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日本的CM(广告简称)创作于90年代就处于衰弱期,过去屡次在国际电视CM大奖中扬威的日本作品,随着踏进经济不景气的日子后,竟然无一可以获奖。大部分公司愈来愈倾向走“安全路线”——利用偶像效应来增强吸引力,于是不管你是第几流的艺人,只要价码合适都可以赚广告外快。以广大日剧迷来说,想要知道日本艺人的生命周期走到哪一步,最简单的方法就是留心一下偶像手上有多少广告合约。这种独特的CM电视文化适应了偶像当道的日本娱乐圈,使得观众在电视机前频繁接受当红明星的广告轰炸。不过,同类噱头一多,竞争也日趋白热化,单单靠偶像的俏脸已经达不到一锤定音的效果了,必须绞尽脑汁,出奇制胜,方能将广告的魅力提升到极致。在2001年出炉的无数偶像广告中,以下这些堪称创意十足,威力无比的超炫之作,不可不看!
Japan’s CM (Advertising Short Name) was created in the 90’s when it was in its infancy. Japanese works that used to be popular in the CMTV International Awards many times won nothing when it entered a downturn. Most companies are more and more inclined to follow the “safety route” - using idols to enhance their appeal, so whether you are the first-rate artist, you can earn extra money whenever you have the right price. For the majority of Japanese fans, the easiest way to know where the Japanese artist’s life cycle is going is to look out for how many idols have advertising contracts. This unique CM television culture has adapted to the idol-dominated Japanese entertainment scene, causing viewers to frequently bombard advertisements of popular celebrities before the television. However, more than one gimmick of similar competitions have become more and more heated. The Qiaolian relies on the idol’s Qiao Lian, which has not reached the final word. It must overcome its own brains and make surprising winners to maximize the appeal of advertisements. Among the myriad of idol ads released in 2001, these are some of the most imaginative, extremely powerful and compelling pieces to watch!