Source: "Internet Café Empire" Author: Chao Fu
In traditional society, compared with the aesthetic, it is no doubt that ugliness is not a famous doctrine, and even is incompatible with popular ideas. Even the Rosencrantz, who has been hailed as the founder of modern ugliness, has repeatedly said: "Absorbing ugliness is for beauty, not for ugliness."
This shows that the traditional ugly or ugly study exists, but also to foil the aesthetic, however, the advent of the Internet, but constantly let the ugly culture shine, the whole (net) people in Furong sister, Rogue Yan, bamboo Shadow pupil, February girl, small fat, accord women, Fengjie, Brother Sharp, Beast Beast, Fengjiao, virtuous elder brother, Cheongsam elder sister and so many successive, The new network reds or clowns led, set off a one after another public ugly movement.
Why is public ugliness popular in the internet world? Why do Internet reds or internet clowns constantly get the popularity and attention of netizens? Is there an implicit interest industry chain behind the Internet public ugliness? In the face of animal and beast endorsement of online games, Fengjiao endorsement of Li Ning, Fengjie, sister Furong, such as a succession of Gan moonlighting, for enterprises, there are what is worth learning marketing value and need to rethink and vigilant marketing misunderstanding? When the "ugly era" really comes, who can guarantee that the future beast will not become the spokesperson of the BMW?
"Sister" of the Wild, "brother" of the sharp
Not long ago, Huazhong University of Hust's "root uncle" very fire, rooted in its 2010 graduates of the school's graduation ceremony speech:
I know you have some special memories. You must have remembered ' push-ups ', ' hide and seek ', ' drink boiling water ', from the lively and stupid, you remember justice; you remembered ' soy sauce ' and ' mother shout you go home to eat ', from numbness and funny, you remember responsibility and conscience; You must have remembered the elder sister's wild, elder brother's sharp. One day, perhaps the memory of the year will let you ask yourself, was the elder sister's entertainment, or brother's loneliness?
2010 Graduates of the group, is a digital, bit-type survival of the generation, the Internet has long been their life a "net" play. The network of "Uncle Root" speech originates from the web of speech content itself. With the help of a series of popular web language, in order to ridicule the tone, outlined and awakened the graduating college students of the inner memory and resonance.
By the end of June 2010, Chinese Internet users reached 420 million, up 36 million from the end of 2009, and internet penetration climbed to 31.8%, according to a statistic report released July 15 by China Internet Network Information Center (CNNIC). Mobile Internet users 277 million, six months new mobile phone users 43.34 million. The growing number of netizens, the existence of digital and bit-type surviving generation, as well as the continuous maturation and development of 2.0 interactive new media, such as blogs, videos, post bar, knowledge, SNS and micro-blogging, are the basis of the popular ugly culture of the Internet.
Profit-driven network pushing hands
Refers to the network pushing hands, can not bypass the red "Angel sister", planning "very real", "Ban Wang Lao ji" lang Brother, also around the plan "pin change Villa" incident of the two four. In the face of the madness of Sister Feng, Fengjiao, and so on, even Lang brothers have to sigh: Before we do are fine brushwork, Traditional Chinese painting, now the people are the Beast pie.
Almost every public ugly movement behind, there are more or less the FRY or the interests of the hands of the team, for example, in Jia, Fengjie and other events after the speculation, should appear a number of network pushing hands or fry companies to say that the matter "responsible." Of course, do not rule out such as sharp elder brother, push-ups, hide-and-seek, and other non-profit public ugly behavior appearance.
"There's a trick to finding out who's behind this sort of thing. "Brother Lang said, there must be some profit speculation." Such hype, usually have a team, they accept the individual or enterprise commissioned to carry out "hype" business, the distribution of benefits, can be an event settlement, can also be the parties to fry red, according to a certain proportion of parties equitably interests.
Of course, strictly speaking, in addition to network push hands and network reds, clowns exist in the conflict of interests, in each of the Internet public ugly movement, netizens, the media have to a certain extent played a role in fuelling, it is netizens, media, network hands, network reds or clowns among the "mob", Eventually created the phenomenon of public ugliness or cultural popularity.
Three kinds of marketing value in public ugliness
Generally speaking, enterprises in the network public ugly campaign can be marketing value points or ways mainly "brand or product endorsement, implant marketing, occasion marketing" three categories. Where the brand or product endorsement, it is not difficult to understand, animal and beast endorsement of online games, Fengjiao endorsement of Li Ning is an example, for the use of the public ugly movement of the Internet Reds or clowns endorsement, for enterprises, is the existence of risks, on the one hand, the network of public ugly culture, internet reds or clowns in the eyes The length of the network life cycle will directly affect the brand or product's attention; On the other hand, the birth of the "star" with the ugly movement, is usually not accepted by the mainstream values, the reason for the fire, many are satisfied with the Internet users boring, curiosity, snooping, booing and many other psychological elements, If it is a brand that has been in existence for many years, or be cautious to use the Internet Reds or clowns for endorsement of the good, and for new or listed network service brands or products, such as online games products, video products, SNS products are no harm to use network reds or clowns to carry out the endorsement of marketing, At least from the point of view of attracting user's attention or registering active quantity, it is valuable. Of course, do not rule out individual internet reds or clowns after the public ugly movement, by virtue of personality and strength, and eventually become the traditional mainstream society star, then their endorsement value is not the same, such as after the boys, small fat, etc. after the network of washing and noise, have entered the film and television entertainment circle.
