即将过去的7月，除了给游客带来了酷热天气外，还诞生了不少“雷人”旅游宣传语。回顾近年的城市或景区旅游品牌宣传，我们会惊讶地发现，原来早已“雷声滚滚”，每次出现都招至热议，批评声也是此起彼伏。这些让不少人感觉“极具噱头，语言出位，没有底线”的广告宣传和炒作，是不是真的“卓有成效”？对此，专家表示，“搏出位”的争议性广告，短时间内会吸引到眼球，但这样的宣传对一个城市或景区的旅游品牌建设是不良影响，如果持续宣传会变成恶俗，令人生厌，更有违反法律的风险。

Will the past seven months，In addition to the visitors brought hot weather outside，Also was born a few“shocking”Tourism propagate language。Review of the city or in recent years the tourism brand publicity，We are surprised to find，Originally had“Thunder rolling”，Every time appear to gather hot debate，Also has to break out。These let many people feel“Extremely stunt，Language piece，No bottom line”Advertisements and hype，really“fruitful”？this，Experts say，“Cardiac piece”Controversial advertising，A short time attract eyeball，But the promotion of a city or area tourism brand construction is adverse effects，If continue into these rules，boring，More against the law risk。

　　市民：支持创意，但需有底线 citizens：Support creative，But needs to have the bottom line

　　近年来，许多地方为了宣传各自旅游特色，各种营销手段层出不穷。不仅有 “宜春叫春”的横空出世，也有广西桂林公园规定女性短裙不超过38cm可半价入园的做法吸引眼球，更有地方打造 “土匪抢亲”的旅游项目来哗众取宠。每当一个地方或景区有新的“雷人”广告出现时，总能引起大众的热议。从一开始的网络轰轰烈烈地转发，到慢慢地理性评论，不少人会形成“支持创意，但需要有道德底线”。

In recent years，Many places to promote their tourism，All kinds of marketing means are endless。Has not only “Yichun why”D-will of，Also have guangxi guilin park rules women not more than 38 cm short skirt can be half price into the park practice attract eyeball，More have a place to make “Bandits rob close”Tourism project to sensationalistic。Whenever a place or scenic area is new“shocking”Advertising appeared，Always can cause public hot debate。From the beginning of the network vigorously forwarding，To slowly rational comments，Many people will be formed“Support creative，But it requires a moral bottom line”。

　　已在广州工作10年的市民周深就说，只要广告语积极健康，任何载体的广告他都能接受，“有趣的广告也能帮助他消磨无聊的等待时间。”来自四川的大学生刁凯悦表示，她并不介意宣传单位以炒作的方式来扩大影响，“因为"雷人"广告确实赚足了眼球，有的会让人哈哈大笑，笑过就行，别去深挖所谓"深意"。”但她也同意广告投放者必须考虑广告给大众的观感。而同是在校大学生的罗欢欢则表示，对“哗众取宠”的宣传方式十分反感，“如果大家都只想着如何赚眼球，长此以往也许好的创意反而被挤掉了，希望能有更多主题健康的创意出现。”她说，我支持创意，但创意也需要有底线。

Already work in guangzhou 10 years of citizens weeks deep said，As long as the positive health to the AD，Any carrier advertising he can accept，“Interesting advertisements can help him kill boring of waiting time。”From sichuan province of college students DiaoKaiYue said，She doesn't mind propaganda unit of the way to expand to hype influence，“because"shocking"Advertising really make enough eyeball，Some will make people laugh，Smile the line，Don't go deep cut the so-called"profound"。”But she also agreed to advertising must be considered to the public's perception of advertising。And with the college students is LuoHuanHuan said it，to“sensationalistic”Propaganda is way off，“If we all just want to how to make the eye，In the long run, maybe good creative instead of edges out，To get more of the creative theme health appear。”She said，I support the creative，But originality also needs to have the bottom line。

　律师：“雷人”有违法之嫌 lawyer：“shocking”Illegal too

　　面对层出不穷的“雷人”广告宣传，有法律界人士表示，过于“大胆”的广告宣传不仅不符合大众伦理道德要求，还会有违反我国现行法律法规的嫌疑。

Face emerge in endlessly“shocking”advertising，A legal professionals said，too“bold”Advertising does not conform to the public ethics requirements，Will have our existing laws violate regulations of the suspect。

　　广东格林律师事务所律师曾阳天表示，广告宣传要符合大众伦理道德上的要求，还不能违反国家现行的法律法规。他说，从道德上讲，如果宣传长此以往地“雷人”，很有可能造成主流文化的缺失，造成不良影响；而在法律上讲，我国《民法通则》就有规定要求民事活动应当尊重社会公德，不得损害社会公共利益，同时《广告法》第七条也规定：“广告内容中应当是有利于人民的身心健康，促进商品和服务质量的提高，保护消费者的合法权益，共同遵守社会公德和职业道德，来维护国家的尊严和利益。”

Guangdong lawyer of green CengYang day said，Advertising should be in line with the requirements of the ethics，Still can't violate the laws and regulations of the state。He said，morally，If the publicity in the long run“shocking”，Is likely to cause the lack of the mainstream culture，The adverse impact；And in legal speaking，Our country《Civil law》Is a requirement to civil activities shall respect social morality，May not harm the public interests，At the same time《Advertisement law》Article 7 have rules：“The contents of the advertisements should be useful to the people in the physical and mental health，Promote the quality of commodities or services，The protection of consumers' legal rights and interests，Abide by social ethics and professional ethics，To safeguard the dignity and interests of the state。”

