Massive online advertisements are often in the “no man’s land” under supervision. It seems that only by causing public outrage and igniting public opinion can vulgar advertisements be removed from the shelves.The important task of advertising supervision finally returned to the majority of netizens. On the bottom line, there is absolutely no vulgar advertising.
Brainless ads have long been used in TV dramas to imitate complaints. /”Wulin Biography”
Author | Godot
Every once in a while, there are always some advertisements from people who urge people to provoke the public’s nerves. Recently, an IOU advertisement once again refreshed the public’s “aesthetic offline”: In the advertisement, a dwarf rural man handed a string of raw meat and proposed to a beautiful and tall flight attendant. In response, the flight attendant responded: “By the way, how much do you have on XX?”
After learning that the man knew nothing about borrowing, the flight attendant immediately changed her words and said: “We are not suitable.”
This ad curiously shows the “gap between urban and rural rich and poor” (the rural man’s home in the video is a shabby thatched hut), the “appearance gap” (the rural man is a dwarf, and the stewardess is beautiful), and ” Marriage value gap” (men’s perception of marriage is “immaterial”, while flight attendants’ view of marriage and love is “paying for money”).
Screenshot of this hunting ad.
The dwarf rural male represents the “short and poor”, and the beautiful stewardess represents the “golden worshiper” who likes to instigate. Such an extreme discriminatory portrayal is extremely uncomfortable. For those who lack financial knowledge and want to use loan software, this allegedly exaggerated advertisement will seriously mislead the audience.
Such embarrassing and vulgar advertising ideas have to make people wonder: Are you an advertising plan for 50 cents?
But this advertisement is not “heterogeneous” in the industry. Nowadays, there is an endless stream of vulgar advertisements on online platforms. Netizens lament the exhaustion of advertisers’ creativity and bad money driving out good money, while questioning: “How do these advertisements pass the review?”
Massive online advertisements are often in a “no man’s land” under supervision. It seems that only by causing public outrage and igniting the anger of public opinion can vulgar advertisements be removed from the shelves. The important task of advertising supervision finally returned to the majority of netizens.
Women always lie down with guns
The uncomfortable image of the “golden-worship girl” flight attendant in the preceding advertisement is just a microcosm of women in the vulgar advertisement. In vulgar advertisements, women will always lie innocently.
Objectifying women and dwarfing women are the most common tactics used in vulgar advertisements.
The advertisement portrays the image of a vicious and critical “mother-in-law”. /Used car advertisement screenshot
In 2018, an advertisement for a certain car brand compared women to “used cars.” At the moment of the wedding ceremony, the bridegroom’s mother suddenly broke into the scene and roughly checked the daughter-in-law’s nose, ears, and teeth… and finally made an “OK” gesture, and the bride and groom were relieved. Subsequently, the brand’s second-hand car trading website page appeared, with the dubbing: “Official certification is only at ease.”
The advertisement compares the daughter-in-law to a “second-hand car” that needs to be certified. What is certified is whether a woman’s appearance and figure are “original”-full of strong materialization of women. The advertisement portrays the image of “mother-in-law” very facially. The mother-in-law is rude and picky towards her daughter-in-law-exaggerating the hostility and malice between the female group.
This advertisement conveys contempt for women’s plastic surgery, implying that the face and body after plastic surgery are inferior and undesirable. But the paradox is that the entire consumer culture fueled by advertising has always emphasized the importance of women’s appearance, creating an anxious “look worship”.
Not long ago, in the premiere of “Sister Riding the Wind and Waves”, an advert about contraceptive pills also made people angry.
Contraceptive pill ad screenshot
The video uses the story of “two women fighting for boyfriends” as the narrative logic. An enchanting and beautiful woman flaunts another plainly dressed and haggard woman: “I can accompany him to talk about news and play games, can you? “The words are very flattering. Afterwards, the “plain dress” woman threw a box of contraceptives on the table and asked, “Well, can you?”
Then the slogan was typed-“Intimacy”, suggesting that women can take contraceptives to cater to men’s desire not to wear condoms.
Whether it is used car advertisements or condom advertisements, women are placed in the position of being “reviewed” and “evaluated”-women need to sacrifice and dwarf themselves to cater to the public’s aesthetics and preferences, even at the cost of interacting with same-sex groups Compete and “defame” each other to gain male recognition.
The cheaper way of advertising and marketing is to use every opportunity to make a fuss about women’s bodies.
The advertisement for Coco Palm Coconut Juice is really “too spicy for the eyes”.
The brainwashing advertising slogan of Coconut Coconut Juice-“White and tender, I have been drinking since I was young”, paired with the big breasted beauty holding coconut milk, the sexual suggestion is strong; Juewei duck neck forcefully combines “sex” and “food”. “Bundled. In the poster, a girl is wearing pink underwear with chains on her feet and the words “fresh, tender and juicy, do you want it” and “unstoppable temptation”, extremely vulgar.
The “Father of American Advertising” David Ogilvy once proposed the “3B” principle-beauty (beauty), beast (animal), and baby (baby), which are the three elements that are easiest to capture consumer attention. Among them, “beauties” are most likely to stimulate consumers’ senses.
Forcibly binding with “sex” has become the most common tactic in advertising. /Duck neck ads
Today, advertisers are obviously no longer satisfied with the traffic and benefits brought by “beauties”, and all kinds of “sexually suggestive” advertisements are obviously more powerful. Especially in a society where the concept of sex is relatively conservative, the sense of taboos carried in sexual cues and metaphors can bring an extraordinary pleasure to the audience.
However, in these advertisements that materialize women, strong misogyny and narrow gender portrayals will further deepen gender prejudice and attract disgust from consumers and audiences.
