In addition to the discussion of the plot, many people roast that there are too many advertisements in the recent hit of "Celebrating the Second Anniversary". According to media reports, "Qing Yu Nian 2" has an average of 9 advertisements per episode, lasting for 136 seconds. One audience said, "There are so many advertisements in front of Celebrating the Year! Ah! I am a distinguished member of Aurora, and I can't skip them." The related roast even once reached the top of the popular microblog search list, which caused many netizens to resonate: "My father also complained in the morning, saying that there are too many advertisements." "It is understandable that there are advertisements in front of us, and we can put them in half to insert a real play." The importance of advertising revenue for a film and television play is self-evident. The vast majority of viewers also assume that since they have chosen to pursue dramas, it is inevitable to encounter advertisements. Someone chooses to become a member of a video website to skip long advertisements before the episode; Some people are unwilling to spend membership fees, and if the advertisement is not very ugly, it is not unbearable. However, the reason why "Qingyunian 2" has attracted many people's roast and even criticism is that it has too many advertisements. Some viewers have expressed that "the drama has a large number of sticker advertisements, and even if you buy a VIP, there are still many advertisements.". This largely breaks the audience's previous psychological expectation and bottom line that they no longer need to watch advertisements after spending membership fees. This makes people wonder: with so many advertisements added to popular dramas, can audiences still buy it? Or rather, what is the appropriate way for advertising to intervene in film and television dramas? As early as 2011, the State Administration of Radio, Film and Television issued supplementary regulations to the "Regulations on the Administration of Broadcasting and Television Advertisements", which required that "when broadcasting TV dramas, advertisements shall not be inserted in any form between each episode (calculated as 45 minutes)"; Some "restrictions on advertising" also regulate the issue of advertising in film and television dramas. However, there is currently no very clear statement on how to "limit the broadcast" of TV dramas on video websites. This requires film and television production and broadcasting parties to consider the audience's perception as much as possible to avoid causing the opposite effect as expected. Looking at the film and television market in recent years, audiences are not completely unable to accept film and television advertisements. Some creative and interesting advertisements not only do not make people bored, but can also brighten their eyes and even add good effects to film and television dramas. For example, some advertisements are deeply bound to the plot content, presented in the form of "small theaters", and even have connections with the characters in the drama. The characters in the drama even appear in advertisements, achieving a "double kill" communication effect. Although advertising is originally a commercial activity, if the form of advertising is too abrupt, bizarre, and there are too many advertisements, it can still cause audience annoyance. What the audience can accept is the natural entry of advertisements. Moreover, there are one or two and a half minute advertisements before each episode, which are still acceptable to the audience. The quantity and duration of the advertisements are too long, and the audience may not have a good impression of the film and television series and advertisements. The relationship between membership and advertising is also worth noting. Generally speaking, the audience opens membership to avoid watching advertisements. If members still have to watch advertisements, it may be difficult for the audience to accept them before the new rules are formed. Striving to maintain a balance between audience experience and advertising revenue is a discipline. On the one hand, it is necessary to understand the preferences of the audience and make advertisements a catalyst for the popularity of film and television dramas, rather than letting advertisements interfere with the reputation of the dramas; On the other hand, while advertising revenue is important, it cannot be squeezed into the "money hole", let alone all types of advertising. In fact, to grasp this degree well, there is a very simple principle, which is to always maintain respect and sincerity towards the audience. The ultimate popularity of a film and television play is not decided by the directors, actors and other creators, but by the audience. Nowadays, audiences are becoming increasingly intelligent. They know whether a film and television drama is a sincere work, and it is not difficult to see whether they are friends of equal communication or "leeks" harvested in the eyes of the film and television production and broadcasting parties. Instead of adding unpleasant advertisements, it is better to plan more marketing activities related to film and television dramas, such as strengthening interaction with the audience, allowing them to express their opinions through multiple channels, and even making the audience the "tap water" of film and television works, achieving effective interaction and mutual trust between both parties. Various measures are not fixed and can be flexibly responded to according to the laws of creation and market. (Lai Xin She)