Space for lasam

中國評論﹕白酒廣告泄國家機密

Posted on: April 8, 2010


(明報)2010年4月8日 星期四 05:10

【明報專訊】內地的電視廣告有兩多,一是藥品廣告,一是白酒廣告,尤其是酒廣告,茅台、五糧液等名牌自不待言,各個地方都有本地的名酒廣告,最近在中央電視台黃金時段播出的一隻名為「清樣」的白酒廣告,卻引來人們的側目。

比喻高幹如封建帝王

清樣本來是印刷    行業的術語,是指有大致的排版格式、但不是正式的文稿樣版。用它來作酒名本來就有點不倫不類,但原來「清樣」在內地還別有含意,原來是指官方新華社    向高層官員呈報的「內參(內部參考資料)清樣」,屬於機密級文件。

在央視播出的「清樣」酒廣告中,先是出現古代帝王的形象,然後就是奴才呈上奏摺的畫面,旁白說「在古代,清樣是地方大員呈報給朝廷重臣乃至皇帝參閱的朝報」。接著畫面一轉,出現一名高幹狀男子在閱讀文件,旁白說,「今天,清樣依然是為領導者提供決策的直接參考」,此時,那位高幹率一眾秘書隨從走向酒席,舉杯一飲而盡… …

「清樣文化」就是「密報文化」,「內參」屬中共發明,說古代皇帝也讀「清樣」純屬無稽,但該廣告無意中泄露了一個「國家機密」。在中央電視台的眾目睽睽之下,這樣一個將今日高幹比喻成封建帝王,嚴重詆毁高幹形象的廣告,如何卻能照播無誤呢。

原來,酒廠的文宣披露,該酒是2006年5月,奉湖北省委之命研製,動用5名國家級評酒師,採用地窖窖藏多年的原漿老酒調製出樣酒,由時任湖北省委書記的政治局委員俞正聲品嘗後,大加讚賞,並以新華社向政治局委員呈報的內部材料「清樣」為其命名,作為湖北省委、省政府接待黨國領導人和政要名流的「專用酒」,其寓意是「代表中國白酒的最高級別和最高密級」,難怪廣告可以暢通無阻了。

一段白酒廣告,透視豐富的中國政治文化和酒文化資訊,可謂綿長醇厚。

孫嘉業

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Gravatar

April 2010
S M T W T F S
« Mar   May »
 123
45678910
11121314151617
18192021222324
252627282930  

Archives

Blogs I Follow

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 379 other followers

snoyl

wordpress visitor

non

visits

One Lovely Blog Awards

Very Inspiring Blogger Award

Four-Stars Award for Year 2012

One-Star Award for Year 2012

Liebster Blog Award

byluis7

« me arrodillo por las noches ante tigres que no me dejarán ser. »

darshandesai54

Online marketing

The Pen Judge:

Features And News

Encrypted Souls

Words to 'Ramon' about the bits n pieces of life we fail to emphasize while we are busy encryting our souls...

INDIHOPE

LIVE POSITIVE READ POSITIVE

Aras Bacho

Journalismus & Blogging

EDMUND APPIAH

Writing About My Journey. Loving God, Loving People.

henrywest

Expression.

A Mixture Of Periodicals

Online miscellaneous journal and videos

Mozaic profan

Fa ce simti si iubeste la infinit

Sparks of Insanity

Haphazard Explorations & Experiments In Fiction

D-ale copilăriei

"Toţi fugim după copilăria noastră. La 12 ani fugim după zmee. Pe urmă fugim după sufletul nostru de copil". (Francis Blanche, 1921 -1974)

fotografia najwidoczniej realna

Wszystko, co nie pozwala przejść obojętnie...

ipekseyhanpoyrazkarayel

Asla İdeallerinden Vazgeçme Asla! Never Give Up Your İdeals Never!

Russel Ray Photos

Life from Southern California, mostly San Diego County

Mithai Mumblezz

Thinks and again mumbles!!

A Holistic Journey

Finding my way back out of motherhood -- while mothering

Clouds N Cups

Be With Us, Share With Us, Shop With Us...Don't Just Follow The Trend, Follow Your Heart.

Michael Ehrhardt

-permanenter ausstellungsraum-

Dream Big, Dream Often

anyone can do it

Madi şi Onu Blog

SALUS POPULI SUPREMA LEX ESTO

The Raven's Nest

ART - Aesthete and other fallacies

The Falling Thoughts

Poems, Poetry Plus Passion

Oscar Relentos

Welcome to my catharsis

POINT BLANK

...come closer

EimzPink

A haven of procrastination

We can help you renovate your home.

Justiniano Real Estate Renovations

Playcooks

cook yourself sexy

MY TROUBLED MIND

confessions are self-serving

Success Inspirers World

International Friends Forum - Springboard To Great Heights

surprise saffron

relishing in life's surprises, delighting in food, travel, art

Awniy's state

Here is the place for me to express~

IMPREINTofficial

The official page of the artist created to host the project 'CUT OFF'.

The Tragic Life of Frank

Around five minutes ago I had this sudden revelation; that my life is quite sufficiently, tragic.

My Midwest Musing

26 years young with a sharp tongue and a busy mind

Jaap Kroon

Fotografie - www.jaapkroon.nl

%d bloggers like this: