為好萊塢歡呼

　ABC的奧斯卡頒獎(jiǎng)秀令廣告主們怦然心動(dòng)：一瞬間在千萬(wàn)人面前曝光，這真是絕好的機(jī)會(huì)。
今年的頒獎(jiǎng)禮簡(jiǎn)直就是Halle Berry的個(gè)人秀。雖然這里有為Woody Allen首次在奧斯卡上亮相的歡呼，有Sidney Poitier感人而嚴(yán)謹(jǐn)?shù)难葜v，有Robert Redford詼諧精彩的致辭，但是這些在Halle Berry的光彩之下都顯得黯然失色。
我本打算寫(xiě)一篇關(guān)于廣告的文章�？墒沁@個(gè)時(shí)候告訴大家，奧斯卡對(duì)于廣告主來(lái)說(shuō)就像Super Bowl（美國(guó)橄欖球聯(lián)賽）一樣重要顯然是多余的。
無(wú)論如何，ABC的奧斯卡頒獎(jiǎng)秀令廣告主們怦然心動(dòng),一瞬間在千萬(wàn)人面前曝光，這真是絕好的機(jī)會(huì)。
ABC這個(gè)盛大的晚會(huì)使全美國(guó)萬(wàn)人空巷，所有的人為了奧斯卡而聚在一起。
不過(guò)，比起奧斯卡帶來(lái)的十億海外觀眾，Super Bowl的收視率可是忘塵莫及。
這場(chǎng)ABC的奧斯卡秀是本年度女性收視率最高的節(jié)目，同時(shí)吸引了來(lái)自個(gè)年齡層的不同性別的觀眾。和Super Bowl相比，奧斯卡的受眾群絕不止在18到55歲之間，當(dāng)然也不只以男性觀眾居多。
還有更多的東西是ABC不能體現(xiàn)的。E!在頒獎(jiǎng)禮前播出的，由Joan and Melissa Rivers 母女搭檔主持的“紅地毯”一樣不容錯(cuò)過(guò)

對(duì)那些失眠的人來(lái)說(shuō)，還可以看E!和ABC在晚上8：00到 10:00鐘之間播出的主辦方的晚會(huì)，名利場(chǎng)晚會(huì)和Elton John 的時(shí)尚狂歡。早間節(jié)目，《你早，美國(guó)》，由ABC的當(dāng)家花旦Diane Sawyer主持。那天她穿了一身紅色套裝，好在她沒(méi)自己打扮，不然又要讓她的化妝師忍無(wú)可忍了。
Whoopi Goldberg的主持依然是以幽默主打，她夸張地模仿Nicole Kidman在《紅磨坊》中的表演，不過(guò)為了不惹怒這為好萊塢紅星，她還是收斂了一些。
整場(chǎng)晚會(huì)除了有點(diǎn)長(zhǎng)（制作方?jīng)]有剪掉獲獎(jiǎng)?wù)叩陌l(fā)言），總得來(lái)說(shuō)稱得上輕松幽默，我是說(shuō)如果你是在歐洲收看轉(zhuǎn)播，如果是在紐約看，那可另當(dāng)別論了。
Allen讓整個(gè)洛杉磯為他沸騰，嚴(yán)謹(jǐn)?shù)腜oitier讓所有的人沉靜，而Redford，要不是他出色的致辭，他今晚幾乎被非裔明星的光芒淹沒(méi)。
Berry, Julia Roberts，Reece Witherspoon 還有可愛(ài)的Sharon Stone(她把衣服的后襟落家了)是今晚的時(shí)尚亮點(diǎn)，Uma Thurman的著裝像Wonderbra的內(nèi)衣秀。Gwyneth Paltrow, Cameron Diaz 和Jennifer Lopez 也各顯潮流先鋒。Jennifer Lopez還梳著在上次達(dá)拉斯亮相時(shí)的發(fā)型。
Cindy Crawford 是今晚最搶眼的廣告明星，在百事可樂(lè)的廣告里她又重復(fù)了那個(gè)把可樂(lè)罐子在脖子上滾來(lái)滾去的動(dòng)作，不同的是這次她打開(kāi)車門(mén)，讓大家看到車?yán)锏膬蓚�(gè)孩子。在《你早，美國(guó)》中的插播廣告里，Crawford又一次在Edge的廣告中展示了她的孩子和她的新發(fā)型。
另外兩個(gè)新廣告是由Morgan Stanley公司制作的證券交易所和M&Ms的廣告，以及Master Card公司的作品。
廣告時(shí)段里播出的還有零售商JC Penney的廣告，由籃球明星Vince Carter，棒球明星和足球明星Mia Hamm出演的Tropicana和Gatorade的廣告。
Budweiser的廣告依然保持以往幽默的風(fēng)格，Tim McGraw穿著綴滿亮片的服裝亮相。
今晚最糟糕的廣告非迪斯尼莫屬。為了參加一個(gè)華麗但令人心痛的晚會(huì)，小女孩夢(mèng)想著她囊中羞澀的男友能送她一枚訂婚鉆戒。大家都以為這是個(gè)搞笑的廣告，一定有令人捧腹的包袱，可是它偏偏以“奇跡真的出現(xiàn)了”結(jié)尾。太蹩腳了！
狂歡過(guò)后讓我們回到現(xiàn)實(shí)世界，今天《你早，美國(guó)》對(duì)瘋狂的洛杉磯的最后報(bào)道宛若一個(gè)廉價(jià)商品的供應(yīng)會(huì)，它留給我們的不過(guò)是主婦們飯后的談資。哎！好萊塢。
（本文作者Stefano Hatfield是《創(chuàng)造力》（Creativity）和《全球廣告時(shí)代》（Ad Age Global）的主編）
中華傳媒網(wǎng) 李源編譯
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.

   
為好萊塢歡呼 　
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.
論文為好萊塢歡呼來(lái)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.

   
為好萊塢歡呼 　
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!

   
為好萊塢歡呼

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