Chinanews client, Beijing, January 11th (Peng Jingru) The cotton era is out of the circle again, and "return" is out of the circle.
However, this time it was not only because of the problems with the values of advertising, but also because of the problems with the attitude of apology.
Apology letter "Selling dog meat with sheep's head"
In the middle of the night on January 10, All Cotton Times issued a "detailed" letter of apology called "Apologize", apologizing again for the incident of "advertisement accused of insulting women".
All Cotton Times said, "After a comprehensive investigation by the company's rectification team, it was our internal work error that made videos that did not meet brand standards and violate corporate values online." "Sorry, we were wrong."
But it is worth noting that there are only two paragraphs of the apology, and the next two pages are all reviewing the establishment of the company, including introducing the original intention of the company, patented technology, quality control, raw material selection, public welfare activities, and so on.
Screenshot of Weibo netizens' comments on the 10th apology letter of Cotton Times.
In the eyes of the majority of netizens, the apology in the cotton era lacks sincerity, and the apology letters are all "advertised."
"Where is this an apology? It's because I got famous on the hot search, so hurry up and advertise for myself." "At the beginning,'I was wrong', and later'I'm awesome', next time you dare?"
"The title of'Apologetic confession' itself is'weird and weird'." "I have seen for the first time in Chinese that the two words'apology' and'confession' with completely different meanings can be combined into'apology confession'. The apology letter' is so hot? Is it so difficult to admit mistakes, apologize, and propose specific corrective measures frankly?"
Some netizens also reported: “I do not sincerely apologize for doing something wrong, and the official Weibo of Cotton Times has set up a follower to comment. I have never seen'smart' like this.”
Ads
allegedly insulting women turned out to be "creative"
The cotton era was scolded by hot search, and it must start with a video advertisement suspected of insulting women.
Recently, in a video advertisement for makeup remover wipes in the cotton era, a woman came home late at night and was followed by a man in black. The woman in a hurry used wet wipes to remove makeup. After removing the makeup, she became ugly and successfully protected herself.
Screenshots of video ads in the cotton era.
Many consumers believe that the cotton era is hype about the guilt of the victim, "Why are you being tracked? Because you look good, because you wear skirts, because you walk at night."
On the morning of January 8, the official Weibo of All Cotton Times first responded to netizens' messages, saying: The video is an advertising creative and is only used to highlight the cleaning function of the product. This video has been removed from the shelves, and I am deeply sorry for that.
The Cotton Era responded to netizens' messages on the 8th.
The response of the cotton era did not face its own problems.
In order to shirk responsibility, the advertisements suspected of insulting women turned out to be "creative". This "creative" was overdone and used in the wrong place.
"Following is a serious matter. If someone has experienced it, they will feel scared, and this kind of behavior is also illegal. It is really not suitable for use in advertising."
After responding to the public outrage for the first time, on the afternoon of January 8, the official Weibo of All Cotton Times issued a formal apology statement, stating, “Immediately establish a rectification team to be strictly accountable for problems that arise, and improve content production and review mechanisms. Prevent similar incidents from happening again."
An apology statement issued by Cotton Times on the 8th.
However, the official statement of the Cotton Era failed to quell public anger. Some netizens left a message under the statement of the Cotton Era on January 8th, “If the car hits a tree, you know it’s turned off, and your nose hits your face. Apologize? No, I won’t buy it again!"
Netizens left messages under the 8th Statement of Cotton Times.
Or to quell public anger, a more "creative" detailed version of the apology letter came late at night on January 10th, but the so-called "perfect content production and review mechanism" did not work.
Advertising content should conform to social values
In the eyes of some marketing professionals, advertising is designed to arouse people's demand for goods and to have an understanding and good impression of the companies that produce or sell these goods.
However, in the cotton era, advertising in a way that insults victims and target customers violates the purpose of a corporate advertisement.
"The apology is not sincere, and there is a problem with the thinking", this is not the criticism of netizens.
For companies, correct values are the bottom line, and it is their duty from the perspective of consumers.
Advertising is not impossible, but "black and red" vulgar advertising is not advisable. Advertising should be done on the basis of grasping the bottom line and doing a good job. Don't always think about the "black and red" route, and play steadily all the way. "Red" must be steady. Isn't it fragrant?
Meng Qingen, a lawyer at the Beijing Zhongwen (Shanghai) Law Firm, believes that when the All Cotton Times publishes advertisements, it should abide by the relevant provisions of the Advertising Law, strictly review and check the advertising content, and ensure that the advertising content is true, legal and healthy. The form of expression expresses the advertising content and meets the requirements of social values, public order and good customs and excellent traditional culture, avoids advertising content that is suspected of discriminating or insulting women, and achieves honest and legal operations.
What do you think of the public opinion events in the cotton era?