From Martin Luther King's false advertising to cultural differences.

Double 12 before, Taobao had experienced a PR crisis that still http://www.aliyun.com/zixun/aggregation/27478.html "> little known, Because of the vulgar use of the late US civil rights leader Martin Luther King's image to do business propaganda, to the community at home and abroad to apologise. In this advertisement, the cartoon version of Martin Luther King raised his right hand, shouted the famous "I have a Dream", and then this sentence became a red envelope, the camera shook near the top said: "Plant a red envelope, harvest more red envelopes."

The ad, which appeared on a video site in front of a video-chip ad, quickly removed it and made a formal official apology after being questioned. But this apology is made in English, mainly for the American netizens, and in this ad landing point of the Chinese Internet, netizens are not seen.

Martin Luther King, a symbol of the American human rights fighter and the nation, was an affront to the American people who gave their lives for the civil rights movement as a sign of money and a platform for commercial activity. Taobao's action was swift and timely, and after the deletion of the ad, it was publicly stated that it regretted using such a culturally sensitive image as a commercial propaganda and apologized to those who had been offended.

The U.S. media did not follow up on this, but said it exposed Taobao market team ignorance and taboo. Martin Luther King was a divine figure in the United States, despite the revelation of his personal misconduct, prostitution and group sex and other bad practices, but this does not detract from his position in the eyes of the United States, the company dared to use his portrait for commercial advertising, is undoubtedly a PR suicide. As China's advertising will never appear Lei Feng, Thailand's advertising will never appear to the king, not in the culture of the people, it is difficult to understand the subtleties of this.

In the Earth village has become smaller today, with the frequent exchanges between each other, cultural differences more and more appear. Many people who have never been to the North Pole will be very bitter about hunting seals and scold them for their cruelty. But what people don't know is that in the Arctic regions such as northern Canada and Greenland, the main source of the Eskimos ' intake of vitamins and calories comes from these polar animals, which are living habits they cannot change. Because they do not have the conditions to grow vegetables, livestock.

The Chinese, more and more culturally assertive, are actively integrating into the world, trying to become a part of the international village that is not alienated. Just, cultural self-confidence can sometimes become a cultural arrogance, on the ignorance and meaningless basis, seize all the opportunity to poke fun, consumption, which is essentially a shallow performance. The best way for the international community to accept us is to remain awed by the exotic cultures and to give them the necessary respect.

Taobao market Team This mistake, it is only not half caused by a shallow understanding of a thing after the rush to take out consumption, did not expect to hit the muzzle. It doesn't matter if the play is broken, the key is how to remedy it and how to perfect itself. I hope Taobao's bad performance will be a warning to the latter. Respect cultural differences and improve the level of knowledge.

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