I searched the internet, and there were a lot of abuse and accusations in the advertisement of edge ball. However, in my opinion, it is not a manifestation of wisdom to do a good job in advertising the edge ball! Text: 1. There is no denying the reason for playing the edge ball advertisement. Any advertiser is in pursuit of profit. What's more, in order to quickly improve brand awareness in a short period of time, driven by the idea of quick success and instant benefit, enterprises naturally find a little edge-ball advertising, trying to attract consumers' critical eyes with some out-of-line advertising images or language! This is actually understandable, as long as these "warriors" can grasp the degree! In fact, the imperfection of relevant laws and regulations is not a reason. The establishment of laws and regulations largely depends on the emergence of problems. When some problems are exposed, relevant laws and regulations will be established. If we make some laws and regulations forward-looking when there is no problem, then we are "drawing a line" and there are certain risks in itself. It can be said that no laws and regulations can be perfect, and there will always be loopholes in one way or another, which is the innate condition for the appearance of edge-ball advertising! To say the least, advertisers themselves are dancing in chains. If we add some "exorbitant taxes", I'm really worried that our advertisement will become a new eight-part essay. Two: The definition of edge ball advertising, as the name implies, refers to the ball game (based on table tennis), where the ball touches the edge of the table, and according to the corresponding rules, it can be judged whether to score. The details will not be discussed. According to the general understanding, "edge ball" advertising generally refers to the marginal advertising that takes advantage of legal loopholes and wanders on the edge of policy and public opinion. Its harm lies in self-hype as a means, ignoring public responsibility and bringing negative influence to society. From the perspective of advertising creation, playing the edge ball is a skill, not good or bad. Many advertisers want to attract people's attention with gimmicks and engage in some whimsy. This practice is sometimes good, sometimes it will mislead readers and even be used by other advertisers. In fact, nothing is contradictory? Everything has two sides! You can't simply say that advertising is good or bad. Three. At present, there are several categories of advertising edge-rubbing ball: the academic school represented by Huang believes that advertising edge-rubbing ball can be divided into two situations, one is legal edge-rubbing ball, which lingers on the edge of the scope permitted by law. The second category is to scratch the edge of advertising creativity. Advertising creation is lifeless if it falls into the conventional mode. A good advertisement emphasizes the visual and sensory impact and creates an effect. Therefore, many advertisers tend to walk sideways in their creation. This is also the most troublesome and difficult to manage. Company faction represented by Echo Wu: one is to make use of existing well-known brands and their strength; The second is to exploit the loopholes in the law. Some advertisements are puns, pointing to pornography, such as "Just be a woman". Other practical schools: ◆ Sexy advertisements The ancients said: "Eating color, sex is also." Another cloud said, "Delicious." These ancient teachings have greatly inspired and encouraged advertisers. In addition, the rapid success of western counterparts in using sexy advertisements has also made some local enterprises eager to try. As a result, in recent years, a large number of "sex" advertisements have appeared on the stage. There are three kinds of sexy advertisements: 1, image advertisement 2, language advertisement 3, action advertisement◆ political advertisement. Political advertisers mainly refer to commercial advertisements that are indirectly related to national political figures, events and things without violating national advertising laws and regulations. Political advertisements are very common in western countries, people are used to it, and businessmen even dare to do humorous advertisements with the president of the country. For example, 1993, when the American people abandoned Bush, who was famous for the Gulf War, and chose Clinton, who was "wet behind the ears", Pepsi played the slogan of challenging Coca-Cola: Since the American people chose Clinton, they should of course choose Pepsi instead of Coca-Cola. At the same time, Clinton also advertised in Reebok Shoes Company, whose slogan was: "Everything in the Oval Office will change except shoes." Case Analysis Because China society has been highly serious about political life for many years, few businesses dare to advertise political issues for decades. But there is still the first one who dares to break into the restricted area. From June 5438 to October 2002 10, a merchant in Yantai made up for this "blank". A few days ago, Yantai Baiyang River Brewing Group broadcasted its product advertisement on CCTV, namely the advertisement of Baiyang River dry red wine. Advertisements are mainly broadcast in front of a CCTV program "Legal Report" at noon and eight CCTV programs "Daily Art" at night. A program broadcast a five-second advertisement with the magnificent scenery of the motherland and 10,000 red flags as the background. The spokesman of the advertisement is a figure resembling the great leader Mao Zedong. He stood on the land of the motherland, holding a bottle of Baiyang River dry red wine in his hand, smiling, staring and nodding frequently, expressing his appreciation and affirmation of Baiyang River dry red wine. There is only one slogan: the mountains and rivers of the motherland are red, and the Baiyang River is dry red wine. Eight sets broadcast a 15 second advertisement, and the spokesperson was still the character who looked like Mao Zedong. He showed his appreciation of Bai Yang dry red wine by watching, smelling and asking questions, interspersed with grapes, vineyards, magnificent mountains and rivers of the motherland and ten thousand red flags. In addition to the slogan "The motherland is red with mountains and rivers, and the poplars are dry and red", the content of "Theory of Three Represents" has been added. The boldness of this advertisement lies in that it touches the following three political sensitive points at the same time: 1. National leaders and national flags; 2. Cultural Revolution; 3. Political slogans. 