首页 > 人与事 > 玉米派|Who We Are > 李宇春是一个超级中国形象大使——《LEE周刊》独家专访前伦敦副市长John Ross

李宇春是一个超级中国形象大使——《LEE周刊》独家专访前伦敦副市长John Ross

形象大使李宇春

2012年5月27日,为期两天的“2012冰舞上海-李宇春唱响浪漫五月”盛典在上海梅赛德斯-奔驰文化中心完美落幕。李宇春作为此次演出的首席嘉宾,分别与中国花样滑冰女单选手耿冰娃、法国著名冰舞选手佩扎拉特/博尔扎特、世界冠军庞清/佟健以及所有冰舞选手合作演绎了四首经典作品《Why Me》、《和你一样》、《海上的月亮》和《会跳舞的文艺青年》,受到现场观众的热烈响应。

因为李宇春的出演,超过半数观众为上海及各地甚至海外赶来的玉米。除了大家熟知的夏奶奶,如约而至的还有因“前伦敦副市长盛赞李宇春”的新闻而成为玉米地知名人物的前伦敦副市长、现上海交通大学访问教授John Ross先生。《LEE周刊》记者对John Ross先生进行了独家英文专访。采访全文翻译如下:

LEE周刊:你特意买了2012“冰舞上海”的门票去看首席嘉宾李宇春的表演。你和你的朋友喜欢这场演出吗?对比2006年她在伦敦塔桥和上海滨江公园的演出,你对她今天的表现印象如何?

John:我们觉得这场演出相当激动人心。它是李宇春的表演和世界级冰舞演出的融合。两者都是最高水平的,因而虽然形式不同,却以一种十分新颖的方式起到了相得益彰的效果。

李宇春显然还是那个我在伦敦塔桥和上海滨江公园初见其演出的歌手,但她成熟了很多。这次演出我首先注意到的是她的歌声是如此美妙,这声音深深震撼了我。当年在伦敦,她的个性让我记住了她,而这次她的歌声给了我更大的震撼。

LEE周刊:“前伦敦副市长盛赞李宇春”的新闻被超过44家网络媒体和10省市的16家平面媒体报道,我们的问题是:为什么是李宇春?你认为过去7年来是什么让她吸引了国内外媒体的持续关注?

John:我当初选择邀请李宇春来伦敦是出于职业判断——当时我们显然从未见过她。欧洲人民熟悉古代中国的优秀遗迹:长城、紫禁城、兵马俑。而我们希望向大家介绍现代的中国,而李宇春表现出的形象无疑很中国,同时也很现代。

而当我们真正见到她时,又发现了新的东西。尤其是我们非常喜欢她这个人。我讲过她走出超载的电梯让别人先行的小故事,这件事和她的品格一起,给我留下了极深刻的印象。

在某种意义上,我们能从李宇春身上看到许多国家都有的趋势:女性想活出自己的人生,而不是被男性所定义。这就是她和女性的“传统”形象不同的原因。但她以一种独特的中国方式表达着这种精神。所以我认为她的艺术天赋、她身上与很多国家现代女性一致的特质(但同时又是很中国的)、以及她的品格,所有这些共同成就了她如此受欢迎。

LEE周刊:你可否和我们的读者分享你最喜欢的偶像?他/她最吸引你的是什么?

John:如果只能选一个人的话,我会选伟大的俄罗斯芭蕾舞蹈家玛雅·普丽赛茨卡娅(Maya Plisetskaya)。她不仅是个非常出色的芭蕾舞蹈家,而且能演绎从非常古典到非常现代的每一种类型的舞蹈。据我所知,没有任何其他艺术家能将如此多的舞蹈类型跳得这样完美。她甚至让我90岁高龄的岳父喜欢上芭蕾——他大半辈子的兴趣都主要在足球和体育上!在西方的艺术家中,如果可以补充几个,我喜欢滚石乐队(The Rolling Stones)、美国蓝调歌手“嚎叫野狼”(Howlin’ Wolf)、歌剧演员玛丽娅·卡拉斯(Maria Callas)和美国演员马龙·白兰度(Marlon Brando)。电影导演里我最喜欢中国和日本的导演——张艺谋和黑泽明(Akira Kurosawa)。

LEE周刊:你说过李宇春是全球化品牌的例证。以你的专业性和经验——经济学家的背景、8年的伦敦市营销及品牌推广工作经验和4年在上海交通大学MBA班的全球化课程教学经验——你认为个体营销及品牌推广的成功关键何在?

John:品牌营销最重要的是要有清晰的理念,同时能够在所有细节上都落实该理念。以我的亲身经历为例,伦敦赢得了2012年奥运会举办权,因为它是“全世界最国际化的城市”。这一主题让我们竞选活动的每一部分都充满活力。李宇春在我眼里是一位特别现代的中国女性,这在她的一言一行中都透露出来。

LEE周刊:综上所述,你建议我们作为李宇春的粉丝,在把她推向国外市场时,能做点什么?

