Archive for the ‘kuso’ Category

戏仿的狂欢——“调戏凡客”

星期三, 八月 4th, 2010

最近几天,互联网上盛传“凡客体”。

最早发源于豆瓣的这场名为“全民调戏凡客”的活动,根据其发起人的自述,是靠了自己的“一点敏锐”,发现网上有零星的改图行为,然后发起这场活动并成功地“把事情搞大”。至今该活动的相册里已有豆瓣网友上传的图片2000张,而在各大门户网站微博和SNS站点中,一些“调戏”得比较精彩的图片也被频繁地转发。

许多人在讨论这究竟是不是凡客诚品的病毒营销。虽然我知道网络推手公司很泛滥,但实在是对阴谋论有点腻味了。难道大家就不能相信,上网的人真的是很无聊的,无聊到可以发起类似的活动并且热衷于围观起哄么。

不论这是不是一小撮别有用心的人有预谋地鼓动不明真相的群众参加的一次线上活动,我们可以看到多方从中受益:

凡客诚品受益了,其品牌知名度和关注度有所提高,至于品牌形象,厄,反正它也不是走高端优雅贵族路线么,谈不上气质被破坏,反倒是更加亲民、更加好玩、更加潮一点。

豆瓣和各大微博、SNS站点受益了,搞笑的图片带来了流量和人气,制造了话题。

新闻媒体受益了,又多一点八卦消息可以报么。

参与活动及打酱油围观的群众们受益了,自娱娱人,自笑笑它。

有两部今年的新电影,《让子弹飞》、《神奇侠侣》,搭上了便车,受益了。模仿“凡客体”,做做广告,打打知名度。

某些品牌和名人受益了,有的大点有的小点,是TA们的粉丝力量大,从TBBT、Friends、House这些剧集,到姚晨李宇春,好吧 ,也许还有奥特曼和蜡笔小新……总之,在欢乐之后TA们的形象又有所提升,更招人爱了。

相应地,另一些人却是躺着也要中枪啊。从照片到文案,恨比爱的力量更大,“某黑”比“某粉”的激情往往具有更低的酸碱度。这些同志收获了秋风扫落叶一般的挖苦讽刺嘲笑攻击。冤不冤另说。

下面简析“凡客体”和“调戏凡客”活动。

以韩寒和王珞丹为代言人的“我是凡客”广告,铺满了公交车站、地铁站台和互联网上。应该说,这一广告的风格是鲜明的——白色背景,清晰的人物形象居中;左边是商品名称及价格,右边是一段短句构成的自我表白:“我爱AA,爱BB,爱CC,更爱DD….我不是EE,不是FF,我是XX……我和你一样,我是凡客”;文案字体大而醒目,红黑两色;左上角有凡客LOGO,右上角是订购电话。

vancl广告图

这种刻意选择的Style,其诉求是简单、直白、朴素地不装13、名人的真实普通生活、名人也爱的便宜衣服——并希望唤起中国城市/城镇青年的认同感。正是因为它风格如此鲜明,所以很容易被模仿,被山寨,被Kuso。那些最受欢迎的戏仿图片,除了形象生动、文案出彩外,形式上与“正版”的相近也是重要因素。

纵观千余张戏仿图片,其主题大致分为如下几类:一、粉丝歌颂偶像;二、影视动漫游戏爱好者同人创作;三、恶搞讽刺某些雷人囧事;四、PS自己照片露个脸;五、稀里糊涂来打酱油的。商品以广告来塑造其形象,渲染其魅力。然而当广告的风格被数千次地戏仿、改写,成为一个人人可用的大茶杯,装上了各人的饮料,浇各人自己的块垒,原有的文本及风格实际上已经被去魅,不再有其创造者所期望达成的那种魔力。还是那句话,所幸凡客诚品并不是一个像路易威登一样需要矫情自恋虚伪地打造其贵族形象的品牌。

