Cultural communication - creative or offensive!

That's why the film's promoters came up with the idea of ​​using the ambulance as the highlight of the film's premiere.

Unfortunately, this seemingly “unique” action has caused displeasure in the community and violated the law. The price to pay for this ignorant act is punishment from the authorities, not to mention the negative consequences for the film itself.

The image of the cast arriving at the event in an ambulance caused controversy and outrage. Photo: VAN TUAN

In the era of technology explosion and fierce competition, PR (Public Relations - building public image) is a powerful assistant, especially for movies. PR does not decide success or failure but greatly affects revenue, playing the role of a bridge between producers, distributors and audiences.

Normally, the crew will build a communication strategy based on the film's theme. However, even a small mistake, even a slip of the tongue, can have serious consequences. Not only Am Duong Lo , but many Vietnamese films have also tasted "bitter fruit" due to incorrect PR or falling into a communication crisis at different levels.

In a broader sense, nowadays the abuse of tricks in advertising and promotion, excessive advertising, false advertising, exaggeration... appear everywhere, especially in the era of social media explosion.

In early March, a group of young men carrying a coffin in a parade to create an effect and increase interaction for their online clothing business caused a stir in public opinion and were punished by the authorities. Previously, many artists and influencers on social media were also involved in false advertising scandals, becoming a hot issue.

Unique, strange, shocking "tricks" for promotion are no longer strange. Many people do not hesitate to use any means to attract attention, even accepting to use "dirty media". At one time, the trend of forming boycott groups on social networks flourished, then gradually transformed into a sales tool when the incident "sunk". Likes, views, shares, followers... became the ultimate goal, because the increased number means increased profits. However, many cases had to pay a high price.

Recently, Quang Linh Vlogs and Hang Du Muc were fined 140 million VND for false advertising - "a candy is the size of a plate of vegetables". But until now, there are still many cases that have not been handled or the handling is not enough of a deterrent. Is it possible that the medicine is not bitter enough so the disease is not cured?

After all, communication and promotion in any field require alertness and knowing when to stop. Especially with cultural products, communication must always go hand in hand with directing the audience to humane, positive values ​​that spread in the community. When chasing after the crowd effect or sensational tricks, the line between creativity and offensiveness becomes fragile.

One wrong step can lead to unpredictable consequences, because “one mistake can lead to a huge loss”. Like playing with a sharp knife, if you are not careful, sooner or later you will hurt yourself.

HAI DUY

Source: https://www.sggp.org.vn/truyen-thong-van-hoa-sang-tao-hay-phan-cam-post788457.html