1支廣告惹怒8科系 HTC挨轟 – 中時電子報
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1支廣告惹怒8科系 HTC挨轟
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中國時報 胡清暉/台北報導
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HTC的新廣告─8種科系大學生掉手機的反應,引起網友負評不斷。(擷取HTC廣告照片)
HTC的新廣告─8種科系大學生掉手機的反應,引起網友負評不斷。(擷取HTC廣告照片)
宏達電上周在HTC Taiwan臉書發表1支「8種科系大學生掉手機的反應」的KUSO廣告,在網路引發負評,許多被惹怒的網友批評,廣告對各科系的學生充滿過時的刻板印象,更有網友炮轟1支廣告得罪8個科系的大學生,難怪股價跌到只剩5、60幾塊錢。白目KUSO 刻板印象過時
1支廣告惹怒8科系 HTC挨轟 - 中時電子報
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1支廣告惹怒8科系 HTC挨轟
2015年09月17日 04:10
中國時報 胡清暉/台北報導
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HTC的新廣告─8種科系大學生掉手機的反應,引起網友負評不斷。(擷取HTC廣告照片)
HTC的新廣告─8種科系大學生掉手機的反應,引起網友負評不斷。(擷取HTC廣告照片)
宏達電上周在HTC Taiwan臉書發表1支「8種科系大學生掉手機的反應」的KUSO廣告,在網路引發負評,許多被惹怒的網友批評,廣告對各科系的學生充滿過時的刻板印象,更有網友炮轟1支廣告得罪8個科系的大學生,難怪股價跌到只剩5、60幾塊錢。白目KUSO 刻板印象過時
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這支影片PO上網近1周,已有超過48萬次點閱,內容描述,當中文系學生掉手機時,開始吟詩作對,反應有如「多愁善感的現代林黛玉」;外文系學生說話中英文夾雜,呈現出「中英文混搭症候群」;法律系學生從包包裏拿出小六法援引「侵占罪」法條,「別想逃出正義的法網」。至於設計系學生展現「為了藝術其他完全不重要」;經濟系學生立刻用計算機精算相對機會成本,「一塊錢也要跟你拚到底」;體育系學生雖然掉了手機,還是持續運動,「不運動就全身癢」;戲劇系學生用誇張的肢體語言,凸顯「控制不了的表演慾」。不過,許多網友炮轟廣告對各科系的學生充滿過時的刻板印象。Ming-Jie Zheng指出,外文系根本不會中英文穿插好嗎?有損外文系形象和貶低實力。更有網友直言,英文系最瞧不起中英夾雜的人,表示中英文都很差。網友吐槽 毫無笑點爛梗還有中文系的網友吐槽,我手機不見的時候只會說「幹,林北的手機咧!」也有網友質疑,體育系完全演錯了吧!能不動的時候絕對不動。Sody Wang提到,真的沒救了!負面行銷,而且還是令人不舒服的那種。Chris Wu認為,為什麼可以拍出跟國中生一樣水準的廣告?行銷部可以裁掉了。更有網友直言,這廣告講白了就是典型的沒梗,全世界都準備搶6s了,HTC還在出毫無笑點的爛梗。但也有一些網友出面緩頰,希望大家不要對廣告太認真,笑笑就好。學者:幽默須拿捏準度文化大學廣告系教授鈕則動分析,HTC這支廣告,是以年輕族群為目標,用幽默調性企圖搏感情,已在網路形成話題,不過,把大學科系刻板印象化,這點過猶不及,可以再細緻一點。鈕則勳建議,廣告或行銷在KUSO或幽別人一默的時候,必須拿捏準度,也要懂得適時虧自己一下,才能把負評降至最低。(中國時報),