The whole society is paying for it
The primary task of advertising is to create memory points for the audience, and “vulgar” advertisements can often quickly stimulate the emotions of the audience-using this “extreme emotion”, advertisements can take the opportunity to enhance the brand’s memory.
Therefore, many brands would rather take the risk of being scolded, but also “risk your death” to win public attention. They know well: In an era when traffic is king, dispute means traffic, and traffic means money.
Once the vulgar advertisement of Juewei Duck Neck was released, it brought a rapid increase in the brand’s attention. According to the public opinion monitoring statistics of People’s Daily Online, within a few days of the ad’s launch, the reading volume of the relevant copy of Juewei Duck’s Neck Official Account reached “100,000+”, and online news reports related to “Juewei Duck’s Neck” Nearly 500 articles and more than 100 WeChat articles.
However, although vulgar advertisements can arouse the attention of brands in a short period of time, it may be the whole society that “pays” for its bad influence in the end.
In plastic surgery advertisements, girls are just “for sale” commodities.
In this plastic advertisement, women are placed in the window, like products waiting to be sold, and the “buyers” are male users in the marriage and love market. What’s even more annoying is that the girl was wearing a “50% off” promotional label, combined with the poster’s accompanying text, suggesting that she was “sold at a reduced price” because of her ordinary appearance.
In recent years, the “physical anxiety” of plastic surgery advertising has intensified, and it has even severely affected the youth group.
For the minors whose values have not yet formed, the “face value is justice” conveyed by the advertisement will lead them to the misunderstanding of life value prematurely-at the age when the body and bones are not fully developed, they choose to treat themselves The body is “reformed” in exchange for a better life.
Plastic surgery ad video screenshot
Equalizing the value of women in love with their “appearance” results in not only “physical anxiety” for women pervading the whole society, but also means that men need “strong” economic strength to be eligible to be in love Pick a partner in the market.
The important task of advertising supervision
All on the shoulders of netizens
In addition to commercial benefits, advertisers also need to consider the social impact that advertising may bring. As a medium with strong communication power, advertising must consider its potential impact, such as whether it will adversely affect a certain group, whether it will reinforce and create prejudice.
In my country, advertising supervision mainly comes from four aspects: from the government’s administrative law enforcement supervision mechanism, self-discipline within the industry, platform supervision and social supervision.
However, in specific practice, advertising supervision becomes a “mystery”.
Due to the large number of advertisements (especially online advertisements) and the abundant advertising channels, it is extremely difficult to supervise the administrative departments for industry and commerce.
The lack of internal self-discipline regulations in the advertising industry and the uneven quality of employees make effective “industry self-discipline” still far away.
In the vulgar small video advertisements on Weibo, the most common plot is “two women grab one man”.
As for the advertising platform, it is often for the sake of economic benefits that “everyone is not rejected”. Some netizens complained: “Wonderful advertisements are flying all over the world on online platforms. As long as the money is in place, any advertisements can be posted.” Among them, vulgar advertisements target short video platforms, turning them into “hardest hit areas.”
In addition to strict regulations on certain types of products such as medicines, health products, and foods, the “Advertising Law” returned to my country, the “Content Guidelines” of the “Advertising Law” left a lot of ambiguity for supervision.
For example, the “Advertising Law” stipulates that “contents that discriminate against ethnicity, race, religion, or gender cannot be included”, but it does not define the specific manifestations of “discrimination”. Therefore, advertisers lack reference in their specific planning and implementation. Clear guidelines.
In contrast, the advertising industry in the United Kingdom, the United States, Japan, Singapore and other developed countries has a strong internal self-regulation mechanism, and government supervision is only an auxiliary.
The advertising industry in developed countries has a strong self-regulation mechanism. / “Mad Men” stills
In the UK, only one “sexist” guideline issued by the Committee of Advertising Practice is several pages long and contains very clear cases and application scenarios.
For example, the “Guide” stipulates that “advertisements need to be cautious about content related to gender stereotypes”, and gives specific cases—“If the advertisement portrays an adventurous man and a feminine woman,” such content Just unacceptable.”
In the United States, many non-governmental advertising regulatory agencies, such as the Interactive Advertising Bureau and the Advertising Self-Regulatory Council (ASRC), have established strict industry advertising standards and have We conduct content supervision.
In 2017, UN Women and a number of marketing and advertising giants initiated the establishment of the Unstereotype Alliance in Cannes, France.
In addition, the advertising industry has also actively started self-reflection. In 2016, the founder of the creative agency Badger & Winters launched the “Stop Objectifying Women” campaign, in order to arouse the attention of audiences and advertisers to gender issues and allow advertising and marketing to change the way that women are shaped. The movement also received support from the United Nations.
In recent years, many domestic brand co-advertising companies have launched more progressive advertisements. For example, SK-II’s commercial film “She Goes to a Blind Date” for the first time stigmatizes the “leftover girl” The concept says “no”.
But at the same time, there is an endless stream of vulgar advertisements on the online platform, and there is no turning point.
SK-II launched the first domestic advertisement focusing on the pressure of “leftover women”.
In this regard, netizens are still the main force in advertising supervision-when public opinion surrounding a certain vulgar advertisement starts to boil, the company will apologize and take the advertisement offline.
However, if an effective self-discipline mechanism has not been formed within the advertising industry and the platform cannot share the responsibility for supervision, relying solely on the “group sentiments” of netizens, cracking down on vulgar advertisements can only be like “beating moles”-one falls down. Thousands of vulgar advertisements will emerge.
It can only be said that my country’s “road to rectify vulgar advertising” requires far more force to intervene.