屡遭质疑的雷人广告 Has been questioned repeatedly the shocking advertising

　　“不是我们想恶搞重庆市，而是网络俗语对中国传统文化的绑架。”利川市旅游局局长孙福民在接受记者采访时说。一句广告语不仅让默默无闻的利川“一夜成名”，更令其陷入巨大的争议。近期，为了吸引重庆游客到利川消暑度假，重庆20多辆公交车身打出大幅广告标语“我靠重庆，凉城利川”。

“We want to not just chongqing，But the network saying on Chinese traditional culture kidnapped。”The tourism bureau chief SunFuMin scope, told reporters。A not only make the practice of lichuan mou to the AD“overnight”，Make it into huge controversy。recent，In order to attract tourists to chongqing connects cultivated on holiday，Chongqing more than 20 a busco advertising posters up sharply“I depend chongqing，LiangCheng lichuan mou”。

　　利川的遭遇并非个案，近年来，城市广告语屡受公众质疑。2010年3月，有网友在国内某论坛曝光，江西省宜春市旅游政务网上打出了“宜春，一座叫春的城市”的广告语，一时间轰动全国，众多网友认为在政务网上以如此“雷人”口号作为广告语，有欠斟酌。

The experience of lichuan mou is not the case，In recent years，The AD by the public questioned repeatedly city。March 2010，Netizens in a domestic BBS exposure，Jiangxi province government being played online travel“yichun，A why city”AD of the，Time is a national，Many users to think in government affairs in such online“shocking”As the AD slogan，Owe consider。

　　重庆市以重金策划的“没到过重庆，不了解中国”，一度当选当年“十大雷人口号”之首。有网民反问：难道到过重庆就了解中国了？

In planning the heavy gold in chongqing“Haven't been to chongqing，Don't understand China”，Once elected that year“Ten shocking slogan”Is the head of the。Have Internet users ask：Don't to chongqing will know China？

　　近日，在《合肥市旅游发展总体规划》评审会上，有规划单位提出“两个胖胖欢迎您”的口号作为合肥市的广告欢迎语，该创意一经提出便引发广泛争议。有市民认为，该广告语朗朗上口，契合了“合肥”这一地名；但更多的市民、网友、专家则表示，作为一个省会城市为“搏出位”提出这样的广告语非常不妥。

recently，in《Hefei city tourism development planning》Review meeting，Have put forward planning unit“Two fat welcome you”As the advertising slogan of hefei welcome language，This idea is put forward and widespread controversy。Have people think，The catchy slogan，To agree with“hefei”This place；But more citizens、the、Experts say，As for a capital city“Cardiac piece”Puts forward such AD of the very wrong。

雷人广告是如何出笼的？ Shocking advertising is how to launch？

　　谈起“我靠重庆，凉城利川”这句广告语出台的过程，孙福民坦言完全是有感而发。他说，自己今年在武汉出差时，看到一个楼盘打出“我靠地铁”的广告，简短有力，让他印象深刻。因此，策划投放在重庆的广告时，考虑如何把利川和重庆联系起来，让重庆人产生亲近感，同时广告语要简练、醒目，这才有了8个字的广告。目前，利川已经将原广告词“我靠重庆，凉城利川”更换为“比邻重庆，凉城利川”。孙福民认为，广告被恶搞成骂重庆的话，原因在于很多人已经忘记了中国语言文字的本身含义，而屈从于网络的所谓“新解”。

Talk about“I depend chongqing，LiangCheng lichuan mou”This sentence to the AD on the introduction of the process，SunFuMin said is completely understandings。He said，Oneself this year in wuhan on business，See a building dish up“I depend subway”advertising，Short and strong，That left a deep impression on him。so，Planning on advertising in chongqing，Consider how the advantage sichuan and chongqing link up，Let chongqing people produce close move，The AD and concise、marked，It was 8 words of the AD。At present，Lichuan mou has the AD copy“I depend chongqing，LiangCheng lichuan mou”Replacement for“Near chongqing，LiangCheng lichuan mou”。SunFuMin think，Advertising falsified into scold chongqing words，Reason is that many people have forgotten the Chinese language itself meaning，And to bend to the network of so-called“new”。

　　宜春市旅游局负责人说，“宜春，一座叫春的城市”的口号是国内一位知名的旅游专家在宜春调研时提出来的，寓意宜春的气候温暖，是一座四季如春的城市。虽然当时有所顾虑，但为了让更多的人记住宜春，宜春市旅游局采纳了专家的建议。

Tourism being director says，“yichun，A why city”Is the slogan of the domestic a well-known tourism experts in yichun when research brought out，Yichun's warm meaning，Is a four spring-like city。Although at that time to worry，But in order to let more people remember yichun，Being adopted by the tourism bureau experts suggest。

　　这条“史上最雷人”广告语的确达到了语出惊人的效果，但也给这座“月亮之都”本来温婉浪漫的形象造成了严重的负面影响。于是，宜春市旅游局将其更正为“宜春，一座春的城市”。

