????按照21市場(chǎng)推廣公司(21 Marketing)創(chuàng)始人羅布?普茲馬克的說(shuō)法，奧運(yùn)會(huì)與別的體育活動(dòng)相比有著 “不同尋常的魔力”，因?yàn)榕c美國(guó)職業(yè)籃球聯(lián)賽（NBA）、美國(guó)橄欖球聯(lián)盟（NFL）和全美汽車(chē)比賽協(xié)會(huì)（NASCAR）中的富豪體育明星不同，奧運(yùn)選手很少得到頂級(jí)贊助商的贊助。普茲馬克曾受雇為美國(guó)奧林匹克委員會(huì)（United States Olympic Committee）尋找贊助商，而現(xiàn)在他在為想在奧運(yùn)期間做廣告的公司提供咨詢服務(wù)。普茲馬克說(shuō)，消費(fèi)者購(gòu)買(mǎi)某家公司與奧運(yùn)會(huì)相關(guān)的產(chǎn)品時(shí)，“他們會(huì)覺(jué)得自己作為個(gè)人，正在為奧運(yùn)會(huì)和奧林匹克精神貢獻(xiàn)力量”。

????羅素這位有著25年經(jīng)驗(yàn)的資深廣告人說(shuō)：“在奧運(yùn)會(huì)之外，感性廣告也是鋪天蓋地，而且時(shí)局越是艱難，比如在戰(zhàn)爭(zhēng)時(shí)期或經(jīng)濟(jì)蕭條時(shí)期，它們?cè)绞軞g迎。”當(dāng)前，經(jīng)濟(jì)正在復(fù)蘇之中，美國(guó)還有很多地方都沒(méi)有親自感受到經(jīng)濟(jì)的復(fù)蘇，因此，寶潔的這則廣告也就格外有力 羅素說(shuō)：“有時(shí)候，我們就是想看到自己的閃光點(diǎn)，就是想感受到家庭的親密?！?（財(cái)富中文網(wǎng)）

????譯者：朱毓芬/汪皓???

????The Games, with athletes who often lack big sponsorship deals, have a "different magic" than sports with millionaire stars like the NBA, NFL, and NASCAR, says Rob Prazmark, founder of 21 Marketing, who was once under contract to find sponsors for the United States Olympic Committee and now consults with companies that want to advertise during the Games. When consumers go to buy the product of a company with ties to the Games, "they feel like they're personally contributing to the Olympics or Olympic ideals," he says.

????Apart from the Olympics, the trend of sentimental ads comes and goes in waves, and tends to be more popular in tough times -- during a war or recession, says Russell, a 25-year veteran of advertising. The P&G ad may gain extra traction now, he says, when the economic recovery is ongoing, and a large portion of the country has yet to feel its effects. "There are times when we just need to feel better about ourselves and [feel] closer to family," Russell says.