During Mother's Day and Father's Day, Chinese Catering Group Emerald encouraged parents to say "raw pork roasted life" (Chinese translated as: a piece of barbecued pork, which is better than having a good birth), thenIt can get a free barbecue, which causes uproar, and netizens responded to polarization.
Not to mention the sense of personal perception, in terms of advertising promotion copywriting, this technical positioning is a bad taste, owed to cultural sensitivity, and low -level techniques.
First of all, the propaganda words are inappropriate.Traditional authoritarian and vicious parents' words and abuse of their children's useless expressions are originally offending, and the poisonous old tutoring is presented to the wrong demonstration of contemporary education without bringing any laughter.
Secondly, what is the essence of advertising and promotion activities?It deserves to drive the purchase behavior through emotions.What is the emotion of this event?It was a scene that was scolded when he had not been ideal and had not yet contributed to the family. It was the pain of parents who were angry with children and abandoned the pain of adults in the year of relatives and orphans.Of course, according to friends in the social welfare community, Singaporeans are happier. The situation of domestic violence is lower than the world's orphanage.However, in the past few decades, many new immigrants from Hong Kong, Macau, Guangdong and other places have experienced new immigrants with the Guangdong background, and they are an important source of jadeite.Living examples.
Another group of netizens believe that it is just a joke. In the new era, you don't have to take it seriously. The group responded to the media inquiry: "... we understand that humor is subjective, and for this propaganda copy, it has not been as expected as expected.Resonance caused some customers to feel unpleasant and regretful.
Indeed, it is said that "bad public relations are also public relations". It is very correct for the entertainment artist and the media industry, but for other industries, the media exposure that it obtained may not bring long -term benefits after the self -control public relations disaster.Perhaps more customers will be attracted in the short term to eat a meal for free barbecue, but will this level of customers patronize for a long time?Is it helpful to the profit for Xiao En Xiaohui?
After doing bad brands in your target customer group, downgrading, and emotional damage, will the most profitable Chinese -food benefits, group worship, group worship, and chamber of commerce fellowship will decrease?After all, from the public opinion, many Cantonese and Hong Kong people have now included the brand's brand on the blacklist. In Singapore, Cantonese cuisine with more authentic Hong Kong -style pork roasted and more comfortable environment has been choosing more and more.
The author has worked for several local media institutions and creative advertising agents. There are multinational leaders and local roots. In the past few years, they have been in contact with Singapore advertisements, copywriting, and promotion. Compared with overseas, Emotional association, aesthetic connotation, story depth.The most common is the advertising song and embarrassing rap of the sound rhyme, and the most effective is to attract customers mainly by discounts."Creative" "Government and related legal institutions are the main customers of the majority of companies, so they have to follow the old" and "Framework Education, which is buried without / drive away local creative talents, so they have to rely on foreign people" and so on.
Of course, in an environment with fewer media, small markets, and development, no creators are competing for competition and corporate reference to each other.It is really difficult to create an creative environment with depth, empathy, and cultural sensitivity.
The author is digital technology and network promotion practitioners
