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A slogan "You are ugly and you are horizontal" recently appeared on Sina Weibo's hot search list, with nearly160,000 readings and more than 7,000 discussions in one day.
This is a set of experiments completed by Xiamen University students. At the gate of Baicheng School of Xiamen University, they posted a traffic warning slogan "You are ugly and you have passed". In addition, there are two slogans hanging at the same time, "Please take the footbridge" and "It takes an average of 9.4 seconds to take the footbridge than to cross the footbridge". The experimental results show that the slogan "You are ugly and you have crossed" has the most remarkable effect, and the pedestrian crossing rate has dropped by 30%.
Gao Shizhen, a member of the experimental team and a 20 13 graduate student majoring in advertising in the School of Journalism and Communication of Xiamen University, told the reporter that the theme of this experiment is to test the role of "the right to speak in public service advertisements" in changing uncivilized behavior.
On February 28th this year, the title of "National Civilized City" was embraced by Xiamen for the fourth time. Lin Shengdong, deputy dean of the School of Journalism and Communication of Xiamen University, who arranged this task, said that he hoped to make some contributions to Xiamen's civilization construction from a disciplinary perspective and guide citizens to say "no" to uncivilized behavior.
Compared with the traditional slogan, "You are ugly and you are horizontal" is full of creativity and quickly became popular on the Internet. Netizens followed suit and made slogans such as "You are fat, you run a red light", "You are stupid, you don't drive", "I watch the lights" and "I am beautiful, I give up my seat". Weibo published in Weibo's Entrepreneur magazine said, "You _ _ you _ _ can also be used to regulate our words and deeds in life".
However, such a slogan is not recognized by everyone. Netizen Zhang thinks the slogan is insulting; Netizen Xiao Jadik thinks the slogan has language violence.
"Suspected of personal attack." Ms Su, a doctor of sociology at Renmin University of China, said, but she admitted that "propaganda strategies such as terror and threats of violence will always be effective".
"Is the traffic warning slogan' simple and rude' more effective?" In response to this statement, Lin Shengdong issued a statement on 16: People are not encouraged to fight violence with violence, and uncivilized behavior is stopped in an uncivilized way. In his view, slogans such as "You are ugly and you are horizontal" are not rude, just like "spitting is uncivilized behavior".
As the topic heated up, the members of the experimental group also did more thinking. Member Xiong Ye told reporters that young people are more concerned about buzzwords, and it is unexpected and reasonable that this slogan has become a hot topic.
"The slogan" You are ugly and you are horizontal "is designed for the current online buzzwords. The variables involved are complex and cannot be accurately controlled. It's just an additional discussion and supplement. " He said that this experiment only gives slogan designers some new ideas, and whether it can be popularized depends on specific analysis, which varies from place to place.
Public service advertising has become an important form of communication in the modern communication system, especially in the construction of social civilization, playing an increasingly obvious role. At present, uncivilized phenomena such as spitting, littering, jumping in line and running red lights are still visible in China, and a strong slogan can play a dissuasive role to some extent.
Lin Shengdong believes that a good public service advertisement should jump out of the slogan of "please" or imperative "don't" and change people's ideas and behaviors. China's slogan design has a long way to go.