Recently, the mascot of the Winter Olympics, "Ice Pier", has become a new "top stream", and athletes, journalists and national audiences have all been conquered by its cute appearance. The official sales channel sold out in 15 minutes, the pre-sale is also a second empty, and the purchase of various countries is out of stock, and there is a situation of "one pier is difficult to find".
Recently, the "ice pier" actually began to speak! Many netizens said "disillusionment", what the hell is going on?
The "ice pier" said hello
The identity of the inner tank actor is public
Recently, when the relevant media interviewed skier Yang Shuorui online, he asked the mascot to greet and ask questions, and when he exited, it was a thick male voice: "Hello Shuorui!" Netizens doubted and angry, under the cute image, the ice pier turned out to be a middle-aged uncle. Not only that, at the end of the interview, the shell of the ice pier was also deflated, so that the actor and everyone greeted each other.
Everyone exclaimed: Please a pair of ears that have not heard the ice pier speak! In this regard, the official Douyin number of the "Beijing 2022 Winter Olympics" clarified: "never spoke", "the ice pier during the live broadcast is fake", and "the mascot cannot speak".
There is more than one thing that makes netizens "disillusioned".
Recently, a Japanese journalist became an avid fan of The Ice Dun, and because there was a "righteousness" in his name, everyone affectionately called him "Yi Dun Dun". Wherever the ice pier goes, there must be his figure. According to himself, so far, he has collected more than 100 related images of ice piers around the perimeter.
He once met the ice pier in the square, very protective of his image, and even when it "went to the toilet", he obediently waited for it to appear at the toilet door, but he did not expect that what was waiting for him was the inner tank player of the ice pier who came out with the deflated ice pier doll shell in his hand.
This scene is too funny, and Japanese netizens have also created related comics.
In addition, the players of the ice piers in the Winter Olympics also made their identities public, and many media also competed to issue related topics such as "how high the appearance of the ice pier players" is. Many netizens said that they do not want to know what the real actor looks like, in fact, everyone likes only this IP image, and does not want the real actor to break everyone's illusion of the IP image.
Indeed, in Japan, where the two-dimensional culture is more prosperous, we saw the protection of the panda image of the "ice pier" in the interview program of "Yidundun" - when asked if he liked to eat some human food, "Yidundun" stopped in front of "YES" without hesitation.
As we all know, the IP image is the result of being created out of reality, pinning on the beautiful yearning for the ideal, and different images have their own unique characteristics. All people are well aware that the real dolls are played by real people, but they do not care about the actual situation of these actors, and only believe in the unique emotions and yearning that this image brings to themselves.
In the discussion of many netizens, there are also some rational statements, and it is more interesting that there is a netizen who mentioned the "dividend humanization". The popularity of an IP image brings economic and social benefits that are very huge, and it can quickly attract the attention of all consumer groups. When the actor chooses to expose his identity, he has deliberately greater his identity than the value of the doll, and only enjoys the collateral heat brought by the moment.
Mascots cannot have gender differences
Its image should be maintained
According to the rules of the IOC, mascots cannot have gender differences. Once you speak, it is easy to distinguish between genders, so when the Beijing Olympic Organizing Committee signed the agreement with the producers, it wrote the clause that "you cannot speak when using the image of 'ice pier' and 'snow rongrong' and should be gender neutral". Once the relevant image appears, it is generally impossible to speak.
From a legal point of view, this is equivalent to translating the IOC's rules into contractual terms. "The Olympic mascot is the intangible property of the Olympic Games, and the protection of intellectual property rights for the Olympic mascot is a necessary condition for promoting the sustainable development of the Olympic Movement and maintaining the image and reputation of the Games."
According to relevant media reports, Professor Cao Xue, head of the design team of the "Ice Pier" and professor of the Guangzhou Academy of Fine Arts, said, "This matter has aroused the disgust of many netizens, and I am also disgusted, at the beginning of the design, we said so, do not let it sound." ”
Cao Xue believed that the fire on the ice pier this time was also because it did not make a sound. "It is a silent ambassador of friendship, and here is a point of view: we are talking about 'telling the Story of China well' today, and these few words cannot be ignored for a word. The story itself is one aspect, and telling a good story is another level of things. ”
The emergence of a mascot, it is no life and time limit, the current "ice pier" popularity, should be as a typical IP representative image to go further, need to carefully maintain word of mouth, hold a long-term vision.
IP image playing needs to fit the character
Become "itself"
Some time ago, the "top stream" of the doll industry can be said to be non-"Lingna Belle", the naughty and cute image attracted the attention of many consumers, and the dolls purchased in the park needed to queue for several hours, and it was even possible to buy out of stock. Tourists who wait to communicate with her every day to "punch in" even have to queue for more than an hour, and some people spend hundreds of yuan to buy tickets just to see it. It can be said that this IP image is very successful.
Each character has their own personality, Mickey is optimistic and clever, Minnie Mouse is sweet and cute, Donald Duck is grumpy but positive, and Daisy doesn't like anyone to rob her duck. There are many actors in Disneyland who dress up as characters, and the requirements for them are simple but also very difficult, requiring the actor to completely "become this role".
Once the actor wears this outfit, he must maintain a personality that is completely consistent with the character, and his words and deeds cannot deviate from the character in the slightest. By convention, the actor cannot reveal his identity or act inconsistently with the setting.
The emergence of the Winter Olympic mascot "Ice Pier" has made the IP image of the original domestic creation quickly recognized by everyone, and what we can do is to maintain its image, let it represent the image of the country to the world, and continuously enhance its collateral influence.
This article is compiled by the Straits Metropolis Daily
EDIT: Xiao Yu