Is Mr. Lu Xun an "old smoker"? ,ask again
Recently, a milk tea shop in Shanghai held a joint event with a publishing house and launched a "Smoke Oolong" milk tea and peripheral products under the banner of "World Book Day: Tribute to Mr. Lu Xun". A small link was used when consumers ordered. There are also advertisements on the posters of various stores with the slogan "Old smokers and new youths", and pocket-sized graphic paper with Mr. Lu Xun's image printed on it is affixed to the milk tea cup. Such an incident that is inconsistent with historical facts, does not pay attention to legal boundaries, and does not respect cultural values has aroused widespread criticism from people in the cultural circle.
On the evening of the 29th, the tea company involved issued a statement apologizing to Mr. Lu Xun, Mr. Lu Xun’s relatives and the Lu Xun Cultural Foundation for the “infringement of Mr. Lu Xun’s portrait rights.”
Without spending a penny, you can get a spokesperson who is well-known to the whole people. The marketing "creativity" of Mr. Da is not only "shining" in the whole process of the "World Book Day" event run by the brand publishing house, but also in the "World Book Day" event. Intellectual Property Day". Although the organizer of the event made a note in the tweet that he was an "old smoker", I think there is no silver 300 taels here - consumption is consumption. With such a frivolous advertisement, are you paying tribute to Lu Xun? It is clear that he is consuming Mr. Da.
Is Mr. Lu Xun an "old smoker"? These three words are undoubtedly unrelated to "New Youth" and Lu Xun and his literary creation. Yes, Mr. Big is a smoker. What he enjoys is the pleasure of holding a cigarette in his hand. Mr. Big’s gesture of smoking can also be regarded as a standard feature in the history of modern literature. He enjoys smoking cheap cigarettes, which affects his body, but it affects his body. What comes out is the sparkling thoughts and fearless literary spirit at the tip of the pen and the bottom of the wrist. Mr. Da never plays word games. I think it would be more in line with Mr. Da's courage if you didn't play around with homonyms like this. What a pity! Such absurd and vulgar "creativity" really echoes Mr. Lu Xun's famous saying: "Oh, Lu Xun, Lu Xun, how many advertisements are done in your name!"
Is Mr. Lu Xun an "old smoker"? of course not. These three words appearing on the marketing poster are very glaring and even heartbreaking. You are obviously trying to catch people's attention and want consumers to automatically think of "old smoker". "Lao Smoking Gun" is also called "Lao Qiang" by Shanghainese in the Shanghainese dialect. It refers to those who were addicted to opium in the old days. Later, it evolved into a general reference to those who are addicted to smoking cigarettes. It is definitely used in daily life. Derogatory meaning. Your "Oolong" is obviously a cup of milk tea, so why did you replace the classic image of Lu Xun holding a cigarette in one hand with the image of holding a cup of "Oolong" milk tea? Today's urban thoroughfares are lined with milk tea shops and coffee shops. People flock to them, vying to imitate such "creative ideas", changing shapes and substituting things at every turn, and any act that is similar to illegal and social moral customs, such as using cultural brands and speaking out without shame. , swaggering through the market, stupid ideas, patterns and problems, how can we ignore them? How can we underestimate it?
The May Day holiday is approaching, and cultural tourism is booming. "Billion-yuan Block", "Style Block" and "Internet Celebrity Block" are crowded with people and business is booming. This is a good thing. In the final analysis, "the economy is the flesh and blood, and the culture is the soul." In the process of high-quality economic and social development, culture is not a supporting role. The good scene of cultural prosperity is basically the good that ignites a better life. It is the icing on the cake that is better than the good. It is not any hollow and soulless skeleton. At this juncture, although the "Laoyanqiang" controversy has come to an end, the warning it left behind cannot be easily forgotten.