其实在这场还将延续一阵子的戏仿狂欢中,一些商家已经开始顺势而上,前面说的两部电影如此,甚至我还看到了一个淘宝网店的PS图片。不知道陈年这会儿是不是在偷着乐?Vancl自己其实也应该跟进一把,起码,把那些中国的世界的名人明星们都PS出一个vancl的广告来,在网上乱发,既提升品牌人气和形象,还不用花钱,还不怕人追究肖像权。

下面是赏图时间,贴十几张我喜欢的。图片均来自豆瓣此活动相册


极客诚品,TBBT(生活大爆炸)系列,有两张谢耳朵的:

越狱之T-bag,浮客诚品:

唐长老:

野原新之助,这个改编挺中庸的,只是小新本身够欢乐:

郑大世,文案挺讽刺的:

伟大的Eric Cartman!两张对照着看,很有趣。但是第一张文案有误,Eric很崇拜吉布森,言必称《耶稣受难记》:

Acup自白,据说是网友自拍:

机器人马文,银河系漫游指南中能把别的机器人说死的机器人:

凡客诚品,姚晨和李宇春,说是正版广告也会有无数人相信的,可见其创造者是诚心赞美啊:

犀利哥:

雷锋爱用leiphone:

搭便车的电影宣传广告——《让子弹飞》:

斯大林:

“狗日的腾讯”,《计算机世界》的封面文章,一篇有争议的报道:

唐骏,不多说了,大家懂的:

谢谢观赏,功劳归于人民。

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关于大力加强网络评论员队伍建设的十点意见

星期六, 四月 11th, 2009

1. 网络评论员的工作代表着中国先进社会生产力的发展要求,代表着中国先进文化的前进方向,代表着中国最广大人民的根本利益。

2. 建设网络评论员队伍意义重大,还应该进一步扩大队伍,在加强力量的同时解决经济危机时期部分群众的就业问题。

3.促进网络评论员队伍的高学历、高素质化,以学士后、硕士后、博士后为招募重点,兼顾英语、法语、俄语、德语、日语等多语种人才。

4.加强在敌占区(GFW外)的工作,目的是向全球输出党和国家的价值观,教育一小撮吃饱了没事干的外国人,和一大批不明真相的外国群众,带领地球人民走向光明的未来。

5.所有网络评论员必须实名发贴,详细到姓名、单位、职务、级别。为党和国家的事业工作,这是无上的光荣。他们理应享有这份荣誉,同时勇敢承担发言的责任。让那些敌对势力的网特看看,共产党人是天不怕地不怕的,尤其是做这项三个代表的工作。实名格式建议:每贴注明“某某单位网评员 某某某”。

6.实名发贴,按劳取酬,便于人民监督网络评论员的收入情况,预防腐败。

7.适当提高在敌占区工作同志的工资,由一帖五毛改为一帖五十美分(按当天中行现汇卖出价折算成人民币)。

8.网络评论员队伍建设要从娃娃抓起。

9.不支持网络评论员队伍建设的人,至少99%以上精神有问题。

10.下面没有了。


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China Media Digest 0902 (week5-6)

星期日, 二月 8th, 2009

2008 China Internet Communication Report

Click to download the English version of the report The report is released by NetEase.com, Inc. (163.com,网易), one of the leading Internet technology companies in China, in January, 2009. The report includes an annual top-10 ranking of Internet Hot Figures, Internet Hot Key Words, Entertainment Stars, Sports Persons, Entrepreneurs, Hot Movies, Hot Music Singles, Hot TV series, Fund companies, and A-share listed companies. The report summarizes facts of maximum interest to Chinese netizens in these ten fields as well as highlights common features and the latest status of such information. According to the report,

Who determines the report result? There are about 200 million netizens in China who are active in the application of various NetEase Internet products. They come from different regions of China and are engaged in different industries, but every click or search they have done, and any words they have posted on the Internet, have contributed to this report.

