“我踏马来了”，谐音梗营销莫拿低俗当网感

Core Viewpoint - The marketing campaign using puns related to the Year of the Horse has sparked controversy due to inappropriate language, leading to complaints and the removal of the slogans by several shopping malls [1][2] Group 1: Marketing Strategy - Shopping malls aimed to leverage the Year of the Horse by creating catchy slogans to attract younger consumers, moving away from traditional phrases like "马到成功" (success comes quickly) [1] - The use of puns was intended to create a relatable and engaging marketing approach, but it backfired due to the inappropriate nature of the language used [1][2] Group 2: Public Response - Parents expressed concerns when children questioned the meaning of the slogan "我踏马来了" (I have come), highlighting the challenges of explaining such language in a family-friendly environment [1] - The backlash led to the swift removal of the slogans by malls in Nanjing and Zhangjiagang, indicating a need for better content review in marketing [1] Group 3: Social Responsibility - Marketing in public spaces carries a social responsibility that should not prioritize attention and traffic over public decency [2] - The use of vulgar language, even in a disguised form, undermines the civility of public spaces and should be avoided in marketing strategies [2] - Effective marketing should focus on sincerity and depth rather than controversy, maintaining a balance between being relatable and upholding societal norms [2]