提起氣模來(lái)，恐怕很多人對(duì)它還比較陌生，對(duì)它的了解并不多。那么，什么叫氣模，它是不是源生于我國(guó)呢？這個(gè)答案更是很少有人能夠說(shuō)的清，但要說(shuō)起一街兩行每天都在搞活動(dòng)用的拱門(mén)來(lái)，你也許覺(jué)得就熟悉多了！對(duì)，街上搞活動(dòng)用的氣模拱門(mén)，其實(shí)就是我們所說(shuō)的氣模的一個(gè)品種。

　　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.

　　氣模又叫充氣模型，是上世紀(jì)八十年代中期從國(guó)外引進(jìn)過(guò)來(lái)的一種新興宣傳媒體。廣告商Tomsen是美國(guó)最早從事充氣卡通制作的“開(kāi)山鼻祖”，起初，他讓自己的工人根據(jù)動(dòng)畫(huà)片《唐老鴨和米老鼠》中幾個(gè)或潑可愛(ài)的動(dòng)物卡通樣式嘗試性地做出一些卡通造型，來(lái)宣傳兒童產(chǎn)品，沒(méi)想到這一全新的宣傳形式很快便被人們接受，并被眾多的廣告商所模仿?！懊绹?guó)迪尼斯公園”就是Tomsen廣告公司的一個(gè)創(chuàng)舉，，美國(guó)迪尼斯公園僅在美國(guó)，每年的營(yíng)業(yè)收入也在10億美元以上。在我國(guó)上海，它每年創(chuàng)造的價(jià)值也是高的驚人，令廣告業(yè)人士刮目相看。二十世紀(jì)九十年代，隨著我國(guó)改革開(kāi)放步伐的加快，這種宣傳形式傳入我國(guó)。這種全新的廣告媒體，最大的特點(diǎn)和優(yōu)勢(shì)是烘托氣氛，也就是我們經(jīng)常所說(shuō)的“造勢(shì)”。在樹(shù)立品牌和促銷(xiāo)過(guò)程中有著不可替代的廣告宣傳作用，它容易形成隆重?zé)狒[的活動(dòng)場(chǎng)面。它的出場(chǎng)，放大著人們對(duì)產(chǎn)品的無(wú)限想象，調(diào)動(dòng)著人們的好奇心，挑逗著人們的購(gòu)物欲望，通過(guò)展現(xiàn)形象逼真、高大生動(dòng)的造型，給人們帶來(lái)強(qiáng)烈的視覺(jué)沖擊和輕松愉快的氣氛，加深著人們對(duì)產(chǎn)品形象及品牌的認(rèn)識(shí)，起到較好的宣傳效果。另外，從商家投資的角度來(lái)看，氣模這種產(chǎn)品是“租著不省，買(mǎi)著不貴”。如果商家在電視、報(bào)紙、廣播、雜志、互聯(lián)網(wǎng)上做廣告宣傳，費(fèi)用最少每月也要花費(fèi)三、四千元。而且，投資在這些媒體上的廣告，大部分缺少創(chuàng)意，讓人看過(guò)即忘，沒(méi)有很深的印象。而對(duì)于氣模來(lái)說(shuō)，如果商家訂購(gòu)一件20米高的“酒瓶”產(chǎn)品模型，然后把它用鼓風(fēng)機(jī)吹起來(lái)，擺在居民比較集中的商業(yè)區(qū)或鬧市，他的影響力遠(yuǎn)遠(yuǎn)超過(guò)其他媒體。購(gòu)買(mǎi)這種產(chǎn)品模型的氣模，商家只需要一次性支付一千多元的費(fèi)用，而且從氣模的壽命上來(lái)講，正常使用的情況下，一般也要用上2－3年的時(shí)間，商家平均每天僅支付幾角錢(qián)的費(fèi)用。所以，用氣模作為宣傳的一個(gè)最好載體，今后將逐漸成為商家明智的抉擇，大有“后來(lái)居上”趕超其他媒體之勢(shì)。

　　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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