Text |Wu Yaqi.
Recently, the Culture and Tourism Bureau of Leshan City, Sichuan Province released "Hello, I am Leshan, the only city called Leshan in the country" through the official account, which sparked discussions.
*In the form of voice-over and empty shots, the shots include close-ups of Leshan scenery and foodThe voice-over is a monologue of less than 200 words, which basically uses a "nonsense literature" style expression similar to "The reason why Leshan people are called Leshan people is because their ancestral home is Leshan". Some people praised the local Bureau of Culture and Tourism for its "humorous and down-to-earth", and some people found it difficult to accept the expression of the **, saying that "the copywriting is too weak".
Source: **Screenshot.
According to reports, the biggest characteristic of the so-called "nonsense literature" is that it seems to be said but it is not said, and it seems that a bunch of words are said, but it seems that it does not mean anything. For example, "There must be three people in a threesome's line", "The last time I said this, it was the last time". In this way, when it is used in ** copywriting, the efficiency of information communication is indeed limited. But also realize that can be useless but funny. Such a ** form does not sit upright, dissolves the seriousness and boredom, and even makes people wonder what nonsense it can say in the next sentence. Such a combination is harmless.
Moreover, the primary task of the cultural tourism promotional film is to publicize and promote, which is to introduce and recommend the beautiful scenery and food of the city in just a few minutes of display, arouse people's interest, let them accept and appreciate, and then strive to attract more tourists to the local area. This in itself is a process of building a connection and communication, in which the language can be majestic, poetic, and convincing, as well as humorous, lighthearted, witty, and empathetic.
In fact, whether it is an Internet meme or a buzzword, it has its own circle, and it is normal for voices to appear that do not understand or accept. For example, Leshan's version of propaganda**, if it is poked, it will be used to pick up the stalk with the same "nonsense literature", "listen to your words, such as listening to a seat", and those who are not familiar with it will feel that they don't know what to do. For many young people, online language is not only a way to express themselves, but also a way to socialize and identify. Just like the phrase "everyone who understands understands", it sounds like a nonsense, but those who understand will have tacit emotional resonance.
And the official took the initiative to play the stalk, which is precisely to discover this, and want to use a more interconnected expression to interact with people, especially young people, to shorten the distance between each other and make the propaganda more "out of the circle". Just like the director of culture and tourism in many places walked from behind the scenes to the front of the stage, and "showed his talents" in the short **, the original intention was to achieve better publicity effects through a way that was easily accepted by the public, so as to drive the development of the local tourism industry.
He Jiaolong, then deputy county magistrate of Zhaosu County, Yili, Xinjiang.
Borrowing Internet popular memes to promote interaction, Leshan Cultural Tourism is not the first. Not long ago, Shandong Satellite TV released a propaganda of "using nonsense literature to open up the beautiful Shandong", saying that "Shandong is the only province called Shandong";Previously, the Fujian Bureau of Culture and Tourism also released a tourism promotional video that set elements such as homophonic stalks and short ** hot stalks. Everywhere is promoting its cities in a fun, lively and enjoyable way, trying to make them noticed and liked, and the process may not be perfect, but it is still worth exploring and needing to continue to explore.
Of course, no matter what kind of publicity, the foothold is still a real and tangible tourist scenery. Naturally, it is necessary for all localities to try more distinctive and richer publicity methods, but the most important thing to do is still to do a good job of tourism products with better service and higher quality.
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Text: Wu Yaqi.
Recitation: Wang Qian.
Editor-in-charge: Xing Yanyan.
Editor: Chang Ying, Wu Yaqi.