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广告时间 – JR東海道新幹線:Cinderella Express

七月 19, 2011

说起来“灰姑娘特快-Cinderella Express”颇具浪漫色彩。星期天的一大早,恋人们便相约搭上首班车赶去会面,然后再搭乘末班车各自回去。因此,夜晚的月台上便到处可见难分难舍相拥告别的情侣,就像童话故事里描述的,姑娘们得在午夜前回家…一来二去,人们便把21:00从东京发车,23:00抵达新大阪的末班车称之为“Cinderella Express – 灰姑娘特快”。

800px-JRE-TEC-E5_omiya

2008年8月1日,中国国内第一条高速铁路客运专线正式投入使用。同样的,我们也完全相信并已经看到高速铁路为人们的出行、为经济的发展起到了巨大的效率推动作用,同时人们围绕它的话题也从没有间断过…而在无数争论中,官方所表现出的权威姿态往往是导致人们群起而攻的根源。至于最近那位哭泣的乘务员,她已经做了所有能做的。

这段1987年的宣传广告让我们看到日本新干线在最初运营时的模样,此外那时候人们流行的穿着打扮,谈吐举止,在今天看来无不让人感慨万千(或许在你的衣柜里还保留着片中出现的那种毛衣)。当初,人们因为有了这样一条高速便利的交通方式而大大提高了生活和工作效率,同时在计划之外的,许多相隔两地的恋人们也通过这条铁路线维系着他们的爱情。

为什么我们不能把乘客们想象成将要前往某地与他人会面的情侣?先进的高速铁路每天兑现的不仅仅是一桩桩生意,事实上它背后承载着的是人们对未来的期盼或者仅仅一句诺言。如今当我们用接近300的时速奔向未来的时候,我们是否已经忘记造就这一切的最初目的?


1985年,歌手 —— 松任谷 由実 在看到站台上难分难舍的恋人们后有感而作了这首宣传片的主题曲 —— Cinderella Express;
1987年,JR( 日本铁路公司-Japan Railways ) 由此现象作为创意拍摄了这段广告宣传片,推出后市场反响非常热烈。片中女主角由彼时日本当红女明星——橫山めぐみ 扮演。

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