《炒作？小伙开豪车携“百万支票”求婚》追踪 [hype?Small house with open car"A cheque"proposal]tracking

　　手举百万支票，驾着价值70万元的豪车，前日，男子郑文龙在华科大高调炫富求婚，不少市民质疑这是一次商业炒作(本报昨日报道)。昨日，记者证实，该事件确是炒作无疑。

Reach a cheque,Driving the value of RMB 700000 yuan hao car,The day before yesterday,ZhengWenLong man in China's university dazzle rich to marry him,Many people question this is a commercial hype(This newspaper reported yesterday).yesterday,Reporter confirmed,The event it is undoubtedly hype.

点子源于“十动然拒”事件 Idea comes from"Ten dynamic but refused to"events

　　昨日，记者经过多方打听，得知整个事件是由光谷某营销公司一手策划。

yesterday,Reporter after much about,That the event is a marketing company by optical valley in planning.

　　“事情的发展已经超出了我们的预期。”该公司负责人陈某表示，“由于网络呈爆炸式传播，我们担心给客户带来负面影响。”他不愿透露客户是谁，但表示客户与豪车、银行都没有关系。

"Things development has exceeded our expectations."This company controller said work his way up,"Due to the explosive network transmission,We worry about negative influence to bring customers."He does not wish to disclose who are customers,But said customers and hao car/Banks are no relationship.

　　陈介绍，这个“开豪车持百万支票求婚”的点子，源自前不久华科大文华学院男生王文瑾16万字情书求爱事件(女孩十分感动，然后拒绝了他，此事在网络上催生一个热词“十动然拒”)。如果16万字的情书根本不能打动女孩，那么驾着豪车、拿着百万支票，能否打动女孩呢？这一方案得到了客户方的首肯。

ChenJieShao,this"Open house car with a cheque to marry him"idea,Shortly before China from hkust mandarin college boy WangWenJin 160000 words love letter courtship event(The girl is very touched,Then refused to him,The matter on the network has a hot word"Ten dynamic but refused to").If 160000 words of love letter can't impress girl,Then driving the car house/Take a check,Can impress girl??The plan got the client's consent.

　　陈某证实，“郑文龙”是公司两名员工名字的合体，举牌小伙是该公司员工。豪车确实是借的，本想卸掉车牌，但怕被交警查处，只得用纸条遮住，“没想到有的记者会这么较真。”

Work his way up confirmed,"ZhengWenLong"Is the company two employees name aggregates,For brand guy is the company employees.Car really hao was borrowed,This want to unload license plate,But afraid of being the traffic police investigation,Had to use cover note,"Didn't expect some press conference so seriously."

　　“这次炒作还是有不少硬伤。”陈某说，本报记者指出的几大疑点，确为此次炒作的硬伤。

"The hype or have a lot of mechanical damage."Said work his way up,Our reporter pointed out several doubtful points,Is really the hype of the mechanical damage.

　　陈某说，原本还有一系列的后续炒作安排，但客户怕造成负面影响，此事暂时停下来了。

Said work his way up,Originally there are a series of subsequent hype arrangement,But customers fear of negative effects,It temporarily stopped.

　　“这就是个全民娱乐的社会。”陈某说，事实上，现在武汉发生的很多吸引眼球的事件，幕后都有网络营销公司的身影，“但网络是无法控制的。”陈坦承，有时候舆论的方向难以控制，客户的心理承受能力有限，所以这次客户也不愿站出来了。

"This is a national entertainment society."Said work his way up,In fact,Now wuhan happened many attract eyeball incident,Behind the scenes have network marketing company figure,"But the network is unable to control."Chen admits,Sometimes the direction of public opinion is difficult to control,The customer's psychological ability is limited,So the customer to come out.

校方：会造成不良影响 school:Is a bad influence

　　昨日，华中科技大学宣传部工作人员向记者表示，拿支票开豪车求婚事件已在学校传开。“别人怎么炒作我们无法干预，但这件事肯定会产生负面影响。”这名工作人员表示，不少学生对此都表示反感，这样示爱会给学生带来不好的影响，爱情不是用金钱来衡量的。

yesterday,The propaganda department of central China university of science and technology staff told reporters,Take check open house event car proposal has spread over the school."What others hype we cannot intervention,But it will certainly have a negative impact."The officer said,Many students dislike this all mean,And this love will give students bring bad influence,Love is not use money to measure.

