A promotional advertisement for a real estate in Lichuan was investigated for defaming Chongqing’s image.
▲ On the advertisement board of a real estate in Lichuan, the value of Chongqing PM2.5 was enlarged and matched with a picture of a gas mask, deliberately creating a tense atmosphere.
Chongqing Evening News "Chongqing PM2.5 250, Lichuan has 362 days of excellent air quality throughout the year … …” This is what a real estate in Lichuan City, Hubei Province said on the promotional advertisement list distributed in some districts of the main city yesterday, which caused great resentment among the citizens. Some citizens angrily told the Chongqing Evening News reporter that the advertisement seriously vilified the image of Chongqing. "Even people who repair houses are of such quality. The quality of the repaired houses can be imagined. Who dares to buy such a house that is advertised indiscriminately?"
Yesterday at noon, a netizen whose real name was @ Zheng Jian, director of Bayu Public Welfare Development Center in Yuzhong District, Chongqing, posted a photo of an advertisement for a real estate in Lichuan on Weibo. The words "Chongqing falls, Lichuan sticks to it" in the center of the page are very eye-catching. Under the eight words, "Chongqing PM2.5 250, the average summer temperature in Lichuan is 22℃, and the number of days with excellent air quality in Lichuan is 362 days". Among them, the fonts of "Chongqing" and "250" are obviously enlarged, and they are changed to more eye-catching red.
Zheng Jian wrote at the top of the picture, "The sales advertisement made by a real estate in Lichuan, Hubei Province is too derogatory to Chongqing. Can such an advertisement actually pass the examination? First of all, the PM2.5 in Chongqing exceeded 250 in 2015 for a few days; From April to October, the number of days of pollution is generally less than one month, and most of the time the primary pollutant is ozone. However, the advertisement of the real estate actually said that Chongqing PM2.5 reached 250, which is simply alarmist and slanders the image of Chongqing. "
As soon as Weibo was issued, it spread widely on social networks, which attracted a lot of public discussion. Liao Xiaojia, who lives in Jiaheyuan Community near the Auditorium in Yuzhong District, was very angry after seeing the advertisement, because she felt that the air quality in Chongqing had been good in recent years. The reason why this advertisement plays the air quality card is probably that the local real estate market played more cool cards in previous years. However, the competition among peers is fierce, and now we can’t find new gimmicks. Let’s take air quality as an example. Liu Dan, a citizen who works in jiangbei mouth, is quite disgusted with the number "250" in the advertisement, thinking that this number is too fake and uncomfortable. Some citizens have made it clear that who dares to buy this kind of property with unlimited publicity?
Yesterday afternoon, Chongqing Evening News reporter contacted Zheng Jian. Speaking of this promotional advertisement, Zheng Jian is still very indignant. "I received this advertisement in a community in the North Ring Road this morning, and it was marked ‘ 250’ This figure is used as a gimmick. Is it bullying Chongqing that no one can understand? How dare such a property come to Chongqing to sell a house? Everyone in Chongqing should resolutely resist it. " Zheng Jian said.
Chongqing Evening News reporter learned from Jiangbei District Environmental Protection Bureau yesterday that around noon yesterday, the District Environmental Protection Bureau received a complaint about the advertisement. The district environmental monitoring detachment, together with the law enforcement officers of Guanyinqiao business circle, immediately rushed to the agency of the company in Langqing Square in the business circle at about 5 pm.
"The law enforcement officers of the environmental monitoring detachment told them that this kind of advertising language conveys the wrong information, which seriously misleads the public and may even cause panic." The relevant person in charge of the Jiangbei District Environmental Protection Bureau told the Chongqing Evening News reporter that while criticizing and educating the relevant personnel of the agency, the law enforcement officers of the business district collected misleading publicity materials on the spot and asked the agency to rectify immediately.
Chongqing Evening News reporter Wan Li Tao Kun He Huaixiang photo report
Industrial and commercial developers have no right to publish air quality.
Is this promotional advertisement, which has aroused strong public dissatisfaction, appropriate in content release? Chongqing Evening News reporter interviewed the industrial and commercial department yesterday.
The relevant person in charge of the Advertising Department of Yuzhong District Administration for Industry and Commerce said that there are at least three things wrong with this advertisement: First, the developer itself is not qualified to release air quality information, and such information can only be released by a few designated institutions and departments such as environmental protection; Secondly, PM2.5 is a dynamic value, which may be different every day or even every hour. It is obviously inappropriate for the advertisement to replace the dynamic value with a fixed value. Third, the advertising content is suspected of misleading consumers. Once consumers find that the actual situation is different from the advertising, the developer will violate the contract law. Moreover, its wording really makes people feel that it is slandering Chongqing.
