评论
打印
快乐的绿巨人
The Jolly Green Giant was such a popular character that the company he represented, the Minnesota Valley Canning Co., took his name in 1950. But in his earliest iterations in the '20s and '30s, the Green Giant didn't always seem so jolly. In fact, it was the future ad wizard Leo Burnett who in 1935 added the "Jolly" to the Green Giant's name and who took the first steps toward making him less terrifying in print ads, in part by replacing his scowl with a smile. In the character's first TV spots in the '50s, though, the giant was scarier than ever. Finally the by-then-thriving Burnett agency discovered that by downplaying the his presence, he was not only far less frightening, but also far more effective.
快乐的绿巨人深受人们喜爱，因此明尼苏达山谷罐头公司（Minnesota Valley Canning Co.）1950年注册了这个名字，用他作为代言人。但在上世纪20年代至30年代，早期的几代绿巨人形象似乎并不快乐。事实上，直到1935年，未来的广告奇才李奥•贝纳才在“绿巨人”的名字前面加上了“快乐的”三个字，并开始采取措施改变印刷广告上绿巨人令人恐惧的形象，主要做法是用笑容取代了绿巨人的怒容。但在50年代，这个角色第一次在电视上出现时，他的形象反而更加恐怖。最终，当时蒸蒸日上的贝纳广告公司（Burnett）发现，通过简化绿巨人的形象，不仅使它不再那么令人恐惧，而且效果更佳。
