凡客体
释义 DEFINITION
凡客体原指服装电商品牌凡客诚品（VANCL）在2010年前后使用的广告文案风格，其特点是：
- 第一人称自述
- 生活化语言
- 平凡中凸显个性
在网络语境中，该词特指网友对原始广告模板的戏仿创作，常见形式为：
- 用固定句式『爱…爱…，我是…』解构公众人物形象
- 通过反差性描述制造幽默效果（如『爱打游戏爱睡觉，我是宅男张三』）
- 目前90%以上的使用场景属于二次创作的恶搞文化
词源故事 ETYMOLOGY
2010年凡客诚品邀请韩寒、王珞丹等明星拍摄的系列广告，采用白底人物照片+手写体文案的形式，其中韩寒版『爱网络，爱自由，爱晚起...我是韩寒』的文案因强烈的个人风格引发关注。
转折点出现在豆瓣网友『普通青年』2011年的恶搞创作：套用凡客模板解构历史人物和虚拟角色，如『爱骑马，爱射箭，爱大汉，我是霍去病』。这种将宏大叙事降维到日常语境的表达方式迅速引爆全网。
该文体的传播呈现三个阶段：
- 品牌营销期（2010-2011）：强化都市青年身份认同
- 网络狂欢期（2011-2013）：日均生成3000+戏仿作品，甚至出现『凡客体生成器』工具
- 文化沉淀期（2014至今）：成为中文互联网的经典meme格式，2022年冬奥会期间谷爱凌版『爱吃馅饼，爱睡觉，我是青蛙公主』再次唤醒集体记忆
典型例句：
爱搬砖，爱摸鱼，月薪三千不在意
不是985，不是海归派
我是打工人李建国
DEFINITION
The term Fanke Style originated from VANCL's advertising campaigns circa 2010. Key characteristics include:
- First-person narrative format
- Colloquial language celebrating ordinary lifestyles
- Subtle individualism within mundane contexts
In internet culture, it evolved into a meme template where netizens:
- Parody the original structure with formulaic phrases like 'I love... I love... I am...'
- Create humorous juxtapositions by describing celebrities/characters with contradictory traits (e.g. 'I love gaming and naps, I'm otaku Zhang San')
- Over 90% of current usage involves satirical recreations
Think of it as China's answer to the 'Hello, my name is...' meme format, but with more poetic flair.
ETYMOLOGY
The phenomenon began with VANCL's 2010 ad campaign featuring celebrities like Han Han, whose tagline 'I love the internet, freedom, sleeping in... I'm Han Han' resonated with urban youth. The minimalist design - white background with handwritten text - became instantly recognizable.
The cultural shift happened in 2011 when Douban users started parodying the format to describe historical figures and fictional characters. A viral example reimagined ancient general Huo Qubing as 'I love horseback riding, archery, and the Han dynasty. I'm Huo Qubing.' This juxtaposition of epic personas with mundane self-introductions sparked nationwide creativity.
Evolution timeline:
- Branding Phase (2010-2011): Crafting yuppie identity
- Meme Explosion (2011-2013): User-generated content peaked at 3,000+ daily parodies, spawning dedicated meme generators
- Cultural Legacy (2014-present): Became China's equivalent of the 'Expectation vs. Reality' meme format. Resurfaced during 2022 Winter Olympics with Eileen Gu's version: 'I love meat pies, naps, and being the Frog Princess'
Modern example:
I love grinding, I love slacking
No Ivy League, no overseas flair
Just another wage slave Li Jianguo