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Li Zedong per editor:
According to Red Star News, on March 28, a menswear brand announced Zhang Songwen as their first spokesperson. However, the endorsement poster has aroused doubts from netizens, who pointed out that Zhang Songwen was retouched to be "smooth and round", and "P has to be like a wax figure"...
This morning, the men's clothing brand's official Weibo posted a dynamic, "Dear Teacher Zhang, how do you feel about trying on clothes for these two months?" How are the clothes? Do you want to continue to endorse? And @ Zhang Songwen and Zhang Songwen's performance studio.
Subsequently, this afternoon, the brand officially announced Zhang Songwen as the brand spokesperson through the WeChat public account, and released an endorsement poster with the caption: "Focus on acting for 20 years, still play every role well."
Once released, the endorsement poster sparked heated discussions among netizens, who found that Zhang Songwen in the picture was wearing casual clothes when he participated in the "More than Endless" roadshow before, questioning that the brand did not specifically shoot, "even using the picture of the road show". "I obeyed, can't I just take a few official photos and then officially announce it?" Is it really so anxious? ”
More netizens criticized the endorsement poster: "The light and shadow on the face come from all directions, and the skin texture is also very greasy, which is very strange overall." "Who repaired the official announcement map?" Cultivate our dear teacher Zhang Songwen into a wax figure! "Don't use the P picture, just use the original picture!" "Retoucher come out and die, cultivate Teacher Zhang Songwen like this!" "How can it pass through such a diagram, what is the company thinking?"
As of 8 p.m. on the 28th, the official WeChat public account of the men's wear brand has deleted the endorsement announcement, and Zhang Songwen has not interacted with the brand on Weibo.
It is understood that since January this year, iQiyi's self-made drama "Crazy" has become a phenomenal hit drama. Gong Yu, CEO of iQIYI, said that "Crazy" has set a record in the history of the iQIYI platform in various indicators: the popularity value exceeded 10,000 at the fastest, and the peak popularity, average daily playback duration, average number of daily users, and membership income all ranked first in the history of the platform, which can be said to be a veritable national phenomenon.
Zhang Songwen, born in Shaoguan, Guangdong in 1976, graduated from the acting department of Beijing Film Academy. In 2004, Zhang Songwen began his acting career by starring in the Guangdong local sitcom "Dragon Riding Monster". In the past 20 years, he has experienced the hardship of being rejected by more than 800 crews in three years, and has also played a "gold medal supporting role" in many literary films. Until this year, his role as "Gao Qiqiang" in "Crazy" became popular and became a well-known actor.
Combined with Red Star News and public information, this incident has aroused widespread attention, but also raised doubts about the authenticity of endorsement posters and brand behavior. Improving communication strategies and strengthening image management is essential for brands to avoid unnecessary controversy and questioning.
Summary:
In this day and age, brand image and the choice of spokesperson are critical to a company's success. However, the endorsement effect and image of the spokesperson must be authentic and credible, otherwise it will damage the reputation of the brand. In this incident, the controversy over endorsement posters has sparked widespread discussion, and brands need to be more careful in choosing the right spokesperson and ensuring the authenticity and integrity of endorsement campaigns. At the same time, Zhang Songwen's acting career is also an inspiring story, and his ultimate success through unremitting efforts and persistence is also an important lesson that we can learn from it.
In general, the partnership between brand and spokesperson needs to be based on mutual trust and authenticity in order to achieve long-term success. Hopefully, this incident can serve as a wake-up call for brands and spokespeople to pay more attention to integrity and authenticity to provide consumers with better products and services.
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