New Advertising "Thunder" To Women

In recent years, we have seen the new ads of "power tyrant men's clothes" on TV from time to time. The description of advertisements is described in language: the wife carefully collates the jacket for her husband, and gently says, "I will not go to the 10th anniversary celebration tonight". At this time, the man's deep and slightly harsh voice sounded: "thank you for ten years", and then walked back without a head and made the gesture of a king's man shown in the sign of LOGO.

The voice over "strong man's men's clothes, give you such a man".

This is an advertisement that has caused an uproar among netizens. The main focus is that the advertisement overemphasizes male chauvinism and has a slight attitude towards women.

NetEase has also made a special investigation into the advertisement. The theme is: "do you think that the new ads of the powerful driver are a disgrace to women?"

The result of netizens' voting is that 15.9% of the women are strongly insulted and 49.2% are considered insulting.

It can be seen from this point that most ordinary people are disgusted with this advertisement.

This is the advertisement of the strong tyrant man after the advertisement of "the only selected Louvre" has been stopped.

The following are some representative opinions of netizens.

Wuhan netizens: the power fighter must tell the men: the men in the power fighter have their wives.

Shanghai netizens: that advertisement is very uncomfortable, making women seem to live for men, and "give you such a man".

Hunan netizens: I am a woman looking at the nausea, PAH, ten years to celebrate you wear bright, wife in the family dress Huang Li Po, listened to an inexplicable thanks, but also happy to die like that, really embarrassing!

Jiangxi netizens: resolutely do not buy this brand of men's clothing, typical discrimination against women......

In fact, in the clothing industry, there are many examples. Qipai is a vivid example. During the 2002 World Cup, the suggestive advertising and advertising slogans made men famous. Meanwhile, another kind of vision and voice began to embarrass seven cards. That is to say that this kind of pornographic suggestion is disrespectful to women. This advertisement has also been rated as the ten top vulgar advertisement of the year and banned in CCTV.

At the beginning of this year, "Heng Yuan Xiang" was tired of the twelve zodiac advertisements. It was also a thunderstorm. Many people swear not to buy Heng Yuan Xiang's clothing.

Of course, I am not here today to talk about the advertisements themselves, nor do I have any intention to comment on the advantages and disadvantages of these advertisements. The main thing is to talk about the regrets of the advertisement of "power fighter" by the consumer groups who decide the purchase behavior of men's clothing.

What I want to say is that we should not offend our dear female friends. Most of the men who bought the brand men's clothes have a deep understanding. In fact, a big man is not willing to go shopping in these brand stores. Men usually take their wives or their lovers, and I don't know why.

Second, is it possible for a woman to be pleased with herself?

Men's judgments are not important for men's dress. Women's appreciation and approval can really make men happy and have a sense of superiority.

So men buy clothes, they will listen to his wife or girlfriend's advice, even if it is a person, men prefer to believe that the eyes of female guides do not believe their own judgment.

So from the above, we can see that most of the men who buy men's clothing are women, and the women who decide to purchase are also women (wives, girlfriends, Shopping Guides). As a fashion brand, in the dissemination and promotion, the more appealing points should be placed on pleasing women.

Let me give you a real example. Last week, I visited the brand store at lex. I just met their promotional activities. The price of the jacket was much lower than that of the imagination, and people had the mentality of being cheap and cheap. So I went in and tried it, when a woman stared at me hard. Don't get me wrong. It wasn't because I was dressed so well, but because she was looking for clothes for her boyfriend or husband. Then I learned it. I asked her, "do you want me to be a model?"

She said, "no, I want to buy a dress for my friend. His figure is almost the same as yours. I'll see if you wear this code."

Later, she knew the size of the code I wore, and then took two jackets to pay the bill.

If a man's clothing advertisement touches a woman's heart, it basically touches a man's wallet.

Therefore, we are now easy to understand the brand advertising slogan of Qipai men's clothing from the original "let a woman's heartbeat man" to "a man should be ruthless to himself".

Back to the theme of the article, the new advertising image of the strong fighter conveys the gesture of a successful man and the creative way of using the character position of LOGO as the propagating appeal. I agree with it very much, but it is purely for the sake of advertising creativity and neglects the inner feelings of the decision-making group of the buying behavior. I think it is a failure. Especially for the brand that is ranked among the Chinese men's wear, the brand communication and promotion strategy is no longer simply on the superficial level of brand awareness, more importantly, it gives consumers a psychological recognition and resonance, and only in this way can the most fundamental reputation and loyalty of the brand elements be enhanced.