Just now, @ People.Cn Co.Ltd(603000) commented on the issue of “Audi Advertising Copywriting”:
Yesterday was the small full solar term. Audi brushed the screen of an advertisement endorsed by well-known artist Andy Lau. Today, a blogger posted a video of last year, saying “what experience is the copywriting that has been plagiarized for billions of dollars”, pointing out that the Audi video copywriting is a full-text plagiarism, and this rights protection video is also swiped on the screen.
For Audi, this is a terrible “car accident”. Yesterday, there was a lot of praise on the video involved, but today, there is a lot of scolding. If it is finally confirmed that the copy of the video involved is plagiarism, Audi’s corporate image will suffer a heavy blow.
Most importantly, if the copy of the video involved is indeed plagiarism, it is suspected of breaking the law. If you infringe upon the copyright of others, you must bear civil tort liability. This is no joke.
Now, Audi has made a statement, admitting weak supervision and lax audit, and publicly apologized. Audi also said in the statement that the video was submitted and implemented by creative agency M & csaatchi. Based on the principle of not avoiding problems, we have instructed it to deal with the infringement of the involved copy as soon as possible and give a satisfactory reply to the public.
At present, Audi’s official channels will comprehensively take the video off the shelves. This is a pragmatic move. Next, creative agency M & csaatchi should come out and give an explanation. Explain the context and give corresponding solutions. At the same time, in response, you can’t throw the pot, sophistry, or talk about him regardless of the left and right. There is no doubt that this is an annual scandal, which must be nailed to the stigma of advertising history. If we can’t make a clean break, I’m afraid we can’t have a foothold in the industry.
Infringement, violation of the law, is no small matter. What’s more ridiculous is that many words in the problem video are exactly the same as the original video, which is “pixel level plagiarism”. To borrow the words of netizens, where did you plagiarize? Just copy and paste. It is puzzling that this kind of thing still appears today when the state strongly protects intellectual copyright. As the rights blogger said, it is believed that Mr. Andy Lau, who is highly respected, will not pick up his copywriting and then send commercial advertisements, “Whoever picked it up will stand up and help him make an explanation.” The explanation is not complete. The regulatory authorities also have the responsibility to intervene in how to deal with it.
“Behind every idea that hits the heart of the people, there are countless days and nights of accumulation”. Admittedly, if you don’t respect originality, where is innovation? If plagiarism is not sanctioned, where is the law?
No matter how luxurious a car is, it will be embarrassing if it “overturns”. Once the copywriter is involved in the plagiarism storm, it will be a geometric disgrace. The involved text is like this: “no complacency, insufficient knowledge”. I wonder if the company involved has any deficiencies? Is there any shame?
