What did Li Dan warn about when he brought the goods "overturned"
Ranyu
On February 24, the male comedian Li Dan brought goods for a certain brand of women's underwear on his personal social platform. His rhetoric "let women easily lie down to win the workplace" caused controversy.
Li Dan's Weibo with goods was subsequently deleted, and the brand involved officially issued a statement of apology, saying that the inappropriate wording in the marketing and promotion caused discomfort to everyone. He apologized and removed the relevant content as soon as possible.
Li Dan, who is accustomed to playing tricks, did not get the laughter he imagined this time.
Male artist endorsement of female underwear itself is suspected of breaking the law.
According to the "Advertising Law", "A spokesperson shall not make recommendations or certifications for unused commodities or unreceived services."
Obviously it does not meet the requirements of endorsements and does not have the qualifications of endorsements, but it is difficult for oneself or the audience to insist on advocating and pushing ads.
"Let women easily lie down to win the workplace" marketing copy, although there is no lack of advertising creativity, not only the drama of the role reversal, but also the topicality of gender reversal, plus the sultry copy that is full of sideballs, it is difficult to think of not being popular.
It's just that if the sword goes slant and loses its temper, it will inevitably encounter backlash.
Although the painstaking marketing plan attracts attention, it brings more discomfort to consumers, especially women in the workplace, which will be even more offensive.
The so-called "my workplace rescue suit", female white-collar workers are vaguely described as embarrassed, fragile, and desperate for rescue.
As for the rhetoric of "let women easily lie down to win the workplace", it bluntly implies the hidden rules of the workplace.
In this advertising narrative, women in the workplace have become the objects of "redemption", and they only need to wear the magic underwear recommended by Li Dan to perfectly counterattack. Not only are loopholes full, but they are also suspected of dwarfing or even discriminating against women.
Long before Li Dan's underwear advertisement "turned over", there had been many advertisements that appeared to insult women and caused an uproar.
The profound cultural background behind it must be valued and faced squarely.
The awakening of feminine consciousness, the redefinition of gender boundaries, and the reconstruction of a sense of proportionality in public discourse all constitute a clear resistance and balance to the inherent gameplay of the "business language".
The practice of playing with women's makeup, dressing, and emotional relationships is more and more likely to arouse strong public opinion backlash.
Gender awareness with the main themes of "gender equality" and "mutual respect" is pushing back the sticky and dirty uncle's voice in the traditional sense. This is progress and the general trend.
No woman has ever been able to "lie down and win", and some are just the dark lust of others.
Commercial marketing requires a big picture rather than a smart one.
Advertisements playing with fire will only push consumers farther and farther.