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December 24, 2008

今天看到keso说新浪收购分众,这里说说对分众的印象。

我是06年第一次体验到分众的,当时是在上海的地铁里。其实之前从机场出来,在出租车里也有,但是我完全没有注意到广告,光顾着说话了。

在地铁里注意到分众,一个是因为独自乘车,除了看旁边的美女也没啥娱乐,另外是因为地铁里的液晶屏比出租车里的大而且干净。至于内容,我第一印象是重复,无边无际的重复。我从八佰伴站到徐家汇,总共也就看了5个广告吧。我开始还以为分众是联网的,看到第一次重复的时候,才知道原来连个硬盘的容量都没有。

不过我这里想说的,是对广告的印象。这5个广告里面,我只记住了一个:某护手霜广告。记住它的原因,第一是因为它是一个卡通广告。这么多年被央视轰炸下来,我对真人广告早就没反应了,卡通还好一点;另外,这个广告内容比较搞笑:是说一个女孩失足落崖,吊在一棵树上,然后某帅哥来救美,但是因为女孩手上干燥有静电,导致救援失败。

可以说这个广告和另外4个相比还是成功的,唯一的不足是:我不记得到底是哪个牌子的护手霜了。如果我要给老婆买护手霜,估计就随便挑一个牌子买了。也是,我当时看分众的目的,就是无聊解闷,搞笑的部分结束了,我的注意力自然就转移了,后面跟的那段品牌说明也被忽略了。

这里说一个我记住的广告吧。这是HomeDepot的广告,HomeDepot是美国最大的房屋装修连锁店之一,国内也开了连锁店。这个广告开始,是一个小男孩在给他的同伴吹牛,说他爸爸什么都会干,会在院子里的大树上造一个大家可以进去玩的房子;镜头一转,这个小男孩的爸爸对一个HomeDepot的店员说:我从来没造过树上的房子,我根本不知道我在干什么…然后广告就在儿子和父亲的镜头之间交替,一边是儿子在继续跟朋友吹自己父亲有多能干,是个天才;另外一边是父亲在店员的指导下购买木材,钉子,工具和图纸,并在店员的指导下在家里开工。最后,父亲,儿子和儿子的朋友们在崭新的树房子里露营,儿子临睡前对爸爸说:谢谢你爸爸。

这个广告的精妙之处,第一在于保持了合适的张力:儿子出于对父亲的崇拜而吹牛,父亲的紧张,造成了一种有趣的情节,吸引观众继续看下去,而最后的温馨结局,突出了店家服务的重要性。另外,尽管广告最后照例宣读了“You can do it, we can help”的广告词,但是作者显然知道观众容易忽略最后的广告词,在广告中间一直是有关HomeDepot的镜头,不断出现的橘黄色的标志,让观众不会把这个广告记成是竞争对手Lowes的广告(Lowes的色调是海蓝色)。

从这个广告对比国内那些广告,其实可以看出国内广告还是有很大发展空间的。如今搏出位不容易,连何炅姐姐穿粉红衬衣都不能争取眼球了,到处都是粉红衬衣的男生。但是要吸引注意力还是有机会的,看看那些铺天盖地的广告吧,一个个都好像脑白金吃多了,信心爆棚般的说道:“XXX,信心的保证!!!”这跟20年前,说“省优,部优,国优,实行三包,代办托运”有区别吗?大家都一样的广告,除了烧钱还有什么用呢?

为什么不能少一些枯燥的叫嚣,有一些更独特,更贴近人心的广告呢?

3 Comments »

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