“2014 Winter Olympics marketing”的意思、由来-开放百科全书

2014 Winter Olympics marketing was a long running campaign that began when Sochi won its bid to host the games in 2007.

Symbols

Emblem

The emblem of the 2014 Winter Olympics was unveiled in December 2009. While more elaborate designs with influence from Khokhloma were considered, organizers chose to use a more minimalistic and "futuristic" design instead, consisting only of typefaces with no drawn elements at all. The emblem was designed so that the "Sochi" and "2014" lettering would mirror each other vertically, "reflecting" the contrasts of Russia's landscape (such as Sochi itself, a meeting point between the Black Sea and the Western Caucasus).^[1] Critics, including Russian bloggers, panned the logo for being too simplistic and lacking any real symbolism; Guo Chunning, designer of the 2008 Summer Olympics emblem Dancing Beijing, criticized it for its lack of detail, and believed it should have contained more elements that represented winter and Russia's national identity, aside from its blue color scheme and its use of .ru, the top-level domain of Russia.^[1]

Slogan

The Games' official slogan, Hot. Cool. Yours. (Жаркие. Зимние. Твои.), was unveiled on 25 September 2012, 500 days before the opening ceremony.^[2] Presenting the slogan, SOC president Dmitry Chernyshenko explained that it represented the "passion" and heated competition of the Games' athletes, the contrasting climate of Sochi, and a sense of inclusion and belonging.^[3]^[4]

Look of the Games

Mascots

For the first time in Olympic history, a public vote was held to decide the mascots for the 2014 Winter Olympics; the 10 finalists, along with the results, were unveiled during live specials on Channel One. On 26 February 2011, the official mascots were unveiled, consisting of a polar bear, a snow hare, and a snow leopard. The initial rounds consisted of online voting among submissions, while the final round involved text messaging.^[5]^[6]^[8]

A satirical mascot known as Zoich (its name being an interpretation of the stylized "2014" lettering from the Games' emblem as a cyrillic word), a fuzzy blue frog with hypnotic multi-coloured rings (sharing the colors of the Olympic rings) on his eyeballs and the Imperial Crown ("to remind about statehood and spirituality"), proved popular in initial rounds of online voting, and became a local internet meme among Russians, with some comparing it to Futurama{{'}}s "Hypnotoad". Despite its popularity, Zoich did not qualify for the final round of voting, with its creator, political cartoonist Egor Zhgun, claiming that organizers were refusing to respect public opinion. However, it was later revealed that Zoich was deliberately planted by organizers to help virally promote the online mascot vote.^[7]^[8]

Tickets

Merchandising

Banknotes and coins

In commemoration of the Games, Russian Post released a series of postage stamps depicting athletes, venues, and the mascots of the Games.^[9]

Multimedia

DVD set

Albums

Songs

Theme song

Video games

The official Olympic video game is the fourth game in the Mario & Sonic series, Mario & Sonic at the Sochi 2014 Olympic Winter Games. It was released by Nintendo for the Wii U on 8 November 2013 in Europe, and 15 November 2013 in North America.^[10] Others were Ski Slopestyle Challenge for Android operating system and Olympic Games Resort for online social network Facebook.^[11]

Stamps

Corporate sponsorship and advertising

See also

References

1. ^¹{{cite web|title=Behind Sochi's Futuristic Logo|url=http://www.newyorker.com/online/blogs/currency/2014/02/sochi-and-olympic-logos.html|work=The New Yorker|accessdate=4 February 2014}}
2. ^{{cite news|url=http://www.sochi2014.com/en/media/news/59607/|title=Sochi 2014 Reveals its Slogan|publisher=Sochi 2014 Olympic and Paralympic Games Organizing Committee|date=25 September 2012|accessdate=29 September 2012}}
3. ^{{cite news|title=Sochi releases Olympic slogan that is neither hot, nor cool|url=https://www.usatoday.com/story/gameon/2012/09/25/sochi-olympic-slogan-hot-cool-yours/1592155/|work=USA Today|accessdate=10 February 2014|date=25 September 2012}}
4. ^{{cite web|title='Hot.Cool.Yours.' Decoding Russia's Sochi Olympic slogan|url=http://www.csmonitor.com/World/Olympics/2014/0207/Hot.Cool.Yours.-Decoding-Russia-s-Sochi-Olympic-slogan|work=The Christian Science Monitor|accessdate=10 February 2014}}
5. ^{{cite web|title=Russian public to vote for Sochi 2014 mascot|url=http://insidethegames.biz/winter-olympics/2014/11887-russian-public-to-vote-for-sochi-2014-mascot|work=InsideTheGames.biz|accessdate=5 February 2014}}
6. ^{{cite web|title=Sochi 2014 chooses three mascots for Olympics as Father Christmas withdraws in row over property rights|url=http://www.insidethegames.biz/olympics/winter-olympics/2014/12093-sochi-2014-chooses-mascots|work=InsideTheGames.biz|accessdate=5 February 2014}}
7. ^¹{{cite web|title=Mock mascot loses Olympic race, wins bloggers' hearts|url=http://rt.com/news/mascot-olympic-zoich-zhgun/|work=Russia Today|accessdate=5 February 2014}}
8. ^{{cite web|title=Mock mascot Zoich masterminded by Sochi 2014 organizers|url=http://rt.com/sport/mock-mascot-zoich-sochi-2014/|work=Russia Today|accessdate=5 February 2014}}
9. ^¹{{cite news|title=The Sochi Stamp: A Sought-After Olympic Souvenir|url=https://blogs.wsj.com/dailyfix/2014/02/07/the-sochi-stamp-a-sought-after-olympic-souvenir/|work=Wall Street Journal|accessdate=11 February 2014}}
10. ^{{cite web|title=Mario & Sonic at the Sochi Winter Games & 3rd Sonic Nintendo Exclusive Revealed|url=http://www.animenewsnetwork.com/news/2013-05-17/mario-and-sonic-at-the-sochi-winter-games-and-3rd-sonic-nintendo-exclusive-revealed|publisher=Anime News Network}}
11. ^{{cite web|url=http://www.olympicvideogames.com/ |title=Sochi 2014 Olympic Winter Games |publisher=Olympicvideogames.com |date= |accessdate=12 February 2014}}