台灣：部落圈討論行銷文章
出自Taipedia
預定中文名稱： 台灣：部落客討論行銷文章
預定英文名稱： Taiwan: bloggers discuss marketing articles
歡迎大家認領，以段為單位翻譯，認領前後以
// PipperL begin
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標記即可。
預定 7/21 號進行英文校稿和上稿的作業。要參加的人請把握時間。
已於 7/23 送出至GVO
GVO母站已發表
GVO繁體中文也已發表
// PipperL begin
台灣部落圈最近「又」在討論部落客書寫廣告文章 / 行銷文章的議題 -- 只是這次比較熱烈一些。
Taiwan blogosphere recently discussed "again" the issues about bloggers' advertising / marketing articles -- but the topic goes hotter this time.
richyli 寫了篇 《精準有效置入部落客／記者的大絕招：Junket》，裡頭舉了 Weblogs Inc. 為了不讓記者的報導受到廠商招待所影響，所開出的「承諾」。他也提到 Junket 的好用之處：
richyli writes a blog article entitled "How to do product replacement precisely via bloggers / journalists : using Junket". He takes Weblogs Inc.'s commitment as an example, which prevents the bloggers and journalists from being biased by suppliers' treates. He also describes the usefulness of junket:
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其次，拿人手短乃人之常情，人家招待你去外地旅遊，現在很多招待部落客的 Junket 甚至還有「車馬費」，你能不寫嗎？通常答應參加的同時就已經默認稿子會被處理了。如果參加了 Junket 之後不乖乖寫稿，除非真的夠屌，夠大牌，媒體夠響亮，否則下次絕對不讓你參加。這對於旅遊線的記者沒什麼，但一般線的記者，或者部落客，「損失」就很大 了。還有，人家的好意，你再怎麼「平衡」，老實說都是騙自己的。
It often happens that telling everyone somebody is good if taking a good from somebody. When they offer you an opportunity to go traveling for free, or subventions in junket for bloggers, is there any possibilities to resist blogging for that product? let alone if you promise to go for the trip they treat, you also tacitly promise to write an atricle for it. Suppose if you join a junket and don't blog for them, they will not let you join again unless you are a A-list blogger or famous enough. This may be not so attractive for travel journalists. But for other journalists or bloggers, it might be a loss. Even though trying hard to write a balanced report/article, honestly speaking, you are fooling yourself.
// H.Y. begin
DearJohn 對此事有不同的看法。他在《別人的部落格文章廣告化，究竟關你什麼事？》裡，認為部落客的倫理規範不應該與記者相提並論。而且由於讀者並沒有付錢來閱讀部落格文章，因此部落客有權選擇自己想說的、想寫的文章，就算是整個部落格文章都是廣告也沒關係，重點是文章寫的精不精彩：
DearJohn holds a different opinion. In an post entitled《Other bloggers' articles are advertorials, is it your business at all?》, he argues that the ethical regulations of bloggers should not be the same as that of journalists. Moreover, readers do not pay for reading blog posts. In this sense, bloggers have the right to select what they want to say and write for it. It does not matter if the whole posts in a blog are advertising articles. The point is whether the blog posts are compelling:
我的結論就是，有沒有利用部落格來寫廣告文章、部落客有沒有做置入性行銷，根本就一點也不是重點！重點是那個人的文章寫的夠不夠精采，具不具可讀性？如果一個人的文章寫的很爛、照片拍的很醜，就算勉強想做行銷，大概也根本沒人想上來看吧？換句話說，有人就算是接受了招待、拿了稿酬寫了某篇產品試用推薦文，如果寫的很棒，大家都很愛看，那又如何？根本就沒什麼騙不騙的事，一個願打、一個願挨，不曉得旁邊的人在不爽什麼？
My conclusion is that it is not the point at all whether bloggers take advantage of the blog to write advertising articles or whether blogs contain product replacement! What really matters is whether these blog posts are compelling, and whether they are readable. If the articles are poorly written or the photos are poorly taken, no one will be interested in reading them, even though the blogger tries hard to market the product, right? In other words, even if some bloggers accept the treat or the remuneration for writing an article featuring a product testing experience and recommending it, as long as they generate very well written articles attracting everyone's attention, what's wrong with that? There is no fraud at all. One is willing to fight, one is willing to pay. I don't understand why other people are so mad at it.
// H.Y. end
對於到底是分享還是廣告，到底是揭露還是隱瞞， Portnoy 決定用一個二維的象限圖來「揭露」自己的立場，一個軸是「完全揭露 / 完全隱瞞」，另一個軸則是「純個人分享 / 純商業行銷」，很快地， wenli 也用《親愛的部落客朋友，我在這裡》回應了自己的立場。
For the debates regarding sharing / marketing and disclosure / hiding, Portnoy used a two-dimensional diagram to "disclose" his position, with one axis from "total discluse" to "total hiding", and another one from "personal sharing" to "pure marketing". Soon, wenli a similar post entitled "Dear friends of blogger, I am here" to stand his point.
// Leonard begin
除了對事的論戰之外，也有對人的論戰。 SpinalCord 在 《這個世界上，真的有很多巧合》中，指出另外一個部落客 Tina 表面上是搞「把好東西跟好朋友分享」的團購，暗地裡卻是評價上千的 yahoo 拍賣賣家。Tina的回文和支持她的網友則認為，重點在「部落客與我們分享了好東西，還很辛苦地幫大家代訂東西.....」
Besides discussions about the subject matter, there are also debates about individuals. In the post "So many coincidences in the world[zh]," SpinalCord mentions that Tina[zh] is not just a blogger who "shares good things with her good friends," but also a Yahoo! auction seller with more than 1,000 ratings[zh]. In response[zh], Tina and her supporters emphasize the point is, "the blogger shares good things and orders them for us."
SpinalCord 的另一篇文章也扯到了另一位在台灣知名的部落客。他在文章裡懷疑艾瑪的冰箱裡不應該有儲存那麼多優酪乳，應該是廣告文偽裝成分享文。艾瑪的先生 TSUBASA 就此寫了篇文章，票示了他們家的庫存 -- 包括15公斤的麵粉、兩箱的咖啡和成打的紅酒等。
SpinalCord also talks about another famous blogger in Taiwan in another post[zh]. He questions it's really unusual that amarylliss[zh] has so many bottles of yoghourt drink[zh] in her fridge. He assumes the post is advertising, not sharing. TSUBASA[zh], her husband, writes a post[zh] with a list of grocery stock at home, including 15 kgs of flour, two boxes of coffee, and dozens of red wine.
// Leonard end
// H.Y. begin
最後，傅瑞德則分享了《我為什麼寫不好廣告文？》 ：
也許是同樣的事情、同樣的邀請和「利用」，但這樣的重視讓我覺得自己能以專業評論者的身分寫文章，而不是背負著人情或利益壓力寫宣傳文的部落客；對於這家公關公司和他們的客戶而言，我相信多少也得到了一些金錢買不到的東西。
In the end，Fredshares the article,《why I cannot write advertising articles well?》:
It may be the same situation, same invitation and the same ”utilization”, but the respect they showed made me feel that I can write articles as a professional commentator, not as a blogger who writes advertising articles under the pressure of returning a favor or making a profit. As for this PR firm and its clients, I think they got something that money cannot buy.
// H.Y. end
本文為 GV 中文小組共同翻譯而成。感謝 Leonard, H.Y. 等人的協助。
This post is co-translated from Chinese by GV chinese team, the author would like to thank the help from Leonard, H. Y., and abstract.