Lei City Slogan: Highlighting Local Image or Urban Culture

Recently, the advertisement placed by “Liangcheng” Hubei Lichuan on the promotion of tourism resources in the “stove” Chongqing “I rely on Chongqing, Liangcheng and Sichuan” has been controversial. From “Yichun, a city called Spring” that used to be “red” all over the country, to “No visit to Chongqing, no understanding of China” was accused of over-promotion, even Hefei, “two fat and welcoming”... The frequent advertisements and thunderous people are the highlights of the local image or the city culture? What slogan should the city have?

Repeatedly questioned Ray advertising

“It is not that we want to spoof Chongqing, but it is the kidnapping of traditional Chinese culture by Internet proverbs.” Sun Fumin, director of the Lichuan Tourism Bureau, said in an interview. One slogan not only made Icheon, an obscure person, “famous overnight”, but also made it into a huge controversy. Recently, in order to attract Chongqing tourists to summer vacation in Lichuan, more than 20 bus bodies in Chongqing made a large advertising slogan - "I rely on Chongqing, Liangcheng Icheon."

The incident in Icheon was not a single case. In recent years, urban slogans have been repeatedly questioned by the public. In March 2010, some netizens were exposed at a certain forum in China. The slogan of “Yichun, a city called Chuncheng” was displayed on the tourism administration website of Yichun City in Jiangxi Province. It was a sensation in the country for a time, and many netizens thought that “there were people on the government affairs net”. The slogan, as a slogan, is not considered properly.

The Chongqing Municipality, which had planned for a large amount of money, “had never been to Chongqing and did not understand China” had once been elected the top of the “Ten Lei Population Number”. Some netizens asked: Did you know about China when you visited Chongqing?

Recently, at the review conference of the Hefei Tourism Development Master Plan, a planning unit proposed the slogan of “two fats and welcoming you” as the advertisement welcoming language of Hefei City. This idea has caused widespread controversy once it is proposed. Some citizens believe that the slogan is catchy and fits the name of Hefei; however, more citizens, netizens, and experts say that it is very inappropriate to submit such slogans as a “capitalizing place” as a provincial capital. .

How is Raymond advertising come out?

Speaking of the introduction of the advertising phrase “I rely on Chongqing, Liangcheng and Sichuan”, Sun Fumin frankly expressed that he was completely sentimental. He said that when he was on a business trip in Wuhan this year, he saw a real estate advertisement hitting the "I'm on the subway." He was brief and powerful and impressed him. Therefore, when planning advertising in Chongqing, consider how to link Icheon and Chongqing to create a sense of intimacy for the Chongqing people. At the same time, the slogans should be concise and eye-catching. This has an eight-word advertisement. At present, Ichikawa has replaced the original advertising phrase “I relied on Chongqing and Liangcheng Icheon” with “Neighborhood Chongqing, Liangcheng Icheon”. Sun Fumin believes that the reason why advertisements have been fooled into beggars in Chongqing is that many people have forgotten the meaning of Chinese language and characters and succumbed to the so-called "new solutions" to the Internet.

The head of the Yichun Tourism Bureau said that the slogan of “Yichun, a city called Spring” was proposed by a well-known tourism expert in Yichun during the investigation and research. It means that the climate in Yichun is warm and it is a spring city. Although there were concerns at the time, in order to let more people remember Yichun, the Yichun Tourism Bureau adopted expert advice.

This slogan "The History of the Thunder" has indeed achieved a surprising effect on the language, but it has also caused a serious negative impact on the original romantic image of the "capital of the moon." Therefore, Yichun City Tourism Bureau corrected it as "Yichun, a spring city."

Tang Jianjiang, Director of Market Development Department of Hefei Tourism Bureau, said that at the review meeting of the relevant government departments, there were indeed people who proposed the "two fat and welcoming you" proposal. After the review by the experts, the government department did not approve the proposal.

“Our government departments first asked for impact when they solicited urban slogans. They can catch people’s attention and make people forget it. Second, they must highlight the characteristics of the city and play out their own brand, because now tourism must pursue characteristics. , and advertising language is an important factor to attract customers." Tang Jianjiang said.

Local interests drive and lack of humanistic value

“This is similar to the use of rumors to speculate on celebrities themselves.” According to Professor Fu Caiwu, director of the Center for Cultural Innovation Research at Wuhan University, in the context of vigorously developing cultural industries and tourism around the country, some places have used special means to place them. Attract social attention.

Yin Xiaojian, a researcher at the Jiangxi Academy of Social Sciences, said that he is known for his double-edged sword. A city that is not doing a good job in its own construction and has no clear functional positioning is known as “beating out of position”. What may cause concern is precisely its weaknesses. He said that cities should establish a brand image and pay attention to tapping historical connotations and resource advantages. For example, in the small county town of Jiangxi, Wuyuan County, the slogan of "Chinese Village in the United States" was hit with rapeseed flowers and the unique Hui village village scenery, and the economic benefits and reputation gained.

Wu Bifeng, dean of School of Journalism and Communication at Anhui University, believes that the root cause of Ray's advertising language is the shift of social values. China’s rapid economic development and the development of humanities and social sciences have lagged behind the pace of economic development. Some local governments have relaxed the criteria for selecting urban slogans in order to obtain more economic benefits.

Liao Chenglin, a professor at the Chongqing University’s School of Economics and Management, said: “City managers should be aware that city advertisements are highly political and culturally distinct from commercial advertisements in general. In the process of advertisements in creative cities, topics should be clear, Clear content, strategy, and aesthetic value."

“From a communication perspective, advertising language should first be accurately regulated and evaded public ambiguity. For the public slogans of publicity on the media, government departments must attach importance to and constrain. What we really need is not only to highlight the urban cultural heritage and The characteristics must also be slogans that promote the values ​​of truth, goodness, and beauty, and that can have far-reaching and positive effects,” said Rui Bifeng.

Fu Caiwu said that Ray ad slogan can not become the mainstream culture of social development, local governments must adopt positive guidance, not only invited cultural scholars, brand marketing scholars, but also more fully open the people and wisdom, to establish an elegant style of urban advertising language.

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