The so-called public ugly in the implantation of marketing, often the enterprise itself carefully planned and launched a public ugly movement, with the help of the media and netizens, and finally in the ugly movement constantly into the climax of the process of exposure to the brand or product information implanted. The typical example is the Green entertainment website which uses the Accord woman to carry on the marketing, as well as by the Yu Exposure Entertainment circle Latent rule Marketing's Youku, with the help of the red female, the zebra person carries on the marketing association and so on. and occasion marketing refers to the enterprise free of charge through the network hotspot events or hot words of the hitchhiking marketing and publicity. For example, when the "Jia" Fire up, a mobile phone shop on the internet, has borrowed it to a well-known brand mobile phone to play such advertising language: "Jia, your mother bought you a mobile phone." "Online has appeared there is" Jia your mother shout you go home to eat "T-shirt, the price is 35 yuan-80 yuan, there are more than 100 online shopping products, have used the" Jia warm Recommendation "and other words. Even a company in Ningbo near the blood donation point, unexpectedly appeared "Jia-Your mother asked you to donate blood" so "shocking" propaganda language.
Marketing from 4P, to 4C to 4R, to the ugly, no more than the changes in the means of the audience changes. Product characteristics----The demographic characteristics of consumers----information consumption characteristics----products are consumed (users pay), the entire value chain is unchanged. Through marketing, to achieve visibility-reputation-loyalty, but also unchanged. Now the ugly marketing more stay in popularity, in how to extend to the reputation, strong correlation or weak association, far-fetched Association or Natural Association, the real marketing master should be arranged well. There are still too few successful or classic cases.
To avoid violating policies and customs
However, the mass ugly phenomenon or ugly culture, after all, is incompatible with the mainstream values, to this end, the major ministries also in the recent succession of regulations, the ugly phenomenon of planning and packaging as well as the use of ugly phenomenon to conduct marketing business behavior of the direct norms, this is no doubt for enterprises to help the public ugly campaign to draw a warning line.
June, the State Administration of Radio and television issued the "notice", standardize the management of recent disputes caused by marriage dating, emotional class programs. "Notice" requires blind Date category, emotional story-type program "strictly prohibit the forgery of guest identity, deceive TV viewers", "not to show and hype money worship and other unhealthy, incorrect view of marriage." SARFT spokesman Zhu said the notice stressed that to oppose the program's vulgar, opposed to the one-sided pursuit of ratings such a trend. Must use the beauty to guide the public.
For some network game operators to borrow the current due to indecent photos or video network spread by the Internet users of the great attention of the leading actress, by inviting their endorsement or participate in online games publicity activities, expand the game exposure and influence of the behavior. July, the Ministry of Culture issued the "on the promotion of Network game Marketing Management, suppression of vulgar marketing behavior," the request of the cultural administration departments at all levels to strengthen the management of online games. To strengthen the online inspection, found vulgar online games promotion, publicity and other content, to notify the relevant website to be deleted. For the existence of the phenomenon of online games vulgar promotion of enterprises, the offer to talk about business owners, to criticize education, ordered to correct. In violation of relevant laws and regulations, the circumstances of serious, should be resolutely punished according to law, effectively curb the spread of the phenomenon of online games vulgar promotion.
Coincidentally, on June 17, long tour network hosted the "Warrior Ol" global Open Test Conference, Japanese AV artist Cang jing Empty and some of the domestic network well-known figures attended the conference, and as a guest with the player played a number of interactive game activities; July 21, The Long Tour network published in public, "about the support of the Ministry of Culture," the marketing notice of anti-vulgar, Initiative Green Marketing apology letter, long Travel network to support the Ministry of Culture against Vulgar marketing notice, green Marketing initiative.
In addition to the policy norms of the taboo, enterprises in the use of ugly campaign to marketing, but also should follow the social mainstream of public good, otherwise the marketing effect may backfire, even by the user's direct resistance. The principle of public order and good custom originates from civil legal system, which refers to national interests, social economic order and social common interests, social morality, business morals and society. In the market economy, the enterprise marketing generally is "the law is not expressly prohibited can be", but must follow the "right can not be abused" principle, that is, its behavior should conform to the good customs, does not harm the political state and civil society general public order requirements.
The marketing value of public ugliness is a controversial new topic, for the marketing industry, should not excessively advocate or rely on "the brand of the phenomenon of stigmatization", "Scandal marketing value" or "Brand of AV", but should be in the public ugly process of good and occasion, in the marketing process should be to do the brand, products, The coordination and unification of the public interest.
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