The expression of corporate marketing dimensions must take into account the varying social acceptance, and evaluate the possible social repercussions in advance to avoid being hit by the boomerang shot by oneself. According to media reports, recently, the official account of the

The expression of corporate marketing dimensions must take into account the varying social acceptance, and evaluate the possible social repercussions in advance to avoid being hit by the boomerang shot by oneself.

According to media reports, recently, the official account of the well-known domestic brand Fenghua Published a set of cartoons to promote its shampoo and hair care products. The cartoon is titled "See What Real and Fake Best Friends Are", but there are a lot of descriptions in the picture of "fake best friends posing, green tea, seducing their boyfriends, fake intentions, cynicism, and yin and yang" "The text raised the question of "deliberately vilifying women".

On November 7, @风花 issued a letter of apology, saying, "This incident fully exposed our serious loopholes in content control and review processes. We have launched a comprehensive rectification process as soon as possible. Currently, inappropriate graphics and text It has been deleted and the operation of this account will be seriously rectified". The matter quickly became a hot search topic.

stirred up the public opinion hornet's nest and apologized, but the social mentality and public opinion climate reflected in this storm have implications for the appropriateness of corporate marketing discourse, and the balance between corporate expression rights and social acceptance.

Judging from the content alone, the comic focuses on the phenomenon of "plastic bestie flowers". It uses exaggeration and contrast to present the "800-minded" scene of friends getting along, and aims the satirical arrow at that kind of insincere social interaction. manner. This is similar to the common ridicule of "scheming boys (girls)" in the current public opinion field.

Using social phenomena as a topic is a common marketing idea for companies, and there is nothing wrong with it. However, whether it is setting up "positive-negative" typical examples or exaggerating expressions in comics, it is difficult to say how "advanced" expressions are. The bad ones just have the word "bad" written on their faces, while the good ones are considerate of their sisters in every possible way. It is a typical binary opposition narrative. The scene of "scratching and posing" will inevitably make some people uncomfortable, thinking that it represents the "male gaze" perspective.

In reality, those who complain about oneself or frequently try to break up with oneself may not be true confidants; those who are "venomous" to oneself may also be true friends. This is a perception that is more in line with life experience. In contrast, the definition of true and false besties in comics is somewhat stereotype , and the explanation of complex social scenes and communication methods in real life is also superficial.

Looking at this, some netizens criticized it, thinking that it was one-sided and stereotyped, which is reasonable. For companies, since they rush into the public opinion field to act as issue setters and topic makers, they should accept diverse evaluations - including negative reviews.

This incident also has warning value for more companies, including Fenghua: The expression of corporate marketing dimensions must take into account the varying social acceptance, evaluate the possible social repercussions in advance, and avoid being shot by one's own boomerang. hit.

But is not good enough. For the public, there is no need to go so far as to insult all women when it comes to this set of comics.

can see that this group of comics does not set a full title proposition like "women are...", nor does it attack specific people by name. Instead, it uses Internet-inspired language and a playful attitude to respond to the satire and falsehoods of many netizens. A humorous and face-saving social joke. In this case, it is also the public reason and social tolerance that should be observed in the context of online expression of memes.

To put it simply, can criticize the expression strategy of the comic advertisements of Binghua for not being careful enough, but there is no need to easily label it as group discrimination or attack . A tolerant society must also avoid overreaction.

In today's world of diverse values, calling for mutual respect and more tolerance should go hand in hand. Reflected in specific incidents, the determination of boundaries of respect and tolerance will also involve the determination of the "scale of offense."To a certain extent, Fenghua fell into the vortex of public opinion for teasing "real and fake besties", which is also a reason enough to trigger social thinking - how should we treat certain "offensive" language, and what boundaries should be set for expression?

Red Star News Special Commentator She Zongming

Editor Wang Yintao

Red Star Comment Submission Email: [email protected]