P & G apologized. I am not so dull as I do not know what it has done. I just want to see it and see that it has sent a public number under its official account. It is called "5 times the foot odor of a woman." After emphasizing the "dirty" and "smelly" of women throughout the article, they finally came up with their own "whole body fragrance 5-piece set". Good guy, it's a stack of buffs. On the one hand, it's anxiety marketing and on the other hand, it stirs up opposition. I thought the abacus was stable, but I didn't expect to be besieged on all sides. This advertising routine is obvious. It is nothing more than to arouse the anxiety of customers first, and then provide them with solutions. But if you don't grasp this degree at once, it will become a humiliation to the body of consumers. If it is a normal popular science, its expression should be: because of different physiological structures, it will be more difficult for women to maintain hygiene than men. It's hard not to feel insulted when the words "dirty" and "smelly" are used on people. This is like mocking that men under 1.8 meters are third-class disabled, and then marketing high-rise shoes is a truth. It's hard not to say angrily: I don't eat your set! The logic of this kind of advertising is to make customers feel that "I am flawed", and then produce negative emotions. They have to buy their products to make up for the defects and eliminate their uneasiness. This move is very Yin. Their subtext is that if you don't buy my goods, there will always be a hat for you. It's like a hawker who sticks a flower into your hand in the scenic spot and chases you if you don't buy it; It's very much like the teller in some big brand specialty stores who turns his eyes at the empty handed customers. We must not be dragged and trampled by it to provoke antagonism, because "offending" and "picking things" are the best way for it to harvest traffic. To criticize this advertisement, there is no need to argue that "men stink more", because this is a game of snipe and clam competition. Just like some parents praise "other people's children" every day, maybe just to step on their own unlucky children. In fact, this advertisement also gives men a stereotype label, saying that "in everyone's impression, 10 men have 9 stinks, foot odor, sweat odor, halitosis... That's a sour cool". Whether it is stepping on men or women, it makes the trampled party feel that it has suffered an unwarranted disaster. On the March 8th festival of this year, a shoe store advertised that "on this day, all men's (people's) legs should be sawn off by an average of 10cm." At that time, many irritated men began to attack feminists, but let's think about it. Can this copy represent feminists and even all women? It's just a routine of holding one step on another. However, I think it is Jingdong's advertising slogan of a few years ago that makes the gender card to the peak - "what's the difference between you who don't wear lipstick and a man?" Just a dozen words can humiliate both men and women. In offending people, I really understand. There are a lot of marketing that provoke opposition. For example, when the stem of "migrant workers" was just on fire, BMW posted a photo of its own car on its microblog, and the copy was "I've filled up with oil, how about you? Migrant workers", which was so clever that it was hard to laugh. The wonderful advertisements in recent years can be described as one mountain higher than another. For example, Xi tea and Durex jointly associate drinking milk tea with sex in the advertisements; For example, a promotional film was made in the cotton era. The content was that a beautiful woman was followed and wiped her face with a makeup remover. She turned into a man and scared the criminals away. They wanted to dance on the edge of the red line, but they didn't grasp the tone of the product. They danced directly to the customer's face and ended up being killed in one second. Even if the "post deletion + apology + public relations" process, and then throw the pot to an intern in the form of Schrodinger, this black history can not be erased. The loss of brand image caused by a small advertisement may have to be made up by public relations at a high price, but it may not be able to make up for it. Regardless of public order and good customs, these sensationalist advertisements have failed in business logic. (Xinhua News Agency)