地方文化营销 0.2:天字第一號工具

口號是傳播地方形象的頭號工具,它激发人們的熱忱,協調所有的地方營銷作業。

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Comment by OVEPI on January 25, 2024 at 12:19am

Everything I Need to Know I Learned in Monty Python and the Holy Grail By Michael Desmond

“Monty Python and the Holy Grail” might be the funniest movie ever made. Filmed on a shoestring budget by the irreverent British comedy troupe Monty Python, the movie tackles the legend of King Arthur and lampoons everything from arranged marriages to medieval superstitions to the French.

Given its medieval setting and farcical treatment, you’d think there would be little software developers could learn from the film. As it turns out, “The Holy Grail” offers more than a few lessons for those involved with code.
 

Be pragmatic: Everyone told the King of Swamp Castle that he was “daft to build a castle on a swamp,” and sure enough, his first attempt sank into the muck. “So I built a second one,” he says. “That sank into the swamp. So I built a third. That burned down, fell over, then sank into the swamp. But the fourth one stayed up.” 

This is the kind of thinking that produces epic SAP implementation failures. The King and his melancholy son Alice ... I mean, Herbert … could’ve spared themselves a lot of trouble if they had listened to trusted advisors and built on another site. Be pragmatic and be willing to shift your plan as events and conditions warrant. Oh, and no singing.

Assume nothing: That simple code update project you were assigned? It could be a killer rabbit.

Don’t make assumptions. Assess for complexity and scope, watch out for sharp, pointy teeth and budget accordingly.
 

Commit to process: It’s not enough to have a great idea, you have to execute. Sir Bedevere’s giant Trojan rabbit ploy worked flawlessly—except he forgot to put anyone in the construct before the French guards rolled it into their castle. A more rigorous process would have ensured the project was complete before he deployed it, allowing the knights to take the French “not only by surprise, but totally unarmed!” 

Harden your code: At the Bridge of Death, each knight had to correctly answer three questions or face being launched into the chasm. When the Bridgekeeper asked King Arthur the air speed velocity of a laden swallow, Arthur replied, “What do you mean, African or European swallow?” Surprised, the Bridgekeeper muttered, “I don’t know that,” and was himself launched into the abyss. The unanticipated input crashed the authentication routine and left the bridge unguarded. This is stuff that can be addressed by fuzz tests and error checking. 

Value documentation: The knights’ quest would never have even reached the Bridge, had Joseph of Arimethea not documented his work in the living rock of the Caves of Caerbannog. And the knights never would have gotten past the killer rabbit without the Book of Armaments and its detailed instructions on using the Holy Hand Grenade of Antioch. Document, document, document!

Consider open source:True fact: The budget for “The Holy Grail” was so small that the crew couldn’t afford horses. So cast members took two halves of coconut and clapped them together as they skipped along. Sometimes, free tools are the best tools.

Know when to quit: The Black Knight always triumphs, except when he doesn’t. Don’t be stubborn—no one is of any use with all their limbs lopped off. Take a lesson from King Arthur and his men, who throughout the movie would cry, “Run away! Run away!” as they retreated from one peril after the next. It looked cowardly and silly, but those retreats allowed the knights to regroup and press on with their quest. (Michael Desmond is the Editor-in-Chief of MSDN Magazine;October 2016,Volume 31 Number 10,Msdn Mag,Editor's Note )

Comment by OVEPI on June 29, 2021 at 10:02pm


創作旅遊口號高招

怎樣創作一個國家的英文旅遊口號?

1 夠親切

語言盡量口語話,親切自然,讓遊客感覺到賓至如歸。

Turkey: Be our guest
土耳其, 快來做客

Tajikistan:Feel the friendship
塔吉克斯坦, 感受友誼

Iran:You Are Invited
伊朗, 應邀而來遇見你

Uganda:You’re welcome
烏干達, 我們歡迎你


2 夠簡潔

簡潔凝練,使人印象深刻。廣告口號一般不超過十個字,用最少最精煉的詞匯傳遞最多的信息量。英語旅遊目的地宣傳語常用單個詞、雙個詞、三個詞、省略句、簡單句、感嘆號.

India:Incredible India!
不可思議的印度!

Brazil:Brasil – sensational!
激情巴西!

Haiti:Experience it!
海地,感受它!


3 夠撩人

語言需具有煽動性,激發遊客興趣,說走就走。

Ireland:Jump into Ireland
愛爾蘭,跳進愛爾蘭

Poland:Move your imagination
波蘭,開啟你的夢想

Zambia:Let’s explore
贊比亞,一起來探索吧


4 夠獨特

形象定位,強調獨特優勢。推廣語中盡量體現最大的優勢,特別是區別與其他旅遊目的地的優勢。獨特性,才能讓遊客只想到你。

Swaziland:A royal experience
斯威士蘭,一次皇家體驗

Gambia:The smiling coast of Africa
岡比亞,非洲微笑的海岸線

Denmark:Happiest place on Earth!
丹麥,地球上最快樂的地方!