Environmental protection Chongqing air quality ranks in the middle and upper reaches.
"This company is completely misleading the public by publishing the wrong air quality information at random." Yesterday afternoon, after seeing this exaggerated advertisement, the relevant person in charge of the Atmospheric Department of the Municipal Environmental Protection Bureau expressed anger. He said that the data on air pollution should be based on the authoritative data released by the environmental protection department, and citizens should not trust these information of unknown origin.
The person in charge said that the Law on the Prevention and Control of Air Pollution, which came into effect on January 1 this year, stipulates that no unit or individual may release the forecast and early warning information of heavy pollution weather to the society without authorization. If such information is released without authorization, it will be punished by the public security organs according to law. Therefore, it may be illegal to publish information about heavy air pollution at random.
"In recent years, the overall air quality in Chongqing has continued to improve." The person in charge said that in recent years, the city has made great efforts to control air pollution and improve air quality, and has achieved certain results. In 2013, the average annual concentration of PM2.5 in the main city was 70 μ g/m3, which dropped to 57 μ g/m3 last year. Last year, the number of days with excellent air quality in the main city reached 292 days.
"At present, Chongqing’s air quality is at the middle and upper reaches of the country and is in the forefront in the west." The person in charge said that if ranked by the number of days with excellent air quality, Chongqing ranked 10 th among 31 municipalities and provincial capitals in 2015; If ranked by PM2.5 concentration, Chongqing ranks 15th among 31 municipalities and provincial capitals.
The person in charge also told the Chongqing Evening News reporter that last month, the municipal government issued the "Decomposition of Key Tasks for Air Pollution Prevention and Control in 2016", requiring that the number of days with excellent air quality in our city should reach 300 this year, and the number of days with heavy air pollution should also be controlled at a lower level.
The agency apologized to the public.
This property that aroused public indignation, was this advertisement launched to stimulate sales for bloggers’ eyes, or was it unintentional? With all kinds of questions, the Chongqing Evening News reporter came to the Chongqing agency of the property near Langqing Square in Guanyin Bridge at 4 pm yesterday.
However, in the store, the Chongqing Evening News reporter did not find this controversial advertisement list, and the publicity materials placed at the front desk were also very common. The staff said that after receiving a large number of complaints from the public, they had taken these advertisements off the shelves in the afternoon.
The relevant person in charge of the real estate sales department in Lichuan, Hubei Province also said when communicating with the Chongqing Evening News reporter that they are still unclear about this matter. The specific marketing is the responsibility of the Chongqing agency, but they will immediately rectify it.
Subsequently, the Chongqing Evening News reporter contacted the manager of the Chongqing agency of the property. Manager Xiong introduced that 10,000 copies of these advertisements were printed and distributed on the morning of the 2nd, and 2,000 copies were distributed as of that afternoon. As for the fact that the words on the advertisement sheet caused public indignation, the agency did not consider it comprehensively, and apologized to the people of Chongqing for this. The remaining 8,000 advertising leaflets will be recycled and will not be distributed, and the advertising leaflets will be revised again.
There is no limit to advertising creativity and promotion.
In fact, this is not the first time that someone has played the edge ball and used the name of Chongqing to attract attention to promote sales. Four years ago, there was a slogan "I rely on Chongqing" from other places to promote myself, and the result was quickly stopped by the industrial and commercial department. This time, foreign real estate projects are suspected of "washing" Chongqing. The key is that the purpose of "washing" is to want Chongqing people to pay for consumption. Of course, Chongqing people will not agree to such a thing.
Since the advent of the Internet, all kinds of unlimited promotions have emerged one after another. Under the guidance of the concept of eyeball economy, as long as it can attract click-through rate, even out-of-place marketing is applauded, because as long as the click-through rate is high, advertisements can be cheated. Nowadays, this endless streaking promotion is spreading to the offline.
It is understandable to be creative in advertising, but it must not be shocking to the infinite. Because advertising also has a strong guiding role, it not only conveys business information, but also exerts a subtle influence on people’s values, moral norms, social norms, lifestyles and so on. Therefore, in response to this chaos, the relevant departments must strengthen supervision over the advertising content and publishing platform, and must not take it lightly and never let it drift.