1Article 7 of Chapter II of the Advertising Law of People's Republic of China (PRC), which was implemented in February, 1995, stipulates that advertisements shall not have the following circumstances: (1) use National Flag of the People's Republic of China, national emblem and national anthem; (2) Using the names of state organs and functionaries of state organs; Chapter 1, Article 3 stipulates that advertisements should be truthful and lawful, and meet the requirements of socialist spiritual civilization construction. In addition, it is obvious that the "Theory of Three Represents" theory of wine hitchhiked with the "Theory of Three Represents" theory of General Secretary Jiang. It is precisely because of the above reasons that once this advertisement was put on, it immediately aroused a thousand waves like a stone, and many media talked about it one after another. However, since this advertisement can pass the strict examination of CCTV and various advertising management departments, it has its uniqueness. The fundamental reason lies in its ingenious way of touching three political sensitive points, which can almost be said to be a brush-off. The specific analysis is as follows: 1. Although the Advertising Law prohibits advertising with the national flag, the advertisements of Baiyang River use red flags, and only 10,000 red flags are used as the background. For consumers in China, there is no visual difference between the red flag and the national flag as the background. Therefore, this move avoids the forbidden area of advertising law, and the advertising effect of the audience is not discounted with the spectacular red flag as the background. The advertising background can still make the audience feel patriotic, subtly suggesting the patriotic complex of "Baiyang River" brand. This is the first time that the political sensitivity of Baiyang River was touched. 2. Although the spokesperson in the advertisement looks like Mao Zedong, although the Advertising Law prohibits the use of the names of state organs and state employees, Mao Zedong is not mentioned word for word in the advertisement, and the spokesperson himself only looks like Mao Zedong, and did not wear makeup during the advertisement shooting, so it cannot be considered as an infringement of portrait rights. The endorsement of products by ordinary people who look like Mao Zedong not only saves the cost, but also gives the audience different feelings, so the memory level is excellent. This is the second touch of Baiyang River on political sensitivity. 3. When the advertising language imitates General Secretary Jiang Theory of Three Represents, it only imitates from the syntactic form, modifies the content, and bypasses the forbidden area of national policies and regulations. In order to avoid suspicion, the phrase "all the mountains and rivers in the country have been red" was changed to "all the mountains and rivers in the motherland have been red". In short, it is precisely because of clever imitation technology that this political edge ball advertisement passed the examination smoothly. However, although there is no obvious illegal behavior in this advertisement, people have always been serious and cautious about political life. Therefore, once this advertisement was put on, it immediately caused a great shock in the whole society. China Social News, Sina and other media. Com, Netease, Guilong News Network and Southern Network provided reports. As soon as people's doubts appeared, advertisements quickly disappeared from TV, and others could not know the details. But what is certain is that if this advertiser violates the mainstream style of China's political life and causes criticism, it will stop broadcasting. Quartering method: Divide the advertisement of edge ball into four categories: one is erotic suggestion; The second is to imitate celebrities (there is an advertisement for wine, the actor looks like Mao Zedong, and the advertisement has "Theory of Three Represents Theory"); Third, word games, such as drug advertisements "diarrhea and sealing"; Fourth, the concept of playing is false, such as "eating hot pot to prevent SARS". There are other sub-methods, which are nothing more than these categories, so I won't list them one by one. Four: The risk and return are the same at 1. In addition to the above two main types, there are also advertisements with gender discrimination, which are not discussed here. However, as can be seen from the above, the edge ball advertisement is like "dancing on the edge of a cliff". If it dances well, it will surely win thunderous applause. If you are not careful, falling off the cliff will break you into pieces. Therefore, the edge ball advertisement is a kind of high-risk advertisement, and the risk of advertisement mainly stems from the social and cultural differences between China and the West. Because China's marketing started far behind the western developed countries, most of the marketing theories and cases used by domestic enterprises come from the west. However, the western marketing theory and some successful cases have their social and cultural conditions, and the western marketing theory transplanted into the social and cultural environment of China without its original social and cultural background may be "acclimatized". The localization of marketing theory has attracted great attention from western scholars such as Skytte and some domestic marketing experts. As we all know, China's traditional culture is different from western culture, and China's traditional culture is rooted in Buddhism, Taoism and Confucianism. For thousands of years, the three religions have influenced and merged with each other in the long process of social and historical development, forming the traditional culture of China today. China's traditional culture emphasizes harmony, implication, stability and group consciousness, while western culture emphasizes self, publicity, innovation and individual consciousness. It is precisely because of the openness and tolerance of the west to sexual and political issues that many outrageous advertisements can also appear on TV and parade in the streets. In practice, enterprises in China often ignore the differences between Chinese and Western cultural backgrounds and take it for granted that others can do what they want. China consumers, who tend to express their feelings implicitly, generally can't accept naked erotic advertisements to gain sexual attraction. Moreover, consumers will regard outrageous political advertisements as harassment of their orthodox political life. Therefore, although the above-mentioned political advertisements are highly skilled, they are still stopped because they are incompatible with China's social culture. 2. Quick and effective profit. You can score quickly if you play well! The same is true of advertising edge balls, which can quickly become famous or get corresponding profit returns. In Marx's Das Kapital, the capitalist's pursuit of profit is incisive. I'm not saying that all our advertisers are capitalists, but the pursuit of profit maximization is the fundamental purpose of every advertiser. We also hope to get a reward in the shortest time and really play the edge ball! Five: Suggestions and Conclusions In the final analysis, cultural differences have also caused our different views on the issue! We should look at the phenomenon of advertising edge ball more rationally! In fact, everything has its rationality! We can't kill the edge ball advertisement with a stick! Edge ball advertising does not mean vulgar, inferior and illegal! Looking forward to the edge ball advertising can really play well! Also look forward to the real improvement of our relevant laws and regulations!

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