Republic of Montenegro:Wild Beauty
黑山,野性之美

China, Like Never Before
古往今來前所未有

Comment by OVEPI on June 23, 2021 at 11:05am


非洲国家旅遊口號

Algeria:Tourism for everybody
阿爾及利亞:適合所有人的旅遊

Cape Verde:No stress
佛得角,沒有壓力

The Republic of Sierra Leone:The freedom to explore
塞拉利昂共和國,自由地探索


Nigeria:Good people, great nation

尼日利亞,友好的人民,美好的國度

Cameroon:All of Africa in one country
整個非洲,盡在喀麥隆

Namibia:Endless horizons
納米比亞,無垠地平線
 


South Africa:Inspiring new ways

發現新南非

Botswana:Our prides, your destination
博茲瓦納,我們的驕傲,您的目的地

Swaziland:A royal experience
斯威士蘭,一次皇家體驗


Zimbabwe:A world of wonders
津巴布韋,奇跡的世界

Mozambique:Come to where it all started
莫桑比克,快來這一切開始的地方

Malawi:The warm heart of Africa
馬拉維,非洲熱情之心


Madagascar:A genuine island, a world apart
馬達加斯加,一座真正意義的小島,一個與世隔絕的世界 (上圖)

Burundi:Beautiful Burundi
美麗之地布隆迪

Kenya:Magical Kenya
神奇的肯尼亞


Gambia:The smiling coast of Africa
岡比亞,非洲微笑的海岸線

Comment by OVEPI on April 18, 2021 at 4:11pm

西爾瑪·拉格洛夫·維特恩湖

男孩子和白雄鵝、灰雁剛飛上天空,就望見一座山坡陡峭、山頂平坦的高山,他們知道那肯定是塔山。阿卡和亞克西、卡克西。科爾美、奈利亞、維茜、庫西以及六隻小雁早已站在塔山頂上等候著他們。當他們看到雄鵝和灰雁終於找到大拇指兒時,大雁群中立即爆發出鳴叫、撲翅和喊叫聲,那歡樂的場面真是難以形容。

塔山的懸崖峭壁上幾乎從上到下長滿了樹木,但是頂部卻是光禿禿的。人們可以站在那里極目遠眺,縱覽四周。要是朝東面。南面和西面看的話,看到的差不多全是貧瘠的高原,除了陰暗的杉樹林、褐色的沼澤地、堅冰覆蓋的湖泊和灰蒙蒙的連綿起伏的群山外,其他什麽也看不到。男孩子也不禁覺得,造這塊地的人並沒有花多大的力氣,而是急急忙忙,粗制濫造,用石頭堆一堆就算了事了。不過,極目北方,景色就截然不同了。看來造這塊地的人懷著極大的熱情和一絲不茍的精神。朝北看到的全是瑰麗巍然的群山、平坦的峽谷和蜿蜒曲折的溪流,一直可以望到那片湖水滔滔的維特恩湖。湖面上冰已融化,湖水清澈透明,閃閃發光,就好像里面裝的不是水面是藍色的光。


正是維特恩湖使北面的景色錦繡如畫,風光旖旎,因為好像那道藍色的光從湖中升起,又撒向大地。森林、小山、屋頂以及坐落在維持思湖畔的延切平市的塔頂,處在一片淡藍色的光環中,看上去讓人賞心說目。男孩子想,如果天空中也有國家的話,那麽它們肯定也是像這樣藍色的,他認為他對天堂是什麽樣子似乎有了一個模糊的概念。 

當天晚些時候,大雁群繼續飛行,他們朝著藍色峽谷飛去。他們心情愉快,歡天喜地,一路上高聲呼叫,大聲喧鬧,凡是有耳朵的人都會聽到他們的喊叫聲。(西爾瑪·拉格洛夫《尼爾斯騎鵝旅行記》第17章,1906,四月十五日星期五)

瑞典維特恩湖(Lake Vättern):關於韋特恩湖名稱的由來,有一說認為是來自於瑞典語中的「水」"vatten"一詞,但目前並不能肯定。有意見認為湖的原稱應為"vätter,意解湖泊之神或森林之神。

Comment by OVEPI on February 10, 2021 at 6:04pm


愛懇留言:"人人皆網紅,萬物可直播",意味著地方營銷/地方創生亦可上線直播,誰會是本土第一人呢?

