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背景链接2008年2月6日以来,一则“恒源祥鼠鼠鼠……恒源祥猪猪猪”的生肖广告在山东、安徽、上海等6大地方电视台播出,因其单调的创意和高密度的播出,引起众多观众的不满。新浪、搜狐、天涯社区等多家网站上均有对此广告争论的大量帖子,同时其在大众媒体和社会上也引起巨大的争议。其后,恒源祥集团在京召开说明会表示,该广告仅在春节期间播出,元宵节后停播。在前后15天的播出时间里,恒源祥在收获社会空前关注度的同时也承受了巨大的社会舆论道德压力。作为北京2008奥运会赞助商的品牌形象也受到了广泛地质疑。但是在3月份百度奥运频道(2008.baidu.com)所公布的2008年2月份《奥运品牌影响力评估报告》上,恒源祥品牌的排名却一路飙升,在50个奥运品牌中综合影响力排名第二。恒源祥在政府影响力和个人影响力排名方面,也有大幅攀升,分列第七、第三的位置,而在1月份的榜单中,这两项考察指标恒源祥均未进前20名。分析认为,不管恒源祥的广告是否会损害其品牌形象,但它对恒源祥品牌关注度的提升显而易见。
Background links Since February 6, 2008, a “Hengyuan Xiang rat rat ... Hengyuan Xiang pig pig” Zodiac ads in Shandong, Anhui, Shanghai and other 6 major local television stations, because of its monotonous creativity and high The broadcast of the density has aroused the dissatisfaction of many viewers. Sina, Sohu, Tianya community and many other sites have a large number of controversial ads on this post, at the same time in the mass media and the community has also caused a huge controversy. Since then, Hengyuanxiang Group held a briefing in Beijing, saying that the advertisement was broadcast only during the Spring Festival and stopped after the Lantern Festival. In the broadcast time of 15 days before and after, Hengyuanxiang was also subjected to tremendous pressure of social media ethics while receiving unprecedented social attention. As the Beijing 2008 Olympic Games sponsor brand image has also been widely questioned. However, in March 2008, the 2008 Olympic Games Brand Impact Assessment Report released by Baidu Olympic Channel (2008.baidu.com) in 2008, the ranking of Hengyuanxiang brand surged all the way, ranking the top 50 comprehensive influencers among the 50 Olympic brands two. Hengyuanxiang has also risen sharply in rankings of government influence and personal influence, ranking seventh and third positions. In the January list, neither of the two indexes, Hengyuanxiang, made any significant advance. Analysis, regardless of Hengyuanxiang whether the advertising will damage its brand image, but its attention to the brand Hengyuanxiang obvious improvement.