Communications in Humanities Research ISSN: 2753-7072
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Research Article

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

Jia JiaHuman Computer Interaction, California College of the Arts, San Francisco, USA*

* Corresponding author: [email protected]

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.
Published: June 20, 2025
DOI: 10.54254/2753-7064/2025.BO24172
Volume: CHR Vol.71
pp. 22-28
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