world cup is brilliant, but some advertisements have been repeatedly Tucao. First, in the Russian arena, the Chinese slogan of "a certain TV, China's first" appeared. Two, in the domestic world cup advertisements, some brands frequently bombarded with slogans, and the audience was brainwashed. And it seems to violate the domestic advertising law. Let's take a look with Xiaobian. Is the advertisement claiming to be "the first" suspected of violating the domestic advertising law in the European competition? Does the world cup advertisement need to be regulated?
Is it legal to be the No.1 TV in China
Many Chinese fans who were waiting by the TV showed a surprised expression when the eight word advertisement of "China's number one" appeared in the live picture of the 75th minute and 10 second match between Germany and Mexico in the Russian World Cup. Many people subconsciously think: 'our advertising law is not prescribed, can't we say the highest, the best and the first words?' does this practice violate the advertising law?
In the advertising world, there is a classic and common saying that "to tell half the truth is to lie". In addition, Article 9 of the new advertising law clearly stipulates that "national", "highest", "best", "best" and other extreme terms shall not be used in advertisements. Liu Junhai, director of the Institute of business law of Renmin University of China, said in an interview with voice of China that the new advertising law has clearly defined the "highest level" of advertising language.
Liu Junhai said that in order to promote fair competition between enterprises and ensure the authenticity, legality and fairness of advertisements, the advertising law prohibits any advertiser from taking the most advanced form to show off and boast about his goods, which will cause concern of many enterprises. What if the sales volume of products really ranks first in the Chinese market? In fact, there is no need to worry about this problem. Enterprises can provide the data of a certain investigation organization to prove the sales volume in the domestic market and the sales volume in the international market. If an advertisement is put out in this way, there will be no problem in saying round, full, true, accurate and complete words.
In fact, according to the public search report, as early as 2016, the brand's TV set the slogan "XX TV, China first" on the European Cup, which attracted a lot of controversy. At that time, the brand also made a public response that "French law allows the use of & lsquo; first & rsquo; on the premise of evidence.". That is to say, their advertisements have been approved by UEFA and French advertising approval authorities. '
Liu Junhai, director of the Institute of business law of Renmin University of China, thinks it is worth discussing.
Liu Junhai said that Chinese enterprises, which advertise on the venues of foreign ball games and call it "China's first", will still compare with other counterparts. And the enterprises that put advertisements are Chinese legal persons registered and established in China. If this kind of inaccurate and inaccurate advertisements hurt the domestic enterprises as well. So in this sense, even advertising on overseas football fields is subject to the restrictions and adjustments of the advertising law of the people's Republic of China. In advertising, we should pay attention to the interests of other peers, and also feel the interests of consumers. Such advertising is reliable. Such advertising can stand the test of law, society, and even the test of the international community.
That is to say, even for Chinese brands that advertise abroad, they should have domestic counterparts and domestic consumers in mind, and more importantly, they should abide by domestic laws and regulations.
During the world cup, a large number of 'brainwashing' advertisements were put in. Experts: advertisements are also aesthetic.
Having said that, many netizens said that although some advertisements were not suspected of breaking the law, the creative ideas of the copywriters were still producing massive Tucao. For example, in the TV advertising screen of an app for recruitment broadcast during the world cup, the noisy tactics of crowds, the thundering makeup, the ferocious facial expressions and the repeated slogan bombardment make many viewers shout 'how to feel to be in the MLM Group'
TV advertisement of a recruitment app
As a result of the continuous bombing, the audience and netizens actually remembered the advertisement name. But the reporter looked at the micro-blog account of these companies. Most of the messages below micro-blog recently were tucking, accusation and even condemnation by netizens. People can't help asking: don't modern advertisements need aesthetics? Of course, the answer is' need '. Liu Junhai, director of the Institute of business law of Renmin University of China, said that the authenticity and legality of advertisements are the minimum requirements. Another pursuit is that advertisements should conform to' aesthetics'.
Liu Junhai said that to be beautiful, advertisements touch on core values, involve different understandings of traditional Chinese culture and the common culture that has been agreed by all countries in the world. He personally believes that we should adhere to the basic concept of people-oriented, respect the aesthetic demands of the audience and the audience, take into account the psychological impact and psychological impact of young children after watching the advertisement, and also take into account how the audience of different ethnic groups, different countries and different nationalities will judge the enterprise after watching the advertisement. If we get a deviant advertisement and controversial advertisement out of the audience, people will mistake the core values of the enterprise, including the outlook on life, the world outlook and values, and the distortion of wealth. Advertising is supposed to enhance the reputation. But if it causes others to criticize and criticize others, then the enterprise is not wise and stupid.
Liu added that it's not easy for an enterprise to do well in advertising. It's not that investing money can improve its reputation. It's different to be known and remembered. The process of advertising is actually a process of aesthetic consumption.
Liu Junhai said that in advertising, we should further consider the audience's aesthetic interest demands, at the same time, we should take care of our own feathers, and ensure that every minute of advertising, every second of advertising, every time of advertising, every picture, every text, every voice can convey the image of the enterprise and even the whole of China The most beautiful part.