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“西班牙人非常有创意而且性格外向,但他们不会推销自己!”斯坦佛大学营销学教授Jennifer Aaker如此评论道。对西班牙来说,迄今为止可能只有一个广告战役在国际上打响了。那就是代表西班牙精神的制作人Osborne于几年前在一风景区竖起的一只巨大的卡通牛,来提醒世人:西班牙和烈酒精髓是战斗和乐趣。 在靠近高速公路的任何地方,4000万西班牙人和每年约8000万来这个南欧国家旅行的外国游客仍会被山中突然出现的巨大的卡通牛造型所震撼。这个卡通牛造型已成为西班牙文化的一部分。
“Spaniards are very creative and outgoing, but they do not sell themselves!” Commented Jennifer Aaker, a marketing professor at Stanford University. For Spain, there may be only one advertising campaign hitherto so far internationally. The huge cartoon bull that Osborne, a producer of Spanish spirits, put up in a scenic area a few years ago, reminded the world that the essence of Spain and spirits is fighting and fun. Anywhere close to the highway, 40 million Spaniards and some 80 million foreign tourists traveling to this southern European country each year are still struck by the sudden appearance of giant cartoon cow shapes in the mountains. This cartoon cow styling has become part of the Spanish culture.