"Summer" A Commercial Advertisement Causes "80s" Collective Confessions

Recently, an article on Sohu.com was called "Senma. What are you doing?" The blog post has aroused widespread public attention and discussion, with over 13,000 hits in a few days. The discussion comes from a casual clothing ad for Semir Group Co., Ltd.: I can't control global warming, but at least I look good!

Senma Group is a company mainly engaged in the production and operation of casual wear. The sales target is mainly young people aged 16 to 26. Global warming is a major problem that has plagued the world today. The carbon dioxide and other gases emitted by human economic activities to the atmosphere are increasing the average temperature on the surface of the Earth, causing glaciers to melt, rising sea levels, and threatening coastal ecology. Disasters such as environmental systems.

"This will undoubtedly cause public doubt." Zhuang Guiyang, deputy researcher at the Chinese Academy of Social Sciences Sustainable Development Research Center, said that Senma's advertising was misleading to the public and it misled the public to give up saving global warming. He said that the assessment report issued by the Intergovernmental Panel on Climate Change (IPCC) in May this year pointed out that it is economically feasible to keep the concentration of greenhouse gases in the lower range and it needs the global immediate action. "Global warming requires the joint efforts of everyone."

A netizen named Zihui said that as a company that runs public consumer goods, it is a manifestation of a lack of social responsibility that openly advocates that global warming has nothing to do with me.

There are netizens who believe that Senma’s advertisements have misunderstood young Chinese and are an insult to young people. “Of course we are personal and very self-80, but we also care about the world and care about the future of humanity,” said a netizen named Naughty Baby.

Recently, there have been more and more reports on the post-80s media, and many critics have reported that they are too self-centered and do not care about society and Others. However, taking the lead in coming out against this “I can't control global warming, but at least I look good” advertising is a group of young college students.

“Summa, as a company targeting young consumer groups, should shoulder its own social responsibility.” Bao Zhongbi, a student at China University of Mining and Technology (Beijing), discovered the advertisement when he visited Tencent’s website. He is also a member of the School Green Roots and Buds Society Campus Energy Saving Project Team. After seeing this advertisement, he and the other students in the project team sent thousands of people by mass mail, and many people responded.

On July 29th, Wang Daoguang, head of the school’s energy saving project team, published on the community blog titled “Summer, what are you doing? "Articles. Unexpectedly, this blog post was soon topped by Sohu News. Although most netizens are criticizing this advertisement, some netizens believe that Senma is very embarrassed because there are still many similar advertisements.

In the face of public opinion's doubts, Sen Spring Group's Minister of Leisure and Assembly Planning, Ying Chunguang, introduced the original intention of the company to publish this advertisement. He said that this slogan has two connotations: The first is to promote the company's clothes look good; Second, in the face of media, government and other departments of the global warming propaganda, some young people are worried about this issue, and even negative attitude.

“The power of a person and a company is too small to control global warming, but you can still dress yourself up every day. You shouldn’t be unhappy with life and work, and be optimistic about your life.” Ying Chunguang said. .

Ying Chunguang said that Sen Ma has a series of such advertisements. For example: I have pressure, at least I look good; I am not a torch bearer, but at least I look good. Of course, he did not shirk the negative effect of this ad. "We haven't considered this slogan at this time and we must look for opportunities to explain it later."

It is reported that "I can't control global warming, but at least I look good" ads began to be launched on Tencent at around August 24, and on the 29th, "Summa, what are you doing? After a strong response, the advertisement stopped in a day or two.

“I think it is necessary for college teaching to open a course on “Advertising Ethics.” Zhang Jinhai, director of the Media Development Research Center at Wuhan University, said that a good advertisement is both professional and professional, and professionalism is an advertisement. Some of the production principles, professionalism, mean that all people in society should consider comprehensive factors such as commercial profits, public interests, and social interests. This is the basic morality of society.