山东三所新材料技术有限公司

　　提起气模来，恐怕很多人对它还比较陌生，对它的了解并不多。那么，什么叫气模，它是不是源生于我国呢？这个答案更是很少有人能够说的清，但要说起一街两行每天都在搞活动用的拱门来，你也许觉得就熟悉多了！对，街上搞活动用的气模拱门，其实就是我们所说的气模的一个品种。

　　Speaking of air models, many people may still be unfamiliar with them and have limited knowledge about them. So, what is a gas model and did it originate in China? Few people can explain this answer clearly, but when it comes to the arches used by One Street and Two Rows for daily activities, you may feel much more familiar! Yes, the inflatable arches used for activities on the street are actually a variety of what we call inflatable arches.

　　气模又叫充气模型，是上世纪八十年代中期从国外引进过来的一种新兴宣传媒体。广告商Tomsen是美国最早从事充气卡通制作的“开山鼻祖”，起初，他让自己的工人根据动画片《唐老鸭和米老鼠》中几个或泼可爱的动物卡通样式尝试性地做出一些卡通造型，来宣传儿童产品，没想到这一全新的宣传形式很快便被人们接受，并被众多的广告商所模仿。“美国迪尼斯公园”就是Tomsen广告公司的一个创举，，美国迪尼斯公园仅在美国，每年的营业收入也在10亿美元以上。在我国上海，它每年创造的价值也是高的惊人，令广告业人士刮目相看。二十世纪九十年代，随着我国改革开放步伐的加快，这种宣传形式传入我国。这种全新的广告媒体，最大的特点和优势是烘托气氛，也就是我们经常所说的“造势”。在树立品牌和促销过程中有着不可替代的广告宣传作用，它容易形成隆重热闹的活动场面。它的出场，放大着人们对产品的无限想象，调动着人们的好奇心，挑逗着人们的购物欲望，通过展现形象逼真、高大生动的造型，给人们带来强烈的视觉冲击和轻松愉快的气氛，加深着人们对产品形象及品牌的认识，起到较好的宣传效果。另外，从商家投资的角度来看，气模这种产品是“租着不省，买着不贵”。如果商家在电视、报纸、广播、杂志、互联网上做广告宣传，费用最少每月也要花费三、四千元。而且，投资在这些媒体上的广告，大部分缺少创意，让人看过即忘，没有很深的印象。而对于气模来说，如果商家订购一件20米高的“酒瓶”产品模型，然后把它用鼓风机吹起来，摆在居民比较集中的商业区或闹市，他的影响力远远超过其他媒体。购买这种产品模型的气模，商家只需要一次性支付一千多元的费用，而且从气模的寿命上来讲，正常使用的情况下，一般也要用上2－3年的时间，商家平均每天仅支付几角钱的费用。所以，用气模作为宣传的一个最好载体，今后将逐渐成为商家明智的抉择，大有“后来居上”赶超其他媒体之势。

　　Air models, also known as inflatable models, are a new type of promotional media introduced from abroad in the mid-1980s. Advertiser Tomsen is the pioneer of inflatable cartoon production in the United States. Initially, he had his workers try to create cartoon designs based on several cute animals from the animated series "Donald Duck and Mickey Mouse" to promote children's products. Unexpectedly, this new form of promotion was quickly accepted by people and imitated by many advertisers. The "American Disneyland" is an innovation of Tomsen Advertising Company. Disneyland is only located in the United States and has an annual revenue of over 1 billion US dollars. In Shanghai, China, the value it creates every year is also astonishingly high, which impresses the advertising industry. In the 1990s, with the acceleration of China's reform and opening up, this form of propaganda was introduced to our country. The biggest feature and advantage of this new advertising medium is to create an atmosphere, which is often referred to as "hype". It plays an irreplaceable role in brand building and promotion, and can easily create grand and lively event scenes. Its appearance amplifies people's infinite imagination of products, stimulates their curiosity, and teases their shopping desires. By presenting realistic, tall, and vivid shapes, it brings strong visual impact and a relaxed and pleasant atmosphere to people, deepens their understanding of product image and brand, and has a good promotional effect. Furthermore, from the perspective of business investment, air models are not cheap to rent and not expensive to buy. If businesses advertise on TV, newspapers, radio, magazines and the Internet, they will spend at least 3000 or 4000 yuan per month. Moreover, most of the advertisements invested in these media lack creativity, making them easy to forget and leaving a lasting impression. For air models, if a merchant orders a 20 meter high "wine bottle" product model and blows it up with a blower and places it in a commercial or bustling area with a high concentration of residents, its influence far exceeds that of other media. To purchase this type of product model, merchants only need to pay a one-time fee of over a thousand yuan, and in terms of the lifespan of the model, it usually takes 2-3 years to use normally. On average, merchants only pay a few cents per day. So, using air models as the best carrier for promotion will gradually become a wise choice for businesses in the future, with a strong trend of catching up with other media.

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