"The most delicious thing in the world is Qing Huan, and the spring breeze is not as good as you. Qin Shili’s heart is bright and bright, and the flowers bloom in that year. " Is this a seven-character poem? Haha, no. This seemingly beautiful "poem" is actually composed of the titles of four recent hit dramas. Recently, there has been a strange phenomenon in the TV drama circle: it has become a "poetry conference", and it seems difficult to call it a hit drama without a title of "seven-character poem"
Compared with the TV series that have been broadcast, several TV series to be broadcast are also named in the same way: dramas in the Republic of China include Begonia Through the Rain and Rouge, Life Meet as Before, Flowers Picking Up in a Ten-mile Foreign Palace, romance dramas in ancient costume include Flowers Are Flowing All over the Sky, Flowers Falling in the Palace in the Wrong Time, fairy drama "Sweet Honey Is as Heavy as Frost" and modern love drama "Ten Years of One Product is as Warm as a Word". The above types of TV dramas cover ancient and modern times, but just looking at the title of the drama, it is really impossible to tell whether it is a costume drama or a modern drama, a love drama or a martial arts drama.
Rename packaging
"Cloudy mountain fog cover" shows "network feeling"
Many of the current hit dramas are adapted from popular online novels, and a large number of online novels emphasize the aesthetic taste of "aestheticism" and "ethereal", forming the style of "cloud mountain fog cover". This directly affected the name of TV series. For example, the name of Zhao Liying’s new drama was changed from Biography of Ming Lan to Know? Do you know? It should be green, fat, red and thin, directly from Li Qingzhao’s words. Screenwriter Yu Fei bluntly said: "The purpose of naming these plays is not to let you understand what the play is about, but to convey to you a certain temperament, which comes from online novels and is often an advertisement."
Even if it is not a remake of online novels, some TV series titles are packaged into online novel-style names, giving viewers a "network feeling". The spring breeze is not as good as you in ten miles, which has been broadcast on Youku, is adapted from the novel Beijing, Beijing by writer Feng Tang. Compared with the straightforward title of the original, the title of the play really looks like an online novel. In the view of Nan Wang, a film critic, changing the title of awkward dramas into online novels can attract more post-80s and post-90s. These online novels accompany their adolescence, and the aesthetic language style affects young people’s aesthetics and their choice of TV dramas. Wen Rumin, a professor of Chinese Department in Peking University, even hit the nail on the head: "In the final analysis, the names of these very special TV dramas are determined by the consumer groups subdivided by the online novel market."
Attracting the audience, especially the young audience, has become the top priority of the film. Recently, it was broadcasted by Oriental TV and Jiangsu Satellite TV, and its previous name was "Da Yi Qin Shang". Regarding the name change, Zhao Yi, the chief producer of the play, explained: "On the one hand, considering the market, we want to tell stories to the audience in a fresh way, and" Da Yi Qin Shang "is a story of Shaanxi at first glance, which may affect the young audience’s desire to watch; On the other hand, I want to make a contrast, so that the story with texture and weight can be told in a different way, and I don’t want everyone to be limited when they see the title of the play. "
Fortunately, the name "Full Moon Blossoms That Year" is quite consistent with the plot. The process of renaming is collective creation, and everyone makes comments one by one. Sun Li, who plays Zhou Ying, mentioned "flowers bloom and the moon is full", because the most classic scene in the play in which Zhou Ying and her husband Wu Pin are constantly flashed back is that they are deeply in love under the moonlight, and Wu hires a paper-cut crescent to "make up" the broken moon into a full moon. After the name change, director Ding Hei also specially filmed a flashback in the end as the main trailer of the play.
copy mechanically
The title of the name group drama is "Never Tired of Destroying Poetry"
In domestic film and television circles, in recent years, there has been a practice of directly combining the names of the plays into the titles of the plays, such as "Lu Yao knows Ma Li" and "Why Shengxiao Mo". However, this kind of naming method can be called the peak of "tireless destruction of poetry", which is an urban emotional drama "The most delicious taste in the world is Qing Huan" recently broadcast on Hunan Satellite TV.
