5月11日,在被罰款40萬元後,椰樹集團的產品直播間畫風突變,模特穿防曬服直播,捂得嚴嚴實實。此前,椰樹因“擦邊”廣告被海口市龍華區市場監管局罰款,其官微對被罰進行回應,表示“擔心”和“不服”。
網傳椰樹集團直播間“畫風突變”
據了解,椰樹集團以往的廣告和直播間風格,往往以椰樹集團大紅大黃、加黑加粗的“小黃站”視覺為主,包括一些身著瑜伽褲的年輕女性跳舞,一群男模特穿著緊身背心、拿著椰樹椰汁,在直播間展示肌肉和身材等風格。
有網友質疑,椰樹集團此次直播間風格改變的原因,並非真正改變“擦邊”,而是用另外一種方式表達對處罰的不滿。
記者注意到,11日下午的一場直播,背景牆是“椰樹集團2024海南安定幸福跑”活動,活動當中,疑似椰樹集團的4名女主播一改往日“清涼”穿衣風格,身著長長的防曬服,將臉部和全身都裹得嚴嚴實實的。
網傳椰樹集團直播間“畫風突變”
此前的椰樹集團直播間
這場直播引發熱議,椰樹集團旗下多個官方賬號用戶活躍度及互動飆升。
5月13日,河南澤槿律師事務所主任付建告訴記者,椰樹集團的這種營銷,本質上是一種借罰款來替代營銷的模式,即明知法律有禁止性規定,但還是不斷逼近和踩踏法律紅線,受了處罰反而成為其“爭議式營銷”的資本,最終目的都就是提高銷售額。
付建律師指出,依據《廣告法》規定,商業廣告應當真實、合法,以健康的表現形式表達廣告內容,符合社會主義精神文明建設和弘揚中華民族優秀傳統文化的要求,椰樹集團在宣傳中常常使用美女作為賣點,並配有暗示性、爭議性文字,涉嫌低俗宣傳,這種擦邊營銷應受到抵製。
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