The slogan of the Olympiad in Sochi undergoes changes: everything is according to the concept

The official slogan of the Winter Olympiad in Sochi 2014 is “hot. Winter. Your”, which in September last year became a source of inspiration for numerous Russian wit due to its ambiguity, again attracted attention. Judging by the banners on the network, now he undergoes changes - and in some places it sounds in a new way.

"Sochi-2014 Organizing Committee, he quietly changed the vulgar slogan of the Olympics?" - Blogger Konstantin Savenkov writes in his “Live magazine” , where he also gives a screenshot of a banner with an updated slogan - “Olympic. The main ones. Your”. According to him, he stumbled upon a banner by accident while watching the Biathlon World Cup on Sportbox.ru . The opening of Savenkov is also confirmed by banners on the official website of the games and on some other sites, for example, Yandex.ru. At the same time, in English it is still represented in its old version-"Hot. Cool. Yours".

The press service of the Sochi 2014 organizing committee explained that it is incorrectly talking about the change of Slogan. The fact is that the concept, widely represented in 2012, allows you to change its first, dynamic part and, thus, adjust the communication to individual projects, events and audiences. The constant part ("your") serves the continuity of communication in various advertising campaigns. In this case, "Olympic. The main. Your. Your" is the slogan of the ticket campaign.

Recall, according to the plan of the organizing committee, which introduced the slogan on September 26 last year on the occasion of the offensive 500 days before the start of the games, the expression “hot. Winter. Your” should simultaneously symbolize the “winter”, hot sports struggle and immediately cause a sense of involvement - “yours”. At the same time, the first "dynamic" part gave "the possibility of creating many individual slogans for any advertising campaigns of the Olympic project", and the second part - "yours" - was called "constant and consistent."

At the same time, for example, the English version of the slogan has already allowed more than one interpretation. The word cool, according to the head of the Sochi organizing committee, 2014 Dmitry Chernyshenko, can be translated both as “cool” and as “cool”, which is the advantage of the motto.

Multi -digitty at one time was “appreciated” by bloggers. The options were expressed that the motto said socks or brothels. The most creative Internet users offered their options for slogans, such as “miserable. Winter. Yours!”, “Do not believe. Do not be afraid. Do not ask” or “not. Eat. Yellow. Snow”.