Li Kui complained that Yan Qing was too pompous

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I heard that #Hammer Luo spit on the advertising pompous wind # fire, quickly go to the neck to look at it, oh a feed, more than 50 million times browsed, the bullet screen is so dense that you can't see his big face that is often slapped by himself.

I have a question -

I didn't understand what so many echoing barrages were doing.

Isn't that just an advertisement? Tell ×× Yanxuan to find a hammer Luo live with goods, sell pots, sell quilts, sell chairs, sell trolley boxes, sell hair dryers...

The form uses the method of "the director tells the actor to play, the actor does not cooperate; the actor adds drama to himself, and the director praises it wildly", spitting out the so-called "advertising exaggeration", bringing out the ×× strict selection of "three one guaranteed good things" brand personnel, which three ones? A prominent design, a set of pragmatic functions, a conscience price.

For example, talking about ×× carefully selected duvet -

×× strictly selected method: 95% large white goose down was selected, from 120 days of free range goose. High fluffy, strong warmth, no problem sleeping naked.

The way to be complained about: there is a kind of cold called loneliness, there is a kind of warmth called...

Is this pompous?

In my impression, the word pompous wind is usually associated with the yield of 10,000 pounds per acre. There is a kind of cold called loneliness, is it also worthy?

Scared me to hurry to renovate the Chinese dictionary, exaggerated words, exaggerated entries to explain——

Out of touch with reality, arbitrarily exaggerated.

Saying that "there is a kind of cold called loneliness" is pompous, and the Xinhua Dictionary seems to refuse to nod.

On the contrary, I remember that in recent years, news such as "down jacket false down content, and even goose down with duck down" has been reported every year.

The most impressive thing is the "Canada Goose", the price is set high, thousands of larger; the story is told, and it is "only the goose down of the hutite origin" and "the Hermes of the down jacket industry".

Is it really that advanced? The regulatory authorities directly punched in the face, false propaganda, fines.

This goose named Canada Goose, the down used, not only is not what Hatlatt goose down (the regulatory authorities specifically remind, there is no origin down standard at all, fabricated to deceive fools), not even goose down, but fluffiness is an order of magnitude of duck down, more outrageously, in the duck down, can only be regarded as mid-range.

Those who have seen exaggerated storytelling and have never seen illegal storytelling have been characterized by the regulatory authorities, which is called defrauding consumers.

Not only is this goose illegal and exaggerated, the Beijing Municipal Consumer Association 2019 data, down product sampling pass rate of less than 40%.

The market supervision department reminds that the down is good or not, only look at this one - fluffiness, any sheriff's fluffiness, others, such as what origin, big flowers and the like, are ghosts in the heart.

According to the legal standards to explain the explanation, what is the "selection of 95% large white goose down, from 120 days of free range goose"?

According to the standards of laws and regulations to distinguish, this is not called "exaggeration", or even "false propaganda"?

×× Yanxuan, knowing that he was suspected of false propaganda, dared to shoot an advertisement and shouted: Come, look at me, this is the honesty that advertising should have.

I also served, the mouse gave the cat a lesson, who gave it the courage, Liang Jingru?

Let's talk about these two kinds of advertising -

"95% big white goose down" and "there is a kind of cold called loneliness" these two kinds of advertising, are their own high-level advertising methods, each has its own magic, unless there is an ulterior motive, will not pull one stampede on the other.

95% large white goose down, this advertising method is called "USP".

In the 1950s, an American advertising god named Reeves proposed a theoretical method of selling products, USP, an acronym for the English "unique sales proposition."

In fact, of all the marketing promotion theories, USP is probably the most widely known because it's so concise and easy to use that there are only three interlocking requirements:

Amplify a product feature.

This feature must be something that the competitive product has not amplified.

This feature must solve a pain point for consumers.

Ruishen is not only a verbal kung fu, but also a giant in action, he used well-known advertising works to prove his theory without bragging, M&M chocolate is one of them:

Dissolve only in the mouth, not in the hands.

There is a kind of cold called loneliness, and this advertising method is called "lifestyle".

Speaking of lifestyle advertising, we have to say Marlboro advertising.

Yes, the one in the Gobi Desert in the Alpine Valley... Cowboys with a cigarette in various backgrounds are written on the side of the come to marlboro country. Seeing this line in English, have you ever thought of this is the chivas life as much as I do? Don't guess, I didn't say Chivas copied Marlboro, I didn't say Chivas copied Marlboro, I didn't say Chivas copied Marlboro, important things said three times, in fact, I want to water word count.

Marlboro = Cowboy World = Manly, this equation began in 1954, another American advertising god Leo Bernard gave Marlboro.

