最后一集Don为柯达幻灯机做的广告创意——怀旧是旧伤口的隐痛

有些话不必问。
2014-06-01 看过
提示:这篇影评可能有剧透

科技是种闪光的诱惑。
但往往有时候,大众追求的是比光新亮丽更高层次的意境——与产品产生某种感情的纽带。
广告最重要的是“创新”,创造出一种渴求(骚痒处),你只需要将产品如“止痒水”一般,介绍给有所需求的顾客。
人与产品之间的深层纽带是“怀旧之情”,
非常微妙,但却颇具影响。
在希腊语中,“怀旧之情”这个词的意思就是“旧伤口的隐痛”,比回忆更为有力的心中刺痛。
这个机器,并非太空船一般高新。
而是一架时空机,往返过去与现在,
带我们去到一个勾起痛楚的地方。
这不叫“轮子”,而叫做“旋转木马”。
它让我们用孩子的方式来旅行。
一圈又一圈,又回到了家,
回到那个我们被爱着的地方。

Technology is a glittering lure. But there is a rare occasion when the public can be engaged on a level beyond flash – if they have a sentimental bond with the product. My first job I was in house at a fur company, with this old pro of a copywriter, a Greek, named Teddy. Teddy told me the most important idea in advertising is “new.” It creates an itch. You simply put your product in there as a kind of calamine lotion. He also talked about a deeper bond with a product: nostalgia. It’s delicate, but potent. Sweetheart. [starts slide show featuring photos of Draper's family.] Teddy told me that in Greek, nostalgia literally means the pain from an old wound. It’s a twinge in your heart, far more powerful than memory alone. This device isn’t a space ship, it’s a time machine. It goes backwards, forwards. It takes us to a place where we ache to go again. It’s not called a wheel, it’s called a carousel. It lets us travel the way a child travels. Round and a round, and back home again. To a place where we know we are loved.
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