Let me ask you a question, what is worse than not having a holiday on Chinese New Year's Eve?
Some people say that spending Chinese New Year's Eve in the office and eating pre-made Chinese New Year's Eve dinner. Watch the AI mascot and listen to the lip-synching Spring Festival Gala. Set off electronic firecrackers and celebrate the Cyber New Year.
Speaking of pre-made dishes, another pre-made food advertisement has been scolded recently.
A blogger borrowed an ad for an empty carved pasta brand to suggest that pre-made dishes were taking over the Chinese New Year's Eve table.
Source: Moshuo Finance
This poster has also been turned out by some netizens recently, with a big "only be a mother and don't cook", and the main selling point is "it's delicious to do anything".
Source: Xiaohongshu netizens
It doesn't sound like there's anything wrong with it, but in fact, it didn't smell good, but felt that it was due to the diaphragm, and scolded the pre-made dishes again.
Some people even say that it is the copywriting written by AI, I thought that as long as I looked at the AI mascot this year, I didn't expect to be able to appreciate the AI copywriting.
According to the report of iiMedia Consulting, prefabricated dishes are divided into 4 categories: ready-to-eat, ready-to-heat, ready-to-cook, and ready-to-match, so empty carved pasta is also pre-made, and it is advertised that the noodles are cooked for 10 minutes, and after pouring water and adding noodle sauce to stir-fry, you can experience authentic pasta, and some netizens said that empty carved pasta is the ceiling of prefabricated dishes.
Source: iiMedia Consulting/Xiaohongshu netizens
In fact, the phrase "only being a mother and not cooking" is not unfamiliar, and I also saw related advertisements on the street last year.
Why was it taken out and whipped at this time, if I want to say that everyone can't get over the thunder with this advertisement:
The copywriting offends women, overestimating the value of pre-made dishes and ignoring the mood of the elevator scene.
The first is that the copywriting is uncomfortable, and this discomfort manifests itself in offending women.
Some netizens once felt that there was ambiguity in the copywriting, and read the feeling of "do my mother out".
Of course, this may be an over-interpretation caused by sensitivity, Focus Media claims that its original intention is to free mothers' hands and not cook, mentioning that it can arouse women's empathy.
Source: Focus Media
I can also understand that the starting point of the brand is good, which is to learn the rhetoric of smart home appliances:
So that everyone can free up their hands and free up time and energy to do more things.
Looking at the analysis of past advertisements of empty carved pasta, what empty carved pasta wants to poke at is the pain point of "mothers don't want to cook when they come home after a busy day". The "cooking" mentioned in the elevator advertisement does not only refer to cooking, but also to all housework, expressing that "mother" is not a tired mother in life.
Source: Jiu Hour TV
But this seems to please liberated women and independent women, but in fact, the copywriter subconsciously bundles his mother and cooking, and defaults to cooking is his mother's business.
And it also renders cooking a derogatory term, and cooking has become a more humble thing.
In the eyes of some netizens, cooking itself has nothing to do with gender, women can cook, they can not cook, they can cook can be an interest, and they must be respected if they don't cook.
Originally, empty pasta can only be said to be delicious if you make it, and it is good to blow about sales, but you have to impose feminine values on yourself.
As everyone knows, once you get on the values, it is easy to lose your footing and stand the test.
The essence of this advertisement is to label and objectify female characters, and history is always strikingly similar.
Because the stereotype overturned there are makeup remover wipes advertisements in the cotton era, subconsciously output that looking good depends on makeup, and women being harassed are inappropriate to dress, which is simply the victim's guilt.
Source: National Business Daily
There is also an advertising slogan for a certain soap, which defaults to "she" as a caretaker role, which is also a stereotype.
Source: Xiaohongshu netizens
It can only be said that the empty carved pasta wants to eat female dividends and break the stereotype of women cooking.
Who knows that if you use too much force, you will market the value of cooking and not cooking as an either/or appearance, which offends traditional mothers, independent women, and people who like to cook at one time, but it deepens the stereotype.
This "don't cook" ad also appeared at the wrong time.
