瑞士的貝爾京是阿爾卑斯山腳下最美麗的山村之一。如果你在這里拍美照，上傳到朋友圈，你的“朋友們”一定會懷著嫉妒的心情，不情愿地給你點贊，所以當?shù)卣麛鄾Q定，禁止游客在這里拍照。然而，貝爾京的新法規(guī)似乎并不是單純?yōu)榱苏疹櫮闩笥讶τ^眾的感受。事實上，它更像是一場成功的營銷。

Located in the Swiss Alps, near the famous resort of St. Moritz, the commune of Bergün/Bravuogn is one of the most beautiful mountain villages in Europe. So beautiful, in fact, that photos of it shared on social media may make people feel depressed that they can’t visit, so local authorities banned tourist from taking photos.

坐落在瑞士阿爾卑斯山、臨近圣莫里茨勝地的貝爾京村是歐洲最美的山村之一。事實上，就因為太美了，被分享到社交媒體上的照片讓無法前往旅游的人們感到郁悶，于是，當?shù)卣褂慰驮谀抢锱恼铡?/p>

It may sound like a joke, but it’s actually a new law adopted by the Bergün village council and approved by its mayor. And yes, their justification for the photo ban is that photos of their beautiful home with the stunning mountain peaks in the background could make people seeing them on social media jealous and depressed. To deter visitors from taking photos in Bergün, they plan to implement a symbolic €5 fine for those caught breaking the new rules.

這可能聽起來像個笑話，但這確實是貝爾京村務委員會施行的一條新法規(guī)并得到了市長的批準。是的，他們禁止拍照的理由是以他們美麗的家園——壯麗山峰作為背景的照片會讓社交媒體上的人們在看到后嫉妒和抑郁。為了阻止游客在貝爾京拍照，他們計劃對違反新規(guī)定的人象征性地收取5歐元的罰款。

According to a statement by the Bergün tourism authority, “It is scientifically proven that beautiful holiday photos on social media make the viewer unhappy because they cannot be there themselves.”

根據(jù)貝爾京旅游當局發(fā)布的聲明：“有科學證據(jù)顯示，社交媒體上美麗的假日照片會讓觀看者感到不快，因為他們自己不能去。”

“Bergün is beautiful, we don’t want to make people outside the community unhappy by sharing social media photos of our picturesque landscape, and we cordially invite you to visit Bergün to experience it for yourself,” said mayor Peter Nicolay. “I am very pleased that the inhabitants of Bergün have the happiness of all people at heart. That makes me very proud.”

“貝爾京很美，但我們不想讓外面的人因為看到社交媒體上分享的美景照片而感到不快樂，因此我們熱誠地邀請您來貝爾京旅游，親身感受這里的美景，”市長皮特?尼古拉說，“我很高興貝爾京居民能心系所有人的福祉。這讓我非常自豪。”

However, it seems unlikely that Bergün’s new law was really thought up as a way to spare Facebook or Instagram users of the depressing experience of seeing the beauty of the village. As the news went viral online, many speculated that it was actually a clever marketing scheme, a theory that was at least partially confirmed by the village’s director of tourism, Marc-Andrea Barandun.

然而，貝爾京的新法規(guī)似乎并不是單純?yōu)榱苏疹櫮槙騃nstagram用戶的感受。隨著這條資訊在網(wǎng)上瘋傳，許多人猜測這實際上是一種聰明的營銷策略。這一理論至少有一部分已經(jīng)得到了該村旅游局局長馬可-安德里亞?巴蘭頓的證實。

“In the background of course the idea is that everyone is talking about Bergün,” he told The Local. “So it’s a combination of both – we made the law and also there’s some marketing [aim] behind it.” Barandun added that it is unlikely that anyone will actually be fined from taking a photo in the village.

他告訴瑞士資訊網(wǎng)站The Local說：“這一想法的背后目的自然是要貝爾京成為眾人的話題。所以這是一舉兩得——我們制定法規(guī)的同時也有營銷方面的考慮。”巴蘭頓補充道，不大可能真的對在村子里拍照的人收罰款。

To show that they were serious about the law, Bergün authorities removed photos of the village from its Facebook and Twitter accounts, and have declared their intention to remove them from the Bergün website too.

為了表明他們這項立法是認真的，貝爾京當局把臉書和推特官方賬號的照片都撤下了，并宣稱將把貝爾京官網(wǎng)的照片也撤下。

If the new law is just a promotional stunt, it actually worked wonders, as people started posting more photos of the beautiful mountain village soon after news of the photo ban started making news headlines.

如果這項新法規(guī)真的只是宣傳噱頭，那它已經(jīng)奏效了，在“拍照禁令”的資訊登上頭條后，人們很快開始上傳這座美麗山村的更多照片。

A few days ago, Mayor Nicolay addressed the controversial photo ban in a promotional video, where he offers people visiting Bergün a special permit to take photos. He cautions them to think twice before sharing the pics online, though, as they could be making their friends depressed.

