The Paper reporter Wu Yuli
The copywriting has just been authorized for free, and Audi Xiaoman’s advertisement is controversial again, this time it is a flat poster.
On May 25, a user named "Da Shao Paipai" posted on social media, questioning Audi Xiaoman's advertising poster for allegedly using a photographic work he sold on Visual China in an improper way.
Then The Paper got in touch with Dashao Paipai. He said that the landscape photos in Xiaoman's advertising posters are very similar to his works.
He showed the original picture of the work to The Paper, and said that this photo was taken in Kuimen, Fengjie in 2020, and then uploaded the photo to Visual China and TuCong.com for authorized sales. The picture has never been seen on TuCong.com The sales record was only purchased on Visual China on February 25 this year.
"Big Shao Paipai" said that after the "Audi Xiaoman advertising infringement" incident, he accidentally discovered that the floor plan of the advertising poster was highly similar to his own work, only the composition and color of the boat were adjusted, and the water ripples The level of the mountains is consistent with the pictures, "I made a comparison of the overlapping pictures on the PS, and they are overlapping."
What makes Dashao Paipai questioning is the way in which its pictures are used.
In the sales record sent to him by Visual China, it is written that the purpose is "new media editing information with pictures".
Peng Mei News found by querying the Visual China website that the use of its pictures is divided into "editing use" and "commercial use". Among them, "editorial use" refers to non-commercial promotion uses, such as newspapers, magazines, information Articles with pictures reported on websites, publishing houses, TV stations, information APPs, etc.; "Commercial use" refers to the use of pictures in the marketing and promotion of corporate brands and products, including internal and external marketing and promotion of the company itself, and external placement in various channels The production of advertising materials, and the use in scenarios such as product packaging design.
In addition, non-news movies, TV shows, variety shows, and book covers are also classified as commercial purposes due to their relatively large commercial attributes.
According to the above definition, Audi Xiaoman advertising posters are undoubtedly for commercial use.
In addition, the sales record shows that the "selling price" of the picture is 8 yuan; while the "real publishing fee" item shows that the income of "big and small Paipai" is 2 yuan.
Visual China customer service told Peng Mei News that the price range of the picture for commercial use is about a few hundred yuan to several thousand yuan. "Da Shao Paipai Paipai" believes that this also confirms that his pictures are not based on Sold for commercial use.
He said that he will communicate with Visual China, and if the image is indeed used improperly, he will launch rights protection.
On May 21, on the day of the traditional solar term "Little Man", various official channels of FAW Audi released a video advertisement "Little Man in Life" starring Andy Lau, which attracted a lot of attention and forwarding.
That night, a user with the account "Peking University Mange" said that Audi's advertising video was suspected of plagiarizing a copy of his video on May 21, 2021.
Overnight, Audi issued an apology and removed the ad video on May 22.
A few hours later, the advertising creative agency Fang Shangsi Advertising issued a statement stating that the video copy was indeed plagiarizing the Chinese version of the video about "Xiao Man" by "Peking University Mange", and apologized to the original author.
Andy Lau also posted on the official support club APP Andy World, expressing his deep regret for this incident.
In the early morning of May 25, Brother Manchu of Peking University issued a statement on social media saying that the three parties have reached an agreement.
"I authorized the copywriting of Xiaoman's work last year for free." Brother Man of Peking University said in a statement that the heads of the two companies also apologized in person, and he was willing to accept the apology.
Data shows that in 2021, Audi's sales in China will be 727,000 units, a year-on-year decrease of 3.6%, accounting for about 43% of global sales.
China is Audi's largest single market in the world, but in recent years, its sales have repeatedly fallen behind BMW and Mercedes-Benz. In 2021, BMW will deliver 846,000 vehicles in China, while Mercedes-Benz will deliver 759,000 vehicles. Audi is again at the bottom.