In the era of online business, more and more festivals have emerged and been given new definitions, such as Hanukkah and Valentine's Day, which have turned out to be a great time for online businesses to make profits and an excellent moment for brands to build up their public image. This March 8, Women's Day, a lot of brands played a good promotion, and harvested a number of die-hard points, such as inside and outside of the advertising slogan, following the no boby is nobody, and redefine the meaning of women's society, highlighting the connotation of the brand and the concept of the countless women feel y. But where there are success stories, there are failures.

I. Burger King discriminates against women?

On Women's Day, Burger King, a foreign fast-food company, issued a statement that ? women should stay in the kitchen? , which immediately triggered countless netizens, while Burger King explained that because only 20% of professional chefs in British kitchens are women, and the move was made in the hope of changing the gender balance in the catering industry, so that women have more opportunities to work in the professional catering industry. And while Burger King later deleted the tweet and issued an apology, it still left some netizens saying, ? have been disenchanted? .

And for ? discrimination against women? ad copy, Burger King is not the only one, in Russia in 2018 Burger King had released an advertisement, saying, ? Lifetime burgers are offered to women who are pregnant with a World Cup player's child? At the time, the ad was also mobbed by netizens and pointed out the alleged discrimination against women, and in the same way as this time they were also very quick to remove the ad and issue an apology.

Two, repeated offenders and then repeated offenders

In fact, not only this time, Burger King's advertising copy has been repeated, from the World Cup, Dolce & Gabbana chopsticks event, the new crown and so on to today's Women's Day overturned the tweets, it seems that the Burger King is to be all over the world, the people of various regions, to offend all over. Burger King has also been reported to have been accused of its advertisements? It is reported that Burger King has also been fined 30 dollars for its advertisements which are contrary to the public order of the society. It was fined 300,000 yuan. Perhaps Burger King should consider a new advertising agency for its branding, or else there's a good chance it will cause public outrage again.

Three, whether to boycott Burger King

After this incident, many netizens say they want to boycott Burger King, refusing to buy all Burger King food. But then again, whether it's the copywriting of Burger King UK or the advertisement of Burger King Russia 2018, there are actually some language misunderstandings, and many brands pursue simplicity in their copywriting, thinking that this is the only way to get their own brand's tone, and properly show their brand's unique ideas and concepts in front of everyone as a way to Attract consumers and win a group of die-hard fans. But many brands do not understand the local culture and contemporary cultural trends guide, it is easy to go off the beaten path, and a quality advertising copy should be well thought out, both concise and clear, can represent the brand concept of the text, rather than just rubbing the hot spot, forgetting the brand marketing intent.

As for whether to boycott Burger King, I think it is not necessary, because he is just a restaurant, her copywriting can not determine the public's thinking orientation, but also can not affect the status of women in society, so it is still no matter da ~