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绝味鸭脖文案风波还未平:因“开黄腔”被调查!
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Topic: 绝味鸭脖文案风波还未平:因“开黄腔”被调查! (Read 76 times)
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绝味鸭脖文案风波还未平:因“开黄腔”被调查!
December 03, 2017, 08:27:47 AM
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绝味鸭脖因开黄腔被调查这回玩大了吧。原来他们还有比用心做鸭更突破底线的文案还记得今年双十一期间绝味鸭脖推低俗文案被网友痛批吗?最近,绝味鸭脖因为这事儿被调查了!昨日新京报记者了解到,湖南省长沙市工商局正在调查处理绝味鸭脖双十一文案低俗这一事件。长沙市工商局广告处一工作人员对媒体表示,对于绝味鸭脖的认定主要是涉嫌违反广告法第九条的第八项,具体的后续调查和定性,相关部门将进行审定。▲截图来自湖南经视绝味食品法务部经理叶春向媒体表示将配合工商局的调查,给大家带来一些想法,我们确实有考虑不周到的地方。▲截图来自湖南经视11月30日,记者致电绝味食品股份有限公司董事会秘书办公室,一工作人员表示,公司目前确已接受调查,最终结果还未确定。并称,目前已经立案了,但是怎么处理,怎么处罚还没确定,需要等待长沙市工商局的最终决定。记者追问绝味内部是否已经开展了调查,该名工作人员称,具体的事项由公司公关部与法务部负责,详细情况不太清楚。▲绝味鸭脖双十一广告被指性暗示工商局:涉嫌违法。新京报动新闻出品绝味鸭脖的低俗文案11月1日,绝味鸭脖天猫旗舰店推出一张人物只穿着一条红色内裤,双脚却戴着锁链的营销海报。广告文案中充斥着鲜嫩多汁,想要吗、抵不住的诱惑等字眼。不少网友认为,整个画面充满了低俗的性暗示,而且有消费女性的嫌疑。11月2日,在双11文案被网友批判后,绝味鸭脖在官微上发了致歉信,表示已经第一时间撤下了海报。然而,11月3日绝味鸭脖官方微信推送文章《我不搞预售,我就是玉兽》,简介的位置文案为这几个月我提前来了,味足‘量’更大,目前该篇文章已被删除。绝味官方微信公号截图▲绝味官方微信公号截图11月6日,绝味董事会秘书办公室一工作人员回应记者称,双十一广告确实造成了一定影响,已经联系天猫方进行了撤除。至于微信发布的内容,还正在商讨中,正寻求解决方案,后续将会有新的举措。11月9日,绝味官方微信发表公告,但全文无明显道歉字眼,只在文末称我不是玉兽,我是新灵兽。绝味的这一行为引发了全国妇联主管的中国妇女报的声讨,11月15日,妇女报发文称,指责绝味公司毫无道德底线,完全罔顾公序良俗,公然挑战社会主流价值观把无耻当有趣、把低俗当通俗,绝味公司必须为多次侮辱女性真诚道歉。经查询发现,绝味鸭脖低俗营销已经有一年多时间了,其口号用心做鸭就曾被质疑打低俗内容的擦边球。资料图松鼠君查询其微信公众号和微博发现,自2016年6月份以来,绝味就不时推送标题低俗、字眼含性暗示、封面图打马赛克等类似的文章。例如,2016年6月份的两篇推送标题分别为《尺度空前!全城女主播一起发福利》、《今天开始| 全程找鸭不犯法》,以博取眼球。而自2017年1月份至今,绝味鸭脖官方微信号共发布10篇推送,其中5篇在标题或内容中涉嫌性暗示,例如2017年4月28日发布的《你们知道的,我一推送就很大》等。而除了微信公众号,其微博也是各种性暗示。律师:绝味涉嫌违反广告法此前,广东保典律师事务所合伙人廖建勋告诉记者,广告宣传可以有新意,但要遵守法律的边界和尊崇社会道德规范。广告法第九条明确规定,广告不得妨碍社会公共管理规范或者是违背社会良好风尚。同时,廖建勋表示,绝味的这种行为,都是广告法第九条所规定的违背了社会良好风尚的一种违法行为。根据广告法第五十七条的规定,工商行政管理部门可以对这种违法行为进行查处,还可以视情况作出的行政处罚等。此外,廖建勋还强调,商家在做广告促销的时一定第一要尊重法律的边界,第二要遵守最基本的道德要求,这样不至于让广告成为一种恶心的代名词。专家:低俗营销恐影响品牌形象对于绝味鸭脖的双十一文案,11月15日,新浪民调结果显示,高达75.1%的网友表示不会再购买绝味鸭脖产品。还有网友表示,在此之前其实还真不知有这产品,现在知道了,可惜的是,它实在令人作呕!新浪民调结果也显示,有66.7%的网友认为开黄腔营销会损失用户。对于绝味鸭脖的低俗营销,中国食品产业分析师朱丹蓬认为,目前休闲卤制食品已经进入到一种竞争白热化的状态,其中以周黑鸭、绝味食品、煌上煌作为代表。不过,绝味食品在3家的表现中虽然营收体量最大,但是在盈利能力上却是远远不及周黑鸭,此类营销是为了抓住市场关注,博眼球。不过,在朱丹蓬看来,这样的低俗营销方式却无疑是在饮鸩止渴。虽然短期内,广告宣传的角度会起到一定的作用;但在一定程度上,这样的做法更会伤及到其自身的品牌形象。食品战略定位专家徐雄俊在接受媒体采访时也表示,绝味食品忽视了宣传的本质核心,僭越了法律和道德层面的底线。建议绝味食品还是要以产品为中心,把产品做好,酒香不怕巷子深。采写/ 新京报记者夏丹部分资料来源:法治周末编辑/ 张晓荣
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绝味鸭脖文案风波还未平:因“开黄腔”被调查!
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