As mentioned at the beginning, it is not the first time I have seen the elevator advertisement of empty carved pasta, but if it is placed at a normal time, the controversy may not be so big.
What time is it, the eve of Chinese New Year's Eve, which is not a holiday.
This year's Chinese New Year's Eve does not have a holiday, which itself makes many migrant workers very depressed, and it is natural that businesses promote prefabricated noodles at such an emotionally sensitive point, and they are resisted.
And without evaluating who is more nutritious and convenient to eat between pre-made dishes and stir-fried dishes, the current evaluation of pre-made dishes does have their own opinions.
The ad for empty pasta reminds me of Simba. The pre-made dish is convenient and fast, it is a big cake, and even the Internet celebrity Simba, who does live broadcasts, has also entered the popular track and registered the company "Peak Diners".
I don't know if it was intentional or accidental, Simba Live advocated that "children should eat pre-made dishes", describing the seasoning Lao Gan Ma as pre-made dishes.
Source: Sina Hot Spots
This speech can be said to have pushed prefabricated dishes to the cusp of the storm, causing everyone to "talk about the color change of prefabricated dishes".
Including in a New Year's video of bottled tea, when netizens saw the scene of "pouring bottled tea into a teapot to heat", showing that "the New Year is to drink tea together", they couldn't help but complain that it was incompatible with traditional tea culture and the atmosphere of the Spring Festival, and ridiculed "eating pre-made dishes and drinking pre-brewed tea".
Source: Oriental Leaves
Although the popularity of pre-made dishes is real, the "2023 China New Year Gift Box Consumer Behavior Insight Report" released by iiMedia Consulting shows that 23.4% of Chinese New Year gift box consumers will choose to buy pre-made dishes.
But after all, pre-made dishes are a second-best choice when there is not enough time, rather than choosing with your eyes closed every day.
But as long as there is time and conditions to eat good, no one will want to eat it.
Merchants and Internet celebrities make money hard, everyone can eat pre-made noodles, but they should not unilaterally brainwash people better, and they should not let children eat pre-made dishes.
The empty carved pasta elevator advertisement was sprayed, largely on the eve of Chinese New Year's Eve, at the wrong time.
Finally, it ignores the emotional value of the elevator scene.
To know what is the essence of elevator advertising?
That is "enclosed space by the head", and you will be pressed with an advertisement on the front, back, left and right.
Let you look up and not look down, you have nowhere to run, you can't row away, you can't close.
In such a closed space, just imagine, when a mother comes home tired and doesn't want to cook, she can only make do with eating, and being reminded of her family role as a mother, which is somewhat suffocating.
In this regard, it is recommended to copy Ele.me's homework, and Ele.me obviously grasps the commuting mood of social animals taking the subway.
After the last day of Chinese New Year's Eve, where do you want to eat takeout again. Ele.me didn't call everyone to order takeout as soon as it came up, but operated in the opposite way - I wish everyone no longer need Ele.me for the New Year.
Source: Ele.me
Of course, if you really need it, Eleme has always been there, shouting at you to rest assured, it can be said that this is a careful thought.
This wave of reverse marketing is similar to NetEase's strict selection of the epidemic to launch "Don't look at this advertisement", and there is no rush to promote the brand.
Source: NetEase Carefully Selected
Therefore, when brands advertise, the time and scene of appearance are very important.
Returning to pre-made dishes, pre-made noodles, pre-brewed tea, etc., the reason why these ideas have caused controversy is the experience conflict of consumers' "both want and want".
On the one hand, we hope to retain the fireworks of three meals a day and the ritual sense of Chinese New Year's Eve Chinese New Year's Eve and warmth.
On the other hand, we have to admit that the fast pace of life makes it difficult for us to have time to prepare a delicious and nutritious dinner.
So sometimes you have to choose a compromise solution, such as pre-made dishes and convenience foods.
However, brands should also avoid the minefield of traditional culture and public sentiment, avoid forcibly amplifying the benefits of "prefabrication", and instead make people understand the value of these convenient foods through appropriate education on the basis of respecting traditional culture and a sense of festival rituals.
Hopefully, when brands advertise, they still have to spend a lot of time, after all, offended consumers will vote with their feet.