煙草在線據(jù)《莫斯科時(shí)報(bào)》報(bào)道編譯　　由于Zippo打火機(jī)公司沒有展示奧林匹克標(biāo)識(shí)的許可，因此，它可能會(huì)因發(fā)布一張奧林匹克火炬被其生產(chǎn)的其中一款打火機(jī)重新點(diǎn)燃的照片而面臨法律訴訟。

　　這張照片顯示，60歲的前游泳冠軍Shavarsh Karapetyan將熄滅了的火炬遞給一名穿黑外套的路人，這位路人試圖用一個(gè)卷煙打火機(jī)讓火炬恢復(fù)燃燒。

　　火炬的火焰被一陣風(fēng)吹滅了，那一天是星期日，當(dāng)時(shí)，Shavarsh Karapetyan正舉著火炬通過一個(gè)通往克里姆林宮的長(zhǎng)長(zhǎng)的通道上。索契組委會(huì)對(duì)這個(gè)事件進(jìn)行了解釋，稱火炬之所以熄滅，是因?yàn)橐粋€(gè)汽油閥沒有完全打開。

　　Zippo打火機(jī)公司抓住這個(gè)機(jī)會(huì)進(jìn)行宣傳，并向互聯(lián)網(wǎng)大量播放這個(gè)插曲的錄像短片和照片，所有的照片和短片都帶著標(biāo)簽——Zippo救了奧林匹克運(yùn)動(dòng)會(huì)。

　　這張圖片現(xiàn)在仍然放在Zippo打火機(jī)公司的阿塞拜疆經(jīng)銷商巴庫(kù)Zippo商店的臉譜網(wǎng)頁(yè)面的頂端。

　　RIA Novosti在10月8日?qǐng)?bào)道說，索契奧運(yùn)會(huì)組委會(huì)首席官Dmitry Chernyshenko說，現(xiàn)在還不清楚奧林匹克運(yùn)動(dòng)會(huì)的組織者們可能會(huì)針對(duì)未經(jīng)許可就使用經(jīng)過注冊(cè)登記的索契-2014影像的Zippo打火機(jī)公司采取什么樣的行政措施或法律措施。

　　Dmitry Chernyshenko在自己的推特博客上寫道：“組委會(huì)正在研究這個(gè)問題。”

　　每個(gè)火炬重1.8公斤，其設(shè)計(jì)的目的是要讓火炬在極冷的溫度下能保持燃燒，并能禁得住時(shí)速高達(dá)每小時(shí)60公里的大風(fēng)。這些火炬還被認(rèn)為應(yīng)該能夠在水下保持燃燒。

評(píng)論：

　　Zippo公司非常善于抓住機(jī)會(huì)進(jìn)行宣傳，但是自我宣傳應(yīng)該是適度的，而不能夸大其辭。Zippo公司利用奧運(yùn)會(huì)傳遞火炬時(shí)的疏漏，抬高自己的地位并大肆宣傳，令?yuàn)W組委非常不快。一個(gè)好的廣告創(chuàng)意或宣傳，應(yīng)該實(shí)事求是，而且友善的，不能通過貶低別人來抬高自己。而Zippo公司未經(jīng)奧組委許可，擅自將火炬?zhèn)鬟f中熄滅的視頻及照片廣泛傳播，這一做法是不恰當(dāng)?shù)?#xff0c;而且讓奧組委很沒面子。Zippo公司也可能因此惹上麻煩，看來，自我宣傳也不能太過高調(diào)，而且要顧及他人的感受。

Zippo Could Face Legal Action Over Olympic Torch Picture

　　The Zippo lighter company may face legal action for publishing a photo of the Olympic torch being relit using one of its lighters, because it didn't have permission to display the Olympic logo.

　　The photo shows Shavarsh Karapetyan, a 60-year-old former champion swimmer, extending the extinguished torch to a by stander in black coat, who attempted to bring it back to life with a cigarette lighter.

　　The flame had been extinguished by gust of wind, when Karapetyan was carrying the torch through a long passage way leading to the Kremlin on Sunday. The Sochi organizing committee explained the incident by saying it happened because a gas valve wasn't fully opened.

　　The Zippo lighter company seized the opportunity to get some publicity and flooded the Internet with video shorts and photos of the incident, all with the hashtag - ZippoSavesOlympics.

　　The photo is still at the top of the Facebook page of the company's Azerbaijani distributor Zippo Store Baku.

　　It is not yet known what administrative or legal steps the games' organizers can take against the company, which used the registered Sochi-2014 imagery without permission, Sochi organizing chief Dmitry Chernyshenko said, RIA Novosti reported Tuesday.

　　The organizing committee "is working on it," Chernyshenko wrote on his Twitter blog.

　　Each torch weighs 1.8 kilogram and is designed to survive freezing temperatures and withstand winds of up to 60 kilometers per hour. They are also supposed to stay alight under water. Enditem