The name of this drama is taken from Su Shi, a great writer in the Northern Song Dynasty, who wrote "Huanxisha Traveling to Nanshan from Uncle Liu Qianshu in Sizhou", and "The taste in the world is a clear joy" is one of the famous sentences. "Human", "Zhiwei" and "Qinghuan" in the names of TV dramas respectively represent the names of the three protagonists in the drama. The title of the play was changed from "You" to "Zhi", which fully showed that Chen Qiaoen’s "Qinghuan An" was the first hostess of the moon.
An idol drama of "Mary Su" has such an elegant title that many viewers are in distress. Meng Man, an associate professor at the School of History and Culture of Minzu University of China, believes that it is no problem to change "Youwei" to "Zhiwei", but this sentence shows the calm heart of people who put everything down in middle age. "When I see the title of this play, I will watch it in this way, but if I find that it doesn’t mean this, I will be very disgusted." She also said with a smile that this method of naming is actually an ignorance of China culture. "People in China name their children with meaning and affection, but normal people generally don’t name them ‘ Human ’ ‘ Zhiwei ’ , and ‘ Qinghuan ’ At most, it is the name that ancient fireworks women will use. "
It is often counterproductive to use the name of ancient poetry to pretend to be style. For example, the unreleased drama "Sweet honey is as heavy as frost" tells the love story of Jin Mi, the daughter of the goddess of flowers, and Xu Feng III, the son of the Emperor of Heaven, who have been reincarnated and watched for thousands of years. Meng Man said frankly that although the expression of ancient poetry is vague, there is still a conventional explanation of intention in the poems that have been passed down to this day. "Sweet honey" generally represents fruit, but the fruit may not be burnt to ashes. "If there is a general explanation of intention, I think it is ok, but if a completely unreasonable statement is used as the title of the play, it is a complete challenge to language aesthetics."
It’s hard to follow suit for a long time
Abuse of poetry exposes cultural shortcomings
The chain reaction of naming TV dramas after poems in the TV drama circle is mainly driven by the market. In the memory of producer Xiao Hu, this wave of TV dramas named after poems was driven by last year’s big IP drama Love O2O and to the sky kingdom at the beginning of this year. "After this popular style was successfully tested by the market, a large number of follow-up works quickly appeared, which showed congestion in a short period of time."
Routine is much used, and its own characteristics and memory points are inevitably submerged. Judging from the titles of the plays with the same style, the audience can’t tell what the theme of the TV series is, so aesthetic fatigue will soon occur. In the media’s view, the reason why these TV dramas insist on getting an antique-looking title is because they think it is an alternative viewing guarantee, and the audience will preset it in advance — — This is a drama with connotation. "In fact, judging from the plot, most of them are still ‘ Sell dog meat by hanging sheep’s head ’ 。” Therefore, Xiao Hu gave advice, "This kind of follow-up practice will not last long. The quality of TV series can not be determined by a poetic name, but the plot is the foundation to attract the audience."
To a deeper level, the abuse of poetry to name TV dramas just exposes cultural shortcomings. Cui Hong, a columnist, pointed out that some people like things that are semi-impassable, and they equate reading impassability with reading incomprehension, thinking that they are clever and literate, so they are attracted. She took the drama "Sweet Honey as Heavy as Frost" as an example. "Seven words, including agarwood, ember and frost, suggest the content of ancient style. In fact, the real agarwood is gray after burning. Where is the beauty? Of course, it is also necessary to move closer to the direction of culture to directly swear words. " However, she also believes that in the long run, the audience will grow, and it has gradually become history for "small fresh meat" to brush its face and brush out the high box office. How far can semi-impassable works go?
In fact, any good title of a play or even the title of a book can fit in with the plot of the story, and it doesn’t need to be so complicated. Media NPC Nan said: "The titles of these plays, Shiro Visiting Mother, Farewell My Concubine and Drunkenness of the Imperial Lady, although only four words, have both the romantic atmosphere of literati and the classical cultural accomplishment, and there is no concept of playing, and there is no hard work. Also, we are familiar with the names such as "Beijingers in new york" and "Wenzhou Family". Looking at the names of TV dramas, we know what is said in general, which is straightforward and straightforward. "