《丑女无敌》审丑营销策略分析

Ugliness Invincible and the Taste for the Ugliness Marketing Strategy

《丑女无敌》系列剧以"丑"为最大的卖点,可谓号准了当前市场脉搏,抓住当下观众的审丑心理诉求,将审丑作为电视剧进入市场的差异化策略。用一"丑女"的非主流的"丑",挑战了电视大众们对"审美"已感疲劳的神经,迎合了大众对当下标新立异的"审丑意识"的个性要求。在丑与美的对比和转化中,奉献给电视大众新鲜的消遣娱乐;以丑女的蝶化,激起当下电视大众特别是时代女性对美的反思和追求;以丑为名,在影视剧市场里喊出了最新奇而有蛊惑力的叫卖声。

The Ugliness Invincible series of dramas, taking ＂ugliness＂ as a greatest product highlight, so to speak, has taken the market＇s pulse and the audience＇s taste for the ungly, making the taste-for-the-ugly teleplays＂ difference--stategy for the market, using an ＂ ugly girl＂ and her non--mainstream ＂ ugli ness＂ to challenge the TV audience＇s ＂taste-for-the-beautiful＂ nerve tiredness to meet the audience＇s individual needs for the ＂taste-for-the-ugly＂ consciousness. Ugliness--beauty contrast and comparison offer the audience original pastime entertainment. The ugly girl＇s revitalization motivates the audience, and espe cially the fair--sex, into the beauty reflections. Ugliness as called is a call in movies and teleplays for inno- vational and motivational highlights.