从宝洁看奥运广告大战的情感牌

    按照21市场推广公司(21 Marketing)创始人罗布•普兹马克的说法，奥运会与别的体育活动相比有着 “不同寻常的魔力”，因为与美国职业篮球联赛（NBA）、美国橄榄球联盟（NFL）和全美汽车比赛协会（NASCAR）中的富豪体育明星不同，奥运选手很少得到顶级赞助商的赞助。普兹马克曾受雇为美国奥林匹克委员会（United States Olympic Committee）寻找赞助商，而现在他在为想在奥运期间做广告的公司提供咨询服务。普兹马克说，消费者购买某家公司与奥运会相关的产品时，“他们会觉得自己作为个人，正在为奥运会和奥林匹克精神贡献力量”。

    罗素这位有着25年经验的资深广告人说：“在奥运会之外，感性广告也是铺天盖地，而且时局越是艰难，比如在战争时期或经济萧条时期，它们越受欢迎。”当前，经济正在复苏之中，美国还有很多地方都没有亲自感受到经济的复苏，因此，宝洁的这则广告也就格外有力 罗素说：“有时候，我们就是想看到自己的闪光点，就是想感受到家庭的亲密。” （财富中文网）

    译者：朱毓芬/汪皓   

    The Games, with athletes who often lack big sponsorship deals, have a "different magic" than sports with millionaire stars like the NBA, NFL, and NASCAR, says Rob Prazmark, founder of 21 Marketing, who was once under contract to find sponsors for the United States Olympic Committee and now consults with companies that want to advertise during the Games. When consumers go to buy the product of a company with ties to the Games, "they feel like they're personally contributing to the Olympics or Olympic ideals," he says.

    Apart from the Olympics, the trend of sentimental ads comes and goes in waves, and tends to be more popular in tough times -- during a war or recession, says Russell, a 25-year veteran of advertising. The P&G ad may gain extra traction now, he says, when the economic recovery is ongoing, and a large portion of the country has yet to feel its effects. "There are times when we just need to feel better about ourselves and [feel] closer to family," Russell says.