“谐”音广告莫用“斜”了 “harmonic”Sound advertising not your“inclined”the

　　北京 叶知秋

Beijing YeZhiQiu

　　由于能够激发联想、吸引眼球,谐音一直是广告运作的“宠儿”。用得其“正”,自然会为广告添彩加分;但用“斜”了,则往往适得其反、得不偿失。恩施“凉民证”勾起了人们关于抗日战争时期殖民统治的记忆,拿历史耍花活,用民族之殇为商业利益埋单,这样的谐音广告,公众自然不会买账。

Because can stimulate lenovo、Attract eyeball,Homophonic has been advertising operation“pet”。Applied to the“is”,Nature will add cent for advertising luster;But with“inclined”the,Then often backfire、The loss outweights the gain。enshi“Cool people card”Remind people about the Anti-Japanese War period the memory of colonial rule,Take history play live flowers,With national wounds for business interests buried list,Such homophonic advertising,The public nature don't buy it。

　　此前,江西宜春以“一座叫春的城市”为宣传语、湖北利川以“我靠重庆”做广告语,都招来批评质疑。为什么谐音的路上不断有人用汉语的多音多义挑战低俗的想象力?究其原因,是一种“无论好名还是臭名,只要出名就有名”的内在逻辑在作祟,而社会的整体浮躁和各种利益的驱使,加速了广告的低俗化甚至恶俗化。

after,Jiangxi in yichun“A why city”For propagate language、Hubei lichuan mou to“I depend chongqing”Do advertising,All draw criticism questioned。Why harmonics and there on the way with Chinese mulitone more challenge the imagination of the vulgar righteousness?Investigate its reason,Is a“Whether good or notorious,As long as the famous is famous”The internal logic of in the way,And the overall social blundering and various driven,Accelerating the vulgarization of celebrating even of advertising。

　　有研究表明,在谐音传播中,当两个意思并存时,有敏感语义的会占上风,其不良意义就会凸显。若一味追求轰动效应而忽视了负面效应,片面地追求眼球经济而踩踏受众的认知底线,健康的社会文化和舆论氛围就会笼上娱乐至死的迷雾。管理部门也该管管那些跑出格的恶俗广告,进一步规范广告用语,让谐音修辞绽放出应有的光彩。

Research has shown that,In the harmonics in the spread,When two meaning they coexist,A sensitive semantic will prevail,Its bad meaning will highlight。If constantly sensationalism and ignore the negative effect,One-sided pursuit eyes economic and audience on the cognitive the bottom line,Healthy social culture and public opinion atmosphere will cage to death on the fog of entertainment。Management department should also supervise those who ran out of bounds nasty ads,Further standardize advertisements,Let homophonic rhetoric blossom a due glorious。

伤害民族感情属于过度联想 The national feeling belong to excessive damage association

　　广东 凯 风

Guangdong kay wind

　　由“凉民证”联想到“良民证”,尚属正常联想,这亦是旅游机构炒作的本来目的。但由此上升到伤害民族感情的高度,并形成一定的舆论风潮,则不能不说是一种过度联想。如果一个旅游机构的“恶俗创意”就能伤害到民族感情,这与其说是我们的民族感情和历史情结深沉厚重,不如说民族感情太廉价、太脆弱。

by“Cool people card”Lenovo to“Law-abiding card”,Which is the normal lenovo,It is also travel agency the original intent of the hype。But which rise to hurt the feelings of the national level,To become a public opinion agitation,It is not a kind of excessive lenovo。If a tourist agency“Rule creative”Can harm to national sentiment,This is not so much to our national sentiments and historical complex dark heavy,As the national feeling too cheap、Too fragile。

　　苦难历史应当铭记,民族感情应当呵护。否定历史、忘记屈辱、美化苦难无疑是对民族感情的漠视和伤害,但是铭记历史应该有更加自信从容的心态,如果人们在心灵深处坦然面对历史,就会对这种畸变的谐音广告多一份泰然处之,少一些过度联想。动辄上升到民族感情的背后,其实是弱国心态在催化发酵。

Suffering history should be remembered,The national feeling should care。Negative history、Forget humiliation、The suffering of national undoubtedly beautify the feelings of the disregard and damage,But remember the history should have more confident the quiet state of mind,If people in the depths open to history,Will the distortion of the advertising to a more composed with relief,Less excessive lenovo。Up to the national feeling really behind,In fact is weak nation in catalytic fermentation mentality。

