Wen 丨Lanshan
In recent years, The speed of China's economic development has been obvious to all, precisely because China's continuous rise has made Western countries feel that the crisis is coming, which in turn has accelerated the smear and suppression of China. Not long ago, many netizens found that the luxury car brand Mercedes-Benz appeared in the publicity advertisement "squinting" female makeup, before the three squirrels advertising controversy is still continuing to ferment, Mercedes-Benz broadcast insulting Chinese advertisements at this juncture once again caused widespread concern in public opinion.
Mercedes uses the "squinting" image
Recently, Mercedes-Benz released an advertising video on its official Weibo, in which a man and a woman appeared in the video, of which male makeup is more normal, but in terms of women's makeup, Mercedes-Benz has adopted the recent controversial "squinting" style, which is more than netizens feel uncomfortable after watching the video.
As we all know, the image of "squinting eyes" is the stereotypical image of the ugliness of the Chinese in Western countries, some people with ulterior motives will lead the design of advertising works to the West prejudice, deliberately in the way of "judging the ugly" to win the public's attention, this behavior has seriously affected the image of the Chinese nation, Mercedes-Benz car this "against the wind crime" is enough to show the western countries for China's ugly behavior, which is the oriental women's naked appearance discrimination and provocation.
It is worth mentioning that the previous three squirrels have not subsided because of the use of "squinting" model style to scandalize the Chinese, Mercedes-Benz at this time still disregards the feelings of the Chinese people, publicly published an advertising film that scandalizes the image of oriental women, and some people think that Mercedes-Benz's marketing behavior is suspected of rubbing heat.
Stereotypical definitions cause discomfort
In fact, it is very common for international high-end brands to advertise on social media, but some brands in order to attract the attention of the public, mistakenly use some works that do not conform to the national image, and even directly have a scandalous meaning, which is obviously an act of disrespect, this error is likely to be quickly amplified in a short period of time, in the view of the brand side, through this behavior of stimulating public opinion can quickly earn enough eyeballs, but what they did not expect is that this deliberate behavior is likely to lead to the stimulation of public opinion emotions. It will even play a role in reverse marketing, which is harmful to the long-term promotion of the brand.
In addition, Mercedes-Benz advertising films often "differentiate" between Eastern and Western advertising, often Western models are photogenic with normal dress with a beautiful image, while some makeup of Oriental models or black models often appears some images that do not conform to national or racial aesthetics, which is difficult not to cause public criticism.
Some information reference source: Chengdu Radio and Television