employees "tied their hands and hung a sign to apologize"? this creative joke is not acceptable
2024-09-19
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"i'm guilty, i forgot to put in the straw"... according to a report by jiemian news on september 18, a video of several employees in a well-known milk tea brand store being hung with "i'm guilty" signs has been widely circulated on the internet recently, causing controversy. on september 18, the brand involved apologized on the social platform: "sorry, we played a trick... after receiving feedback from netizens, we immediately removed the video. here, we sincerely apologize. at the same time, we will also learn from it and be more cautious in future promotion planning to avoid misunderstandings."
(screenshot from jiemian news)
relevant videos show that employees of the brands involved were "tied up" and "exposed to the public", with "guilt tags" hung around their necks. the copy also included topic terms such as "#workers'mentalstate" and "#machomancrying". from the content to the copy, there is a strong sense of exaggeration and gaming, which can basically be regarded as an "entertainment effect", but many netizens feel that it is not a good impression.
"this joke is too much and too disrespectful"
“there is no limit to fame”
……
this small incident touched upon two pain points of the public: one is that the rights and dignity of some workers may be infringed in ways that people usually do not expect; the other is that some advertising and marketing considers breaking through moral or legal boundaries as "innovation."these two problems are not low-probability, small-scale phenomena, and the public is extremely disgusted with them.
in reality, some companies often infringe on employees' legal rights and damage their dignity in daily management. for example, some employees were punished by running naked, walking on their knees, and slapping each other for failing to meet their performance targets; some companies signed "betting agreements" with their employees, saying "if the target is not met, you will have to pay for it yourself" and "if the performance is not up to standard, you will automatically resign." at the same time, some companies often show their lower limits in advertising and marketing in order to attract attention. for example, they use pornographic or legal borderline ball in product pictures and promotional texts; some brands use live marketing on short video platforms, although they do not say some banned words, their body movements are "hard to describe", etc.
(photo source: xinhua news agency)
in the era of short videos, pictures or videos with a strong sense of the internet on social platforms, as well as the "grass-planting" copywriting of netizens, have the potential to make related brands become internet celebrities overnight. many companies are keen on this, which is understandable.however, in the eyeball economy and traffic economy, in order to gain more attention, "breaking the rules" has become the basic operation of some companies, such as anti-intellectual speech, ugly culture, eroticism and even ridicule of heroes, etc.。
some advertising and marketing campaigns with less influence may have achieved their intended goals in the "boiling frog in warm water" process, while those that cause greater impact are not difficult to "deal with". every time a similar problem occurs, the company involved can easily get away with it by apologizing in a timely manner, and may even gain another wave of attention and traffic when apologizing.
this reality of "small troubles bring small profits, big troubles bring big profits" inevitably forms negative incentives, making behaviors such as playing with memes and touching on hot topics become the subconscious "creative" choices of some companies. this is not good for correcting the attitude of companies towards the legitimate rights and interests of employees, nor for advertising innovation - "not enough creativity, but making do with the edges" is obviously tantamount to the long-term and stable development of the industry.
it must be reiterated that from the perspective of corporate management, according to the relevant provisions of the labor law and the labor contract law, employers shall not insult, corporal punishment, beating, illegal search and detention of employees. even if it is a joke, from a specific historical and cultural background, parading with a guilty sign is bound to cause misunderstanding. from the perspective of publicity and promotion, the advertising law clearly stipulates that advertisements shall not disrupt social public order or violate good social customs, and shall not hinder social stability or damage social public interests.
obviously, this "meme overturn" incident is a lesson for the brands involved, and also a wake-up call for more companies.respecting and protecting employees' legal rights such as right to reputation and portrait, and building an atmosphere of harmonious labor relations are the basic ethics of an enterprise.at the same time, companies should not engage in malicious marketing just to attract traffic and attention, or they may end up being backfired by the traffic.
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