　　弱国心态“害人害己”,既不能使我们正确看待自己,也不能平等待人。而泛民族感情化的认知方式,使一个具体事件无端上升到民族感情的高度,无益于具体事件的认知评价,实损于健康民族感情的涵养培育。如果不能从这种杯弓蛇影、动辄得咎的弱国心态中走出,无论中国的经济总量如何位居世界前列,我们也很难成为受世界尊重的大国国民。

Have-nots mentality“Harm set”,Can neither give us a true see themselves,Also not equal to them。And the nation of the reverend cognitive style,Make a specific event because the national feeling up to the height,No specific events in the cognitive evaluation,Real damage to health of cultivating national feeling self-restraint。If cannot from this over suspicious、The mentality of a foot right contribution to get out of,No matter how China of the total economy in the world front,We also hard to be respected in the national power。

【微博之论】 【Micro bo theory】

　　@我爱大海:我们在做任何事情的时候,都需要在准确表述的基础上去吸引眼球,而不能产生歧义或者通过联想产生歧义。恩施为市民提供旅游优惠本来是一件好事,却因为吸引眼球的广告炒作伤害到国人的民族情感成为争议的焦点。这不仅是做广告需要避免的,各级政府也需要从中吸取教训。

@ I love the sea: in everything we do,All need in the precise statement based up attract eyeball,And do not produce ambiguity or through the lenovo produce ambiguity。For the citizens of enshi provide special offer was a good thing,But because the eye-catching advertising hype our feelings of national damage be controversial。This is not only need to avoid advertising,Governments at all levels also need to learn from it。

　　@我的平凡:把这件事上升到民族感情层面也许有点小题大做了。但不得不指出的是,商家肯定是要拿这三个字来吸引眼球,制造轰动效应的。

@ my ordinary: put it up to the national feeling level and maybe a little make a mountain out of a molehill。But had to point out,Businessman is bound to take these three words to attract eyeball,Make a stir effect。

　　@Natienaltheater:恩施“凉民证”是否是日本鬼子“良民证”新版?搞活地方旅游无可厚非,但决不可伤害民族感情和牺牲地方利益迎合某些人和某些组织。

@ Natienaltheater: enshi“Cool people card”Is Japanese“Law-abiding card”The new?Enliven the local tourism understandable,But can never hurt feelings and sacrifice national local benefit cater to some people and organizations。

　　@殷伟标_冷眼观潮:文化建设和传承,应从小事做起。商业行为也应受到规范。

@ YanWeiBiao _ cool detachment tidal bore: culture construction and inheritance,Should from the small start。Commercial behavior should also by regulations。

　　@Xsffxs:发放“凉民证”勾起国民“良民证”、“鬼子进村”的历史伤痕是自取其辱、自虐中的快感。发展旅游借用“凉民证”炒作,有违公序良俗、侵触国民尊严和道德底线。切望:恩施景区不要因“凉民证”擦边“轰动”捂着嘴偷着乐。切记:这是在伤害民族感情。

@ Xsffxs: release“Cool people card”Hook up the national“Law-abiding card”、“Devil got to the village”The wound is taken in the history of the shame、Pleasure of looking。Development tourism borrow“Cool people card”hype,Acting against public order good morals、Touch the national dignity and invaded the moral bottom line。Longs: enshi scenic area don't because of“Cool people card”To wipe“sensation”Wu wear the mouth steal joy。Remember: this is the national feeling in the damage。

　　@清水一滴可:广告本来就为炒作,有些话幽默与夸张都无可厚非。但有些话会触到民族心灵的痛处,易引起不堪回首的联想,这就让人感觉像吞了苍蝇一样难受。商业广告要有创意,但绝不能以唤起人们难言的痛苦,来吸引眼球。这在国际上都是无良无德的行为。

@ water drop can: advertising was for a hype,Some words are understandable humor and exaggerated。But some words will touch the quick national spirit,Easy cause wretched lenovo,This let people feel like the swallow flies hard。Commercial advertisement to creative,But not to arouse the people of unaccountable pain,To attract eyeball。This in this world is no virtue without good behavior。

　　@绿色小溪:广告是一门艺术,更是一种文化,而文化就要讲感情、重品位、有思想。“凉民证”与当年日本鬼子为中国人办的“良民证”完全谐音,这就不能不说会伤及人民的民族情感,其所带来的负面宣传效果也是难免的。

@ green streams: advertising is an art,Is also a kind of culture,And culture must speak feelings、Heavy grade、Have the thought。“Cool people card”And when the Japanese for Chinese people do“Law-abiding card”Completely homophonic,This chapter will hurt people's feelings of national,Its brings the negative publicity effect also is unavoidable。