在韩国,上至总统,下到民众,都将饮用国产米酒作为爱国的象征。过去几十年间,民众一直对“马格利”牌的米酒情有独钟,但随着竞争日趋激烈,该酒的市场份额逐年萎缩,虽然厂商绞尽脑汁,却始终难以走出困境。2011年初,“马格利”董事会决定出资2亿韩元(约合人民币120万元),为“马格利”征集广告语,并成立了“广告语征集办公室”。一时间,韩国各大媒 In Korea, up to the president, down to the public, will drink domestic rice wine as a symbol of patriotism. Over the past few decades, the public has always been fond of the “Magang” brand of rice wine, but with the increasingly fierce competition, the market share of the wine has shrunk every year. Although manufacturers rack their brains, it has been hard to get out of the woods. In early 2011, the “Magang” board of directors decided to invest 200 million won (about 1.2 million yuan) to solicit advertisements for “Magang” and set up an “advertising language collection office.” For a time, South Korea’s major media