In the era when online merchants are rampant, more and more festivals have emerged and been given new definitions, such as Singles' Day and Valentine's Day, which have become a great opportunity for online merchants to make profits and a great moment for brands to establish a public image. On March 8th this year, Women's Day, many brands made a good promotion, and gained a number of die-hard points, such as internal and external advertising language. After no boby is nobody, they redefined the social significance of women, highlighting the brand's connotation and concept, which deeply touched countless women. But there are successful cases, and there are failure cases.

1. Does Burger King discriminate against women?

On Women's Day, Burger King, a foreign fast food company, issued a document saying? Women should stay in the kitchen? As soon as this sentence came out, it immediately aroused the dissatisfaction of countless netizens, but Burger King explained that only 21% of professional chefs in British kitchens are women, and this move is to change the gender balance in the catering industry and give women more opportunities to engage in the professional catering industry. Then, although Burger King deleted the tweet and issued an apology, some netizens still said:? Has it been powdered? .

and for? Discrimination against women? The advertising copy of Burger King is not only this time. In 2118, Burger King of Russia once published an advertisement, saying:? A woman pregnant with a World Cup player's child offers a lifelong burger? At that time, this advertisement was also besieged by netizens, pointing out that it was suspected of discriminating against women. In the same way as this time, they quickly deleted the advertisement and issued an apology.

Second, make repeated mistakes and make repeated mistakes

In fact, not only this time, the advertisement copy of Burger King has been overturned frequently. Judging from the World Cup, the dolce & gabbana Chopsticks incident, COVID-19 and so on, it seems that Burger King is trying to offend people all over the world. It is reported that Burger King has also been overturned because of his advertisements? Obstruct social public order and violate good social customs? Was fined 311,111 yuan. Perhaps Burger King should consider changing an advertising company for brand packaging, otherwise, there is a great chance that it will arouse public anger again.

Third, whether to boycott Burger King

After this incident, many netizens said that they would boycott Burger King and refused to buy all its food. But then again, whether it is the copy of the British Burger King or the advertisement of the Russian Burger King in 2118, there are actually some misunderstandings in language. Many brands pursue simplicity in their copy, thinking that only in this way can they get the tonality of their own brands and show their unique ideas and concepts in front of everyone, so as to attract consumers and win a group of die-hard fan. However, once many brands don't understand the local culture and contemporary cultural trend orientation, they will easily go astray, and a high-quality advertising copy should be obtained after careful consideration, concise and clear, and can represent the brand concept, rather than blindly rubbing hot spots and forgetting the original intention of brand marketing.

As for whether to boycott Burger King, I don't think it's necessary, because he is just a restaurant, and her copywriting can't determine the ideological orientation of the public and the status of women in society, so it still doesn't matter ~