最近在电视上经常看到强生公司的广告,几个扮演消费者的演员依次表达对强生的信任。个人觉得,这个广告低估了公众的智慧。其实我一直非常欣赏强生的企业形象宣传,可是在这次危机处理中它有些乱阵脚——太平盛世之下,“证言式”广告是非常有效的;但危机之下,花钱买“证言”的方式实在没有可信性,甚至有反作用。 Recently, Johnson & Johnson advertisements were often seen on television, and several actresses acting as consumers expressed their trust in Johnson and Johnson in turn. Personally, this ad underestimates the public’s wisdom. In fact, I have been very much admired Johnson & Johnson corporate image propaganda, but it is a bit chaotic in the handling of this crisis - under peace and prosperity, “testimonial ” advertising is very effective; but under the crisis, The way of “testimony ” is really not credible or even counterproductive.