Jinba Perfected Advertisements Today and Claimed Not to Mislead Consumers

Since the start of the 1/8 match between Brazil and Ghana in the early hours of yesterday morning, CCTV’s “Baima menswear” ad screen that was broadcast during the World Cup added a line of explanation before the original “Chinese men’s brand selected for the Louvre”: “Mid 2003 "French Cultural Year Chinese Costume Show". At this time, it was only four days before the newspaper published the article “Who let Jinba men install the Louvre”.

Blocking missed the night shift to Beijing to change advertising

Hong Lianjin, the deputy general manager of Jinba men's clothing, told reporters that due to media reprints and the spread of the website, they saw the newspaper’s report on the evening of the last Saturday’s report. This report made them aware of the omissions in their slogans. The company held an emergency meeting and research on Sunday and sent someone to Beijing to solve the problem on the evening. On Monday morning, Hong Lianjin found the customer service department of the advertising department of CCTV and asked him to help him to add time and background to the original slogan in the shortest possible time. He also waited on the TV station until he saw the changed advertisement screen and confirmed that he had already added the interpretation of “2003 China-France Cultural Year Chinese Costume Show” before leaving. It was already more than three in the afternoon.

Corrected advertising CCTV agreed to "special handling"

According to the conventions of the CCTV advertising department, due to the high demand for the insertion of multiple advertisements in the World Cup live broadcast competition, it is necessary to conduct adjustments for at least 20 hours. Therefore, adjustments and amendments are generally not made to advertisements already set. . However, after the newspaper reported that the relevant departments had asked CCTV, the merchants also demanded to make up for the lack of slogans at the first time. Under this circumstance, CCTV agreed to “special handling” and amended the slogan on the day the merchant requested it.

Unreported background is caused by rush of negligence

Xie Rongjie, general manager of Jinba men’s clothing, said that the fact that the slogan did not give a clear background during the World Cup was negligence during the operation and was not intentional. Since it took only one month or so to learn about the "winning bid" of the World Cup advertising period until the advertisements were aired, during the period, the model, the commercials, and the CCTV were negotiated on various issues and they were busy for a while. Therefore, when looking at new advertisements produced by advertising companies, they did not pay much attention to slogans that had been used since the end of 2004. Since the advertisement was shortened from 30 seconds to 15 seconds, the advertising company had omitted the background of the "2003 Sino-French Cultural Year" to simplify the language. "The time is too hasty, it's negligence. I didn't expect it to cause trouble!" Xie Rongjie said.

Xie Rongjie said that as a private enterprise, Jinba men's clothing has been developed for 26 years and has more than 2,000 chain stores. Companies rely not only on the advantages of clothing quality and style, but also on the integrity of the brand. Businesses do not intend to use advertising "hype" to mislead consumers. This omission of slogan in the first time is to eliminate consumer misunderstandings.