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最权威的国际教育服务平台
展会推销，女色当道
More girls than games at China's top computer game show
At the door to a major computer game expo in Shanghai, visitors are greeted by columns of girls in white boots and miniskirts, the name of a computer parts maker emblazoned on their chests. A bit farther on, amid the blaring music and pulsing lights, 40 more models in bikini shorts, tiny tanktops and hard hats shill for an online security company, handing out small locks in boxes designed to resemble condom packs. Government regulations announced last month barring online gaming companies from using sex to promote their products had little impact at ChinaJoy, the country's largest annual digital entertainment exhibition which ended yesterday. "The most
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最权威的国际教育服务平台
eye-catching part of the exhibition is the show girls," said a senior director for one Internet portal.
Video games taking a backseat to show girls is a phenomenon at exhibitions across Asia, but participants say China is taking it to a new level. "I've been to shows in Japan and Korea before, they don't have as many show girls," said Jay Jiang, a marketing planning director for Shanda Games. "For foreign companies, it's more about exhibiting products. Often a senior executive will make a product presentation, but we invite players onstage to compete with the show girls," he said.
Duanmu Wenlin, a top executive for China Mobile's game division, said, as a woman, she saw nothing wrong with using models to promote games. "Our show girls wear bumblebee outfits," she said, gesturing to hostesses in yellow and black striped dresses with wings on their backs. "We hope they will be like fairies who accompany fans through an adventure in our games."
Throughout the exhibition hall, the same scene played out again and again - packs of men of various ages with cameras call out to girls who smile, pout and lean against oversized models of video game characters.
Zhang Meng, 20, is modeling at ChinaJoy for the third time. For Zhang, posing for photos - many of which go on the Internet - is part of the job, but it is not always pleasant. "I've met some very strange visitors and it's uncomfortable," she said. "Some will ask for a particular pose, some ask me to touch them. Some are just perverts - they rush to the stage and harass us."
The use of sexual images in marketing has increased significantly on the mainland over the past 15 years, said James Farrer, an associate sociology professor at Tokyo's Sophia University. "The state and official mouthpieces don't usually like this sort of thing, but when the government monopolizes moral authority then it can silence not only liberal, but conservative, voices too," he said.
展会推销，女色当道
香港《南华早报》8月2日文章，原题：在中国顶尖电脑游戏展上，女孩比游戏多。在上海举办的一场重要的电脑游戏展门口，游客们受到一列列穿白靴子和迷你裙的女孩儿的问候，制造商名字就印在她们胸前。稍远处，在刺耳音乐和闪烁的灯光中，还有40名模特身穿比基尼和紧身背心为一家网络安全公司当托儿，向参观者分发小锁，其包装盒被设计成类似于安全套的包装。
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最权威的国际教育服务平台
中国政府上个月宣布禁止游戏公司利用性来促销产品，这一规定看起来对中国最大规模的年度数码娱乐展会几乎没产生影响。“展览会最吸引人眼球的部分是广告女郎，”一家门户网站公司的高级经理说。
在整个亚洲，视频游戏在展会上让位给广告女郎已成为一种普遍现象，但参展方说中国正把它推向一个新高度。“我以前参观过日韩的展览，他们没这么多广告女郎”，盛大游戏市场策划负责人杰伊-蒋（音）说，“对外国公司来说，更多是展示产品，通常由一名高管进行产品介绍。我们却邀请游戏玩家上台与广告女郎进行比赛。”
中国移动游戏部门的高管端木文林（音）说，作为女性，她看不出用模特宣传游戏有什么不对。“我们的广告女郎穿着大黄蜂服装”，她指着背上有大翅膀的女孩说,“希望她们像仙女一样，陪游戏迷们在我们的游戏中冒险。”
整个展厅里，同样的场景一次又一次上演。年龄各异的成群男子手持相机大声呼唤那些广告女郎，她们微笑、撅嘴，斜倚在视频游戏角色的超大模型上。
20岁的张梦（音）是第三次在电游展上当模特。对张来说，摆姿势让人拍照是工作的一部分——许多照片在网上流传——但并不总是令人愉快。“一些很奇怪的参观者让人很不舒服。一些人会要求摆特殊姿势，一些人要我去触摸他们，还有些是变态，会冲上台骚扰我们。”
东京上智大学社会学副教授刘雅格说，过去15年里，中国大陆使用性画面进行促销大幅增加，“官方喉舌通常不喜欢这种事，但当政府垄断了道德权威，它不仅能压制自由派的声音，也令保守派缄默。”
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本文来源：https://www.wddqxz.cn/f941f467ba0d4a7303763a3b.html
2022-04-16
