冒犯式营销：广告界的“流量渣女”为何屡教不改？

Core Viewpoint - The article discusses the rise of "toxic marketing" in the advertising industry, particularly targeting women, and questions whether such strategies are beneficial for brands or detrimental to their reputation [2] Group 1: Toxic Marketing Tactics - Tactic One: Using stereotypes to undermine women's value by portraying them as "inept" or "dependent" [3] - Tactic Two: Binding women's aesthetics to their life value, creating anxiety through a singular beauty standard [5] - Tactic Three: Using derogatory portrayals of women to generate controversy and attention [6] - Tactic Four: Objectifying women by reducing them to mere marketing tools, ignoring their individuality [9] Group 2: Reasons for the Proliferation of Toxic Ads - The repeated emergence of such ads is driven by short-term profit motives, low penalties for violations, and exploitable platform mechanisms [10] - Advertisers exploit the emotional response of anger, which leads to higher content sharing rates compared to positive emotions [10][11] - The ambiguity in legal definitions regarding gender discrimination allows companies to take risks with controversial ads [11] Group 3: Consequences of Toxic Marketing - The primary cost of toxic marketing is the long-term damage to brand reputation, as seen in the case of brands like 全棉时代 [12] - Women's awareness and activism against such marketing tactics are increasing, leading to a shift in consumer behavior [13] - The prevalence of offensive advertising is harming the overall health of the advertising industry, leading to a "race to the bottom" in creative quality [14] Group 4: Moving Towards Respectful Advertising - The advertising industry is urged to abandon toxic marketing strategies and embrace ethical practices that respect women as equal consumers [16] - Successful brands are beginning to shift their marketing strategies to reflect genuine respect for women, as evidenced by珀莱雅's campaign [16] - A healthy advertising ecosystem requires both industry accountability and consumer vigilance against offensive content [16] Group 5: Final Thoughts - The article emphasizes that advertising should focus on building value consensus rather than perpetuating gender conflict [17] - The ultimate goal is for advertising to recognize and celebrate women's independence and intelligence, fostering a win-win situation for brands and audiences [18]