In 2004, Six Flags began a
series of commercials linking all of the parks. The commercials were notable
for a new mascot, "Mr. Six",
an apparently feeble old man in a tuxedo and red bow tie. In many of the
commercials, Mr. Six would slowly exit a multi-colored bus, only to start
frenetically dancing to the Vengaboys' "We
Like to Party". The commercials
were an immediate hit and Mr. Six almost instantly became the official “brand
spokesman”, although he was initially retired after the 2005 season. These ads
have become widely parodied on the Internet, with faces from other Internet
memes being superimposed over Mr. Six's face.
From 2008–2010, Six Flags' TV
ads have a "Fun-O-Meter" in which the beginning of the ad may show
something boring or embarrassing and a man's face judges it "One
Flag!" or sometimes "Two Flags!" Then roller coasters and
attractions of Six Flags are shown and says "Six Flags, More Flags, More
Fun!" for Six Flags parks. However, the thick accent of the Asian man in
the original commercials had drawn criticism for being an offensive caricature. In 2009, the Mr. Six character came
back from retirement and replaced the Asian man in Six Flags' ads, still using
the Fun-O-Meter.
From the above story, we know
that the image of Mr.Six is simply and the individuality is bright. “He” brings
people much vitality and good mood. More importantly, “he” produces an
uncontrollable desire to restore a more youthful and healthy condition. So there
is no doubt that this positive brand image has contributed greatly to makes Six
Flags standing out above other theme park brands.
Meanwhile, from the failure of using the thick accent of the Asian man in the original
commercials, we know that the sound doesn’t only convey the information about
the brand and the products to consumers, but also communicate the spirit of a
brand and have
an effect on consumers’ mood. As a result, choosing a proper sound logo also is
very important for a brand.
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