Are there many advertisements in Hisense?

In the domestic market, Hisense has become a household name and its popularity is not low. Playing "edge ball" will undoubtedly affect its reputation and become a joke.

The FIFA World Cup Qatar 2022 is in full swing, and "China didn't go except for the football team" has become a hot topic. And this "everything else went" includes a large number of China enterprises, but Hisense is the most out of the circle.

As a sponsor of FIFA Qatar 2022 World Cup, Hisense (00092 1. SZ) played the slogan "China first, the world second" and played the "edge ball" in the World Cup.

In fact, it is not the first time that Hisense has made similar advertisements in global sports events for many times, so it knows its own way very well.

However, from the perspective of communication, Hisense not only lost its reputation, but also improved Samsung in communication.

Play "edge ball" in international competitions many times.

At the opening match between Qatar and Ecuador, Hisense's Chinese character "China is the first and the world is the second" was impressively written on a huge billboard next to the shady stadium.

The use of "first" and "second" advertising slogans has made many netizens question that it violates the advertising law.

Article 9 of China's Advertising Law clearly stipulates that advertisements shall not use absolute terms such as "national level", "superlative level" and "best", and "first" is also prohibited.

Weng Guanxing, director of Shanghai Yingtai (Lingang New District) Law Firm, believes that Article 2 of China's Advertising Law stipulates that the provisions of the Advertising Law shall apply to commercial advertising activities in which commodity operators or service providers directly or indirectly introduce the goods or services they promote through certain media and forms in People's Republic of China (PRC).

Weng Guanxing said that commercial advertisements published by Hisense and other enterprises in the media outside China are "in People's Republic of China (PRC)" only because TV signals or image patterns are transmitted back to China through TV signals. The corresponding expanded interpretation of legal provisions should be made by the legislature, that is, the National People's Congress and its Standing Committee. Of course, considering the actual situation in China, it is also possible for the Supreme People's Court to make provisions in the form of judicial interpretation.

In addition, Weng Guanxing said that in practice, when China products are advertised overseas, the legal subject who makes, publishes and pays the advertising fee may be an entity registered overseas according to overseas laws, so it is difficult to apply the Advertising Law for supervision.

Weng Guanxing believes that although the advertising content itself does not conform to the spirit defined in China's Advertising Law, the administrative department for industry and commerce responsible for supervision should remain modest enough and should not directly take corresponding supervision measures. Legally speaking, China's advertising law can't and isn't suitable for restraining China enterprises' overseas advertising.

In fact, as early as 20 16, Hisense became the first top sponsor in China since the European Cup was founded 56 years ago, and put the slogan "Hisense TV, China first" on the European Cup.

20 18 Russian World Cup, Hisense also played the slogan "China TV, Hisense first" at that time.

Hisense Video's revenue declined for three consecutive quarters.

In fact, Hisense's "first" and "second" are debatable.

Hisense's statement that "China is the first and the world is the second" comes from: 165438+ 10/5. AVCRevo released the global TV brand monitoring data in 2022: Hisense TV 1-65438.