Comment by OVEPI on February 10, 2021 at 6:01pm

李秀恒《把握“直播經濟”的機遇》

 

近日,內地有一部熱播電視劇《青春創世紀》,以電子商務產業創業為主線,引起了不少觀眾對“直播”作為一個行業的討論。日前,內地的《咬文嚼字》編輯部亦將“直播帶貨”這個詞,列為2020年的十大流行語。

 

網紅促銷 方興未艾

 

作為內地新興的電商銷售模式,直播的發展歷史並不長,2019年才被稱為“直播電商元年”,全年總規模已達到4338億元(人民幣,下同),催生了影響力甚至超越一線明星的直播界網紅,更直接改變了不少人的生活模式。據艾媒咨詢核算,2020年中國直播電商行業的總規模,預計會倍增至突破9000億元。

據商務部數據顯示,在疫情肆虐的今年上半年,全國直播電商超1000萬場,活躍主播數超40萬,觀看人次超500億,上架商品數超2000萬。換言之,平均每天有5萬多場電商直播,日均觀看人數超過2.6億。

 

幾大原因 促成大熱

 

電商直播能夠迅速火紅,有其原因。一是實時的互動感:透過屏幕,觀眾與主播似乎身處同一個現實場景,仿佛面前有真人展示著商品信息,分享自己的使用體驗,買家對產品有什麼疑問,只需要提出就能得到主播的回答,此種帶著線下購物優勢的線上購物模式,帶給觀眾全新的沈浸式體驗。直播儼然成為了一種全新的社交及生活模式,吸引更多人參與。根據中國互聯網絡信息中心(CNNIC)統計,截至2020年3月,中國內地網絡直播用戶規模已經達到5.6億,較2018年年底增長1.63億,占網民總數的62%。

二是搶購的緊張感:直播的銷售模式,有些類似我們熟悉的電視購物,但不同之處是有一個較短的定時限制,直播間會提前預告每日的優惠商品開售時間表,時間一到就要“拼手速”搶購。例如,曾有知名主播請明星到自己的直播間推廣即將上映的電影,6秒之內就賣出了25萬張電影票。

三是明星的附加值:人氣可以變現的今日,不少流量大的直播間已經成為明星藝人宣傳的平臺,而直播間亦樂見明星作客,吸引明星的追隨者進入直播間,成為潛在的客戶,達到互利互惠的宣傳效果。

四是商品的豐富性:人人皆網紅,萬物可直播”是大家對直播經濟的一句形容。直播購物的商品種類琳瑯滿目,從常見的傳統網售商品,到以往網購中較少人選擇購買的高檔奢侈品,再到以往從未想過可以透過網上購入的汽車乃至千萬房產,直播世界選擇進入多元化,讓人流連忘返。


新興機遇
港不可失

對港人來講,這種購物或銷售模式或許仍然陌生,但“直播經濟”的飛速增長已經不容忽視,香港應該正視及把握“直播經濟”的機遇。

商務及經濟發展局副局長陳百里出席活動時曾表示,“直播帶貨”的方式,非常有利於中小企業將香港高質量的產品和品牌推廣到粵港澳大灣區。其實,香港的5G網絡基礎設施有非常良好的基礎,為“直播經濟”創造了重要前提條件。香港不少化妝品公司、金鋪等大型連鎖公司,已經逐漸察覺到這種新興經濟的發展潛力。

香港的直播促銷雖然起步遲了,但要推動起來卻可以走少一些彎路,事關內地的“直播經濟”在高速發展的過程中,浮現了各種問題,包括假貨、虛假廣告、售後責任不清等等,讓香港可從中引以為鑒,在加強市場監管及規範秩序方面加以完善。相信只要香港建立起一個貨真價實和對消費者有保障的平臺,必定能從“直播經濟”中分一杯羹。(20.12.2020 / 作者為香港經貿商會會長)

Comment by OVEPI on January 21, 2021 at 11:54pm


特納·對布迪厄的文化資本的總結

特納將布迪厄的文化資本總結為:那些非正式的人際交往技巧、習慣、態度、語言風格、教育素質、品位與生活方式。其具有文化能力(the ability of culture)、文化產品(the product of culture)和文化制度(the system of culture)三種存在形式。(喬納森·特納.社會學理論的結構[M].北京:華夏出版社,2001.192.)(見:(吳啟焰和王兆傑,2011,布爾迪厄的文化資本理論在旅遊規劃中的應用,《人文地理》2011年第1 期,總第117 期))

愛墾網 是文化創意人的窩;自2009年7月以來,一直在挺文化創意人和他們的創作、珍藏。As home to the cultural creative community, iconada.tv supports creators since July, 2009.

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