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- Source/Night Deep Finance
- Author/Night Deep Finance
In recent years, the "she economy" has risen, and female consumers have become the main consumer force in the new era.
More and more brands are focusing on women, and more and more attention is paid to "she marketing" to achieve "she increment".
When brands are eyeing this traffic password, women's marketing has gradually begun to "change its taste".
The good news: brands see women
The bad news: it's better not to see it
It's about playing a big "edge ball" advertisement, not only to make money from women, but also to use women as a gimmick to attract attention, and to try frantically on the edge of the bottom line.
1
Before starting the article, let's look at a set of pictures and determine what scene it is from within three seconds.
The model sits cross-legged and the camera is presented from the bottom up, showing off the sexy charm.
Source: Taobao app
The upper body is professionally dressed and temperamental, and the lower body camera is aimed at the "beautiful legs" and staged the "uniform temptation"?
Source: Taobao app
Is this a work from an art photo or a private photo?
NoNoNo, this is an advertising poster for the Youkeshu underwear brand, which is actually promoting stockery products。。。。。。
On the product introduction page, the model's "lower body" outfit disappears, and only her hands cover her intimate parts.
Source: Taobao app
The focus of the picture is to highlight the wearing effect of "nude skin", which can easily lead the audience to focus on the visual focus where it should not be, and unconsciously produce a "staring" gaze.
You must know that the lens language carries the creator's expression intention, and this group of posters is all composed from bottom to top, aiming at the lower body of the model, like a "candid perspective".
For female consumers, the first reaction when they see this set of advertising pictures is not to perceive a clear product selling point, but to feel offended and bring strong discomfort.
Source: Xiaohongshu netizens
There is no doubt that in the promotional photo of a tree, the model becomes the object of gaze that attracts clicks, and the product display is secondary, playing soft pornography.
Compared with the regular advertising images of other brands, it is difficult not to see the gaps and intentions.
The focus is always on the product, and most of them are only the wearing part of the product, so as to avoid the model's appearance from grabbing consumers' attention and better interpreting the product effect.
Source: Taobao app
You must know that for a long time, the world has been suffering from "candid photography" for a long time, especially for women, who have a natural sensitivity and resistance to the perspective of candid photography.
There is a tree that stares at the bottom of the skirt with an advertising lens, and makes consumers become "victims", which is simply out of the ordinary.
2
The advertisement of "candid camera perspective" caused public outrage, and netizens picked up more "confusing operations" of Youkeshu brand.
Whether it is a product poster or an advertising copy, there is a tree that can always accurately step on the "thunder point" of female consumers, which seems to be a joke, but behind it is ignorance and meanness towards women.
For example, when highlighting the excellent "gathering" effect of his own chest patch and the difference between competing products, he wrote:
"Flat as a child, shriveled and shriveled. ”
Source: Taobao app
The analogy of a flat-chested woman with a child's body is full of offense, not only disrespectful to children, but also a high-minded evaluation of the figure of adult women.
Consumers "spend money to buy humiliation", and whoever sees it is angry.
For another example, when introducing the selling point of shapewear, female consumers with fat around their waists were directly given a nickname - big-bellied woman.
Source: Taobao app
The use of shapewear can be transformed into a "paper waist", properly selling body anxiety and suppressing consumers' self-esteem.
During this year's Spring Festival, the advertising copy of the gift box with a tree also caused widespread controversy.
There is a tree that combines the breath of the new year with the efficacy of the product, and the copywriter expresses it like this:
"The smell is gone, and the smell of the New Year is strong. ”
Source: Taobao app
If you don't understand, just ask, is there a half-dime relationship between the two?
Linking the peculiar smell with the smell of the New Year, the stiff confrontation makes people frown.
When recommending the gift box for the natal year, it is full of ambiguity, writing "far from bad luck, far from peculiar smell".
Source: Taobao app
For a while, it was unclear whether the copywriting referred to wearing red underwear to drive away bad luck in the natal year, or referring to bad luck in women's private parts.
These ad pieces are closely related to the Chinese New Year theme and natal year elements, but a closer look reveals another layer of meaning.
However, advertising is judged by the consumer, everything is based on the viewer's feelings, and if the target audience feels offended, then the ad cannot be called a "good ad".
There is a tree's "rubbing" advertising style, which often causes discomfort among the audience, which is enough to prove that the style and focus of the propaganda poster are "deviated".
3
Why do brands risk being disgusted by users with such advertising?
In addition to the brand values that contradict the user group, there is also the traffic factor.
Speaking of which, we have to mention the 3B principle of advertising guru David Ogy.
In the photography and illustration of advertising creation, the three most perceptual and emotionally inducing performance elements are beauty, baby, and beast.
Among them, beauty is the most common symbol to express beauty in advertising creatives. With the help of beautiful women to promote products, they can quickly grab attention and bring exposure to the brand.
However, the use of beauty promotion needs to pay attention to the fit between the brand and the "temperament" of the character, and it is necessary to choose the right promoter according to the product characteristics that are emphasized.
The advertising poster of a tree injects the aesthetic of "male gaze" into the elements of beauty, distorting the meaning of beauty.
At this time, "beauty" is no longer the "image representative" of interpreting the brand or product, but has become a "prop" to win attention and harvest traffic.
"Side-scraping ads" like this abound in brand marketing.
Cake brand poster, with the text for a beautiful woman with a good figure and wearing cooking overalls:
"I'm not just a drink, waiting for you to invite me. ”
Source: Xiaohongshu netizens
The copywriting is reverie, but in fact, the impression given to consumers is that the cake chef's messy and untidy shape makes it difficult for people to doubt the professionalism of baking.
711 has launched a convenience store bartending product, that is, a new combination of lemon tea + mini wine, and the promotional selling point of the copywriting is:
"She's not drunk, she doesn't have a chance. ”
Source: Xiaohongshu netizens
These 6 words, at worst, are clever and joking.
To put it mildly, in fact, he is already instigating crime, and his stomach is bad.
The poster of a coffee machine brand uses the color of women's skin to define the concentration of coffee, and it is impossible to distinguish whether it is selling coffee machines or underwear.
Source: Taobao app
The brand wants to shake the wit and play the stalk, and live the addiction of the "old driver", but the stalk does not grasp the scale well and breaks the brand.
The love of beauty is caused by human nature, and the advertising uses beautiful elements to awaken the nature of human beings and arouse people's pleasant mood, trying to extend this mood to the brand associated with it, increasing brand favorability and stimulating consumer demand.
However, it is necessary to grasp the boundary between sexy charm and "hooliganism", and use beautiful women as the object of advertising to gaze at offending the target audience, which seriously deviates from the starting point and foothold of the 3B principle, which will only lead to fire and damage the brand reputation.
I advise these brands who love to take the shortcut of "edge marketing" and don't use obscenity as creativity.
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