幾天前，尼古拉市長在一個宣傳視頻中提到了這個備受爭議的“拍照禁令”，視頻中他表示到訪貝爾京的游客將擁有拍照特許權。不過，他告誡游客在把照片分享到社交網(wǎng)絡前要三思，因為這些照片可能會讓他們的朋友感到郁悶。

瑞士的貝爾京是阿爾卑斯山腳下最美麗的山村之一。如果你在這里拍美照，上傳到朋友圈，你的“朋友們”一定會懷著嫉妒的心情，不情愿地給你點贊，所以當?shù)卣麛鄾Q定，禁止游客在這里拍照。然而，貝爾京的新法規(guī)似乎并不是單純?yōu)榱苏疹櫮闩笥讶τ^眾的感受。事實上，它更像是一場成功的營銷。

Located in the Swiss Alps, near the famous resort of St. Moritz, the commune of Bergün/Bravuogn is one of the most beautiful mountain villages in Europe. So beautiful, in fact, that photos of it shared on social media may make people feel depressed that they can’t visit, so local authorities banned tourist from taking photos.

坐落在瑞士阿爾卑斯山、臨近圣莫里茨勝地的貝爾京村是歐洲最美的山村之一。事實上，就因為太美了，被分享到社交媒體上的照片讓無法前往旅游的人們感到郁悶，于是，當?shù)卣褂慰驮谀抢锱恼铡?/p>

It may sound like a joke, but it’s actually a new law adopted by the Bergün village council and approved by its mayor. And yes, their justification for the photo ban is that photos of their beautiful home with the stunning mountain peaks in the background could make people seeing them on social media jealous and depressed. To deter visitors from taking photos in Bergün, they plan to implement a symbolic €5 fine for those caught breaking the new rules.

這可能聽起來像個笑話，但這確實是貝爾京村務委員會施行的一條新法規(guī)并得到了市長的批準。是的，他們禁止拍照的理由是以他們美麗的家園——壯麗山峰作為背景的照片會讓社交媒體上的人們在看到后嫉妒和抑郁。為了阻止游客在貝爾京拍照，他們計劃對違反新規(guī)定的人象征性地收取5歐元的罰款。

According to a statement by the Bergün tourism authority, “It is scientifically proven that beautiful holiday photos on social media make the viewer unhappy because they cannot be there themselves.”

根據(jù)貝爾京旅游當局發(fā)布的聲明：“有科學證據(jù)顯示，社交媒體上美麗的假日照片會讓觀看者感到不快，因為他們自己不能去。”

“Bergün is beautiful, we don’t want to make people outside the community unhappy by sharing social media photos of our picturesque landscape, and we cordially invite you to visit Bergün to experience it for yourself,” said mayor Peter Nicolay. “I am very pleased that the inhabitants of Bergün have the happiness of all people at heart. That makes me very proud.”

“貝爾京很美，但我們不想讓外面的人因為看到社交媒體上分享的美景照片而感到不快樂，因此我們熱誠地邀請您來貝爾京旅游，親身感受這里的美景，”市長皮特?尼古拉說，“我很高興貝爾京居民能心系所有人的福祉。這讓我非常自豪。”

However, it seems unlikely that Bergün’s new law was really thought up as a way to spare Facebook or Instagram users of the depressing experience of seeing the beauty of the village. As the news went viral online, many speculated that it was actually a clever marketing scheme, a theory that was at least partially confirmed by the village’s director of tourism, Marc-Andrea Barandun.

然而，貝爾京的新法規(guī)似乎并不是單純?yōu)榱苏疹櫮槙騃nstagram用戶的感受。隨著這條資訊在網(wǎng)上瘋傳，許多人猜測這實際上是一種聰明的營銷策略。這一理論至少有一部分已經(jīng)得到了該村旅游局局長馬可-安德里亞?巴蘭頓的證實。

“In the background of course the idea is that everyone is talking about Bergün,” he told The Local. “So it’s a combination of both – we made the law and also there’s some marketing [aim] behind it.” Barandun added that it is unlikely that anyone will actually be fined from taking a photo in the village.

他告訴瑞士資訊網(wǎng)站The Local說：“這一想法的背后目的自然是要貝爾京成為眾人的話題。所以這是一舉兩得——我們制定法規(guī)的同時也有營銷方面的考慮。”巴蘭頓補充道，不大可能真的對在村子里拍照的人收罰款。

To show that they were serious about the law, Bergün authorities removed photos of the village from its Facebook and Twitter accounts, and have declared their intention to remove them from the Bergün website too.

為了表明他們這項立法是認真的，貝爾京當局把臉書和推特官方賬號的照片都撤下了，并宣稱將把貝爾京官網(wǎng)的照片也撤下。

If the new law is just a promotional stunt, it actually worked wonders, as people started posting more photos of the beautiful mountain village soon after news of the photo ban started making news headlines.

如果這項新法規(guī)真的只是宣傳噱頭，那它已經(jīng)奏效了，在“拍照禁令”的資訊登上頭條后，人們很快開始上傳這座美麗山村的更多照片。

A few days ago, Mayor Nicolay addressed the controversial photo ban in a promotional video, where he offers people visiting Bergün a special permit to take photos. He cautions them to think twice before sharing the pics online, though, as they could be making their friends depressed.

幾天前，尼古拉市長在一個宣傳視頻中提到了這個備受爭議的“拍照禁令”，視頻中他表示到訪貝爾京的游客將擁有拍照特許權。不過，他告誡游客在把照片分享到社交網(wǎng)絡前要三思，因為這些照片可能會讓他們的朋友感到郁悶。