"Uniqlo heroine debuts"? Crooked doors

The forest is big, and there are all kinds of birds, such as those who like to hit the muzzle of the gun. Recently, there have been media reports that some bars have played a billboard of "Uniqlo heroine singing". For a time, the news of the debut of the "Uniqlo heroine" spread out.

On August 11, the Office of the National Working Group on "Eliminating Pornography and Cracking Down on Illegal Activities" reported that after investigation, this was a typical vicious incident of using the indecent video heroine of "Uniqlo" to publicize and hype for profit. The actress involved, Zhang Mouli, is not a party to the "Uniqlo" incident, and "Maina" is not the name of the heroine of the incident.

I originally thought that this was a "comeback" of the wind-defying crime, but the result was that someone impersonated, which further shattered the three views. If the Uniqlo locker room incident of that year was undisciplined, then the recent marketing is anti-discipline. Because in their cognition, they are not ashamed of the Uniqlo incident, on the contrary, they believe that this is successful marketing, should be "learned" and "emulated", is not their own, and make up facts to rub a hand.

In the eyes of these people, whether it is a good name or an ugly name or a notoriety, it seems that it can be counted as an influence and can be used as a capital for realization. However, it is often overlooked that those words and deeds in order to gain office are likely to have violated laws and regulations and undermined public order and good customs. Article 9 (7) and (8) of China's Advertising Law respectively stipulate that advertisements must not obstruct social public order or violate good social customs; they must not contain obscene, pornographic, gambling, superstitious, terrorist, or violent content.

Moreover, this kind of vicious marketing is not only impossible to last, but also easy for producers to be eaten by it. We don't know how the so-called Uniqlo heroine is living now, what kind of friends she is around, or even whether there are any friends. However, any brand or business that is more normal and formal will not look for her endorsement or promotion, because this is definitely a self-destruction of the brand image. This is also why, as soon as I heard about the comeback of the heroine of Uniqlo that year, it immediately provoked a public backlash.

In the same way, when some merchants are willing to pay for such "tainted Internet celebrities" and can't ask for impersonation, then we also have reason to doubt what purpose such merchants have, what kind of business they are engaged in, what kind of consumers they want to attract, and what kind of profit model they have. While exposing some corporate values, this incident may also expose the nature of their business. The relevant departments may wish to take this as a self-report, keep an eye on the daily business activities of the businesses involved, and perhaps there will be gains other than vicious marketing.

At its root, cognition acts on behavior, and once cognition deviates, behavior naturally follows out of control. Therefore, while stopping their behavior, we must also try to change their cognition.

What to do? A direct and effective way is to punish a little pain and make it feel more than worth the loss. At present, the Guangdong and Jiangxi departments of "eliminating pornography and cracking down on illegal activities" have launched investigations into the behind-the-scenes pushers, indicating that they will seriously investigate and deal with violations of laws and regulations. It is hoped that the businesses involved can be dealt with seriously, and I hope that other enterprises can take this as a warning. This operation is neither a "comeback", nor can it be called a "debut", it can only be said to be a crooked and evil way, don't go into the fire anymore.