Original link: https://onojyun.com/2022/07/18/6371/
△ 199｜Multiple meanings not allowed*
I took the elevator upstairs and stood in front of the elevator car advertisement. For the first time, I carefully read the advertisement copy of a cosmetic brand. Every screen of the advertisement copy has at least one phrase followed by a “*”. At the bottom of the page, the real meaning and “final explanation” behind those extremely provocative and scene-sense phrases are explained in a font size that only I can see clearly when I am completely close to the electronic screen. Coupled with another cosmetic advertisement, the copywriting of this type of advertisement will have more “*” to be annotated. While playing the edge ball on the edge of exaggerating publicity, all possible legal disputes are avoided in the annotation. In fact, looking at those “*” annotations, it is nothing more than some kind of experimental data made by the cosmetic brand in the samples it is looking for – and this data is not universal at all, and what’s more, these data are completely worthless, because It is itself an experiment that prepares preconditions for deriving that experimental result.
Almost when I read the copy of the Chinese advertisement, I would not have too much confidence in the words with the “*” annotation, because its “final interpretation” must be different from the meaning of the word itself , but An “experimental result” obtained by this advertiser, using another condition they set themselves to change the rules of the game. Over time, the more “*” in an advertisement copy, the more alert I will be to the product. The higher the “*” content, the more outrageous it is from the industry standard , so I use it. Various annotations to explain how much water is hidden in his inflammatory copy – at this time, someone will ask a question:
Does anyone still believe advertising copy in simplified Chinese?
In the past two days, Weibo has begun to rectify homophones, abbreviations and variants. This is inevitable, because it’s something that’s bound to happen under sensitive word censorship. Homophones, abbreviations and variants are like breasts, vaginas and penises in banned Victorian erotica, even if they are banned by “law”, but one can still think of their other forms, a snow-white soft bread, A hole in a tree or a stick that could be accused of being full of fertility cults at any time. The more forbidden, the more interesting and complex these references and imagery become. The natural next step is to limit people’s associations, so that the censorship of sensitive words cannot keep up with the “new concepts” that people produce because of associations.
It has to be said that some homophonic and variant characters are indeed very “interesting”. They are blocked sooner or later, because the people who use it at the beginning are too purposeful. They want to express those words that should not be allowed to be expressed. However, some words, which originally had no multiple meanings, were thought to have some meanings that should not be allowed when they were created because the people who saw them had excessive associations. This is a kind of Timeless Soviet joke, a man holding a blank piece of paper with nothing written on it, standing in a crowded square, he will definitely be taken away by the police – but no one can say why. Clearly, because there is nothing on the piece of paper itself, but the problem is that it is precisely because of its blank space that people can have any form of reverie – and the question is, what kind of reverie, because of this This kind of reverie to catch the real “criminal” is itself a paradox – before they want to define the crime of others, they have to think of the content of the crime that should not be allowed.
I canceled Douban and Weibo, and gave up my thoughts and comments on various social platforms in the simplified Chinese environment. It is precisely because I expect that in the near future, the entire simplified Chinese network environment will no longer prohibit “sensitive words”. “words”, but trying to define crimes from people’s “associations”, and then convicted and punished – they will no longer allow associations, not allow excessive interpretation, and stipulate that only the original words can be used to explain the original meaning- But the original words can no longer be presented smoothly on the Internet – this means that the original words that were not allowed to appear will no longer be seen by people.
Therefore, they will definitely ban homophones, abbreviations and variant words, because those words that originally represent are prohibited from appearing on the Internet, and as long as they are not mentioned, it means that there is no existence. Then, people will start to prohibit people’s associations, so that each word must return to its original meaning, no overlapping meanings, no multiple meanings, but continue to allow themselves to use “*” as the final explanation, they can Re-revise the meaning, can cover, can tamper with the definition of the conclusion according to one’s own will and “experimental purpose”.
In what people say, there is “*” but it means forbidden association, and in their words, there is also “*”, but it represents the normative legal association, reinterpreting the conclusions that everyone no longer believes. .
* Multiple meanings: meanings that are allowed to exist for a political purpose, or that are required to exist in this way.
This article is reproduced from: https://onojyun.com/2022/07/18/6371/
This site is for inclusion only, and the copyright belongs to the original author.