Name: 【新冠肺炎】新冠疫情影響商業廣告內容 (How Brands Are Advertising During the Pandemic | WSJ)
Uploaded: 2020-07-25T21:01:20.000Z
Duration: 4 min 6 s

Right now, it feels like the world's standing still.

Your country needs you to stay on your couch and order in.

國家需要你，好好待在沙發上叫外送。

The world has changed and Vegas is changing with it.

世界已然改變，而維加斯與它一同改變。

As the coronavirus pandemic progresses, companies are searching to find the right tone and message for their marketing.

隨著新冠疫情的發展，許多公司開始尋找更好的口吻與議題來行銷自己。

While some industries like travel and retail have cut back their ad spending, many companies are still heavily promoting their products and have pivoted their ad campaigns during the crisis.

就在旅遊、零售等行業縮減廣告支出時，許多公司在疫情期間，仍強力放送廣告。

How are some of the world's most recognizable companies reenvisioning their advertising in the times of a pandemic.

為什麼世界上的大公司們，在疫情期間要重新思考廣告方式？

The coronavirus pandemic has upended everything and that definitely extends to marketers, all of whom laid out plans for the entire year well ahead of time and most of whom had to tear up those plans.

疫情讓所有事情都變得混亂，這波混亂也影響到了許多企業，破壞了他們一整年前就安排好的計畫。

Early on, as the pandemic spread and the world shut down, marketers had to act quickly to make sure their ads were still appropriate. [These ads were meant to be clever. Now they are just tone-deaf.]

初期的影響是，當疫情擴散，世界進入封鎖狀態，企業得迅速反應，確保他們的廣告內容是適當的。[這些廣告原本應該看起來很聰明，但現在卻顯得很白目]

You had marketers on the air showing people putting fingers in other people's mouths.

之前有那些人們把手指放到彼此嘴裡的廣告。

All kinds of stuff that suddenly totally is wildly inappropriate.

這些內容，突然一夕之間變得不再適當。

So the first thing that marketers did was slam on the brakes.

所以企業們做的第一件事就是猛踩煞車。

They started pulling things down as quickly as they could.

One of the examples was the Mint Mobile ad in which somebody put queso dip in somebody else's mouth, which is kind of horrifying.

其中一個例子是 Mint 電信的廣告，裡頭有個人用手指挖乾酪醬，放到另一個人嘴裡，其實還蠻可怕的。

But that was the joke even in the first place, but it became really quite horrifying in the context of what everybody was suddenly going through.

雖然在一開始它就只是個玩笑，但在這個時期，看起來的確蠻怵目驚心的。

Mint Mobile said they were considering pulling the ad when Twitter users started mocking it.

Mint 電信當時表示在考慮要撤下該廣告，因為推特上有人在模仿。

That sped up their decision to quickly remove the spot.

而疫情更加速了他們做出這個決定的時間。

So that's just one example of creative that had to be tailored, taken off the air, removed or uprooted as soon as people realized the severity of what was going on.

這只是其中一個例子，在疫情期間，人們意識到嚴重性時，創意得好好設計，否則可能會被撤除、刪除。

Once the dated ads were pulled, marketers decided they still needed to come out with comforting messages.

撤下不合時宜的廣告後，企業們認為他們仍需要想出一些廣告的方法。

So they said, "I've gotta stay relevant."

他們想「我不能被眾人遺忘。」

"What can we do to stay current and present while locked at home?"

「大家都被關在家裡，我們要怎麼刷存在感？」

And so they figured out ways to make ads from their homes that reflected what their audiences were doing at home.

所以他們想出了在家拍廣告的方式，來反映大家在居家隔離的生活。

-So all of a sudden you saw an enormous amount of ads showing empty streets, people at home, it became repetitive. -【'In these uncertain times,' coronavirus ads strike some repetitive notes.]

突然之間，許多空盪街頭、人們在家等畫面的廣告出現，內容變得重複。

生活在充滿不確定性的時刻中。

Susan Credle and her creative teams at FCB Worldwide advise some of the world's largest brands on their approach to advertising.

FCB 廣告公司的 Susan Credle 與她的創意團隊，給予了全球一些大品牌關於在這個時間如何打廣告的建議。

There's been some cynical, you know, videos out there making fun of the piano music and the hopeful words and the unprecedented times.

已經有一些影片出現了，這些影片嘲諷被濫用的鋼琴樂、充滿希望的字眼，以及現在這個時刻。

But I think we have to be honest, we all were jumping into the conversation at the exact same time and so we started similar conversations that first month, month and a half.

但老實說，全部的人都是在同一時刻重視這個話題，所以當然在一開始的一個半月，會有許多類似的東西出現。

Now brands are looking for ways to move out of the public service announcement phase.

而現在，各品牌嘗試著要跳脫宣導大眾的角色。

I think that the next thing that we're gonna see is people, I think people want to laugh a little and to lighten up.

我認為，現在人們想要的是一點歡笑與輕鬆的氛圍。

Now you're seeing brands looking for ways to be less somber and more entertaining.

你可以看到，現在的廣告變得比較有娛樂性，而不是抑鬱的風格。

They're seeing marketers reintroduce humor into their ads about the absurdity of life stuck at home with your family or friends or unable to go outside.

企業們開始將幽默導回廣告中，展現出人們與家人或朋友被困在家，會做出哪些荒唐的事。

你們呢，Bobby，Mark，Zoe 和 Gabby?

You'll see a lot of safety advertising but also a lot of tension in marketing as advertisers try not to overplay that message.

你會看到許多保守廣告，也會看到一些火花，因為廣告商不想過度玩弄這個訊息。

WeatherTech features nonporous surfaces that can easily be wiped with germ-killing disinfectants.

WeatherTach 標榜無縫隙表面，可以消毒劑輕鬆擦拭清潔。

After leaving our 450-degree ovens, the only hands that touch them are yours.

在離開我們 450 度高溫的烤爐後，下一個碰到披薩的手就是您的。

The longer-term outlook for advertisers and the industries that rely on it, like much of the rest of the economy is uncertain.

對廣告商與依賴廣告的企業而言，長遠來看，就如同現在經濟一般，是一片不確定性。

It's been proven out that during a crisis or a recession, the brands and the companies that keep investing and keep their message out there, actually come out of it much stronger.

有證據顯示，在危機時期或經濟衰退時，那些繼續投資且發聲的品牌，在之後會更加茁壯。

It's very hard to tell how much the ad industry is going to look like the ad industry we knew a year ago, even once we have a vaccine and life gets back to something like normal.

很難講廣吿這個產業之後會怎麼樣，一年前是如何，而在疫苗研發後，大家生活回歸正常後的樣子又會是如何。

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【新冠肺炎】新冠疫情影響商業廣告內容 (How Brands Are Advertising During the Pandemic | WSJ)

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