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Audi advertising poster photos only sell for 8 yuan? Photographers question the unreasonable use of the photo purchase

via:新浪科技     time:2022/5/26 10:06:24     readed:87

The copywriting has just been authorized for free, and the Audi Xiaoman advertisement has caused controversy again, this time it is a print poster.

On May 25, a user named "Big And Little Pat Pat" posted on social media questioning the alleged improper use of a photographic work he had sold on Visual China by the poster of the Audi Xiaoman advertisement.

奥迪小满广告宣传海报Audi Xiaoman advertising poster

Subsequently, the surging news got in touch with the "big and small pat", he said that the landscape photos in the Advertising Poster of Xiaoman are extremely similar to his works.

He showed the original picture of the work to The Paper, and said that the photo was taken in Fengjie Gate in 2020, and then uploaded the photo to Visual China and Tu Worm Network for authorized sales, the picture has no sales record on Tu Worm Network, and was only purchased on Visual China on February 25 this year.

"Big and little pat" said that after the "Audi Xiaoman advertising infringement" incident, he accidentally found that the floor plan of the advertisement propaganda poster was highly similar to his own work, only the composition of the ship was adjusted and color grading, and the water ripples and mountain levels were consistent with its pictures. ”

视觉中国网站截图Screenshot of visual China website

What makes "big and little pat" questionable is the use of its pictures.

In the sales record sent to him by Visual China, it is written that the purpose is "new media editing information with pictures".

The Paper found through the query of visual China website that its picture use is divided into "editorial purposes" and "commercial uses", of which "editorial uses" refers to non-commercial promotional purposes, such as newspapers, magazines, information websites, publishing houses, television stations, information APP and other reported articles with pictures; "commercial use" refers to the use of pictures for the marketing promotion of corporate brands and products, including the company's own internal and external marketing promotion, external advertising material production in various channels. As well as product packaging design and other scenarios of use. In addition, non-news movies, television, variety shows, and book covers are also classified for commercial purposes because of their large commercial attributes.

According to the above definition, Audi Xiaoman advertising posters are undoubtedly for commercial use.

图片销售记录,来自受访人Picture sales records from respondents
来自视觉中国网站截图Screenshot from visual China website

In addition, the sales record shows that the "selling price" of the picture is 8 yuan, while the "actual writing fee" item shows that the income of "big and small pats" is 2 yuan.

Visual China customer service told the surging news that the commercial use of the picture "the price range is about a few hundred yuan to a few thousand yuan." "Big and Little Pat" believes that this also confirms that his pictures are not sold for commercial purposes. He said he would communicate with Visual China and that if the image was indeed used improperly, he would defend his rights.

On May 21, on the day of the traditional solar term "Xiaoman", FAW Audi's official channels released a video advertisement starring Andy Lau "Life Xiaoman", which attracted a lot of attention and forwarding.

That night, a user with the account "Peking University Mango" said that Audi's advertising video was suspected of plagiarizing a video copy of his May 21, 2021.

Overnight, Audi issued an apology and removed the ad video on May 22. A few hours later, the advertising creative agency Fang Shangsi Advertising issued a statement indicating that the video copywriting was indeed plagiarized the content of the video Chinese case of "Peking University Man Ge" about "Xiao Man" and apologized to the original author. Andy Lau also posted on the official support committee APP Huazai Tiandi to express deep regret for this matter. 5

In the early morning of The 25th of July, Peking University Mange issued a statement through social media saying that the three parties have reached an agreement. "I licensed the copy of my xiaoman's work last year for free." Peking University Mange said in the statement that the heads of the two companies also made a face-to-face apology, and he was willing to accept this apology.

According to the data, in 2021, Audi's sales in China were 727,000 units, down 3.6% year-on-year, accounting for about 43% of global sales. China is Audi's largest single market in the world, but in recent years, sales have repeatedly lagged behind BMW and Mercedes-Benz, and in 2021, BMW delivered 846,000 units in China and Mercedes-Benz 759,000 units, and Audi once again ranked bottom.

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