城市广告，光靠惊人之语还不够 City advertising,The language of amazing alone is not enough

　　一个以“镇江，一座美得让您吃‘醋’的城市”为主题的30秒宣传片，自上月起在央视三个栏目中连续播出后，引发人们对城市广告的关注和议论。

In a"zhenjiang,A beauty to let you eat‘vinegar’In the city"As the theme of the AD 30 seconds,Since last month after continuous broadcast in CCTV three columns,Cause the attention of people of city of advertising and the comment.

城市好，还须广告选得好 City is good,Ads must also good choice

　　城市口号都开始竞相卖萌了！平心而论，镇江这句别出心裁的城市口号，既让人对当地著名景点充满向往，又让人记住当地的特产香醋，可谓一举两得。所以，叫好的人不在少数。微博用户@陈小澈觉得“很给力”！@江苏身边事认为，镇江是产醋的，也有很多人文美景，这句话把这两样八竿子打不着的东西联系起来，一语双关，够聪明！@苏铁先生称赞，不知道这是哪位营销大师的手笔。

City slogan began to compete to sell MOE!To be fair,Zhenjiang this unique city,Both on the local famous places full of yearning,And let a person remember the local specialty balsamic vinegar,Kill two birds with one stone of it.so,People cheered.@ Chen Xiaoche think weibo users"Very to force"!@ around jiangsu things think,Zhenjiang vinegar production,Also has a lot of scenery of humanities,Sum up both the words none of left things,Pun intended,You are smart!@ cycad praised Mr,Don't know this is which a master in marketing.

　　当然也有人不以为然。微博用户@BT的思维方式批评，这跟“一个叫春的城市”走了一样的路数。@Chocolate-Killer直言，咋觉着这么别扭？@大雄-Homer则揶揄说：“早晨看新闻，镇江的这句宣传口号十分抢眼。正好在吃锅贴，没加醋就被酸倒了。”

Of course others disagree.Weibo users @ BT critical way of thinking,With the"A city of troat"Go the same way.@ Chocolate - apparently the truth,Why feel so uncomfortable?@ male - Homer is made:"Watch the news in the morning,Zhenjiang this propaganda slogan is very attractive.Just eating Fried dumpling,Don't add vinegar is acid."

　　不过，正如旅游学者魏小安所言，或许人们对这句话褒贬不一，但并不能影响它深深印在脑海。就此而言，这就是一次成功的城市营销。

but,As the tourism scholars Wei Xiaoan say,Perhaps people of mixed this sentence,But it does not affect it deeply printed in my mind.In this respect,This is a successful city marketing.

　　江苏几乎所有省辖市、乃至不少县市都有自己的城市广告，可惜真正能叫响的并不多。即便是“人文绿都，博爱名城”(南京)、“诗画瘦西湖、人文古扬州”、“无锡是个好地方”等，也只能算差强人意，难称经典。

Almost all cities in jiangsu/Advertising and many counties and cities have their own city,But really can to ring is not much.Even if it is"Humanities are green,Love city"(nanjing)/"The lake of poetry/Humanities ancient yangzhou"/"Wuxi is a nice place", etc.,Also is only adequate,Hard to say classical.

　　【记者感言】 好的城市口号作用不言而喻。城市好，还须广告做得好。像经过历史淘洗已成经典的“上有天堂下有苏杭”“桂林山水甲天下”等，就是例证。广告语，只有给人留下深刻印象，才有被广为传颂并为城市扬名的可能。从这个角度说，引起争议也不一定是什么坏事。“一座美得让您吃‘醋’的城市”，至少让人过目不忘。

[Reporter speech] Good city slogan effect is self-evident.City is good,Ads must also do well.Through history, like elutriation is a classic"Under the above there is heaven there are suzhou and hangzhou""Guilin landscape enjoys", etc.,Is an example.AD,Only give a person leave deep impression,Have been praised and mark for the city.From that perspective,Controversy also is not necessarily a bad thing."A beauty to let you eat‘vinegar’In the city",At least you'll never forget.

民意认同，城市口号才有生命力 Public opinion agree,City slogans have vitality

　　实际上，十年前的一次城市宣传主题语和形象标识大赛上，便有网友提出过这句口号，可惜由于专家不看好，当时并未得奖。直到去年年中，网络上不少网友重新提起，这句广告语才再次进入人们视野，结果出乎意料受到镇江市民热捧，并最终脱颖而出，成为镇江目前使用的一个主要城市推广口号。

In fact,A decade ago a city propaganda theme and image competition,Some netizens have presented this slogan,It's a pity that because the experts don't look good,Was not the prize.Until the middle of last year,Many people on the network filed again,This advertisement is again to enter,The result unexpectedly is zhenjiang citizens,And finally stand out,Become a major cities of zhenjiang promotion slogan.

　　游完金山的慈寿塔、焦山的碑林、北固山的望江亭，还有南山的文心雕龙、宝塔山的樱花、西津渡的一眼看千年在等着您。玩累了，吃一碗锅盖面，配碟肴肉，蘸点香醋……深厚的文化底蕴，优美的自然风光，有没有“美得让您吃醋”？不论如何，镇江的名头算是真正叫响了。

Swum CiShou tower of the golden hill/The forest of steles JiaoShan/The north solid mountain photographs resort,And nanshan carving of a dragon/Forever of cherry blossoms/Xinjin of time in waiting for you in one thousand.Play tired,Eat a bowl of the cover surface,Sirloin with disc,Dipped in vinegar……Profound cultural inside information,Beautiful natural scenery,Do you have any"Beautiful let you jealous"?No matter how,Zhenjiang brand truly to ring.

