為好萊塢歡呼

1、為好萊塢歡呼為好萊塢歡呼ABC的奧斯卡頒獎秀令廣告主們怦然心動：一瞬間在千萬人面 前曝光，這真是絕好的機會。今年的頒獎禮簡直就是Halle Berry 的個人秀。雖然這里有為Woody Allen首次在奧斯卡上亮相的歡 呼，有Sidney Poitier感人而嚴(yán)謹(jǐn)?shù)难葜v，有Robert Redford 詼諧精彩的致辭，但是這些在Halle Berry的光彩之下都顯得黯 然失色。我本打算寫一篇關(guān)于廣告的文章。可是這個時候告訴大 家，奧斯卡對于廣告主來說就像Super Bowl （美國橄欖球聯(lián)賽） 一樣重要顯然是多余的。無論如何，ABC的奧斯卡頒獎秀令廣告 主們怦然心動，一瞬間在千萬人面前曝光，這

2、真是絕好的機會。 ABC這個盛大的晚會使全美國萬人空巷，所有的人為了奧斯卡而聚 在一起。不過，比起奧斯卡帶來的十億海外觀眾，Super Bowl的 收視率可是忘塵莫及。這場ABC的奧斯卡秀是本年度女性收視率 最高的節(jié)目，同時吸引了來自個年齡層的不同性別的觀眾。和 Super Bowl相比，奧斯卡的受眾群絕不止在18到55歲之間,當(dāng) 然也不只以男性觀眾居多。還有更多的東西是ABC不能體現(xiàn)的。E! 在頒獎禮前播出的，由Joan and Melissa Rivers母女搭檔主持 的“紅地毯” 一樣不容錯過對那些失眠的人來說，還可以看E!和 ABC在晚上8： 00到10:00鐘之間播出的主辦方的晚會，

3、名利場 晚會和Elton John的時尚狂歡。早間節(jié)目，你早，美國，由 ABC的當(dāng)家花旦Diane Sawyer主持。那天她穿了一身紅色套裝， 好在她沒自己打扮，不然又要讓她的化妝師忍無可忍了。Whoopi Goldberg的主持依然是以幽默主打，她夸張地模仿Nicole Kidman在紅磨坊中的表演，不過為了不惹怒這為好萊塢紅 星，她還是收斂了一些。整場晚會除了有點長（制作方?jīng)]有剪掉 獲獎?wù)叩陌l(fā)言），總得來說稱得上輕松幽默，我是說如果你是在 歐洲收看轉(zhuǎn)播，如果是在紐約看，那可另當(dāng)別論了。Allen讓整個 洛杉磯為他沸騰，嚴(yán)謹(jǐn)?shù)腜oitier讓所有的人沉靜，而Redford, 要不是他出色的致

4、辭，他今晚幾乎被非裔明星的光芒淹沒。 Berry, Julia Roberts, Reece Witherspoon 還有可愛的 Sharon Stone（她把衣服的后襟落家了）是今晩的時尚亮點，Uma Thurman 的著裝像 Wonderbra 的內(nèi)衣秀。Gwyh Paltrow, Cameron Diaz 和 Jennifer Lopez也各顯潮流先鋒。Jennifer Lopez還梳著在上次 達拉斯亮相時的發(fā)型。Cindy Crawford是今晚最搶眼的廣告明 星，在百事可樂的廣告里她又重復(fù)了那個把可樂罐子在脖子上滾 來滾去的動作，不同的是這次她打開車門，讓大家看到車?yán)锏膬?個孩子。在

5、你早，美國中的插播廣告里，Crawford又一次在 Edge的廣告中展示了她的孩子和她的新發(fā)型。另外兩個新廣告是 由Morgan Stanley公司制作的證券交易所和H&Ms的廣告，以及 Master Card公司的作品。廣告時段里播出的還有零售商JC Penney的廣告，由籃球明星Vince Carter,棒球明星和足球明星 Mia Ikimm 出演的 Tropicana 和 Gatorade 的廣告。Budweiser 的廣告依然保持以往幽默的風(fēng)格，Tim McGraw穿著綴滿亮片的服裝 亮相。今晚最糟糕的廣告非迪斯尼莫屬。為了參加一個華麗但令 人心痛的晚會，小女孩夢想著她囊中羞澀的男友能

