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为好莱坞欢呼

时间:2022-08-11 04:21:58 新闻传媒学论文 我要投稿
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为好莱坞欢呼

 ABC的奥斯卡颁奖秀令广告主们怦然心动:一瞬间在千万人面前曝光,这真是绝好的机会。
今年的颁奖礼简直就是Halle Berry的个人秀。虽然这里有为Woody Allen首次在奥斯卡上亮相的欢呼,有Sidney Poitier感人而严谨的演讲,有Robert Redford诙谐精彩的致辞,但是这些在Halle Berry的光彩之下都显得黯然失色。
我本打算写一篇关于广告的文章。可是这个时候告诉大家,奥斯卡对于广告主来说就像Super Bowl(美国橄榄球联赛)一样重要显然是多余的。
无论如何,ABC的奥斯卡颁奖秀令广告主们怦然心动,一瞬间在千万人面前曝光,这真是绝好的机会。
ABC这个盛大的晚会使全美国万人空巷,所有的人为了奥斯卡而聚在一起。
不过,比起奥斯卡带来的十亿海外观众,Super Bowl的收视率可是忘尘莫及。
这场ABC的奥斯卡秀是本年度女性收视率最高的节目,同时吸引了来自个年龄层的不同性别的观众。和Super Bowl相比,奥斯卡的受众群绝不止在18到55岁之间,当然也不只以男性观众居多。
还有更多的东西是ABC不能体现的。E!在颁奖礼前播出的,由Joan and Melissa Rivers 母女搭档主持的“红地毯”一样不容错过

对那些失眠的人来说,还可以看E!和ABC在晚上8:00到 10:00钟之间播出的主办方的晚会,名利场晚会和Elton John 的时尚狂欢。早间节目,《你早,美国》,由ABC的当家花旦Diane Sawyer主持。那天她穿了一身红色套装,好在她没自己打扮,不然又要让她的化妆师忍无可忍了。
Whoopi Goldberg的主持依然是以幽默主打,她夸张地模仿Nicole Kidman在《红磨坊》中的表演,不过为了不惹怒这为好莱坞红星,她还是收敛了一些。
整场晚会除了有点长(制作方没有剪掉获奖者的发言),总得来说称得上轻松幽默,我是说如果你是在欧洲收看转播,如果是在纽约看,那可另当别论了。
Allen让整个洛杉矶为他沸腾,严谨的Poitier让所有的人沉静,而Redford,要不是他出色的致辞,他今晚几乎被非裔明星的光芒淹没。
Berry, Julia Roberts,Reece Witherspoon 还有可爱的Sharon Stone(她把衣服的后襟落家了)是今晚的时尚亮点,Uma Thurman的着装像Wonderbra的内衣秀。Gwyneth Paltrow, Cameron Diaz 和Jennifer Lopez 也各显潮流先锋。Jennifer Lopez还梳着在上次达拉斯亮相时的发型。
Cindy Crawford 是今晚最抢眼的广告明星,在百事可乐的广告里她又重复了那个把可乐罐子在脖子上滚来滚去的动作,不同的是这次她打开车门,让大家看到车里的两个孩子。在《你早,美国》中的插播广告里,Crawford又一次在Edge的广告中展示了她的孩子和她的新发型。
另外两个新广告是由Morgan Stanley公司制作的证券交易所和M&Ms的广告,以及Master Card公司的作品。
广告时段里播出的还有零售商JC Penney的广告,由篮球明星Vince Carter,棒球明星和足球明星Mia Hamm出演的Tropicana和Gatorade的广告。
Budweiser的广告依然保持以往幽默的风格,Tim McGraw穿着缀满亮片的服装亮相。
今晚最糟糕的广告非迪斯尼莫属。为了参加一个华丽但令人心痛的晚会,小女孩梦想着她囊中羞涩的男友能送她一枚订婚钻戒。大家都以为这是个搞笑的广告,一定有令人捧腹的包袱,可是它偏偏以“奇迹真的出现了”结尾。太蹩脚了!
狂欢过后让我们回到现实世界,今天《你早,美国》对疯狂的洛杉矶的最后报道宛若一个廉价商品的供应会,它留给我们的不过是主妇们饭后的谈资。哎!好莱坞。
(本文作者Stefano Hatfield是《创造力》(Creativity)和《全球广告时代》(Ad Age Global)的主编)
中华传媒网 李源编译
Hurrah for Hollywood
ABC's Oscars show gives advertisers an extraordinary opportunity to achieve that ever more elusive coup: reaching a huge audience with one hit
Stefano Hatfield
It was the Halle Berry show. Yes, there was a standing ovation for Woody Allen's first appearance at the Oscars, a moving and dignified speech from Sidney Poitier and an intelligent, eloquent oration from Robert Redford. But then Berry blubbed while thanking her lawyers and it was all over.

