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30007 - 2016-07-22 18:00:21 +0800 - 厕所里的产品广告如何拍得优雅大方？比如厕纸_商业_好奇心日报.html
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30007 - 2016-07-22 18:00:21 +0800 - 厕所里的产品广告如何拍得优雅大方？比如厕纸_商业_好奇心日报.html
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<h1>厕所里的产品广告如何拍得优雅大方？比如厕纸_商业_好奇心日报
</h1><p><img src="http://img.qdaily.com/article/article_show/201607221528295IUmhQBjLtZdcuNw.png?imageMogr2/auto-orient/thumbnail/!755x450r/gravity/Center/crop/755x450/ignore-error/1"></p><div class="article-detail-bd"><div class="author-share clearfix"> <div class="author"> <a rel="nofollow" href="javascript:void(0)" class="avatar x32 circle"><img src="http://img.qdaily.com/user/face/20160702200213C9AwiraDF6c5vPTz.jpg?imageMogr2/auto-orient/thumbnail/!80x80r/gravity/Center/crop/80x80/ignore-error/1"/> </a> <span class="name">宣海伦 </span><span class="date smart-date" data-origindate="2016-07-22 18:00:21 +0800"/><script language="JavaScript" type="text/javascript"><![CDATA[var o="div",a=" style='disp",b="lay:",c="none'";document.write("<"+o+a+b+c+">")]]></script><span class="date">2016-07-22 18:00:21</span><script language="JavaScript" type="text/javascript"><![CDATA[var o="div";document.write("</"+o+">")]]></script></div> <div class="com-share-favor" data-id="30007" data-title="《厕所里的产品广告如何拍得优雅大方？比如厕纸》，来自@好奇心日报" data-pic="http://img.qdaily.com/article/article_show/201607221528295IUmhQBjLtZdcuNw.png?imageMogr2/auto-orient/thumbnail/!640x380r/gravity/Center/crop/640x380/ignore-error/1" data-url="http://www.qdaily.com/articles/30007.html" data-weiboappkey="2462590045"><div class="share-favor-bd clearfix"><a rel="nofollow" data-ga-event="pc:share:weixin" href="javascript:void(0)" class="share iconfont icon-weixin"/><a rel="nofollow" data-ga-event="pc:share:weibo" href="http://service.weibo.com/share/share.php" class="share iconfont icon-weibo"/><a rel="nofollow" data-ga-event="pc:share:tengxunweixin" href="http://share.v.t.qq.com/index.php" class="share iconfont icon-tengxunweibo"/><a rel="nofollow" data-ga-event="pc:share:kongjian" href="http://sns.qzone.qq.com/cgi-bin/qzshare/cgi_qzshare_onekey" class="share iconfont icon-kongjian"/><a rel="nofollow" data-ga-event="pc:share:douban" href="http://www.douban.com/share/service" class="share iconfont icon-douban"/><a rel="nofollow" data-ga-event="pc:share:linkedin" href="http://www.linkedin.com/shareArticle" class="share iconfont icon-linkedin"/> <a rel="nofollow" data-ga-event="pc:favor:aritcle" href="#" class="favor iconfont icon-heart"><span class="num smart-count" data-origincount="169"/></a> </div></div> </div> <p class="excerpt">不污，不恶俗，和产品的功能也结合得不错</p> <div class="detail">
<p class="">类似于卫生纸广告这一类的题材，其实挺难处理的。为了强调产品的舒适感/擦拭能力，许多卫生纸广告都会用一些比较夸张的手法，比如说狂奔数公里从单位跑回家，历经翻墙、跑高速、穿越丛林、游泳过河九九八十一难，就为了在家里上厕所（用自家的卫生纸）。</p>
<p class="">但这些发生在厕所情境里的广告，很容易就拍得特别恶趣味。巴西卫生纸品牌 Neve 的最新广告，用了一连串隐喻来表现厕所里可能发生的一切，拍得还蛮大方得体的。</p>
<p class="">视频的一开始，也是女主角非常着急地跑到厕所（镜头全程通过脚上的动作来表达急切、不耐烦或者不满意）。</p>
