↑圖文說明:燦坤為豬哥亮量身打造的廣告,雖想與全國電子的「足感心」草根印象拼場,以分食中南部的市場。一人分飾五角看似充滿造勢噱頭,但其實創意手法不只別人早就用過,表演型式也跟豬哥亮以前的秀場反串秀大同小異,之所以會形成張力,主要是對豬歌亮復出及變妝的好奇心理,再加上人為炒作及媒體每天免費添柴加火的助燃劑!
而且演變到最後,反而整個被豬哥亮的復出新聞所掩蓋而失焦,除了那句比較像在賣冷氣,而不像在賣服務的廣告語「冷涼卡好」,觀眾其實是看不出燦坤家電賣場的服務特色為何?在家電服務訴求的記憶溝通上,明顯比全國強打與基層市井小民站在一起,並轉化為提供各種購買方便的「足感心」遜掉很多。這也是品牌及廣告人棄守自我專業,甘被代言人牽著鼻子走要付出的代價。
有學員問我,全國電子跟燦坤電視廣告之不同!
我答曰,一是「市井小民『鄉土劇』」,特色在「劇」!一是「本土笑匠『個人秀』」,賣點在「秀」!
前者嘛,是「足感心」!後者嘛,是「不甘心」…
「老師,不對吧?我們從燦坤廣告聽到的,明明是問候別人母親的『冷涼卡好』,不是你說的『不甘心』耶!」我話還沒講完,就被學生給當場吐槽!
「你說的沒錯!但我所說的『不甘心』,是指燦坤從原本賣電腦〈Computer〉、通訊設備〈Communication〉及消費性電子〈Consumer Electronics〉的3C通路賣場,轉型成為全家電的電氣通路服務賣場,因不甘心坐視中南部市場,被全國電子草根、鄉土、親切又朗朗上口的「足感心」廣告印象給規碗捧去,所以才找來豬哥亮『仙拼仙』!」
當然,我知道大家更感興趣想問的,是燦坤廣告找豬哥亮來拍,究竟好還是不好?
我之前說過,一人飾五角的變妝創意,泰國廣告早就用過了,不算新意〈註〉!表現型式,其實是豬歌亮過去秀場演出,再熟悉也不過的反串秀,雖然他的確是使出渾身解數在搞笑,但對他個人也不算新嘗試或新挑戰!講穿了,就是用他以前的餐廳秀型式來演廣告罷了!
之所以會形成張力,主要是對豬歌亮復出及變妝的好奇期待心理,再加上人為炒作及媒體每天免費添柴加火的助燃劑!
效果呢?若單以造勢的爆發力來說,表面看來,全國好像被燦坤給比了下去!但在家電賣場的民心向背上,說實在,燦坤其實並未能因此攻城略地,佔到全國多少便宜!
不只是全國以「足感心」的訴求,與中南部基層民眾日積月累,慢火燉熬搏感情,已非一兩天。不太可能因為燦坤找來豬哥亮祭出「客廳秀」的廣告,光用短線操作,猛火快炒,就把消費者習性、忠誠度及市場佔有給逆轉翻盤,豬羊變色,若是這樣,那就把廣告效果給想得太簡單了!
更何況,燦坤廣告雖然初看噱頭十足,但演變到這幾天,卻已幾乎完全被豬哥亮復出秀新聞所接收而掩蓋失焦,連認「主」效忠的記者會上,豬對燦坤都隻字未提!廣告幾已旁落到變成人家復出江湖,搭橋舖路,用過即丟的一塊墊腳石!你想繞過正牌經紀人搭便橋,可是人家過河之後,拆橋可是比你還快!〈請轉下篇〉
註:請詳見本部落格文章「一人分飾五角,是抄襲?還是創意?」請點選http://tw.myblog.yahoo.com/tangcd-advertising/article?mid=2605&prev=2608&next=2586

o•o 加油,別放棄,我們的星球,是變動的,生老病死,喜怒哀樂,生命 生生不息。 知足常樂。 很多國家,現在溫度,正+40度 或 負-40度, 生 活 和 生存,非常艱辛。 --- 蘇+澳+後勤+某某部,也曾 酒後駕車,BMW,車頭全毀,引擎噴飛,人沒事,上過頭條新聞,網路可以查尋到。(上新聞) 該某某部,還發生過,特別案件,因老婆,無照駕駛,老公軍人,跑去夥同鄰居,製造假車禍,真詐保險公司,雖然後來,心裡不安,主動告知,保險公司,還是被,警方發現,移送地檢署偵辦。(沒上新聞) 不知道,今年 還是去年,某艦9+3+7,有士兵,去淡水遊玩,因薪俸較低,且薪俸運用和理財不佳,到賣場超市,偷竊一盒保險套。(就算船號記錯,內容不會錯,因為是,公開場合,全體宣導,注意事項)(沒上新聞) --- 蘇+澳,南+方+澳。 社區、營區,真糟糕。 普悠瑪出軌事件、大橋斷裂事件、海軍伊清楓事件。 --- 請強化,資訊安全,駭客已經厲害到,可以入侵手機,啟動與關閉軟件,並監視手機與盜取圖片和資料,造成用戶的錯覺,刻意制造出,手機用戶,幻想 或 精神病。 利益與衝突,攏斷與掌控。 --- 刮刮樂,上面號碼,應該以, 發型款版本,進行編碼, 後面則以,發行張數量,進行編碼。 ABC-1234567(款式-張數) 不然誰知道,到底有沒有,少印 或 多印。 --- 支持公益彩卷。有錢的話,當然會幫助需要的人。 請上架,因賠錢,而下架的,樂線九宮格,謝謝。 請20:00封盤,20:05開獎。(20:30開獎,理由是,需要計算,消售金額,騙三歲小孩喔) --- 一個、謊言、炒作、洗腦...的世界。 早就已經,沒有什麼,商品供需了,所以才會造成,大家沒什麼收入。(大家在比氣長,看誰食物多) 全世界都相同問題,所以才會打,貿易戰。(太平洋 魚獲 和 工作機會) 食物,才是真的(王道),其它都是假的! --- 經濟好壞? 大家,房貸額度用光、信貸額度用光、信用卡額度用光、商品沒供需 股票炒不起來、虛擬貨幣 假的上上下下。(負債累累) 只能說,以前買到房屋 或 擁房者,已經 還清債務的人,才是幸福的。(低房價) 以前是,(慢調生活),(農業時代),(相互競爭少),(人人有田),(人人有房),現在反過來了。 --- (洗腦兼爛權 的 學長學弟制 軍隊)槽糕到不行。 --- (玩弄人、貪汙,事件永無止息),(滅證洩責,第一名),(商業值供獻零),(只會從國庫,透過預算,拿老百姓,繳的稅收,進行揮霍) [基層工人,跟老百性相同,還比較有,供獻價值] --- Come on, don't give up, our planet is changing, with birth, old age, sickness and death, joy, anger, sorrow and joy, and life is endless. Contentment is always happy. In many countries, the current temperature is positive +40 degrees or negative -40 degrees. It is very difficult to live and survive. --- Su + Australia + logistics + XX department, also once drunk driving, BMW, the front of the car was completely destroyed, the engine was flying, people were okay, the headlines can be found on the Internet. (On the news) There have also been special cases involving his wife, unlicensed driving, husband and soldier. They went to work with neighbors, made fake car accidents, and scam the insurance company. Although later, he was uneasy, he voluntarily informed the insurance company. , The police found it and transferred it to the Prefectural Procuratorate for investigation. (Not in the news) I don't know, this year or last year, a certain ship 9+3+7, there are soldiers, go to Danshui to play, because the