   
为好莱坞欢呼  
I'm supposed to be writing about the ads. However, an hour after the event it was difficult to remember who followed Berry on to the winners' stage so it seems superfluous to point out that Oscars night is now almost as significant a date in the advertising calendar as the Super Bowl.
ABC'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 the country now hold parties to watch the Oscars together.
论文为好莱坞欢呼来自

Although the 1 billion global audience far outstrips that of the Super Bowl, its domestic numbers cannot compete.
Nevertheless, the Oscars show on ABC attracts the largest female audience of the year and offers advertisers a unique mix of sexes and age brackets. It's more than just the 18 to fifty something males that dominate the audience of the Super Bowl.
What's more, there is more to the Oscars than just the ABC show. It is de rigueur to watch the E! network's pre-awards Red Carpet programme, which features the scary mother and daughter combo of Joan and Melissa Rivers.
Then, for insomniacs, there are E!'s or ABC's reports from the Governor's Ball (where there was a power blackout just as celebrity chef Wolfgang Puck was "plating"), the Vanity Fair party and the Elton John/In Style bash. For Vanity Fair there are appointed shifts on your ticket/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 wasn't having her dress, jewellery and hair choices ripped to shreds by her guest fashionistas.
Whoopi Goldberg did a fine job as the hostess, making a great entrance spoofing Nicole Kidman in Moulin Rouge, but perhaps she was a little too restrained.
The show was funny and slick despite being the longest ever (because the producers did not cut the acceptance speeches). It was fine if, like me, you were watching in the west but it would have been difficult to stay the course if you were watching in New York.

   
为好莱坞欢呼  
Allen wowed the crowd simply by being in Los Angeles, Poitier's grace and ferocious integrity demanded the absolute silence he received and Redford was perhaps lost in such a big night for African-Americans but he gave a captivating speech.
Berry, Julia Roberts,Reece Witherspoon 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 Gwyneth Paltrow, Cameron Diaz and Jennifer Lopez, whose big 80s-style hairdo was last seen on Dallas.

The another icon from the past who stole the best commercial 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 - 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 health crunch bars, which broke during Good Morning America, Crawford again unveiled her children - and a new hairstyle.
Specials included an epic "through the ages" commercial for retailer JC Penney, an over-the-top-musical number for Tropicana and a cool hip-hop ad for Gatorade, starring basketball star Vince Carter, baseball ace Derek Jeter and soccer player Mia Hamm.
Other new ad contenders - all terrible - were four commercials from Morgan Stanley, two AmEx spots, the M&Ms' search for a new colour, a Mastercard ad (in which a supermum jumps on the roof of a bus to give her son his packed lunch), a schmaltzy Mastercard ad featuring dogs and multiple Cadillac spots.
Budweiser ran funny ads we had seen before plus a lame Bud Light commercial starring singer Tim McGraw.
But there was no doubt about the turkey of the night. The ad, for Disney, depicts a painful and seemingly endless swanky dinner date, in which a babe expects her dorky boyfriend to produce an engagement ring. The ad ends not with a punchline but a glass slipper and the excruciating endline: "magic happens". Stunning!

   
为好莱坞欢呼

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