华科新闻与信息传播学院副院长陈先红： Huake news and information dissemination, vice President of the college ChenXianGong:

“好策划要以事实为基础，要真诚” "Good planning to the facts as the foundation,Be sincerely"

　　“我特别不喜欢炒作这个词。”华中科技大学新闻与信息传播学院副院长、教授、博导陈先红说，炒作给人的感觉就是负面、忽悠、弄虚作假，“我更喜欢有创意的策划。”

"I especially dislike hype this word."Central China university of science and technology news and information dissemination, vice President of the college/professor/Doctoral ChenXianGong said,Hype the sense that gives a person is negative/flicker/fraud,"I prefer creative planning."

　　陈先红说，策划是有创意的一种活动，一个好的策划要以事实为基础，传达的信息要是真实的，且要传达健康向上的信息。

ChenXianGong said,Planning is a kind of creative activity,A good plan to the facts as the foundation,Message if true,And to convey information health upward.

　　而这家网络营销公司找来演员，虚构支票，虚拟一个爱情故事，炒作的痕迹太明显，给受众的感觉是不够真诚。这些行为都违背了创意、策划的基础，受众会认为自己被忽悠，而且宣扬拜金有违社会公德。

And the network marketing companies seek to actors,Fiction check,Virtual a love story,The trace of the hype is too obvious,Give the audience the feeling is not sincere.These actions have all rebelled against creative/Planning based,The audience will consider themselves to be flicker,And publicize the material against social morality.

　　陈先红认为，涉事客户不愿承认是自己的炒作行为，说明这次事件炒作产生了负面效应。在这次事件炒作中，没有体现品牌想要传达什么样的信息，也没有品牌诉求，甚至大家还在猜到底是哪个品牌的炒作。只有以健康向上的策划创意，才能塑造品牌，提升品牌的美誉度。

ChenXianGong think,Wade things customers don't admit it is own hype behavior,Explain the incident hype has a negative effect.In the event of the hype,Not reflected brand want to convey what kind of information,Also does not have the brand appeal,Even you still guess exactly is what brand of hype.Only in health upward planning,To build brand,Promote the brand's reputation.

华科新闻与信息传播学院副教授唐志东： Huake news and information dissemination TangZhiDong associate professor at college:

“商业炒作只要名气不在乎美誉” "Commercial hype as long as fame doesn't care about the reputation"

　　华中科技大学新闻与信息传播学院副教授唐志东认为，网络营销公司要安排这样的商业炒作无可厚非，别人也无法干涉。这个炒作成不成功现在还不好说，至少这件炒作已经给涉事的几家公司带来了知名度，让不少网友知道了这些公司，或加深了对这些公司的印象。

Central China university of science and technology news and information dissemination, an associate professor at college TangZhiDong think,Network marketing companies want to arrange such commercial hype understandable,Others also can't interference.The hype into unsuccessful now still not say,At least the media have given in things several companies bring awareness,Let not a few net friend know these companies,Or deepened to the company's impression.

　　“其实，炒作并不是为了提升品牌的美誉度。”唐志东介绍，一些品牌在网上炒作后，也会产生负面影响，但是过了几年后，负面影响慢慢消失，这些公司还会跳出来称这些事件是自己炒作的。

"In fact,Speculation is not to promote the brand's reputation."TangZhiDong introduced,Some brand in online after the hype,Also will have a negative impact,But after a few years later,Negative influence slowly disappears,These companies will jump out to say the event is the hype.

　　“但是，不要突破道德底线。”唐志东表示，网络虽然虚幻，但还是有很多规则，其中一个就是不要违反良知、公德，要有个底线。(记者 周琦)

"but,Don't break the moral bottom line."TangZhiDong said,Network although unreal,But there are still a lot of rules,One is not in violation of conscience/morality,To have a bottom line.(Reporter ZhouQi)