怀旧创意:大黄鸭与贾君鹏  

Nostalgia Creative:Big yellow duck and Jia Junpeng

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作  者:郭菁 

出  处:《上海经济》2013年第8期25-25,9,共1页Shanghai Economy

摘  要:5月,在中国香港维多利亚港展览的巨型塑胶大黄鸭,吸引了几百万游客参观,为主办方赚尽人气,赢得了商业上的巨大成功。自2007年以来,这只16.5米高的充气橡皮大黄鸭,已经游访过10个国家的12座城市。这次“大黄鸭”来港,是应香港著名的购物商场海港城之邀。海港城为了刺激五月市民减弱的消费力,请大黄鸭来吸引顾客,但是连东道主也始料不及的,是“大黄鸭”引发的火爆。In May,the giant plastic big yellow duck on Victoria Harbour Exhibition in Hong Kong,attracting millions of visitors,as an organizers try to earn popularity,won a great commercial success.In China's Mainland,Tianjin,Wuhan,Hangzhou,Chongqing and other cities all have fake 'big yellow duck' to attract tourists.Undoubtedly,this is a successful marketing.By careful analysis,the reasons for popular big yellow duck is a lot of people's childhood bathtub toy duck.The simple rustic yellow duck,its scientific and technological content can not be compared to today's popular electric toys,but loaded with different generations of people with yellow duck with bath memories of happy hour,triggering a 'mass nostalgia.' Big yellow duck creative success lies in the depths of people's hearts,toggling the dusty strings of 'miss childhood,' with nothing to do with material or the cost.

关 键 词:大黄  创意 怀旧 中国香港 维多利亚港 购物商场 主办方 

分 类 号:F713.8[经济管理—广告]

 

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