Foreign foreign brand advertising in China have trouble, only in recent years, there is a Toyota overbearing advertising, Nike Gladiator image of the cell, the Lipan paint slipped Chinese Dragon, McDonald's advertisement and so on. kneel These ads are aroused people's strong antipathy. However, foreign people seem not to accept the lesson, which hurt the feelings of the Chinese nation it is constantly occurring. This is why it is worth savor, some experts pointed out that cannot exclude these foreign brands use dispute advertising to do event marketing possibilities, the expert points out: foreign enterprise challenge Chinese self-esteem, challenge Chinese culture Chinese advertising, after a wave of strong offensive use gill nets, these enterprises of insults my dignity advertising would have disappeared in the media. After it is a pair of moaning like apologize to the Chinese people — this way out. In fact, they did not get much loss and punishment, we the people "in celebration of our victory!", do not know what we are seeing these enterprises in the face of painful behind the ear and snickered at? author believes, even if these foreign brands are casually do event marketing, their results are not worth the candle, the low-level similar speculation of event marketing to the famous brand of destruction is great, its impact is profound. Related event playback Toyota overbearing event 5 November 2003, Faw Toyota to its three new cars---land cruiser, hegemony and up to a record of the sharp held a Grand listing ceremony. But after half a month, two Toyota advertisements but will Toyota companies, advertising companies and advertising magazine onto the air waves, Internet forums, the voice of an obnoxious. Advertisements for new products is ordinary thing, just set up near Faw Toyota Motor Corporation in order to promote the three new models, and in national public tender advertisement company, finally, American background of prosperous great wall advertising companies in the 5 companies in the Toyota three car agent plane and TV advertising. Two hegemony and land cruiser ad, raises the issue of the "Toyota" advertising. See the ads, immediately someone online message, expressed doubt and anger. Think there is a stone in our extremely important symbolic significance, representing the rights and dignity, Toyota advertisements with salute to the hegemonic car Shishi, extremely serious zuoyi. More users will associate the Marco Polo Bridge of stone lions, and think, "hegemonic, you have to respect the" advertisements too ambitious, commercial conquest, injury of the Chinese people's feelings. As for "land cruiser" ads, users that used Toyota cars pulled seemingly "East wind" big truck ran, have decried the Chinese backwardness. Media coverage was quick to follow up this matter, on 3 December, the most influential media-advertising on "problem (Xinhua)--" in the report, then, the domestic many media have different degrees of the track. While in Japan the influential newspaper---Asahi Shimbun also used the "two cigarettes-size sections," reported the matter and has led the other Japan media attention. Bureau of industry and also on both the advertisement concerned, and calls for release of magazine advertising submitted written material. The strong response of the parties, so that the whole event from "issue ads," have to "Japanese companies in China operates turbulence" direction conversion trends. Toyota companies, advertising companies and advertising magazine also recognized the severity, use various means to start an apology. In December 2003 on the publication period of dominance and land cruiser advertising magazine friends of the car was among the first to apologize for. To happen, is the country most affected by veteran car magazine unexpected. It is understood that, in their published before, ever seen other media published this two advertisements, there would be no more. 2 December 2003, friends of the car, in your own website to apologize to the readers. "Because our political level is not high, failed to identify the advertising screens appear some easy lead Lenovo's hurts national emotion pictures, advertising published, many readers have letters to phone questions, we have recognized the seriousness of the problem, here, we sincerely provide years of care and support for the motor vehicles of the friends of readers sincerely apologize for the inconvenience. "At the same time, friends of the car also said it would stop from both of the ads, because the reasons will be issued in January 2004 in the next issue of the magazine published an apology letter on official. 3 December 2003 9 p.m., Toyota after consultation in emergency, crisis PR program was launched, the next morning, Japan Toyota Faw Toyota, Sina, and other major Web sites, published by apology letter, 6: 30 pm, summoned reporters to Jingguang Centre, read a letter of apology. 4 December, both the advertising production company---the prosperous great wall international advertising company also publicly apologized, said, "some readers on Land Cruiser and hegemonic understanding of advertising and advertising in the first place, we differ on the two ads in readers uneasiness caused, and regret. Our advertising intended only to automobile publicity and marketing, with no other intention. "At the same time, also said that" the problem of two ads stopped running. As a result of the December magazine have been printing completed and published, the advertisements will be replaced in January. "Toyota's media apology will be held from 4 evening suddenly. Representative of Toyota Motor Corporation of Japan attended, Toyota China Office Chief Representative Hattori Yuet-hung and PR media leaders Suginohara, etc.; While represented Faw Toyota is General Manager of gugu Toshio, Chinese Executive Vice President and Deputy General Manager of China Wangfachang Dong, oceans, etc. Gugu boyfriends: first read out a letter of apology, said: "Toyota Motor Corporation on recent domestic land cruiser and the hegemony of the two ads give readers of unpleasant emotions expressed sincere apologies. These advertisements are globrand.com purely commercial advertisements, without him. "In addition, from 5 December 2003, Toyota 30 in national media published a letter of apology, and has submitted to the Chamber of Commerce and industry sectors written explanations. But have not received a reply from the business sector. Let Toyota such large companies looking to apologize, not an easy task. It is said that, in its formal apology has been proposed before,
The first explanation to the outside world, excuse is that the lion is not unique to China is coming from the West, with the lion, King of the beasts to symbolize the hegemonic car and there is no problem; the other advertisement, land cruiser, not the Dongfeng truck, but rather a fictitious through fake car. In consultation with the outside world views, Toyota or take the correct method---apology, but not to make frivolous excuse. Faw Toyota General Manager at the gugu Toshio repeatedly expressed its apologies to consider. He said that the mind is the dominance of advertising for a hegemonic cars both off-road performance and urban functions of luxury off-road vehicle characteristics. To this end, including the great wall, the prosperous times 5 advertisers call for creative, every advertising company has 1 and a half hours. The final choice made by the spirit of the great wall of specific advertising planning. Advertising content is through the Faw Toyota high-rise. Faw Toyota Vice President Dong Marine to blame yourself, expressed as the Chinese side did not note the national feelings, not good advertising clearance is responsible.
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