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When it comes to children's products, advertising and language must be careful.

Wangwang snow cake, Wang Chai milk, Wang Chai small hoe... For young consumers in the 80s and 90s, the Wangwang and Wang Chai series of casual snacks, milk is the most memorable childhood memories.

From rice fruits such as snow cakes to dairy drinks such as milk, the Chinese mainland market in 1992, the success of its products is largely due to advertising. However, often walking by the river, Wangwang family ads recently also wet shoes once.

On June 19, 2018, the State Administration of Radio and Television issued a notice on the immediate cessation of the broadcast of illegal advertisements such as "O bubble fruit milk". The notice states that television advertisements promoting "O-fruit milk" and "Savva cocktails"Part of the content contains the performance of students early love and young boys and girls drinking alcoholic beverages and other circumstances, value-oriented bias, easy to mislead minors, affecting the healthy growth of minors.

The State Administration of Radio and Television decided that, from now on, radio and television broadcasters at all levels immediately stop broadcasting the above-mentioned advertisements, and take one example and three, a comprehensive inventory of all advertising in the broadcast and proposed broadcast, strict guidance, where there are similar violations, all broadcasting is prohibited, resolutely put an end to such violations.

O bubble fruit milk is China's Wangwang a fruit milk beverage, Wangwang official website shows three types of packaging, respectively, Wangwang O bubble fruit milk single row 125ml (original), Wangwang O bubble fruit milk single row 125ml (strawberry flavor), Wangwang 0 bubble fruit milk 1.5L (happy banquet version). Wangwang O bubble fruit milk advertising is also divided into three articles, respectively, O bubble fruit milk (pro-parent), O bubble fruit milk (drive), O bubble fruit milk (addiction).

Wangwang 'Savva Cocktail' is a pre-seasoned cocktail for young women over the age of 18. The "Savva" cocktail has an alcohol content of 3.5% vol.

Wangwang "Savva Cocktail" official website the latest ads are divided into two articles, respectively, "Savva wine - will hi is happy" and "Savva wine - micro-experience."Both ads clearly show the feelings of early love between students and young boys and girls drinking alcoholic beverages, and the scale is too large, so it was banned by the State Administration of Radio and Television.

The director consulted the three advertising cases published on the official website of O bubble fruit milk, and in the third O bubble fruit milk (addiction article) involved the content of the violation is more obvious.The ad's entire article emphasizes that drinking O-foam milk is "addictive"。 Such as the ad children's actors open "I'm addicted, I'm addicted", the ad also includes adult actors advertising "this addiction," "this addiction is good", "Mom and Dad with you addicted," "We're addicted together" and so on.

Since last year, the major mainstream media and the majority of parents have criticized online game addiction affecting the healthy growth of children. Wangwang O fruit milk television ads to promote children's drink addiction, it is clear that there is a major value-oriented deviation.

Children are still growing up and have not yet established a complete system of values,In the early days of children's values, it was clearly inappropriate for businesses to achieve sales goals with advertising terms such as "I'm addicted."。 In particular, the ad openly declares "I'm addicted" and "I'm addicted" from a child's perspective.

In addition to "addictive" publicity, O bubble fruit milk (pro-parent) and (drive article), Wangwang advertising also has minors pro-parenting, advertising terms misleading minors and other content.

China's Wangwang this O bubble fruit milk beverage advertising encountered the State Administration of Radio and Television banned, is a relatively rare event in recent years. The ban highlights the zero-tolerance attitude of the relevant state departments towards products and corporate advertising that promote child addiction and mislead minors.

From the streets familiar with the "see me again, see me again, see me again, see me I will drink you" Wangchai milk advertising, now a "give me O bubble, give me O bubble, O bubble fruit milk O O" fruit milk beverage advertising, Wangwang family advertising generally bring their own magic, unforgettable.

However, and the fate of the Wang Chai milk advertising is different, this Wangwang O bubble fruit milk "brainwashing" type of advertising, apparently crossed the cordon. Banned by the State Administration of Radio and Television, to Wangwang and many fast consumer enterprises a warning:Advertising and language involving minors must be used with caution.

Similar to O bubble fruit milk (addiction), openly promote children's food as "addictive" products, the greater the spread of advertising, the greater the negative effects.For parents, if children are brainwashed by "addictive" advertising for a long time, listening to advertising and became addicted to fruit and milk drinks, it will inevitably affect the formation of children's normal eating habits.

In the knowledge, netizens summarized the three characteristics of Wangwang advertising:Repetition, euphoria, children's perspective。 Wangwang products are mainly market segments for children, and most of the audience for advertising is children.

From the point of view of advertising psychology, children's imitation or repeated expression of advertising can often play the role of secondary communication. Children's understanding, cognitive ability is limited, so Wangwang advertising is generally very simple, childish style. For adults, Wangwang advertising may be a bit of a beautiful, incredible, but for children it is very cheerful and like, children happy multi-advertising mode.

Children's unconscious spontaneous imitation of advertising, for parents,On the one hand, it directly promotes the purchase of products, on the other hand, once the enterprise advertising violation crosses the warning line, it is easy to mislead children。

O bubble fruit milk advertising language "this addiction is good", "this addiction line" is a typical anti-textbook. Children's understanding and cognitive scope is limited, usually see more of this kind of advertising, children in the future growth process may form "addiction is a good thing", "mom and dad to be addicted together" and other bad values, far-reaching.