廣電總局：雙11網(wǎng)絡(luò)電商直播和廣告不得夸大其詞 鼓勵(lì)產(chǎn)業(yè)扶貧

圖片來源：新華社

In the notice, the National Radio and Television Administration said commercial livestreamers advertising products for the Nov. 11 shopping festival — popularly known as “Singles’ Day” or “Double Eleven” — must ensure that they’re advertising quality products, and that their content “guides viewers toward correct values.”

國家廣播電視總局在通知中指出，為“雙11”購物節(jié)打廣告的商務(wù)直播博主要確保直播廣告產(chǎn)品質(zhì)量可靠，同時(shí)要把好直播內(nèi)容導(dǎo)向關(guān)。

【單詞講解】

這里說的直播打廣告其實(shí)就是大家熟知的“網(wǎng)紅帶貨”，即(social)influencer marketing。“網(wǎng)紅”可以用internet celebrity表示，不過國外媒體多用social media influencer或者簡單的influencer來表示。

網(wǎng)紅們之所以能產(chǎn)生如此大的能量，與背后的網(wǎng)紅經(jīng)濟(jì)運(yùn)作模式MCN(Multi-Channel Network)密切相關(guān)。MCN機(jī)構(gòu)幫助這些網(wǎng)紅KOL(Key Opinion Leader，關(guān)鍵意見領(lǐng)袖)進(jìn)行內(nèi)容持續(xù)輸出(programming)、策劃包裝(planning)、尋找平臺(tái)推廣(promotion)、數(shù)據(jù)引流分析等繁瑣的工作，讓創(chuàng)作者減輕工作量專注于內(nèi)容生產(chǎn)提高質(zhì)量。

Li Chengdong, an angel investor and e-commerce industry strategy analyst, said that with the combined power of e-commerce and live-streaming, an individual can set a higher daily sales record than a major retailer, such as a department store or multinational supermarket chain outlet.

天使投資人、電子商務(wù)行業(yè)戰(zhàn)略分析師李成東表示，在電商和直播的合力下，一個(gè)人可以創(chuàng)造比大型零售商(如百貨商店或跨國連鎖超市)更高的日銷售記錄。

But the analyst said the "brand value" of an individual is no longer the sole property of that person, and it cannot be maintained by him or her alone, as this now requires a team of professionals.

但這位分析師表示，個(gè)人的“品牌價(jià)值”不再是個(gè)人獨(dú)有的財(cái)產(chǎn)，也無法單獨(dú)由個(gè)人來維護(hù)，因?yàn)楝F(xiàn)在需要一個(gè)專業(yè)團(tuán)隊(duì)來運(yùn)營了。

廣電總局的通知還提出，要堅(jiān)守底線紅線，節(jié)目中不得包含低俗、庸俗、媚俗的情節(jié)或鏡頭(no vulgar productions and kitsch allowed)，嚴(yán)禁丑聞劣跡者發(fā)聲出鏡(no tainted people allowed on screen)。網(wǎng)絡(luò)視聽電子商務(wù)直播節(jié)目和廣告節(jié)目用語要文明、規(guī)范，不得夸大其辭(language used in livestream should not be exaggerating)，不得欺詐和誤導(dǎo)消費(fèi)者(not fool or mislead consumers)。

此外，通知也要求各網(wǎng)絡(luò)視聽節(jié)目服務(wù)機(jī)構(gòu)要響應(yīng)國家脫貧攻堅(jiān)重大部署，通過直播電商、短視頻等手段，讓網(wǎng)絡(luò)視聽電商服務(wù)成為推介貧困地區(qū)農(nóng)特產(chǎn)品的重要渠道(become an important channel to promote agricultural products from poverty-stricken areas)，擴(kuò)大覆蓋面和影響力，助力產(chǎn)業(yè)扶貧。

【相關(guān)詞匯】

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粉絲經(jīng)濟(jì) fan economy