体验营销 chp5_情感营销_stu.ppt

第五讲 体验的类型-情感营销（1） 教学目的 了解感觉为什么重要 分析活动、介质和物体情绪 明确情感主要来源于消费过程 情感广告的作用 教学内容 开篇案例：Campbell’s Soup 感觉为什么重要 分析活动、介质和物体情绪 情感主要来源于消费过程 消费过程中的情绪分类 情感广告的作用 1904, “Campbell Kids” This “myth” was developed through many of Campbell’s smart and strategic marketing campaigns, stricter gender-roles that were highly integral in early-mid 1900′s American society, and the notions of what being a ‘family’ meant. 利用上20世纪早期美国的性别角色与“家庭意味着什么” In 1904, Campbell’s created the “Campbell Kids”, and these?cherubic cartoon characters appeared on the sides of trolly cars, in magazine ads, and were distinguishable icons for the company. 1904年，创造无邪的卡通儿童形象，出现在电车上、杂志里并作为该公司的独特标志。 1950s the stay-at-home mom  The stay-at-home mom, Leave it to Beaver style family life was certainly taken advantage of by Campbell. 运用当时典型的家庭主妇形象和生活方式 Most notably, the first Campbell television commercial aired in 1950 and Campbell went on to sponsor?highly rated family shows such as?Lassie and Peter Pan.?赞助颇受欢迎的家庭节目 1960s Andy Warhol Pop Art pieces 1960s Andy Warhol Pop Art pieces The 1960′s of course brought with it incredible growth for Campbell. Andy Warhol, while he rejected the 1950′s typical lifestyle, made Campbell’s soup famous in his Pop Art pieces. When asked why he chose to paint Campbell’s soup, he responded,?“I used to drink it. I used to have the same lunch every day, for twenty years, I guess, the same thing over and over again.”?This quote speaks volumes of the?ubiquitous nature of Campbell’s Soup in every day American society. 可见其产品在美国社会日常生活中的普遍程度。 The Souper Dress, 1967~1968 While often framed and sold at auction as a work by Andy Warhol, the?Souper Dress?was in fact a promotional item from Campbells Soup, made without any involvement from the artist. Clearly designed to capitalize on Warhols screenprints (the envelope it came shipped in called it a Pop Art dress), the paper dress could be had for one dollar and two can labels, between 1967 and 1968. 在1967和1968年，用该品牌产品的两罐外包装和1美元就可以换购一件纸质的坎