5月11日,在被罚款40万元后,椰树集团的产品直播间画风突变,模特穿防晒服直播,捂得严严实实。此前,椰树因“擦边”广告被海口市龙华区市场监管局罚款,其官微对被罚进行回应,表示“担心”和“不服”。
网传椰树集团直播间“画风突变”
据了解,椰树集团以往的广告和直播间风格,往往以椰树集团大红大黄、加黑加粗的“小黄站”视觉为主,包括一些身着瑜伽裤的年轻女性跳舞,一群男模特穿着紧身背心、拿着椰树椰汁,在直播间展示肌肉和身材等风格。
有网友质疑,椰树集团此次直播间风格改变的原因,并非真正改变“擦边”,而是用另外一种方式表达对处罚的不满。
记者注意到,11日下午的一场直播,背景墙是“椰树集团2024海南安定幸福跑”活动,活动当中,疑似椰树集团的4名女主播一改往日“清凉”穿衣风格,身着长长的防晒服,将脸部和全身都裹得严严实实的。
网传椰树集团直播间“画风突变”
此前的椰树集团直播间
这场直播引发热议,椰树集团旗下多个官方账号用户活跃度及互动飙升。
5月13日,河南泽槿律师事务所主任付建告诉记者,椰树集团的这种营销,本质上是一种借罚款来替代营销的模式,即明知法律有禁止性规定,但还是不断逼近和踩踏法律红线,受了处罚反而成为其“争议式营销”的资本,最终目的都就是提高销售额。
付建律师指出,依据《广告法》规定,商业广告应当真实、合法,以健康的表现形式表达广告内容,符合社会主义精神文明建设和弘扬中华民族优秀传统文化的要求,椰树集团在宣传中常常使用美女作为卖点,并配有暗示性、争议性文字,涉嫌低俗宣传,这种擦边营销应受到抵制。
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