Recently a bus in Chengdu "gag food" video ads, because too much spoof, lead to a lot of negative comments. A pair of lovers parting, the woman sang the famous "Farewell" blessing for her boyfriend, only to tone deaf unbearable. Flew her boyfriend bought a "gag food", succeeded in getting the woman no longer sing ... ... the story is very "creative" right? But this is a minute of advertising in the broadcast just two weeks, have been subjected to strong public resentment, and ultimately from all the buses off the assembly line.
Creativity is simply advertising, but the blind pursuit of "Ray" to "extraordinary" eye stroke, although such advertising was "concern", but to bring the audience is not interested in pleasure and enjoyment, but "can not get rid of intrusion. " Some experts pointed out that the moment a lot of advertising into the "eye is a success," the errors, blind pursuit of mine points, humor at the expense of a good ad must have a soul, to have cultural heritage and aesthetic value, there must be moving force, rather than grandstanding thin it.
Stroke eye spoof, only "Ray" is not the United States
Network in the watercress and other major video sites, users are dedicated to open software, and discuss the "public outrage caused Chengdu" ads.
"It was popular indignation ah, that woman an open car full of people are shocked! Good to sing a song like that is really capable." "Dozen times a day by bus to listen to people who can not afford to hurt you ah! Want wooden display has hit ah! "" successfully defeated 58 city, is the most vulgar advertising in 2011 a strong contender. "netizens to denounce from the easy to see that the biggest advertising" bright spot "is the spoof of the classic songs "Farewell", but this spoof of the only "Ray" is not the United States, the audience is concerned, but no cheers.
Looking around, and now "Thunder" limelight phenomenon has spread from television to advertising. Emphasis on creative arts as a form of advertising often make people feel good, "makes sense unexpected." Unfortunately, a lot of advertising over the pursuit of the moment, "Ray," the audience frequently encountered unexpected, hardly makes sense.
For example known as "save the world's advanced agricultural technology" fertilizer Kim Ke La ads. Ad, an African and Japanese Ke La order to compete for gold, after another shouted "Ke La fertilizer mixed with gold, a bag of bags can sprinkle the top", "Ke La fertilizer mixed with gold, wheat yield eighteen hundred" words such as mine . Action not only exaggerated, but also seriously exaggerated.
Heng Yuan Xiang zodiac has 12 ads, from the "Shu Shu rat" has been called "Pig Pig", creating a so-called "ridiculous idea" advertising pioneer, people no longer tolerate. There is a certain clothing brand advertising, showing a beginning to be teammates, coaches despise the art of gymnasts, it seems to leave the moment to prove their strength. However, in the climax of the music sounded, the eye-popping, her standard of all the action is neither ugly, and finally put on a very confident position, said, "I gymnastics sucks, but I look good." This idea really makes people confused and bewildered.
In contrast, the spoof of Chen Kaige's film "The Promise" renowned Hugo, is now a popular advertising network on the director. Produced by his seven-advertising, has a "butterfly effect" of the structure, adding popular through the elements, so users themselves. He then introduced the "Roaring elopement spy war drama", in the implantation of advertising irony, they also promote the product. But like Hugo such a "Ray" was creative advertising, or a few, more like "gag food" as "deviation" of the ad, as creative of all the spoof.
Bombing, people "to avoid the fear less."
Chengdu "gag food" ads annoying, not only because of spoof, but also because of over-intensive play. "The original song is out of tune, the first pass that fun listening, hearing a lot of very horrible. Even those who had not so annoying advertising, through bombing, but also people complaining." A passenger complained that.
Users' paradise Lone Star, "concludes that" the Nanjing Metro bus four kings "ad: Yao Chen: go to the market friends ~ go to the market network, and consequently there. Even remember the little wooden donkey has! Yang Mi endorsement of a classifieds site advertising: over and over again, shouting ah shout, each also Lianbo twice, crazy. The old lady discount it! Even shouting numerous beauty, and aunt also shouted, sharp sound that can not afford to injury. Roca endorsement of dating sites advertising: the seriousness of the professional matchmaker, lift tables!
"As you say my ears are ringing sound can be, these ads really gained also repugnant ah." Hill Street near the three work Xu Lin, subway have been daily bombarded with advertising. "What I am easy on the classes, both in the crowd jammed, has been shouting this Yijingyizha was the collapse of the whole, suffered severe physical and psychological destruction!"
In a search online, found that not only plagued the people of Nanjing. "Every day to and from work are very painful, Metro TV advertising, door glass subway ads, subway aisle advertising, all are advertising, we pay for the car, not a free ride, this advertisement is really too painful." Users anchor84 is really a headache. And this propaganda but also and "gag food" as being a consumer boycott. "I swear not to kill those few sites, and have the ability to go ah been in the car bombing." Netizen "lengthy," said.
Fact, not only in the subway, and now public transportation, elevators, shopping malls, everywhere Mobile TV advertising. Walking on the road, is wall street real estate or concert advertisements; go to the movies, theater will be the first to put an advertisement; open page, are out to pop ads; let alone watch a TV series, may The whole drama is a commercials!
On the screen, stylish old man old woman with a different shape each year for jumping Melatonin "Ray Dance", cute little girl again and again shouted, "Mom I no longer have to worry about learning the" ... In this information explosion times, to make people remember a product, either through an excellent idea, or is this spoon-fed indoctrination. As audience, we hope producers more creative advertising, stop and take to build a brand, rather than shouting shouting shouting people dig this pocket. Of course, the premise is that you must publicize the goods is a good thing.
Advertising business, make money when they think about the future
"What impressed me most was a public service ads subway corridor, a bird of the sea from pollution by oil drilling out, oil has been wrapped in feathers." "90" Snow, the Xin Jie Kou subway station This is public service advertising environment, every time her heart has a strong shock, "It makes me feel that I and this world is a relationship, perhaps, I threw a little disposable chopsticks, take a small plastic bag, the Earth may be a little more green, the future of animals and humans can be a little more living space. "
Associate Professor of Southern society, said Zhang Jie, subway connection from home to work as a unit of the transition zone, people want to keep the individual's independence, not to be disturbed by the commodity economy, but commercial forces are too strong, it is ubiquitous in harassment of you. Therefore, more public service ads, let people get a kind of dignity and respect, touch them to help others, the feedback the community.
"See there is a Kentucky-line advertising, with the playback of the camera, about a couple from old age to youth at every stage, and finally back to childhood scenes of them eating KFC Why China's KFC ad with just selling out loud goods, and not a little emotional sustenance and life meaning it? "Shao Feng, Southeast University graduate students say the doubts of many people.
In this regard, Zhang Jie explained, a good advertising from the perspective of the consumer experience produced some large foreign companies, advertising is to build a brand, you think of some good from the brand's meaning. And now many Chinese companies as long as you remember it's products, and ultimately able to sell goods you can, they want to get more ad spending this year is the amount of future earnings, rather than a brand can achieve in the next few years how brand value.
Some domestic enterprises have realized the problem. Tencent launched during the Spring Festival 'fingertips heart Departed, "the ad, tells parents to learn typing, to exotic and far away in the story of the son of the exchange with the QQ. As the Spring Festival, the occasion of the advertising of such a move a lot of people, let Tencent brand a little more warmth.
Advertising is an art, and art is often associated with empathy. Less impetuous fame, a little more care for people's hearts. When Ray and those annoying ads less and less, we can truly appreciate the products may give us pleasure.
Hsu Wan-Chi newspaper reporter
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