湖北恩施在这场推销自我的大潮中，可算是出了名。近日，有消息称，恩施某旅游景区号称要为市民颁发“凉民证”，随后有媒体核实，在几处宣传恩施旅游的广告牌上，确实写着“纳凉是一种福利。恩施凉民证，万人享清凉！10000本凉民证武汉市场限时发放”的字样。无论是获得此消息的市民还是网民，大多觉得“凉民证”创意来自日军侵华时颁发的“良民证”，以此为宣传语，“很伤感情”。而在不久之前，恩施的一个县级市利川，因“我靠重庆”的旅游宣传语引发网友争议，被指为“俗不可耐”。

Hubei enshi in the tide of the market themselves，Can be a。recently，With the news，A tourism scenic spots enshi to issue so-called for the citizens“Cool people card”，Then have the media verification，In several propaganda of enshi tourism billboards，Really write“Heat is a kind of welfare。Enshi cool people card，Ten thousand people enjoy the cool and refreshing！10000 this cool people card wuhan market limit extend”Words of。Whether the citizens of this message for or web users，Mostly feel“Cool people card”When the Japanese aggression against China from creative award“Law-abiding card”，For this propagate language，“Very hurt the feelings”。And not long ago，Enshi county of a scope，for“I depend chongqing”The language of tourist publicity cause net friend controversy，Referred to as“Unbearably vulgar”。

　　类似这样引起争论的城市宣传语还不在少数，出名的目的是达到了，获得的却不是什么好名声，于是网友们就问了：“噱头搏出位，恶名要不要？”

Such a debate city propagate language is not a few，Famous aim to reach，But not for what good reputation，So users will ask：“Cardiac out-of stunt，Notoriety to don't？”

网友质疑广告内容何人把关 Net friend who questioned the contents of the advertisements sticks

　　不仅是恩施，这些年，城市的雷人宣传语频出。江西宜春宣传语“宜春，一座叫春的城市”曾被网友调侃为“惹人浮想联翩”。这一次，发放“凉民证”被众多网友批评为“热了眼球，凉了人心”。

Enshi is not only，For years，The city's shocking propagate language PinChu。Jiangxi yichun propagate language“yichun，A why city”Had been net friend for fun“Provoking anywhere”。This time，release“Cool people card”By many users for criticism“Hot eye，Cold hearts”。

　　当年，宜春宣传语引发争议时，当地宣传部门认为要的就是这个效果，致使网上一片哗然。前车之鉴，利川或许看在了眼里，在舆论压力下，利川旅游局很快撤换了曾被认为是得意之作的“我靠重庆”广告语，但利川市旅游局局长在接受采访时，仍坚持并无他意，只是因为“很多人已经忘记了中国语言文字的本真含义，而屈从于网络的所谓"新解"”，所以广告语被恶搞了。

That year，Yichun propagate language controversial，Local propaganda department think wants is this effect，The online a uproar。mistakes，Perhaps see the eyes in scope，In the pressure of public opinion，Lichuan mou tourism administration replaced the quickly once thought to be proud of“I depend chongqing”AD，But the tourism bureau chief connects in an interview，Still insist on and no purpose，Just because“Many people have forgotten the true meaning of the Chinese language，And to bend to the network of so-called"new"”，So the AD falsified。

　　类似的事件中，没人为此道歉，当然也就没有人想为此负责。“凉民证”事件中，恩施旅游局表示那是广告公司所为，和旅游局无关。于是网友又问了：“广告的内容，不需要经过审查吗？把关人何在？”

Such events，No one apologize for this，Of course no one want to responsible for that。“Cool people card”Events in，Enshi bureau says that's advertising company act，And tourism bureau has nothing to do。So the net friend ask again：“The contents of the advertisements，Don't need to pass examination？Gatekeeper is？”

宣传语不能只重经济效益 Propagate language can not only heavy economic benefits

　　明眼人都看得出，雷人宣传语频现，为的就是博得关注，继而产生经济效益，难怪有媒体称这一现象为“商业酱缸中冒出的气泡”，网友则称之为“噱头”，尤其不能接受那些“粗俗的噱头”。

It is obvious could see that，Shocking propagate language frequent，The concern is for the win，And then produce economic benefits，It's no wonder that media reports said the phenomenon for“Business JiangGang issued bubbles”，Net friend call it“stunt”，Particularly can't accept that“Vulgar stunt”。

　　正如网友所说，靠噱头吸引人并不是长久之计，就如那些靠“绯闻”上位的娱乐圈明星一样，虽然能得到一时的关注，但不会长久，反而会因为自降品格招人厌烦。城市宣传语则更需慎重，因为它会让人和一座城市的品格、当地政府的公信力和引导作用等联系在一起，只算经济账，到头来是砸了自己的牌子。有网友评论说：“炒作闹剧接二连三，轻佻暧昧频频出击，消费了大众眼球，也招来了十足的恶评。老实说，推介旅游固然重要，但根本的前提是修炼好内功，下足工夫搞创新，让游客获得非凡体验，并构筑起健康的市场环境，杜绝欺诈宰客等行为，从而赢得好口碑。靠低俗噱头揽客，不过是自毁牌子。”实是一语中的。

As net friend said，By stunt attractive and is no longer an option，Just as those who rely on“scandal”Superior's entertainment star，Although can get at that time of concern，But not for a long time，It will be down because the character recruit boring。City propagate language is more should be prudent，Because it will let people and a city character、The local government and guide the credibility of the role of the linked together，Only count JingJiZhang，In the end is to drop it on his own brand。Some Internet critics said：“Hype farce barrage，Frivolous ambiguous frequently attack，Consumer the public eye，Also attracts very evil review。To be honest，To promote tourism is important，But the fundamental premise is the internal organs of uniting the good，Doing enough to make innovation，Let visitors get special experience，And construct health market environment，Eliminate fraud ZaiKe, etc，To win a good public praise。By LanKe vulgar stunt，But is destructive to the brand。”Real is to accumulate funds。

　　无论是广告还是城市的宣传标语，目的都是为了推销。然而，推销的最高境界，不是仅仅把手中的商品卖出去，而是要伴随着文化的推广。这种文化，应该是人们普遍认同，并传达积极向上观念的，如此才是长久之计。要做到这些，不能靠耍小聪明、靠噱头，而要靠包含了大智慧和文化积淀的创意。

Whether advertising or the city of publicity slogans，The objective is to sell。however，The highest state of marketing，Not just hand over the goods are sold，But with the cultural promotion。This kind of culture，People should be acknowledged，And communicate positive sense，So is a long-term strategy。To do this，Not by acting smart、By stunt，And by contains about wisdom and culture accumulation of originality。