烟草在线据《莫斯科时报》报道编译　　由于Zippo打火机公司没有展示奥林匹克标识的许可，因此，它可能会因发布一张奥林匹克火炬被其生产的其中一款打火机重新点燃的照片而面临法律诉讼。

　　这张照片显示，60岁的前游泳冠军Shavarsh Karapetyan将熄灭了的火炬递给一名穿黑外套的路人，这位路人试图用一个卷烟打火机让火炬恢复燃烧。

　　火炬的火焰被一阵风吹灭了，那一天是星期日，当时，Shavarsh Karapetyan正举着火炬通过一个通往克里姆林宫的长长的通道上。索契组委会对这个事件进行了解释，称火炬之所以熄灭，是因为一个汽油阀没有完全打开。

　　Zippo打火机公司抓住这个机会进行宣传，并向互联网大量播放这个插曲的录像短片和照片，所有的照片和短片都带着标签——Zippo救了奥林匹克运动会。

　　这张图片现在仍然放在Zippo打火机公司的阿塞拜疆经销商巴库Zippo商店的脸谱网页面的顶端。

　　RIA Novosti在10月8日报道说，索契奥运会组委会首席官Dmitry Chernyshenko说，现在还不清楚奥林匹克运动会的组织者们可能会针对未经许可就使用经过注册登记的索契-2014影像的Zippo打火机公司采取什么样的行政措施或法律措施。

　　Dmitry Chernyshenko在自己的推特博客上写道：“组委会正在研究这个问题。”

　　每个火炬重1.8公斤，其设计的目的是要让火炬在极冷的温度下能保持燃烧，并能禁得住时速高达每小时60公里的大风。这些火炬还被认为应该能够在水下保持燃烧。

评论：

　　Zippo公司非常善于抓住机会进行宣传，但是自我宣传应该是适度的，而不能夸大其辞。Zippo公司利用奥运会传递火炬时的疏漏，抬高自己的地位并大肆宣传，令奥组委非常不快。一个好的广告创意或宣传，应该实事求是，而且友善的，不能通过贬低别人来抬高自己。而Zippo公司未经奥组委许可，擅自将火炬传递中熄灭的视频及照片广泛传播，这一做法是不恰当的，而且让奥组委很没面子。Zippo公司也可能因此惹上麻烦，看来，自我宣传也不能太过高调，而且要顾及他人的感受。

Zippo Could Face Legal Action Over Olympic Torch Picture

　　The Zippo lighter company may face legal action for publishing a photo of the Olympic torch being relit using one of its lighters, because it didn't have permission to display the Olympic logo.

　　The photo shows Shavarsh Karapetyan, a 60-year-old former champion swimmer, extending the extinguished torch to a by stander in black coat, who attempted to bring it back to life with a cigarette lighter.

　　The flame had been extinguished by gust of wind, when Karapetyan was carrying the torch through a long passage way leading to the Kremlin on Sunday. The Sochi organizing committee explained the incident by saying it happened because a gas valve wasn't fully opened.

　　The Zippo lighter company seized the opportunity to get some publicity and flooded the Internet with video shorts and photos of the incident, all with the hashtag - ZippoSavesOlympics.

　　The photo is still at the top of the Facebook page of the company's Azerbaijani distributor Zippo Store Baku.

　　It is not yet known what administrative or legal steps the games' organizers can take against the company, which used the registered Sochi-2014 imagery without permission, Sochi organizing chief Dmitry Chernyshenko said, RIA Novosti reported Tuesday.

　　The organizing committee "is working on it," Chernyshenko wrote on his Twitter blog.

　　Each torch weighs 1.8 kilogram and is designed to survive freezing temperatures and withstand winds of up to 60 kilometers per hour. They are also supposed to stay alight under water. Enditem