高远(http://blog.sina.com.cn/gaoyuanfrance)今年春晚的看点,节目广告植入现象令人瞩目。实际上,细心一点儿的人去年就会发现,春晚节目已经为广告植入探路了。估摸今年属于试点阶段,如果没有意外的话,明年及以后才是大规模的广告进入期。第一、春晚商业化,并非单纯的文化现象,受冲击的首当其冲是观众。自1983年问世以来,春晚至今已走过27个年头,除夕夜吃饺子、看春晚早已植根于中国人的心中。难能可贵的是,27年来春晚节目始终保持高精尖意识, Lofty (http://blog.sina.com.cn/gaoyuanfrance) Aspect of this year’s Spring Festival Gala, the phenomenon of program advertising impressively. In fact, attentive people found out last year that the Spring Festival Gala program had already built a path for advertising. Estimated that this year belongs to the pilot phase, if there is no accident, next year and beyond is a large-scale advertising period of entry. First, the commercialization of the Spring Festival Gala is not a mere cultural phenomenon. The first to be hit is the audience. Since its publication in 1983, it has been 27 years since the Spring Festival Evening. It has eaten dumplings on New Year’s Eve and it has long been rooted in the hearts of Chinese people. Commendable is that 27 years Spring Festival Gala has always maintained a high sense of sophistication,