salary is low, and the use of salary and financial management are not good, go to the supermarket and steal a box of condoms. (Even if the ship number is wrong, the content will not be wrong, because it is, public occasions, all publicity, precautions) (not on the news) --- Su + Australia, South + Fang + Australia. The community, the camp, it's really bad. Puyuma derailment incident, bridge fracture incident, navy Yiqingfeng incident. --- Please strengthen information security. Hackers are already powerful enough to invade mobile phones, start and close software, monitor mobile phones and steal pictures and data, causing users to misunderstand, deliberately creating, mobile phone users, fantasy or mental illness. Interests and conflicts, severance and control. --- Scratch music, the number above should be, Hair style version, coded, After that, the number of issued sheets is used for coding. ABC-1234567 (style-number of sheets) Otherwise, who knows, whether there is less printing or more printing. --- Support charity rolls. If you have money, you will certainly help those in need. Please put it on the shelf, because it lost money, and it was taken off, Lexian Jiugongge, thank you. Please close the plate at 20:00 and draw at 20:05. (The lottery is drawn at 20:30, the reason is that it needs to be calculated, the amount of sales, to cheat a three-year-old child) --- A world of lies, hype, brainwashing... It has been long since, there is nothing, commodity supply and demand, that's why everyone has no income. (Everyone is getting angry, see who has more food) The world has the same problem, so it will fight a trade war. (Pacific Fish Catch and Job Opportunities) Food is real (king way), everything else is fake! --- Is the economy good or bad? Everyone, the mortgage line is used up, the credit line is used up, the credit card line is used up, there is no supply and demand for goods, stocks cannot be speculated, and virtual currencies are going up and down. (Large debts) It can only be said that those who have bought or owned a house before and who have paid off their debts are happy. (Low house price) It used to be, (slow life), (agricultural age), (less competition), (everyone has a field), (everyone has a house), but now it’s the other way around. --- (Brainwashing and ruined power of the senior schoolmate system army) Too bad. --- (Playing with people, embezzlement, the incident never ends), (Extinguish evidence and venting responsibility, the first place), (Commercial value for zero), (Only from the national treasury, through the budget, the tax paid by the people and the tax will be squandered) [Grass-roots workers are the same as Lao Bai, but they are more valuable, offering value] ---
關閉系統基哨站。 這個世界,只不過是,謊言支撐起來,當一切改變時,別期待 國家 與 政府 或 任何人的承諾,因為 生死,都隨時存在,只是人類體型放大化,且記憶裡 存在著,安全思想,比較多一些生存而已。 沒有供需,一切都是假的,只是透過 各種手段 與 職業,獲取 等值的證明,紙鈔 與 錢幣。 所以生存概論,推翻政權 或 加入集團組織。 This world is just supported by lies. When everything changes, don’t expect the promise of the state, the government or anyone, because life and death exist at any time, but the size of human beings is enlarged, and there is in memory, safety thoughts, comparisons Survive more. There is no supply and demand, everything is fake, just through various means and occupations, to obtain proof of equivalent value, banknotes and coins. So an introduction to survival, overthrow the regime or join a group organization.
