Description
Case Topic "Dolce & Gabbana Ad (With Chopsticks) Provokes Public Outrage in China"
3-4 Pages
Adv paper： Creative Brief for an Apology Assignment
- Instructions
1.Identify an injustice, and who is responsible and should apologize publicly for it. (real not fictional)
2.Research and substantiate facts related to the case.
3.Develop a strategy for an apology to be delivered via the media.
4.Create the content of the apology, and explain the strategy in a creative brief.
5.Upload completed brief template to NYU Classes.
- TEMPLATE - Use this format in an MS Word document (you can add design elements to the format if you choose):
PR Creative Brief: Template
1.Situation Analysis – explain & substantiate with supporting info.
2.Define the objectives.
3.List the tactics/media channels to be used.
4.Define the target audience
5.What is the key message?
–who, what, where, when, why.
6.How will you measure success?
- Criteria for Evaluation:
Thoroughness - addressed all aspects of the assignment thoughtfully and completely. Substantiated facts provided for reliable sources.
Appropriateness of proposed strategy and actual apology: Meets ethical, and duty of care standards; addresses issue; professionalism; reflection of understanding best practices and concepts discussed in class.
Writing Quality - meets expected standards for professional writing - exemplary grammar, usage, formatting.
- Apology Assignment Clarification: Make sure that you develop a strategy for your selected client apologizing, but you also have to write the apology and submit with the creative brief. Think about the purpose of the exercise - what you would do if you worked for a public relations agency.Your client has a reputation crisis management problem they are hiring you to resolve. You determine they need to apologize publicly, so you strategize the message, the delivery, and write the actual copy for the apology.The client will review it and make changes (or try to - you won't let him/her make the situation worse), but what you submit to the creative team to execute the apology (the Creative Brief) includes the apology itself.
Explanation & Answer
Attached.
Attached.
Running head: APOLOGY ASSIGNMENT
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Apology Assignment
Name
Institution
APOLOGY ASSIGNMENT
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Apology Assignment
Project Background
China is a country that has its wealth irrespective of the persistent rural poverty. There is
a time when most of the international brands want to make money from China by selling their
brands in China, but in most cases, things go awry. In 2018, Dolce and Gabbana, which is a
fashion brand based in Italy, were to have a great show in China to advertise their brand. The
company had three videos that featured an Asian woman who won a dress from the brand trying
to eat Pizza, cannoli, and spaghetti, which are Italian foods using Chopsticks. The company got
in the middle of the firestorm of the social media for their Chinese chopstick ad that had racisms
and they canceled the fashion show in Shanghai. The videos had Chinese folk music in the
background, and there was a speaking voice that welcomed the episode of eating with
chopsticks, which the voice pronounced incorrectly to mock the Chinese speech.
The voice in the video was heard saying that the chopstick was not right to eat spaghetti
and showed how they do it in their country, Italy. There were also other statements that
explained racism amongst the company and the Chinese as portrayed by a person who
commented in the video. The relevant authorities from China stipulated that if they failed to kick
out Dolce and Gabbana from the county, other several brands would come in the same way of
not respecting individuals based on their race. However, Dolce and Gabbana apologized for the
marketing campaign that wa...
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