評論
打印
快樂的綠巨人
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.
快樂的綠巨人深受人們喜愛，因此明尼蘇達山谷罐頭公司（Minnesota Valley Canning Co.）1950年注冊了這個名字，用他作為代言人。但在上世紀20年代至30年代，早期的幾代綠巨人形象似乎并不快樂。事實上，直到1935年，未來的廣告奇才李奧•貝納才在“綠巨人”的名字前面加上了“快樂的”三個字，并開始采取措施改變印刷廣告上綠巨人令人恐懼的形象，主要做法是用笑容取代了綠巨人的怒容。但在50年代，這個角色第一次在電視上出現時，他的形象反而更加恐怖。最終，當時蒸蒸日上的貝納廣告公司（Burnett）發現，通過簡化綠巨人的形象，不僅使它不再那么令人恐懼，而且效果更佳。
