SK-II Hu Ting - interview about the Marriage Market Takeover|短视频|广告营销案例【ADGuider广告指南】

SK-II 胡婷 -- 关于婚姻市场收购的采访

案例简介：“我们，而不是 'leftovers'” --中国妇女不被强迫婚姻 “圣奴字面翻译为 'leftover 女人”，说李宇轩、 33 岁单中国女人。”是指妇女在月没有婚姻。” 在一部国际声望的护肤品牌 SK-ll，轩等表达其关切，要求更好的理解。去年，国际威望护肤品品牌 SK-ll，发起 # changedestiny-持续的全球运动，激发和增强妇女能力，掌握他们自己的命运。作为这场 SK-II 了交流有关妇女克服挑战和障碍，阻碍了它们实现自己的梦想和目标。在成功的妇女成为激励我们，全世界的妇女。按照这一主题，现在他们首次公演的电影 “婚姻” 市场，把关注的现实问题的中国妇女月才转到结婚的压力。在它的一些勇敢的中国妇女大胆选择表达他们的思想对中国最近的历史中最有争议的问题之一，“圣奴” 的标签。据《纽约时报》中，是流行的中华全国妇女联合会在 2007年与翻译为 “剩女”。正如据 BBC 报道，《纽约时报》、《中国日报》、用语的谴责妇女，不管是什么原因, 要等待与婚姻的女人只是想结婚的爱。但如电影，为了爱情结婚可谈何容易。在中国的很多城市的婚姻市场随处可见。在这里，父母去后，比较符合个人广告，上市的身高、体重、工资、价值观和个性的儿子和女儿。在某些情况下，妇女不了解，他们的父母都列出他们的婚姻。该市场是一个象征两代人之间的这一观点的不同而导致的压力的妇女受害者及其家人。在影片中，许多受访谈者指出，它们之间的纽带，努力满足父母期望建立一个家庭，同时要选择自己的人生之路。这一活动，SK-II 正在采取积极的办法，帮助这些妇女面临的压力和电影放映的婚姻市场在上海人民公园接手。一个巨大的和美丽的安装是用 SK-II 本身的 “婚姻广告”，实际上是没有广告，而是来自独立的女性, 说他们想要掌握自己的命运。因此，妇女的平台建立起凡能表达出自己的想法。在这个平台上，妇女被证明是快乐的、独立和自信的相反的极端盛国大常被描绘的形象。妇女告诉大家怎么看自己，寻求更好的理解。 -即使我很孤独，我会很高兴，自信和有一个良好的生活，说胡汀的电影。分享一些他们的个人感情需要女性的强烈，因为他们对社会有所增加压力，家人和朋友都因为一句圣奴开始使用。对于很多，未婚的我非常焦虑，因为社会污名。尤其是女性的中产阶级，而专注于教育、职业和独立，使他们更倾向于等待和结婚的爱而不是必不可少的。很多的女性 SK-II 访谈分享快乐和满足他们的故事，但他们都没能说服父母和朋友一样的人看到自己。-独立是一个伟大的生活和生命的意义..我想说，王小七的电影。尽管生活在压力下，这些妇女有先进和取得这么多在这么短的时间。他们有能力、智能、才华和独立，他们比他们的婚姻状况。不为所动，现在他们已经决定参加这电影，挑战意味着什么是圣奴的过程。这些妇女，成功和独立是值得骄傲的，他们拒绝遵循古老的传统。 -我不想结婚只是为了婚姻。我不快乐的生活这样说李宇轩的电影。除了采取立场的权利嫁给自己的时间，女性所要求的支助来帮助改变有关的词。他们想要重建的各代人之间相互尊重，提高社会认识的妇女有权选择自己道路的生命并掌握自己的命运。

SK-II 胡婷 -- 关于婚姻市场收购的采访

案例简介：”We’re single, but not ’leftovers’” – Chinese women refuse being pressured into marriage ”Sheng Nu literally translates to ’leftover woman’”, says Li Yu Xuan, a 33-year old single Chinese woman. ”It refers to women over 25 who are not married.” In a new film by International Prestige Skincare Brand SK-ll, Xuan and others are voicing their concerns, asking for better understanding. Last year, International Prestige Skincare Brand SK-ll, launched #changedestiny – an ongoing global campaign to inspire and empower women to shape their own destiny. As a part of this campaign SK-II has been sharing stories of women who overcame challenges and barriers that were preventing them from achieving their dreams and goals. The success stories of these women have become a source of inspiration to women around the world. In keeping with this theme, they are now premiering the film ”Marriage Market”, putting a spotlight on the real-life issue of Chinese women being pressured to get married before they turn 25. In it, a number of brave Chinese women have daringly chosen to speak their mind about one of the most controversial subjects in recent Chinese history, the ”Sheng Nu” label. According to The New York Times, the term was made popular by the All-China Women's Federation in 2007 and translates to ”leftover woman”. As has been reported by the BBC, The New York Times and China Daily, the term has been used to denounce women who, regardless of the reason, want to wait with marriage – women who simply want to marry for love. But as the film shows, marrying for love can be easier said than done. In many Chinese cities so-called marriage markets are a common sight. Here, parents go to post, compare and match personal ads, listing the height, weight, salary, values and personality of their sons and daughters. In some cases, women are unaware that their parents have listed them at a marriage market. The markets are a symbol of the different views on marriage between two generations which lead to the pressure put on women by their families. In the film, many interviewees describe that they are torn between trying to meet their parents’ expectations to build a family, while at the same time wanting to choose their own path in life. With this campaign, SK-II is taking a positive approach in helping these women face the pressure and the film shows the marriage market in Shanghai’s People’s Park being taken over. A huge and beautiful installation was made with SK-II’s own ”marriage ads” that were in fact not ads but messages from hundreds of independent women, stating that they want to be in control of their own destiny. By doing so, a platform was created from where the women could voice their thoughts. On this platform, the women are shown to be happy, independent and confident – the opposite of the desperate image of Sheng Nus often being portrayed. The women tell the world how they see themselves and ask for better understanding. – Even if I’m alone, I will be happy, confident and have a good life, says Hu Ting in the film. Sharing some of their most personal feelings requires the women to be strong, as they have experienced an increase in pressure from both society, family and friends ever since the phrase Sheng Nu came into use. For many, being unmarried is a great source of anxiety because of the social stigma. This is especially true for women of the growing middle class, whose focus on education, career and independence makes them more inclined to wait and marry for love instead of necessity. A lot of the women SK-II has interviewed have shared stories of how happy and fulfilled they are, but they have failed to convince their parents and friends to see them in the same way they see themselves. – Being independent is a great lifestyle and it’s the life I want, says Wang Xiao Qi in the film. Despite living under pressure, these women have advanced and been able to achieve so much in so little time. They are capable, smart, talented and independent, and they are more than their marriage status. Undeterred, they’ve now decided to participate in this film, challenging what it means to be a Sheng Nu in the process. For these women, being successful and independent is something to be proud of and they refuse to conform to age-old traditions. – I don’t want to get married just for the sake of marriage. I won’t live happily that way, says Li Yu Xuan in the film. In addition to taking a stand for their right to marry in their own time, the women are asking for support to help change the perception of the word. They want to reconstruct the mutual respect between generations, increase society’s understanding of women’s right to choose their paths in life freely and take control of their destinies.