软广

軟廣

ruǎnguǎng

noun

Measure Word

一条软广 tiáo

Meanings

1 soft advertising
2 covert ad disguised as content
3 native ad

Characters

ad (abbrev. of 广告)

Examples

这篇笔记一看就是软广，写得太刻意了。

Zhè piān bǐjì yī kàn jiùshì ruǎnguǎng, xiě de tài kèyì le.

You can tell this post is a covert ad — it's written way too deliberately.

她每条视频都要插一段软广，粉丝都看吐了。

Tā měi tiáo shìpín dōu yào chā yī duàn ruǎnguǎng, fěnsī dōu kàn tù le.

She slips in a soft ad in every video — her fans are sick of it.

Tips

usage

Three contrasting terms: 软广 (ruǎnguǎng, soft / disguised), 硬广 (yìngguǎng, 'hard ad' — overt, traditional banner/TVC), 植入广告 (zhírù guǎnggào, product placement in scripted content). Discovering a post is 软广 is usually a disappointment for the audience.

register

Slightly negative connotation when used by viewers ('it's just an ad'). Within marketing/advertising professional speech it's neutral and synonymous with 'native advertising'. Often abbreviated 软广 from full form 软性广告 (ruǎnxìng guǎnggào).

Stroke Order

软 ruǎn

广 guǎng