Hai Lan's Home New Year Advertisement Has Been Controversial And Accused Of Distorting The Values Of Young People.

As an important festival for Chinese people, the Spring Festival is also a battleground for all brands, and there are more than half a month away from the Spring Festival. Various advertisements have been staged. As in previous years, many brands have taken the path of sensationalism this year. However, there are some controversial marketing cases, which also stimulate excessive consumption while stimulating public consumption.

Recently, when the Spring Festival is approaching, men's clothing brand "Hai Lan's home" has produced such a spring festival slogan: "for the dream to go far away, but also to return home for love, the return of the clothes and clothes is the new year's look." At first glance, it seems that there is nothing wrong with advertising slogans. It is the popular tender route at present. But because of the content of the Spring Festival coming home, kidnapping consumers and distorting the values of young people are controversial.

Some netizens said that no one would like to return home, but he would not return home if he did not return home.

The reporter interviewed people from all walks of life, and discussed whether the advertising language was reasonable from all angles.

Deep builders

Family reunion is better than anything.

In many people's minds, the Chinese New Year is not going to return home for the Spring Festival, but for family reunion and family affection.

Mr. Yang, who has just arrived in Shenzhen, worked hard to make him feel homesick. He thought he was going home to share the joy of reunion with his family and share his family's good time, which should not be bothered by some external things. Netizens Midori said relatives only expect people to come back, better than anything else. Miss Gao's daughter works in Beijing, and Ms. Gao only wants her daughter to go home early, which is more important than what businessmen call "return home".

Shenzhen writers

Social values need to be changed

Nan Zhaoxu, who wrote the new year's advertisement in the circle of friends in the circle of friends, also expressed his doubts about this kind of slogan: "can't you go home without a return to your home and lose face in the new year?"

Communication scholar

Advertising should consider different audiences.

Liu Daian, a lecturer at the school of Humanities at Jinan University and a doctor of Arts and engineering at Kyushu University, Japan, said the controversy was due to the social phenomenon behind it. Liu Daian believes that "return to the countryside" is a good thing. "Dress and beauty" is a form of feeling that people pay attention to going home. But the idea of "forced consumption" is also important and positive.

From the perspective of communication, Liu Daian gave his own opinion. "Advertisers can disseminate this kind of language. They may need to consider the emotions of different groups. They should be more careful and softer. They may be more conducive to social harmony and development. I think the point should be emphasized."

Lawyer

Advertising language is not illegal.

Excessive advertising can easily induce disgust.

Su Shuchao, a lawyer of Guangdong China Merchants (Longgang) law firm, said that the concept of "four words" in the advertisement of Hai Lan home is a good idea for the new year to wear well. It is in line with the traditional customs and reflects people's expectation of a better life in the new year. Therefore, he believes that this advertisement does not violate the provisions of the third, fourth and ninth articles of the advertising law. In addition, he said, consumers should act according to their abilities and choose suitable products.

Although family and reunion are the eternal themes of the Spring Festival, they need to be cautious, excessive and easy to be embarrassed. How to catch the users and show them in a new and interesting way, instead of being objectionable, can lead to the conflict of the brand. It is a matter for the brand to think about.