How was the data analyzed? The data was analyzed by collecting original data from five system platforms of NetEase, i.e., NetEase Blog, NetEase BBS, Youdao Search Engine, Netease Channels, and NetEase Posts. Such data were then used for linear conversion and linear transformation by standard statistical methods without changing the data order or distribution form. This produced a normal status measure, called the Internet transmission index, for each respective collection item.

It’s really worth reading if you are interested in the culture of China society and Chinese cyberspace. Just click the links to download the English version and Chinese version. Other related links:

Film ratings system: news, fake news or “old news” ?

Tong Gang in 2004

Tong Gang in 2004

From Danwei:

On February 2, Beijing Business Today ran a report under the headline “Tong Gang: A film ratings system will not permit Cat-III films.” The article reported that China had completed work on a law that would implement a film ratings system without opening the door to porn, and featured extensive quotes from Film Bureau director Tong Gang.

Implementing a film ratings system is a contentious issue that has been kicking around for years, so Tong’s disclosure, if correct, has the potential to bring major changes to the domestic film industry.

Too bad it’s not true: the director did utter the words quoted in the article, but he said them in an interview with The Beijing News in 2004.

Some Newspapers and even Xinhua were deceived by the story of Beijing Business Today. They used the headline such as “China completes motion picture law, banning porn, violence contents”. Unfortunately, it seems just a clumsy copy of a five-year-old interview.

A ‘Chinese CNN’

Following the first topic in CMD 0901, Peter Ford, a staff writer of The Christian Science Monitor, quoted the comment from two Chinese scholars in his article “Beijing launching a ‘Chinese CNN’ to burnish image abroad”,

“China’s image is very important, but the first question is the image of the medium itself,” cautions Gong Wenxiang, journalism professor at Peking University. “If the medium lacks credibility, it is unthinkable that it will improve the country’s image.”

“The strength of our voice does not match our position in the world,” complains Yu Guoming, deputy dean of the journalism school at People’s University in Beijing, who has acted as a consultant on the government’s TV project.

“That affects the extent to which China is accepted by the world,” Professor Yu adds. “If our voice does not match our role, however strong we are we remain a crippled giant.”

“The outreach effort is very natural because of the growing strength of the nation,” says Professor Gong. “They [officials] are clear about what to say but they don’t know how to say it with the best results.”

And so long as the party insists on controlling the media, China will have difficulty convincing foreign viewers to consider its point of view, he adds. “They have realized the problem of cross-cultural communications, but before serious political reform takes place they cannot do much.”

Anti-anti-vulgarity Campaign: Put Clothes on Famous Paintings

spring

Chinese Internet users angered by censorship in cyberspace have dressed up images of famous renaissance nudes in a protest against Beijing’s crackdown on ‘vulgar’ online content. The campaign of “Put Clothes on Famous Paintings” (给名画穿衣服)

Via “Protest against Web crackdown”

dance

The protest began last week after a user of the social networking site Douban.com complained that images of several paintings, including Titian’s nude ‘Venus of Urbino’, had been deleted from an online photo album.

According to blogs on the site, Douban’s administrators had told the user that posting pornography would endanger the site’s operations.

In response, protest’s organisers asked Internet users to clothe artwork to ’save’ it from the censors, who have shut down 1,635 websites and 200 blogs in a one-month campaign against content that ‘harms public morality’.

The protest are not limited to 16th century art – one Internet user drew red underpants on the leaning, joined towers of state-run China Central Television’s headquarters in Beijing.

Also see the blog post “Chinese Netizens’ Anti-anti-vulgarity Campaign: Putting Clothes on Renaissance Paintings”.

73ddcaf222a87ff4a28ba4162c671423 83ee144ab61651b1d87428d98cab1843

More fancy pictures, check these blogs: Digging Pictures, Snower41.

Other Links you might be interested in

The China Media Digest is released by China Media Centre weekly. It is posted here for the readers of OhMyMedia.

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