John:当然世界人民对古代中国已经十分了解,而当代中国因其经济发展的成功而受到越来越多的关注。李宇春的重要性不光在于她的独特个性,她也是当代中国的代表之一。我想补充的另一方面是,李宇春再次印证了我深信不疑的信念:各国人民的共性远胜于其差异。因为我不懂中文,我从未直接理解李宇春说过的任何一个字。但通过对她的观察,我想我对她有一定的了解,并且我非常喜欢我看到的她!

演出结束后,John Ross来到后台拿出李宇春最新专辑《会跳舞的文艺青年》向春春索要签名并与之合影。John再次发微博表示,时隔六年再见李宇春“首先,她的声音依然是那么漂亮——这一次我是作为观众,而6年前我得在现场工作。其次,她仍然是一个超级中国形象大使。”

思湘、alicia静对本文亦有贡献,特此感谢

LEE周刊记者 Sally50 /上海报道

英文采访稿

LEE Weekly: We know you bought the tickets of 2012 Art on Ice show in Shanghai especially to see Li Yuchun. Did you and your friend enjoy the show? What is your impression of her performance today compared with the ones at Tower Bridge in London and in Shanghai in 2006?

John Ross: We thought the show was really inspiring. It integrated a performance of Li Yuchun with world class ice skating. Both were of the highest standard and therefore were different but complimented each other in a very novel way.

Li Yuchun is clearly the same singer I first heard perform at Tower Bridge and in Binjiang Park. But she has got more mature. The main thing I immediately noticed at this concert was how beautiful her voice was. It struck me very much. In London I noted her personality but this time it was her voice that struck me even more.

LEE Weekly: Most of her fans and many other Chinese people got to know you from your Weibo about Li Yuchun. The news ‘Former London Deputy Mayor Highly Praised Li Yuchun’ was reported by over 44 internet media and 16 newspapers from 10 provinces. (Even my high school teacher read about the news from a local newspaper.) So our question is: Why Li Yuchun? What in your opinion enabled her to draw continuous mass attention in and abroad China in the past seven years?

John Ross: I chose to invite Li Yuchun to London originally for reasons of professional judgement – obviously we had never met her then. People in Europe know best ancient China – the Great Wall, the Forbidden City, the Terracotta Warriors. We wanted to introduce modern China and Li Yuchun represented an image that was clearly Chinese but very modern.

But after we actually met her new things were added. In particularly we liked her very much as a person. I told the little story about how she got out of an overloaded lift so others could go first – it, together with her personality, made a very big impression on me.

In one sense we could see in Li Yuchun a movement which exists in very many countries – that women want to live their own lives and not be defined by men. That is why she has a different image to a ‘traditional’ one for a woman. But she shows this in a uniquely Chinese way. So I think it is a combination of her artistic talent, that she represents something which modern women in many countries identify with, but she is uniquely Chinese, and her personality. All these come together to ensure her popularity.

LEE Weekly: Would you mind to share with our readers who is (was) your favorite idol? What in him/her that attracted you most?

John Ross: If I could only chose one it would actually be a great Russian ballerina Maya Plisetskaya. Not only is she a supreme dancer but she can dance in every style from the most classic to the most modern. I do not know of any other artist with her range of perfection in so many styles. She even made my 90 year old father-in-law like ballet – and for most of his life his main interest has been football and sport! Of Western artists, if could add a few, they would be the Rolling Stones, US blues singer Howlin’ Wolf, opera singer Maria Callas, and US actor Marlon Brando. Of film directors my favourite ones are Chinese and Japanese – Zhang Yimou and Akira Kurosawa

LEE Weekly: You said Li Yuchun illustrates globalized branding. With your expertise and experiences – economist background, eight years of working experience in marketing and branding London and years of teaching experience for MBA courses on Globalization in Shanghai Jiao Tong University – what do you think are the keys to successful Individual Marketing and Branding?

John Ross: The most important thing in branding is to have a totally clear concept but to be able to carry it out down to all the details. For example, to take something I was personally involved in, London won the race for the 2012 Olympics because it is the ‘most international city in the world’. That informed every part of our campaign. Li Yuchun in my opinion is a specifically modern Chinese woman and that informs every part of what she does.

LEE Weekly: Further to your answer above, what would you suggest we could do as her fans, in order to introduce Li Yuchun to markets outside China?

John Ross: Modern China is becoming more well known in the world due to its economic success – the world of course already knows ancient China well. Li Yuchun is important not only for her individual character but as a part of that modern China.

The other thing which I would add is that Li Yuchun shows again my deeply held conviction that what is common to people in different countries is much more important than what is different. Because I don’ speak Chinese I have never understood directly a single word Li Yuchun has said. But from watching her I think I have some understanding of her and what I see I liked very much!

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