Cover comment | Fiction "Tsinghua Graduate as a nanny" was fined, and advertising and marketing cannot be inverted due to traffic

Jiang Yan

Recently, the Market Supervision Bureau of Shanghai Songjiang District announced an administrative penalty. In May 2021, Shanghai Youjie Housekeeping Company issued a business propaganda of "Tsinghua Graduate Jobs", saying that 29 -year -old Li Jing graduated from Tsinghua, a bachelor's degree, and is currently a nanny aunt steward with a monthly salary of 35,000 yuan. There is also a woman photo in the publicity. However, after verification, the content of the propaganda is fictional, and the photo system software modifies fiction. In reality, there is no actual personnel corresponding to it. The company was fined 200,000 yuan. (China News Agency)

To this day, many people still remember "Tsinghua Graduate Jobs". At that time, this big news that was called Shi Bo Tian became one of the hottest topics on the Internet. Because the plot is too bizarre, some people have questioned from the beginning. It can be seen by the latest penalty decision that the matter is indeed a mess, and the false publicity bloggers are eye -catching. Afterwards, it was still impressive. To a considerable extent, the narrative model of "depreciation of education" and "high energy" has become a customary means to stir up emotions and attract traffic. This even derives a rigid impression of nerve reflex. Many people quietly trap in it. Essence

Just as "men's destination is a security guard", the net stalk is more and more true. High education women are engaged in cleaning, nanny and other work, and have also obtained unprecedented onlookers and righteousness. However, many times, extremely limited real cases are not enough to satisfy the material hunger for network communication. As a result, the instance is not enough, and the story comes. Under the theme first, the creation of various types of online literature, "inserting the wings of imagination", is not just a big brain, it is simply empty. Over time, this self -media traffic password has been used by other market entities. There is also a business plan for the "Tsinghua Graduate Jobs" with the housekeeping company.

However, the fictional writing of the media and the marketing of housekeeping companies is two different things after all. The advertising publicity of the enterprise is not allowed to have scenarios, but in the introduction materials of "Tsinghua Graduate as a nanny", it is chores and named Tao. Its intention is self -explanatory with false intentions. In addition, from the feedback of the receiver of the information, everyone basically regards it as a "serious factual statement", and it is not regarded as "commercial advertising creativity". The company involved fabricated out of thin air and did not fulfill its reminder obligations, which of course constitutes "false propaganda".

According to the survey conclusion of the regulatory authority, the company's move aims to "attract the attention of online platform users to the company's housekeeping service content." In essence, this is a typical event marketing: one is to win the eye and become famous. Furthermore, it is also for the "level" and "strength" of showing off as a high -end housekeeping supplier as a high -end housekeeping supplier. It hit the public's emotional pain points, incited social anxiety, stirred up the turbulent cyber rebound, and eventually caused regulatory authorities to intervene in investigation and administrative penalties.

For the online marketing promotion of physical companies, the "fictional writing" attempts are a little careless, and it is easy to slide into the trap of "false publicity". Looking back, even if the explosive copywriting is produced, it brings huge traffic, and how much is it transformed into a real order increase? A basic common sense is that a company that is full of lies and has no basic integrity, its products or services, are naturally not worthwhile.

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