I've been fascinated by how YouTube and Facebook content creators use AI to generate short, fast-food-style video clips for audiences to consume during their daily commutes on trains, light-rail transit, mass rapid transit, and buses. Today, I decided to explore various AI video creation tools and create my first AI video on a topic of my interest. Attached is the result of my fun learning! (Note: the video narration is in Chinese.)
(A) Video Topic: Decoding Brand Marketing & Pop Culture
(B) Video Creation Tools: VEED | https://www.veed.io
(C) Short AI Video Sources:
(D)Video Narration Script:
In 2007, I came across an article about music marketing in the supplement section of Oriental Daily newspaper in Malaysia. I vaguely recall the author mentioning that the success of Taiwanese music in Mainland China and Southeast Asia stemmed from its portrayal of an aspirational lifestyle—one often more appealing than local realities. Since the 1980s, audiences in Hong Kong and Taiwan have sought out Western music because it mirrors the lifestyles they yearned for. The essence of brand marketing lies in projecting aspirations for a better quality of life onto these cultural products. At its core, marketing is about selling an idealized lifestyle.
Next, let’s decode popular culture and discuss the “projection” effect in brand marketing. We will also analyze how global popular culture reflects shifts in national power.
Brand marketing has always been about selling the imagination, aspiration, and ideal practice of a better lifestyle. That's why, in the 1980s and 1990s, Southeast Asian consumers listened to Taiwanese music, watched Hong Kong films, and followed Japanese dramas. Meanwhile, people in Hong Kong and Taiwan, including a host of celebrities and behind-the-scenes production teams, were obsessed with Hollywood. Everyone was projecting their aspirations for a higher quality of life onto cultural symbols that represented a higher status.
By the mid-2000s, as South Korea rose and Japan, Hong Kong, and Taiwan experienced a decline, the Japan craze transformed into the Korea craze. In recent years, with China's growing national power, TikTok has become a global platform for content creation, peddling fantasies about the Middle Kingdom.
Let’s delve into a successful case of brand marketing from the last century — one close to our collective memory: the journey from “Made in Japan” to “American Branding” Japanese - The Transformers Story.
Transformers TV cartoon series, which was a global phenomenon in the 1980s, marked an era in which Japanese craftsmanship and OEM industry were repackaged by American pop culture and brands. The predecessor of the Transformers was the Diaclone series of transformable toys produced by the Japanese toy company Takara. The American toy company Hasbro later purchased the copyright and used a TV cartoon series to market it as a household name.
At the time, when parents in developing countries installed color televisions for their children to watch The Transformers cartoon or bought The Transformers toys from Hasbro or Takara, they were subconsciously weaving dreams of a better economic future for their children. On a deeper level, these aspirations reflected a desire to move away from labor-intensive production economies and toward the more economically rewarding dreams of American branding and Japanese craftsmanship.
我一直对YouTube和Facebook内容创作者利用人工智能生成短小精悍的知识块餐懒人包视频感到佩服和向往。这类视频让上班族在乘搭火车、轻快轨、地铁和巴士等通勤的路上，不但得以解闷，还可以获取了新知。
今天，我通过谷歌搜寻一些制作AI视频的线上工具，并制作了我感兴趣之题目的第一支AI懒人包知识块餐视频。以下是我的实验性学习成果！
(A) 视频主题 Video： 【知识块餐】解码品牌营销与流行文化
(B) 视频制作和生成网站： VEED | https://www.veed.io
(C) 短视频创建来源：
(D) 视频旁白文档：
在2007年，我在马来西亚《东方日报》的副刊上读到一篇关于音乐市场行销的文章。我依稀记得，文章作者提到，台湾音乐在中国大陆和东南亚的成功，源于它所传达的生活方式。这种生活方式，往往比当地的现实更具吸引力。80年代至今，港台的听众追逐欧美音乐，正是因为它们反映了他们向往的生活感受。品牌营销的本质，正是将对更高生活品质的憧憬投射到这些文化产品上。追根究底，品牌营销marketing，所做的，是在贩卖更优越的生活形态。
接下来，让我们解码流行文化，谈谈品牌营销的“投射”效应。我们也将从全球化的文化镜像中，一起剖析流行文化如何反映国力的变迁。
品牌营销，从来都是贩卖对更高层次生活素质的想象、憧憬和理想实践的投射。所以8、90年代东南亚娱乐受众听台湾音乐、看香港电影、追日剧；港台群众，还有一众娱乐圈明星和幕后制作团队则疯狂迷恋好莱坞。大家，都把自己leap frog生活品质的想象，投射在比自己更高层次的对象投影中。2000年中期伊始，韩国崛起、日本、香港和台湾持续没落，所以哈日风转变为哈韩风。近年，中国国力有所增长，TikTok遂成为全球各地娱乐题材的载体，传销对神州大地的想象。
让我们谈谈上个世纪，一个贴近我们的品牌营销的成功个案，意即，从“日本制造”到“美国品牌”：《变形金刚》The Transformers的跨国变身。
依循同样的脉络，曾在1980年代风靡全球各地的《变形金刚》电视卡通片，所标志的是，由美国流行文化和美式品牌重新包装的日本工匠文化和代工文化的年代。《变形金刚》的前身和原型是日本玩具商Takara所生产的Diaclone可变形的玩具系列，其后被美国玩具商孩之宝（Hasbro）购买版权，借用电视卡通片连续剧，行销成为家喻户晓的玩具。在当时，当第三世界国家的家长为家里的小孩安装彩色电视追剧、购买孩之宝（Hasbro）或Takara的变形金刚玩具时，家长们在潜意识里为各自孩子所张罗和编织的，其实在相当层度上是摆脱劳力密集的经济生产模式，转型成为更具经济效益的美国品牌梦和日本代工梦。
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