　　曾阳天说，旅游营销除了要吸引眼球，也要兼顾社会公共利益，在法律允许的道路前行。像“凉民证”、“叫春”、“土匪抢亲”以及粗言秽语等显然不利于培养社会良好风尚。

CengYang said，Tourism marketing in addition to attract eyeball，Also need to take into account the social and public interests，The law on the road。like“Cool people card”、“why”、“Bandits rob close”And obviously against such as vulgar language training social good fashion。

　　旅游专家：“雷人”不是旅游营销良方 Tourism experts：“shocking”Not travel marketing strategy

　　近年来，在一个城市或景区的旅游宣传上， “雷人”广告不断出现的这一现象是值得关注的。那是不是代表着只要宣传够“雷人”够争议性，就能让一个城市或景区名利双收？旅游营销和新闻传播学的专家学者给出答案却是否定的。据介绍，我们所说的“雷人”广告，其实是受争议的广告，这类广告在国内外都不少见。一般来说，有关于色情、性、暴力等内容形式的争议性广告，大众比较容易辨别，但因为国家、性别和年龄层的不同，对这些争议性广告的认同度不一样。以往常见的受争议广告，为了吸引注意力，开始走比较危险或者说边沿的宣传路线，出现一些性、暴力等方面的内容渲染。不能否认，这种广告成功案例也是不少的。但专家认为，对一个城市和景区的宣传、品牌建设来说，“雷人”不是良方，而且低俗化宣传，会让人生厌，影响旅游品牌的建设。

In recent years，In a city or area of tourist publicity， “shocking”Advertising appear constantly of this phenomenon is notable。Is that enough to represent as long as propaganda“shocking”Controversial enough，Can let a city or scenic spot it？Tourism marketing and the experts and scholars in journalism and communication gives the answer is negative。According to introducing，We said“shocking”advertising，In fact is controversial advertising，This kind of advertising at home and abroad have many see。Generally speaking，About pornography、sex、The content such as violence in the form of controversial advertising，The public is easier to identify，But because the country、Gender and age of the different layers，For these controversial advertising identities are not the same。Previous common controversial advertising，In order to attract attention，Go to start more dangerous or edge in the promotion of the route，Appear some sex、Violent areas of rendering。Can't deny，This case also is many advertising success。But experts say，For a city and scenic spot propaganda、Brand construction for，“shocking”Not cure，And the vulgarization propaganda，Will let objectionable，Influence of tourism brand construction。

　　广东决策研究院旅游产业中心主任李铭建表示，一般来说，争议性广告的作用是促销型的，因为它是阶段性的，比如商品的促销方面会用得比较多，不会对品牌造成一个长期的影响。但是如果把一个城市或景区作为商品来促销，那样就是太短视了。因为城市或景区的营销，更多的应该是作为一种品牌的长期推广和建设，要靠长期的持续的宣传。虽然用促销型的争议性广告来宣传短时期内起到出名的效果，但是却会对品牌造成不良影响。因为城市和景区的宣传，其实就是自身品牌的宣传，靠这种吸引眼球的争议性手段去持续地刺激人们的眼球，一次有让人惊讶的效果，长期就变得恶俗了，人们就会讨厌，这样的失败例子在我们身边实在很多。

Guangdong tourism industry policy-making institute, director of the center LiMingJian said，Generally speaking，Controversial advertising role is to promote type，Because it is gradual，Such as the goods promotion will use more，Not to cause a long-term brand influence。But if a city or area as a commodity to promote，That was too shortsighted。Because the city or area of the marketing，More should be as a brand promotion and construction for a long time，Want to rely on long-term continuous publicity。Although the controversial type with promotion advertising to promote the short period of a famous effect，But will the adverse impact of the brand。Because the city and scenic spot propaganda，In fact is its brand publicity，In this eye-catching controversial means to continue to motivate people to the eye，A surprising result，Long-term will become the rule，People will hate，The failure of such examples in our side really a lot。

　　武汉大学新闻与传播学院讲师刘静慧对当下层出不穷，广受争议的广告，给出的评语是“极具噱头，语言出位，没有底线。”她认为，这些“雷人”宣传语本为说服而诞生，但很明显，引发的效果却并不符合传播者的原有意图，激起了受众的反抗心理，置疑、否定这些城市旅游管理部门，引来一片讥笑与拍砖之声,“让这些城市沦为笑柄，也让这些城市蒙羞。”

Wuhan university school of journalism and communication LiuJingHui lecturer in current emerge in endlessly，Controversial advertising，The comments are given“Extremely stunt，Language piece，No bottom line。”She thought，these“shocking”Propagate language in order to convince the were born，But obviously，The effect of the trigger but doesn't accord with the original intention communicators，Aroused the audience the resistance of the psychological，doubt、The denial of these urban tourism management department，Draw a ridiculed and clap brick voice,“Let these cities become a laughingstock，Also let these city to shame。”

　　刘静慧认为，一个城市或景区宣传要取得良好的传播效果，并非一定要用争议性的话题。从传播内容的角度，广告宣传语要有特色，如三亚市的 “美丽三亚，浪漫天涯”，既突出了城市特色，也具有美感。而炒作也并非吸引眼球的唯一方式，“公开募集优秀的策划方案，应是一个不错的选择。”

LiuJingHui think，A city or area to obtain good publicity communication effect，Do not have to use a controversial topic。From the point of view of communication content，Advertising language to have characteristics，Sanya, such as the “Beautiful sanya，Romantic there”，Has highlighted both the city features，Also has the aesthetic feeling。And speculation also is not the only way to attract eyeball，“The public to raise good planning scheme，Should be a good choice。”

　　李铭建认为，一个城市或景区要广为人知，在宣传上要通过提升城市或景区文化品位和内涵，树立良好的品牌形象。

LiMingJian think，A city or area to widely known，On advertising to promote the urban or through the resort culture grade and connotation，Set up a good brand image。