On July 16th, the World Cup which lasted more than a month ended in Russia. The French team, who has been not stand on the winner’s rostrum for twenty years, won the championship. During this period, besides the intense competition, another thing which attracted people’s attention was the advertisement at halftime. CCTV has exclusive relay qualification, that’s its advertising will also attract much attention. Some advertisements have brought high attention to themselves, such as Vatti and Oppo, while others have been criticized, such as Zhihu and Boss Zhipin. This article will give you a detailed account of the reasons for the two very different advertising effect.

To sum up, it is generally believed that the successful advertisements are Mengniu, Vatti, Oppo, Vivo, and the laborious and unpleasing advertisements are Zhihu, Boss zhipin, Mafengwo and Beike. The gap between the two types of advertisements is reflected in the following points:

Aspects of the failed advertisements:

1. Trying to use brainwashing words to impress the audience
It is easy to see that these advertisements are constantly repeating their brand names, trying to achieve the effect of brainwashing their name to memory. Advertising time is only allotted for fifteen seconds, and brainwashing is the simplest way to create an impression on the audience. However, it was not in the consideration of these enterprises whether this impression is good or bad.

2. Not conforming to the image of the enterprise
For example, Zhihu, the brand has always been positioned in the high-end users, providing quality answers to users’ questions. But the advertising in the world cup makes the audience disappointed. It is not easy for a company to always maintain high quality advertisement, but falling into the last stream advertising level from the middle-top level is not only disappointing the existing users, but also breaking the corporate image that has previously been maintained.

3. Ignoring the audience’s feelings
It could be said that the brand name, which being repeated constantly in a short period of time, can get the most efficient benefits, but this kind of advertisement is not what the audience would like to watch. To see such a rough ad during the break time in the eye-catching World Cup competition is certainly frustrating. Although the popular actor Liu Haoran was the main character of this ad, and the composition and design of the entire advertisement were fresh and generous, the poor advertising words prevented it from reaching elegance and attracting public interest.

However, to say that these ads are failures is only relative to the content. As an advertisement, they do reach the goal of spreading their brands. On the Internet, the advertisements of these companies have been criticized while in the meantime they have successfully reached the top three in Apple Store rankings, or even topped the list. Melatonin, the earliest and most successful representative of China’s brain-washing ad, is unable to forbid when watching TV, but most people think of it immediately when there is a patient needs to visit. This shows the success of brainwashing. But the pursuit of success without taking into account the aesthetic and taste will lead Chinese advertising, or, Chinese creativity, behind other countries without doubt.