6、送她一枚訂婚 鉆戒。大家都以為這是個搞笑的廣告，一定有令人捧腹的包袱， 可是它偏偏以“奇跡真的出現(xiàn)了”結(jié)尾。太蹩腳了 ！狂歡過后讓 我們回到現(xiàn)實世界，今天你早，美國對瘋狂的洛杉磯的最后 報道宛若一個廉價商品的供應(yīng)會，它留給我們的不過是主婦們飯 后的談資。哎！好萊塢。(本文作者Stefano Hatfield是創(chuàng)造 力(Creativity)和全球廣告時代(Ad Age Global)的主 編)中華傳媒網(wǎng) 李源編譯Hurrah for Hollywood ABC s Oscars show gives advertisers an extraordinary opportunity to ach

7、ieve that ever more elusive coup： reaching a huge audience with one hit Stefano Ilatfieldlt was the Halle Berry show Yes, there was a standing ovation for Woody Allen* s first appearanee at the Oscars, a moving and dignified speech from Sidney Poitier and an intelligent, eloquent oration from Robert

8、 Redford. But then Berry blubbed while thanking her lawyers and it was all over.  ； ； ；為好萊塢歡呼Im supposed tobe writing about the ads. However, an hour after the eve nt it was cliff icu It to remember who followed Berry on to the winners1 stage so it seems superfluous to pointout that Osca

9、rs night is now almost as significant a date in the advertising calendar as the Super Bow1. ABCr s big night provides advertisers with an extraordinary opportunity to achieve that ever more elusive coup： reaching a huge, one-off, mass audience with one hit. As with the Super Bowl, Americans across t

10、he country now hold par ties to watch the Oscars toget her.論文為好萊塢歡呼來自 Although the 1 billion global audience far outstrips that of the Super Bowl, its domestic numbers cannot peteNevertheless, the Oscars show on ABC attracts the largest female audience of the year and offers advertisers a unique mix

11、 of sexes and age brackets Its more than just the 18 to fifty something males that dominate the audience of the Super Bowl. Whats more, there is more to the Oscars than just the ABC show. It is de rigueur to watch the E! workf s pre-awards Red Carpet programme, which features the scary mother and da

12、ughter bo of Joan and Melissa Rivers. Then, for insomniacs, there are E!s or ABC1s reports from the Governor1s Ball (where there was a power blackout just as celebrity chef Wolfgang Puck was Hplating), the Vanity Fair party and the Elton John/In Style bash. For Vanity Fair there are appointed shifts

13、 on your tieket/invitation - imagine the horror of an 8pm to 10pm slot. The morning after, Good Morning America on ABC was hosted by anchor queen Diane Sawyer in a spangly, red trouser suit. At least she wasnt having her dress, jewellery and hair choices ripped to shreds by her guest fashionistas. W

14、hoopi Goldberg did a fine job as the hostess, making a great entrance spoofing Nicole Kidman in Moulin Rouge, but perhaps she was a littie too restrained. The show was funny and slick despite being the Iongest ever (because the producers did not cut the acceptsnee speeches). It was fine if, like me,

15、 you were watching in the west but it would have been difficuIt to stay the course if you were watching in New York.  ； ；fenbsp；為好萊塢歡呼 Allen wowed the crowd simply by being in Los Angeles, Poitierr s grace and ferocious integrity demanded the absolute silence he received and Redford was perh

16、aps lost in such a big night for African-Americans but he gave a captivating speech.Berry, Julia Roberts, ReeceWitherspoon and Sharon Stone (who forgot the back of her dress) were the fashion hits, Uma Thurman brought her Wonderbra while the fashion misses were led by GwyhPaltrow, Cameron Diaz and J

17、ennifer Lopez, whose big 80s- style hairdo was last seen on Dallas.The another icon from the past who stole the best mercial nomination： Cindy Crawford reprised her famous Pepsi ad, in which two small boys watch, stunned, as she cools herself down by rolling an ice-cold can across her neck. They are

18、 - of course - admiring the design of the can. Crawford then opens the door of her car to reveal her children, showing us some things do change. In an advertisement for Edge hea1th crunch bars, which broke during Good Morning America, Crawford again unveiled her children - and a new hairstyle. Speci

19、als included an e/. fwsir/picmercial for retailer JC Penney, an over-the-topmusical number for Tropicana and a cool hip-hop ad for Gatorade, starring basketball star Vince Carter, baseball ace Derek Jeter and soccer player Mia HammOther new ad contenders - all terrible - were four mercials from Morgan Stanley, two AmEx spots, the M&Ms