Keywords: Wrigley chewing gum of Warcraft China National Anthem advertising policy
1 month 3 days late, Russia more television stations will broadcast a degrading of the Chinese national anthem. The advertisement to the March of the volunteers "as background music, advertising object is attached to Wrigley's one, the" proud white "brand of chewing gum, advertising a start is a group of yellow skin Asian accompanied the March of the volunteers" rush to the airport of melody, led by a leader looks like. Arrival at the airport, the leading stand in aircraft ramp sides welcomed foreign visitors, all the attendants of the word behind him. Leadership around a young man this time out from the Pocket, two pieces of gum in his mouth, comfortably say Russian "how fresh taste", then self-satisfaction and chewing. Then, a white skin of foreign women leaders from the ramp down, she's all astonished eyes directly to the eat gum attendants, and give a kiss. This scene let someone in the place of amazement. Suddenly, I do not know who put a xiangpi, has been playing the melody of the March of the volunteers on the fairway, all people are embarrassed to quiet there, at sea and looked around. Then, suddenly appears on the TV screen "Orbit (proud white)" chewing gum and its trademarks. Our advertising law chapter II advertising guidelines under article 7: advertising content should safeguard the interests of national dignity and shall not use People's Republic of China national flag, emblem and anthem. In the world, many countries have banned the use of their national flag, national anthem and national advertising, the advertising law in Russia too. While the United States of Wrigley confectionery co., Ltd. as a large multinational companies, there is no reason to not know these legal provisions, the United States of Wrigley through intention? it is understood that large enterprises are on the product packaging, advertising, image endorsement, consider ever so careful. Even the packaging color selection, shape, size, text will produce ambiguous understanding can take into account, such as television advertising in mass-media advertising taboo, it should be said that should not know. So why is the national anthem in Russia with China and yellow skin Chinese advertising protagonist, the author believes that Russia and China, the closer the relationship, Chinese goods in Russia belong to best-selling products, good reputation, Russia people on China and Chinese people have a special feeling. With the Chinese national anthem in the background music can bring "proud white" brand of chewing gum and Russia distance between consumers, and yellow skin Chinese advertising played a potential lines, this product Chinese like, even the Chinese leadership also love eating, borrowed Chinese goods in Russia has done a good reputation for making. But this apparent with an insult to the Chinese national anthem of the advertisement also drill the legal loopholes, as Russia's advertising law does not stipulate in Russia cannot use other country's flag, anthem and national advertising, is illegal, controversy. But the ads are put in the matter of more is a wise choice in the new year holidays, during which the delivery, even if the protests in China, is still not through normal channels require the ads aired, and other holidays, advertising even stopped, but the publicity effect has also been achieved. If China is the advertising on the Chinese national anthem insult charges more to increase the visibility of the product, but through legal means to win a lawsuit, up to the United States of Wrigley confectionery co., Ltd. made a statement on road a-him. So around are win advertising planning is really clever! background: Wrigley chewing gum ad uses United States China National Anthem damage our dignity as used in chewing gum ad China national anthem were protesting in Russia TV off-air after
United States Wrigley Company to apologize to the Chinese people
The Chinese national anthem as background music, the March of the volunteers, was free to mock him, this is the new year in Russia a few television stations broadcast a chewing gum ad.
January 3, sports channel "Russia", TB3, CTC, television stations broadcast a use the Chinese national anthem, undermine the dignity of Wrigley China "proud white" chewing gum ad, although the advertisement has been stopped, but the Embassy of China in Russia, said that this was a serious harm China's national dignity, China reserves the right to further negotiations.
[The parties reflected]
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