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中青报:“雨伞爸爸”上广告,莫让暖闻成为商业工具
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Topic: 中青报:“雨伞爸爸”上广告,莫让暖闻成为商业工具 (Read 120 times)
GHuudifenng
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中青报:“雨伞爸爸”上广告,莫让暖闻成为商业工具
July 05, 2017, 09:30:08 AM
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原标题:中青报:“雨伞爸爸”上广告,莫让暖闻成为商业工具
“暖闻”最易打动他们的心。而最让人深恶痛绝的,正是某些人利用这一点,公然愚弄、欺骗大众的感情。
2015年,因为一张给儿子打伞,自己全身湿透的背影照,刘侨走红网络,被诸多网友称为“雨伞爸爸”。 一张背影照打动了众多网友,也“打动”了不少商家。上至一些大型国企,下至小小的微信公号商家,不少企业采用了这张照片做广告。
“雨伞爸爸”对此有意见,我想所有人都能理解。《民法通则》指出:“公民享有肖像权,未经本人同意,不得以营利为目的使用公民的肖像。”因此,相关企业将“雨伞爸爸”的照片直接用于商业营销,涉嫌构成侵权,应该负起相应的责任。
但问题还不仅在于商家的违法行为,更在于此类商业营销背后危险的逻辑。如今,要创作出一则令人印象深刻的广告可谓难于上青天。以情动人,是广告创作中的不二法门。而在眼下,这情到底是真情还是假意,就很难说了。
比方说,五粮液广告就讲刘侨为儿子雨中打伞的照片作为背景,并配上“父亲的爱,醇厚的爱”醒目大字,左下角是一瓶五粮醇的酒瓶图。据称,该幅广告是配合父亲节而推出,照片顶端还加上了一行小字:“不完美的父亲,完美的爱”。这里头的潜台词是再明显不过了。父亲的爱是醇厚的爱,你该如何回报这份爱?父亲也许是不完美的,但我们应该给他完美的爱,怎么给?答案:买上几瓶五粮液呗。
中国电信的App画面上写道:“父爱,如海宽阔,如山巍峨”;360开机小助手的广告词是“寻找回忆,你还记得父亲远去的背影吗?”太平保险则是“你为他遮一阵雨,太平为你们撑一片天,就是这么有实力。”刘侨对儿子的一份温情,在这些广告中已经变了质。
商家们熟练运用的手腕,不过是一套符号学系统。罗兰·巴特曾经在他的著作中再三引用过一张杂志封面。在这张封面上,一位穿着法国军服的黑人青年在行军礼,双眼仰视,显然在凝视起伏的三色旗。乍看之下,一切都很平常,但在罗兰巴特精妙的分析下,图片的真实涵义显现了出来:“法国是一个伟大的国家,她所有的儿子,不分肤色,都在旗帜下尽忠尽责,这位黑人为所谓的压迫者服务的热忱,是对所谓的殖民主义的诽谤者最好的回答。”将“雨伞爸爸”送上广告,和这张杂志封面一样,用人为构建的假象掩盖了真实的意图,让一切看上去再自然不过。
老百姓是单纯而善良的,“暖闻”最易打动他们的心。而最让人深恶痛绝的,正是某些人利用这一点公然愚弄、欺骗大众的感情。此类行为所造成的最终恶果,将是透支社会公信力。应该让暖闻回归它的本义,莫使其成为部分别有用心之人手中的工具。事实上,正如刘侨所言,若将“雨伞爸爸”用在公益广告上,是能够被所接受的。我想,这也是“雨伞爸爸”这则暖闻最理想的归宿。
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