廣告狂人

等待去開會之前，隨機從youtube見到廣告狂人 Madmen 的片子 (不知是第幾季那一集)，廣告公司的創作總監(也就是主角) Don Draper 向柯達公司講解新的幻燈片機的廣告創作概念。

故事發生在70年代，輪盤式幻燈片機還未面世。看後理推斷前文，大概是柯達認為消費者不覺得輪盤是甚麼新科技，感到很難推銷。Don Draper的演說很精彩，連他身邊的同事都感動得哭起來，就連黑人自己都有少少感動，是編劇很高明吧！

K1: 柯達員工1
K2: 柯達員工2
D: Don Draper

K1: so have you figured out a way to work the wheel into it?
湯先生你想到將輪盤融入廣告的點子沒有？

K2: we know it is hard because wheels aren't seen as exciting technology, even though they are original.
我們明白這是很難的案子，雖然輪盤幻燈機是新科技，但消費者並不如此認為。

D: well, technology is like littering lure, but there is a rare occasion where the public can be engaged at a level beyond flash if they have a sentimental bond with the product.

科技就像撒餌(釣魚)一樣，但除了新穎炫目之外，我們還可以從情感層面吸引消費者。

D: My first job I was in house, sort of for a company, with this old pro copywriter, Greek, named Teddy.

我第一份工是某公司的文案，有位希臘人老文案叫Teddy。


D: Teddy told me the most important idea in advertising, is "new". Creates an itch, you simply put your product in there, as a kind of...calamine lotion. We also talked about, a deeper bond with the product: nostalgia. It's delicate, but potent.

Teddy教我廣告中最重要的概念是「新」。一個「新」字令人有種渴求，你只消把產品當成潤滑油般放在消費者面前就成事了。

然而，我們亦有一種更深層的方式將產品和消費者連繫起來：緬懷過去的情感。這是非常纖細但強力的手段。

(開始播幻燈片)

D: Teddy told me that in Greek, nostalgia literally means "the pain from an old wound". It's twinge in your heart far more powerful than memory alone.

Teddy 解釋說：Nostalgia一詞在希臘文的意思是「舊患的痛楚」。也就是一種心有戚戚然的感覺。

D: This device, isn't a spaceship, it's a time machine...goes backwards, forwards. Takes us to a place, where we ache to go again. It's not called the wheel, it's called the Carousel, it lets us travel the way a child travels.

這部幻燈機不是太空船，它是一部時光機：讓人穿梳各種揪心的回憶。這不是輪盤，這是一台旋轉木馬，讓我們可以像孩童般在回憶裡流竄。

(顯示旅轉木馬的柯達廣告構想稿)

Round and round, and back home again, to a place, where we know we'll love.
轉啊轉，再回到我們心愛的起點。

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好 ~ 夠鐘起程開會。