Media, 23, 66-67.

[2]. Zhang, A.J. (2022) Research on the content operation of Tencent's self-made video variety show. Diss. Hunan University.

[3]. Li, M. and Qiu, Y. (2024) On the success of the online self-made variety "Qi Pa Shuo". Journalism and Communication Science, 12(6), 1469-1474.

[4]. Yin, R.H. (2019) Analysis of the success factors of the online self-made variety show "Qi Pa Shuo". Audio-Visual, 10, 2.

[5]. Zeng, L.P. and Yu, H. (2010) On the effective use of product placement advertisements in variety shows in China. Television Times, 3, 26-29.

[6]. Quail, C.M., Larabie, C., Kalis, E.M., et al. (2005) The Commodification of Talk Show Culture. Counterpoints, 152, 29-45. Available at: http://www.jstor.org/stable/42976868 (Accessed 16 Apr 2025).

[7]. Li, Y.J. (2021) From Implantation to Integration: A New Path of Variety Show Brand Marketing. Audio-Visual, 4, 194-195.

[8]. Krishen, A.S., Raschke, R.L., Kachroo, P., et al. (2021) A Broad Overview of Interactive Digital Marketing: A Bibliometric Network Analysis. Journal of Business Research.

[9]. Smith, J., Johnson, T. and Brown, R. (2020) User Interaction with Online Advertisements: Temporal Modeling and Optimization of Ads Placement. Available at: http://www.researchgate.net/publication/339748752 (Accessed 10 May 2024).

[10]. Huang, Z.Y., Li, X. and Wang, Q. (2022) The longer the sponsorship, the better" or "the more the better" - a study on the impact of long-term sponsorship and multiple sponsorship on brand assets. Nankai Business Review, 25(1).

[11]. Huang, Q.Y. (2021) Analysis of communication strategies of product placement in network variety shows. Diss. Jiangxi Normal University.

Cite this article

Jia,J. (2025). Product Placement in Online Variety Shows-A Case Study of Qi Pa Shuo. Communications in Humanities Research,71,22-28.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of ICLLCD 2025 Symposium: Enhancing Organizational Efficiency and Efficacy through Psychology and AI

ISBN：978-1-80590-203-4(Print) / 978-1-80590-204-1(Online)
Editor：Rick Arrowood
Conference website: https://2025.icllcd.org/Boston.html
Conference date: 12 May 2025
Series: Communications in Humanities Research
Volume number: Vol.71
ISSN：2753-7064(Print) / 2753-7072(Online)

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References

[1]. Dong, H.Y. (2017) China's network variety shows are implanted with new forms of advertising-taking "Qi Pa Shuo" and "Mars Intelligence Bureau" as examples. Media, 23, 66-67.

[2]. Zhang, A.J. (2022) Research on the content operation of Tencent's self-made video variety show. Diss. Hunan University.

[3]. Li, M. and Qiu, Y. (2024) On the success of the online self-made variety "Qi Pa Shuo". Journalism and Communication Science, 12(6), 1469-1474.

[4]. Yin, R.H. (2019) Analysis of the success factors of the online self-made variety show "Qi Pa Shuo". Audio-Visual, 10, 2.

[5]. Zeng, L.P. and Yu, H. (2010) On the effective use of product placement advertisements in variety shows in China. Television Times, 3, 26-29.

[6]. Quail, C.M., Larabie, C., Kalis, E.M., et al. (2005) The Commodification of Talk Show Culture. Counterpoints, 152, 29-45. Available at: http://www.jstor.org/stable/42976868 (Accessed 16 Apr 2025).

[7]. Li, Y.J. (2021) From Implantation to Integration: A New Path of Variety Show Brand Marketing. Audio-Visual, 4, 194-195.

[8]. Krishen, A.S., Raschke, R.L., Kachroo, P., et al. (2021) A Broad Overview of Interactive Digital Marketing: A Bibliometric Network Analysis. Journal of Business Research.

[9]. Smith, J., Johnson, T. and Brown, R. (2020) User Interaction with Online Advertisements: Temporal Modeling and Optimization of Ads Placement. Available at: http://www.researchgate.net/publication/339748752 (Accessed 10 May 2024).

[10]. Huang, Z.Y., Li, X. and Wang, Q. (2022) The longer the sponsorship, the better" or "the more the better" - a study on the impact of long-term sponsorship and multiple sponsorship on brand assets. Nankai Business Review, 25(1).

[11]. Huang, Q.Y. (2021) Analysis of communication strategies of product placement in network variety shows. Diss. Jiangxi Normal University.

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