Playing "edge balls" and wandering in the gray area, why is vulgar marketing repeatedly banned?
Last week, a survey of 2,005 respondents released by the Social Survey Center of China Youth Daily (wenjuan.com) showed that 59.5% of the respondents believed that 59.5% of the respondents believed that it was part of the reason why vulgar marketing was repeatedly banned. People's vulgar taste, 55.9% of the respondents think it is a borderline ball, and it is not easy to define.
60.5% of the respondents would not buy their products if the merchants had vulgar marketing.
Respondents believe that catering to some people's vulgar tastes is the main reason for repeated bans on vulgar marketing
Wu Hao, born in the 1990s in Beijing, believes that marketing is a kind of market behavior. Since vulgar marketing can exist, it must cater to the interests of a certain group of people. in order to achieve the purpose of publicity.
Zhang Mingjun, born in the 1990s, feels that the general public has a relatively high tolerance for vulgar marketing.
Sometimes even if they feel that the content is inappropriate, they seldom boycott it.
The survey shows that 59.5% of the respondents believe that the reason for the repeated bans on vulgar marketing is that it caters to the vulgar tastes of some people, and 55.9% of the respondents think that it is a borderline ball, which is not easy to define.
After 1995, Wang Anran paid attention to several recent marketing "rollovers".
She feels that the reason for the continuous emergence of vulgar marketing and repeated prohibitions is that, on the one hand, merchants are attracted by huge traffic, hoping to gain attention to promote product sales, and on the other hand, the punishment is too light. It's settled, and it doesn't have much impact on the business."
Professor Chen Bing, a doctoral tutor at Nankai University Law School and director of the Judicial and Social Research Center, believes that there are two reasons for the repeated prohibition of vulgar marketing: First, there is a clear mismatch between risks and benefits, and the benefits are much higher than administrative fines.
In many cases of vulgar marketing, some are not fined, and some are fine even if they are fined.
However, the benefits of vulgar advertising, and even the voices condemning vulgar marketing, have given these companies a huge opportunity to increase their popularity in this era of traffic explosion. Compared with the bonus, the fine is a drop in the bucket."
The second is the lack of refinement of legal regulation. "The law only stipulates that obscene and pornographic content shall not appear, but there is no clear definition of which characters and languages are obscene or pornographic, which gives many businesses the opportunity to step on the line and brush the edge."
Other reasons cited by respondents include: popularity of bloggers, easier selling (55.5%), value of money first and traffic as king (54.1%), insufficient punishment, low cost of making mistakes (48.7%), supervision and review Insufficient strength (39.8%), high tolerance of the public (18.0%), etc.
60.5% of the respondents would not buy their products if the merchants had vulgar marketing
"If a business has vulgar marketing, I will definitely not buy its products again." Zhang Mingjun believes that no matter what kind of business behavior, it is to retain customers and attract consumption, but this should be reflected in the quality of products and services.
Some businesses focus on attracting attention, "it's actually quite vulgar".
Zhang Mingjun feels that although the advent of the Internet era has caused many businesses to have traffic anxiety, they are worried that "the fragrance of wine is also afraid of deep alleys".
But in fact, it is precisely because of the development of the Internet that merchants have more opportunities and platforms to display their products. "Good things will definitely be discovered, provided that consumers are respected."
The survey shows that if merchants have vulgar marketing, 60.5% of the respondents would not buy their products, 20.4% of the respondents said they would still, and 19.1% of the respondents said it was hard to say.
"The quality of the products is the main basis for my shopping, and I don't pay much attention to their marketing methods." Wu Hao also admitted that if the merchants have vulgar marketing, they will leave a bad impression on themselves, "Maybe I will choose the same Type Alternatives".
Among the respondents to the survey, 40.0% were male and 60.0% were female.
The post-00s accounted for 24.7%, the post-90s accounted for 44.1%, the post-80s accounted for 25.9%, and the post-70s accounted for 4.7%.
China Youth Daily and China Youth Daily trainee reporter Wang Zhiwei Source: China Youth Daily
April 21, 2022 Version 10