This article“History's most shocking”The AD really reached the surprisingly effect，But it also gave the“The moon is the”Originally wen wan romantic image caused serious negative effect。so，Being the corrections for tourism“yichun，A spring city”。

　　而合肥市旅游局市场开发处处长唐建江说，在政府相关部门的评审会上，的确有人提出“两个胖胖欢迎您”这个建议，后经专家评议被否，政府部门并未审批采用。

Hefei city tourism bureau and market development everywhere long TangJianJiang said，In the relevant government department at the review，Indeed was put forward“Two fat welcome you”The proposal，The expert evaluation was no after，The government has not used for examination and approval。

　　“我们政府部门在征集城市广告语时，首先是考虑要有冲击力，能抓住人眼球，让人过目不忘；其次是要突出城市特点，打出自己的品牌，因为现在旅游都要追求特色，而广告语正是吸引客商的重要因素。”唐建江说。

“Our government departments for the AD in the city，First is considered to have impact，People can catch the eye，Let a person photographic；Second is to highlight the urban characteristics，Beat your own brand，Because now tourism will pursue characteristics，And the AD is the important factor to attract customers。”TangJianJiang said。

　　地方利益驱动与人文价值缺失

Place driving force of profit and loss humanistic value

　　“这跟明星利用绯闻炒作自己一样。”在武汉大学文化创新研究中心主任傅才武教授看来，在各地大力发展文化产业、旅游业的大背景下，一些地方以特别的手段、出位的方式来吸引社会注意力。

“The use of gossip with star hype himself。”In wuhan university culture innovation research center director FuCai professor wu looks，All develop culture industry、The background of the tourism industry，Some place with special means、Distinctive way to attract social attention。

　　江西社科院研究员尹小健说，出名是把双刃剑。一个城市在自身建设没有做好，没有清晰的功能定位的情况下，以“搏出位”而出名，引起关注的却可能恰恰就是其弱点。他说，城市树立品牌形象，要注重挖掘历史内涵和资源优势。比如江西的小县城婺源，就以油菜花和独特的徽派乡村景色打出了“中国最美乡村”的口号，经济效益和口碑双丰收。

Jiangxi academy XiaoJian Yin researchers said，Fame is a double-edged sword。A city in their own construction was not well done，No clear function orientation，to“Cardiac piece”And the famous，But the concern that is perhaps the weakness。He said，City establish brand image，Should notice to mining historical connotation and resource advantage。Such as jiangxi little county wuyuan，In YouCaiHua and unique has been gloriously enrolled on rural scenes play“China's most beautiful country”slogan，Economic benefit and double harvest reputation。

　　安徽大学新闻传播学院院长芮必峰则认为，雷人广告语频出的根源，在于当今社会价值观的偏移。我国经济快速发展，人文和社会科学发展脚步落后于经济发展的速度，部分地方政府为了更多的获取经济效益，放宽选用城市广告语的标准。

Anhui university news spread, dean of the college of RuiBiFeng is considered，Shocking to the AD PinChu roots，In today's society values of the migration。The rapid development of the economy in our country，The humanities and social science development steps behind the rate of economic growth，Some local governments in order to obtain more economic benefit，Choose the standard of the AD relaxed city。

　　重庆大学经济与管理学院教授廖成林说：“城市管理者们应意识到，城市宣传广告具有高度的政治文化色彩，有别于一般的商业性广告，在创意城市宣传广告过程中，应主题明确、内容清晰、讲究策略、具有美学价值。”

Chongqing university school of economy and management professor LiaoChengLin said：“City managers should be aware of that，City have a high degree of political advertising culture color，Different from the general commercial advertising，In creative cities in the process of advertisement，Theme should be clear、Content clearly、Exquisite strategy、Has the aesthetic value。”

　　“从传播学角度来说，广告用语首先应该准确规范，力避公众的歧义解读。对于公共媒体上宣传的城市口号，政府部门必须加以重视和约束。我们真正需要的不仅是可以突出城市文化底蕴和特点，还必须是宣扬真善美的价值观、能够产生深远和积极影响的广告语。”芮必峰说。

“Essay, from the point of view，Advertisements should first accurate norms，Carlos of the ambiguity public reading。For the public media publicity city slogan，Government departments must be taken seriously and constraints。We really need is not only can highlight city culture and characteristics，Must also is to promote the values of beauty、Can produce profound and positive influence to the AD。”RuiBiFeng said。

　　傅才武说，雷人广告语不能成为社会发展的主流文化，地方政府要通过正面引导，不仅邀请文化学家、品牌营销学者，还要更加充分开启民智，确立格调高雅的城市广告语。

FuCai WuShui，Shocking advertising can't become the social development of the mainstream culture，The local governments to work through the positive guidance，Not only invited culture scientist、Brand marketing scholars，Even more fully enlightening masses，Establish style elegant city to the AD。