Chinanews.com client, Beijing, January 9th (Reporter Yuan Xiuyue) An advertisement in the cotton era has gone out of the circle, but it was only criticized.
This ad promotes a makeup remover wipes, and obviously the target audience is mainly women.
However, its advertising content does not seem to be willing to admit this fact.
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In the ad, a girl was followed by a man in black while walking alone at night.
When the girl found out, she looked flustered and frowned, thinking about how to get out.
Suddenly, she stopped and took out a box of makeup remover wipes from her bag.
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At this time, the man who was following also just touched her shoulder. The girl turned her head and had already taken off her makeup instantly and became "ugly". The man who was following was so scared that she vomited, and the girl was out of danger.
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Due to the fact that there are so many mouthless slots, the advertisement immediately caused heated discussions on the Internet.
Some netizens analyzed that this advertisement seemed to promote a product, but in fact it contained two stereotypes: one contained that beautiful women were all made up, and the difference between before and after removing makeup was large; the other contained that girls were harassed because she was dressed up.
Some netizens believe that this is to promote the guilt of the victim, "Why are you being stalked? Because you look good, because you wear a skirt, because you walk the night."
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Some netizens also pointed out that stalking is a serious matter, and if someone has experienced it, they will feel scared, and this kind of behavior is also illegal, and it is really not suitable for use in advertising.
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Some netizens believe that the person who took the advertisement did not understand who the advertisement was for. This was done by insulting the victim and insulting the target customer. "While trying to make money from the female audience, it must be ugly. Female image".
In addition, some netizens also believe that the ad not only insults women, but also defines men as criminals who follow girls.
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Subsequently, the official Weibo of All Cotton Times responded, calling the video an advertising creative, to highlight the cleaning function of the product. This video has been removed from the shelves, and I am deeply sorry for that.
However, this response was also questioned by netizens, and they were shirking responsibility by throwing the pot to creativity.
Afterwards, All Cotton Times issued a letter of apology stating that it had established a rectification team.
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Shooting short video ads has caused controversy, and the cotton era is not alone.
In December of last year, JD Finance's native loan advertisement was criticized by netizens.
In the video, a migrant worker asked the flight attendant for help and opened the window because his mother was flying on a plane, and was despised by the passengers in the front row.
The flight attendant suggested an upgrade, and the migrant workers gave up due to insufficient balance.
At this time, the eldest brother in the back row said he would pay for the upgrade, and then used the mobile phone of the migrant worker to open an online loan and borrowed 150,000 yuan in reserve.
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This advertisement is also called "the logic of mystery" by netizens. "Can you open the windows when you upgrade the cabin?" "Didn't you pay for the upgrade?"
There are many similar loan advertisements. For example, a flight attendant told a man with the image of "short and poor": "You don't even know the 360 IOU, we are not suitable."
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The 37-year-old construction team leader used flowers to celebrate his daughter’s birthday.
The slogan reads: "The days of a family of three, no matter how careful you plan, your daughter's birthday should be decent."
The takeaway brother rescued the chairman by the side of the road. In order to repay the brother, the chairman helped him open JD Gold Bar.
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Some netizens summarized the common points of this type of advertising: First, it is mainly for "sinking users", and the protagonists are all laborers working at the most basic level; second, it emphasizes the reversal of the plot, which can turn around after borrowing.
Some netizens questioned whether this type of advertisement is definitely not the company's self-defeating?
After the advertisement sparked controversy, the 360 IOU subsequently stated that the advertisement had been taken off the line for the first time, apologizing for the bad feeling the advertisement content brought to netizens.
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JD Finance also issued a letter of apology, stating that the short video transmission was due to poor team management and lax review, which led to illegal launches.
After that, a JD spokesperson issued a statement of apology again, stating that this incident was not only a matter of management review, but also a problem with the orientation, culture and values of the operation team. The company has established a special investigation team to investigate the matter.
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Such advertisements frequently arouse public outrage, ostensibly because of "earth flavor", "exotic flowers", and "appreciation of ugliness".
In fact, the deeper reason lies in the distortion of content values, breaking through the bottom line of the audience.
The principle of "money is supreme" is hidden in the advertisement. The protagonist has everything if he has money, but in fact, this kind of "money" is just an illusion.
Advertising advocates the benefits of advanced consumption, but only talks about benefits and obscures risks.
However, the ridiculous advertisements that entered the center of public opinion still received greater attention.
Some netizens also questioned that this is "reverse marketing", and it has earned a wave of traffic no matter what.
We believe that few companies are willing to "self-destruct feathers."
However, companies should be vigilant when advertising, and avoid the misconceptions that "all publicity is a good thing" and "black and red are also red".
Advertising is the face of an enterprise and represents its values.
Shocking advertising may be able to harvest traffic for a while, but it ultimately hurts the corporate image.
If an enterprise only pursues economic interests without putting consumers and the public in the eyes, its path will not be long-term.
In the same way, when companies advertise their products, they can’t just focus on benefits and traffic, and ignore social responsibility and public sentiment.
The form of advertising can be "earthly", but not ridiculous.
Stories can have routines, but they can't be vulgar.
Just as netizens said, advertising is not about being hot, but about having resonance.
There are many marketing methods, don't choose the lowest-end kind.
Disgusting audience is tantamount to self-destructing signs.
Enterprises should take this as a warning, do a good job of value orientation, and stop "following the next."