　　从“水漫金山，情系镇江”“何处望神州，满眼风光镇江游”，到“万里长江镇江游，满眼风光北固楼”“中国镇江，满眼风光”，十年间，镇江城市口号换了几茬。但就像大多数城市广告一样，虽然因为时期不同，文化品位各异，广告语需要适当变换，但更新太快，又没特色，注定难以让人留下深刻印象。

From the"Water district,Affection is in zhenjiang""Where at China,Eyeful scenery in zhenjiang",To the"Yangtze river in zhenjiang,Eyeful view north solid floor""China zhenjiang,Eyeful scenery",In ten years,Zhenjiang city slogan in a few.But like most city advertising,Although because of different period,Different culture grade,AD need appropriate transformation,But update too fast,No feature again,Destined to difficult to let a person leave deep impression.

　　【记者感言】 城市口号的选择，虽然决定权最终在政府，但其产生和形成应自下而上，有群众基础和民众参与，而不仅仅体现官方意志，只有这样，才有旺盛生命力。镇江的这句口号，不但由网友原创——虽然这名网友经多方寻找多渠道联络至今仍未找到，而且通过网络互动，得到市民普遍认可。如果缺乏民意基础，结果很可能是，要么被忽视，要么受诟病。

[Reporter speech] City slogan choice,Although the decision in the government in the end,But the production and the form should be from the bottom up,Has a mass base and the public participation,Not reflect official will,Only in this way,Have a strong vitality.The slogan of zhenjiang,Not only by the netizen original - although this netizen through looking for multi-channel contact has not been found in many ways,And through the network interaction,Recognised by common civilians.If the lack of public opinion,The result is likely to be,Either neglected,Or reviled.

美名远扬，最终还靠城市内涵 A good name is one of the,Ultimately depends on the connotation of the city

　　从火遍全国的“宜春，一个叫春的城市”，到“我靠重庆，凉城利川”，城市广告一度剑走偏锋，“雷语”不断，走入误区。但知名度不等于美誉度。事实证明，只有兼顾知名度和美誉度，才能美名远扬，否则就有“臭大街”的危险，像“叫春的城市”，“露把脸就死”。当然，也不能是“正确的废话”，毫无特色而言，无法让人记住。

Through the national from the fire"yichun,A city of troat",To the"I am in chongqing,LiangCheng lichuan",City advertising once. Way of doing things,"Ray language"constantly,Into the erroneous zone.But the visibility is not equal to reputation.The fact proved that,Only the visibility and reputation,To family reputation,Or you have"Stinky street"The risk of,like"Why the city","Show your face died".Of course,,Nor is the"Correct nonsense",There is no characteristics in terms of,Can't let a person remember.

　　只是，要想真正让人印象深刻，做到一句永流传，又谈何容易？

just,To truly impressive,To do a forever,And talk easy?

　　“城市无内涵，修辞无意义。”南师大教师、网络传播学者王少磊说，好的城市广告，不但要朗朗上口、易于传播、庄重大方，还要能真正准确解读出最根本的城市精神，反映出城市的内在气质和价值追求。但不管宏大叙事还是玩噱头，老古板还是小清新，最重要的还在于一个城市是否有自己的内涵和精神。

"Cities with no connotation,The rhetoric of nonsense."NaShiDa teachers/Network communication scholars Wang Shaolei said,Good city advertising,Not only should the catchy/Easy to spread/Solemn generous,Also can do accurate interpretation to the most fundamental spirit of city,Reflect the city's inner temperament and value pursuit.But whether grand narrative or a stunt,Old fashioned or small and pure and fresh,The most important is if a city has its own connotation and spirit.

　　比如，城市文物古建保护得怎样，老百姓是否生活得有尊严，贫困人群生活能否有保障，等等。否则，广告做得再好，口号喊得再响，都没用。南京号称“博爱之都”，“如果大街上市民随地吐痰乱闯红灯比比皆是，隧道里全是随意变道加塞等不文明行为，博爱体现在哪里，人家是否会承认你？”

Such as the,The city protection of cultural relics hexiang how,If people to live with dignity,Poor people life can be guaranteed,And so on.otherwise,Good advertising,Shout slogans have to ring again,All useless.Nanjing boasts"To love is","If the street people spit everywhere disorderly red light everywhere,Tunnels are all optional change lanes gasser uncivilized behavior, etc,Love is embodied in where,The somebody else will admit you?"

　　【记者感言】 城市广告，光靠惊人之语来吸引眼球还远远不够。城市的内涵如何、气质怎样、精神何在，无疑才是关键，否则难免名不副实。(记者 高 伟)

[Reporter speech] City advertising,Amazing word alone is not enough to attract eyeball.The connotation of the city/How temperament/What is the spirit,No doubt is the key,Otherwise, hard to avoid a misfit.(Reporters wei)

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