全棉时代的广告被怀疑侮辱妇女和荒谬的广告。 不要迷信“黑色和红色” | 全棉时代_新浪财经_新浪网

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Original title: All-cotton era ads are suspected of insulting women

Source: China News Network

A piece of cotton eraadvertisingOut of the circle, just being scolded out of the circle.

This ad promotes a makeup remover wipes, obviouslyaimsThe audience is mainly women. However, its advertising content does not seem to be willing to admit this fact.

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.

At this time, the man who followed just touched her shoulder, and the girl turned her head and had already taken off her makeup instantly and became “ugly”. The man who followed was so scared that she vomited, and the girl was out of danger.

Due to the fact that there are so many mouthless slots, the advertisement immediately caused heated discussion on the Internet.Some netizens analyzed that this advertisement seems to be publicityproductIn fact, there are two stereotypes in it: one is that beautiful women are all made up, and there is a big difference between before and after removing makeup; the other is that girls are harassed because she is 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 at night.”

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 made the advertisement did not understand who the advertisement was for. This was done by insulting the victim and the target.clientTo advertise in the same way, “While trying to make money for the female audience, but at the same time demonizing the image of women.” In addition, some netizens also believe that the advertisement not only insults women, but also defines men as criminals who follow girls.

Subsequently, the cotton era officialWeiboRespond, calling the video an adCreativity, Is to highlightProductThe cleaning function of, this video has been removed from the shelves, and I’m sorry for that.

However, this response was also questioned by netizens, and they were shirking responsibility by throwing the pot to creativity. After that, All Cotton Times issued a letter of apology stating that it had established a rectification team.

Shooting short video ads has caused controversy, and the cotton era is not alone. Last December,JingdongThe earthy taste of financeborrowNetizens complained about loan advertisements.

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 that 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.Reserve fund。

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 said to a man with the image of “short and poor”: “You connect 360IOUDon’t know, we are not suitable. “

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 will have to be decent.”

The takeaway brother rescued the chairman by the side of the road. In order to repay the brother, the chairman helped him openJingdongbullion.

Some netizens summarized the common points of this type of advertising: First, it is mainly for “sinking users”, and the protagonist is at the most basic level.jobsoflabor者; Second, emphasize the plotReverse, Can turn over after borrowing.

Some netizens questioned that this type of advertisement is definitely notenterpriseIs it 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.

　　JingdongFinance also issued a letter of apology, stating that the short video was spread due toteamPoor management and lax review have led to online violations. After that, a JD spokesperson issued a statement of apology again, stating that this incident was not just a matter of management review, but also the direction of the operation team.culturewithValuesSomething went wrong,the companyA special investigation team has been established to investigate the matter.

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 first” 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 advocating aheadconsumptionHowever, it 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“, no matter what, I made a wave of traffic.

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 good” and “black and red are also red”.

Advertising is the face of an enterprise and represents its values.Shocking ads may be able to harvest traffic for a while, but it hurts in the endCorporate image。

If an enterprise only pursues economic interests, it does not consider consumers and societypublicIn the eyes, its road will not be long. 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.”

(Source: China News Network)

(Editor in charge: DF524)

Editor in charge: Lin Chen