Chapter 6 Section 6 Why does Melatonin choose cartoon characters to advertise?

In fact, we made different versions in the early days.I also used Jiang Kun and Dashan, and I also used some other characters. The old man and old lady I used in the end were actually hit and miss.Because when we started, we used real people to shoot. In our earliest days, about 15 years ago, there was an advertisement that cost only 50,000 yuan. Because we didn’t even use film, we shot it with a digital camera, but the effect was particularly good.This old man is looking for a drama actor, and there is an old lady in her 60s.The drama actor’s facial expression was very exaggerated, that is, “I don’t accept gifts for this year’s festival, but I will also receive melatonin if I receive gifts.” At the end, when he said, “I will also receive melatonin if I accept gifts”, he ran over and snatched melatonin, and hugged it I twisted twice in my arms.It's just very uncomfortable.

The effect of that commercial was particularly good, even better than the one that was filmed later and broadcast now.But we still have to consider the issue of social impact. At that time, we tried to broadcast it in Suzhou first. After broadcasting for a while, many people wrote to Suzhou TV Station, hoping that they would stop broadcasting this commercial. Some bosses said, how much he paid you to broadcast this advertisement, I will pay you to stop broadcasting it. After the ad was broadcast, the sales volume went up.It's a bad reputation, but the sales are really good. Later, considering the issue of social reputation, we took a slightly more beautiful one, and invited Jiang Kun and Dashan to take one, but the effect was not as good as that one.

Why do I say it was a mistake?At this time, such a thing happened. At that time, the frequency of this advertisement was too high. From CCTV to local stations, to the stations in the county, no station could escape, and all stations were broadcasting.If there are too many broadcasts, the Bureau of Industry and Commerce will take care of it. The Industrial and Commercial Bureau listed all the laws and regulations against our advertisements.In fact, we didn't directly violate any of them, but we were suspected of violating more than 30 violations at once.For example, there is a regulation that the image of a consumer cannot be advertised, and he said that this person is suspected to be your potential consumer; in addition, he said that this person’s Mandarin is not standard, which violated the regulations of “not allowed to advertise without Mandarin”; he also said that The human nose is a bit big, which is a bit suspected of violating the regulations of "foreigners are not allowed to advertise".

In the end, more than 30 articles were produced at once, and we came to a conclusion that as long as you are a human being, you cannot advertise.what to do?Later I said, let's make a cartoon image, and they said that's okay, so we made a cartoon image. Later, the cartoon version, after it was broadcast, the effect was okay, and it has always been it, unchanged. Because we broadcast too much.Many laws and regulations in China are vague and gray, and you can't escape if they apply to you.If you broadcast a lot and attract his attention, he will impose all the regulations on you, and you will not be able to escape.

Others are generally not so strict. For example, if the sales volume of the golden partner is not as large as that of melatonin, he will not set you up like this.Even if the Mandarin in the advertisement is not standard, it is not illegal. The amount of melatonin was too large at that time, so it was very strict.