<p class="">然后镜头切换到了各种“一泻千里”的画面。猛地被砸碎的花盏，泥土撒了一地?</p>
<div class="com-insert-images"><figure style="margin:0;">
<img alt="" data-ratio="0.554878" data-format="png" class="lazyload" src="http://img.qdaily.com/uploads/20160722153630ZEwcl94qhNf0V6kM.png-w600"/>
</figure></div>
<p class="">拖拉机卸土块?</p>
<div class="com-insert-images"><figure style="margin:0;">
<img alt="" data-ratio="0.563265" data-format="png" class="lazyload" src="http://img.qdaily.com/uploads/20160722153905BIxQbVKszrULfCPu.png-w600"/>
</figure></div>
<p class="">吐出圆滚滚的草垛子?</p>
<p><img data-format="jpg" data-ratio="0.380428" class="lazyloa lazyload" alt="" src="http://img.qdaily.com/uploads/20160918124623tvJN5Uq9dWRZ60jS.jpg-w600"/></p>
<div class="com-insert-images"><figure style="margin:0;">
<img alt="" data-ratio="0.554656" data-format="png" class="lazyload" src="http://img.qdaily.com/uploads/20160722154022durJoh2xAcPYLi1C.png-w600"/>
</figure></div>
<p class="">然后女主开始心满意足地扯卫生纸。镜头切换到清扫的画面。</p>
<div class="com-insert-images"><figure style="margin:0;">
<img alt="" data-ratio="0.559596" data-format="png" class="lazyload" src="http://img.qdaily.com/uploads/20160722154125achyV2C6O3lJwqgF.png-w600"/>
</figure></div>
<p class="">擦了跟没擦一样的车前雨刷。女主继续焦躁地扯手纸，根本擦不干净。</p>
<div class="com-insert-images"><figure style="margin:0;">
<img alt="" data-ratio="0.560729" data-format="png" class="lazyload" src="http://img.qdaily.com/uploads/20160722154208iWNAxVGwbKBJDe06.png-w600"/>
</figure></div>
<p class="">这时候正主出现了。广告代理公司 Iris Sao Paolo 用这样几个画面来比喻 Neve 卫生纸的使用感。</p>
<div class="com-insert-images"><figure style="margin:0;">
<img alt="" data-ratio="0.554192" data-format="png" class="lazyload" src="http://img.qdaily.com/uploads/201607221543292aZetbIS4P0Jp3Ms.png-w600"/>
</figure></div>
<p class="">就好像是一个汗津津地人猛然浸入到凉爽的海水里。</p>
<div class="com-insert-images"><figure style="margin:0;">
<img alt="" data-ratio="0.559184" data-format="png" class="lazyload" src="http://img.qdaily.com/uploads/20160722154347DEqzmRcC03spZb5O.png-w600"/>
</figure></div>
<p class="">或者一场畅畅快快的大雨冲洗掉了一切污泥。</p>
<div class="com-insert-images"><figure style="margin:0;">
<img alt="" data-ratio="0.556225" data-format="png" class="lazyload" src="http://img.qdaily.com/uploads/20160722154554wXRTJGzSu14roenv.png-w600"/>
</figure></div>
<p class="">文字和截图能够描述的毕竟有限，以及配乐才是这条广告的精髓。我们建议你<a href="http://creativity-online.com/work/neve-once-you-get-it-its-obvious/48269" rel="nofollow">点击这里</a>观看完整视频，无需翻墙，但跳转可能需要一些时间。</p>
<p class="">这样一支广告，基本上属于没有旁白，没有文字标注，全靠广告主和消费者之间的默契解读。只要编排合理，应该说大多数人都能立刻对广告想表达的情景了然于胸。</p>
<p class="">不过就从目前市场上的广告表现来看，大多数国内的广告在这方面还是持有更谨慎的态度。似乎一定要旁白一字一句把中心思想念出来，观众才会看得懂。一个典型的例子是：宜家投放在海外市场的广告和我们平时看到的画风大相径庭。</p>
<p class="">中国的宜家广告中不仅有全程旁白，还会穿插大量产品露出的特写镜头，并且产品旁白还有大大的数字标价。</p>
<p class=""><a href="http://www.qdaily.com/articles/17819.html">我们此前也曾撰文分析过这个现象</a>，广告主这样的做法似乎是基于现实的市场反响。就目前而言，中国消费者还是更偏向价格导向的、热闹的广告，这在家具行业非常明显。</p>
<p class="">你觉得呢？</p>
<p> </p>
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