Although, to date, no expert has ever argued that the smell of Marlboro cigarettes has the same chemical composition as the body odor of men in which places; this does not prevent the global consensus that smoking Marlboro equals manly taste.

Li Shen did not say what the name of this advertising method is, and even he did not think that there should be any so-called method of advertising, he said that the job of advertising people should be to let consumers act, not to advertise to them.

One of the superficial understandings of this sentence is "The law has no definite law, useful is the magic method", which is consistent with the Zen saying, if you want to instruct others to look at the moon, do not let him pay attention to the finger, look at the finger, you can not see the moon.

Swissen and Lee, M&M Chocolate and Marlboro, USP and Lifestyle...

It seems that the wind and horses and cattle are each going their own Yangguan Road, but in fact, it is not, at least one thing they are the same-

Watch people get off the plate.

USP works well, use USP; lifestyle is good, make lifestyle.

Think of that year, the good Han of Liangshan wanted to take the way of the famous prostitute Li Shishi of the Great Song Dynasty and hug the thighs of Song Huizong, this matter knows, if, I mean if, let you choose a wonderful person from one hundred singles and eight generals to steal Master Li's heart, do you pick the black whirlwind Li Kui or the prodigal son Yan Qing?

If you picked Yan Qing like Song Jiang, the general scoop, and the black whirlwind Li Kui was not convinced, spitting that the prodigal son Yan Qing was too pompous, would you want to pat his wolf child's face and say those three words to him with deep affection: Ah, roll!

Talk about live streaming with goods and ×× strict selection

In fact, they are the same thing, they are both "buyers" - I choose, you buy - the difference is that one has an anchor and the other has a home page.

The focus is on making money that "consumer trusts."

Just like the smoke hotel at the entrance of your community, there are many places that sell Marlboro and Maotai, you just like to go to his house to buy, without it, buy habitually, it will not be wrong.

However, there are essential differences.

The door of the tobacco hotel sells is a "brand", such as Marlboro, Maotai, if one day the boss takes out a pack of white label cigarettes, sells to you, saying that with Marlboro a recipe a tobacco a taste, as long as one-third of the price, do you buy?

Ghosts only buy.

are you ok？ Listen clearly, Lao Tzu bought a man's taste, not a one-third of the price of Marlboro flavor.

The brand here is what you buy; the tobacco hotel, the place where you buy things, is also called the middleman.

The new form of middleman wants to revolutionize the life of the tobacco hotel-style middleman, known as "not letting the middleman earn the difference", which is the strictly selected business model of live broadcast rooms and ××.

But can you buy Marlboro and Maotai from them?

Why can't I buy it? Marlboro and Moutai have given you and them a blank look, do you see that I am the Lord of Sorrow?

By the way, they can't buy "brands" there, they can only buy "products".

If the law allows them to sell cigarettes, you can only buy "one-third marlboro flavor" from them, not one-third marlboro.

Originally did not spend money to play the brand of things, where there is a difference can be saved, do not deceive yourself is good or not, psychology said, cheat more, they believe.

Some people say that it is not right, so many people plant grass things, how is it not a brand, is not the brand of the consumer's reputation?

Yes, but not exactly.

You can't say that Marlboro = smoked all said good, this kind of good, is specific, is manly.

"A Brief History of Mankind" has an explanation for this - imaginary community, brand is a kind of human culture, human culture is characterized by "imaginary reality consensus", for example, a kind of monkey formed a consensus, with a call to represent "be careful, there are lions", once scientists found that some monkeys will in order to grab other monkeys' bananas, and when there are no lions also make a call representing the lion, scaring away other monkeys.

In the commercial society, to bring as many people as possible into the process of imagining the community is to make a brand.

In this imaginary community, the consensus is the masculinity of the cowboy image, not anything else.

Why is the premium of branded products so high? Why are so many people willing to be taxed on THE IQ of branded products? Why are the products that claim to be "no middlemen to earn the difference" only products instead of brand products? Why can't the product touch the brand product of the porcelain at a low price?

The premium of brand products lies in the added value, and this added value lies in the "imaginary reality consensus" that people sell.

Brand products have two moats, one is consensus, the other is imagination.

There can also be consensus on products, but only brands have imaginary consensus.

A prominent design, a set of pragmatic functions, a conscience price, for the product, summed up very well.

You're good to say for branded products, but it's okay with me.

As the joke goes, the peasants nagged after their labor that the emperor's farming tools must have been made of gold.

The irony is that the emperor's job was to do the way for skywalkers, not to cultivate the land.

Not all purchases are about buying "three good things", and there are "imaginary realities" that need to be met.

Not all sales are for "USP" and "lifestyle" for use.

It is not humbling to make money with goods, but don't play cross-border pulling and stepping on that set, it is quite unideal.