一個錯誤的選擇 一個錯誤的環境 造就了 一連串 錯誤的事件 軍隊 隸屬 特殊環境 , 官員有責 解決底下問題, 否則沒資格 命令 不要只會 , 升官發財 , 滅證卸責, 受傷死亡, 都不算數, (該死的軍隊)(管理極差) [該休息 休息][該工作 工作] [很困難?] (作息時間,與外面社會,稍微不同,當然正常) (部隊管理不佳, 造成他人精神壓力問題) (部隊管理不佳 ,造成他人工作負荷過重) (部隊管理不佳,造成 軍職 約聘, 捉弄 與 陷害 他人, 永久上的紀錄遺憾) (受傷沒說,完全不算數)(內傷算自己該死) (卸責厲害的軍隊) ( 上電視、上報紙、莒光園地、女兵日記 ) (形象 洗白 第一名) A wrong choice A wrong environment Created a series of wrong events The army is in a special environment, and officials have the responsibility to solve the underlying problems, otherwise they are not qualified to order Don't just get promoted and get rich, destroy evidence and shirking responsibility, Injuries and deaths don’t count, (damn army) (very poor management) [Should take a break] [This job should work] [It’s difficult?] (The work and rest time is slightly different from the outside society, of course it is normal) (Poor management of the troops, causing mental stress to others) (Poor management of the troops, resulting in excessive workloads for others) (Poor management of the troops, resulting in military appointments, teasing and framing others, permanent record regrets) (I didn't say the injury, it doesn't count at all) (Internal injury counts as one's own damn) (Short the blame for the powerful army) (On TV, Newspaper, Juguang Garden, Female Soldier's Diary) (Image whitewashing first place)
「手機」,「虛擬網路」,[最高機密]。 --- 手機運作、虛擬網路,對人體有害。 (軟件、被動 感測器、主動 偵測器) (螢幕頻率、聲音頻率、電磁波傳輸) --- 借由,基地訓號站 、情報中心,所釋出... 螢幕視覺波頻、聲音接受波頻、監視、監聽、 包含:持續定位。「鎖定目標。」(衛星 與 基站) [已100%證實,有害。] 微能量、強能量,長期對人體有害, 必需關閉,所有的通訊,電磁波 (軟件), 只留,(電話、簡訊、瀏覽器)。 太多,不必要的 「傳輸 與 定位」 了! --- 唯一防堵 方法,全力 VPN化,讓所有的一切,非於「手機」,直接傳輸。 (不懂,如此高的風顯,為何還要發明手機) (手機,是用來傳輸,訊息,視覺圖片 和 聽覺聲音),(如果 安全無法至上,那又有何意義) (基站 與 情報站,掌控所有人),(也代表掌控, 「生」「 死」。) --- 手機 亦可偽裝成,「假 飛行模式」、「假 關機模式」, 實為 「犯罪集團」(不合法) 「政府組織」(合法)。 --- "Mobile", "Virtual Network", [Top Secret]. --- The operation of mobile phones and virtual networks are harmful to the human body. (Software, passive sensors, active detectors) (Screen frequency, sound frequency, electromagnetic wave transmission) --- By the way, the base training station, the intelligence center, released... Screen visual wave frequency, sound receiving wave frequency, monitoring, monitoring, Contains: continuous positioning. "Fix the target." (Satellite and base station) [It has been 100% proven to be harmful. ] Micro energy, strong energy, long-term harmful to the human body, Must be closed, all communications, electromagnetic waves (software), Just stay, (phone, text, browser). Too many, unnecessary "transmission and positioning"! --- The only anti-blocking method is to fully VPN, so that everything is transmitted directly from the "mobile phone". (I don’t understand, why the mobile phone was invented after such a high profile) (Mobile phones are used for transmission, messages, visual pictures, and auditory sounds), (if safety is not the highest priority, what's the point) (The base station and the intelligence station control everyone), (also means control, "life" and "death.") --- Mobile phones can also be disguised as "fake flight mode", "fake shutdown mode", Actually "Criminal group" (illegal) "Government Organization" (legal). ---