????按照21市場推廣公司(21 Marketing)創始人羅布?普茲馬克的說法，奧運會與別的體育活動相比有著 “不同尋常的魔力”，因為與美國職業籃球聯賽（NBA）、美國橄欖球聯盟（NFL）和全美汽車比賽協會（NASCAR）中的富豪體育明星不同，奧運選手很少得到頂級贊助商的贊助。普茲馬克曾受雇為美國奧林匹克委員會（United States Olympic Committee）尋找贊助商，而現在他在為想在奧運期間做廣告的公司提供咨詢服務。普茲馬克說，消費者購買某家公司與奧運會相關的產品時，“他們會覺得自己作為個人，正在為奧運會和奧林匹克精神貢獻力量”。

????羅素這位有著25年經驗的資深廣告人說：“在奧運會之外，感性廣告也是鋪天蓋地，而且時局越是艱難，比如在戰爭時期或經濟蕭條時期，它們越受歡迎。”當前，經濟正在復蘇之中，美國還有很多地方都沒有親自感受到經濟的復蘇，因此，寶潔的這則廣告也就格外有力 羅素說：“有時候，我們就是想看到自己的閃光點，就是想感受到家庭的親密。” （財富中文網）

????譯者：朱毓芬/汪皓???

????The Games, with athletes who often lack big sponsorship deals, have a "different magic" than sports with millionaire stars like the NBA, NFL, and NASCAR, says Rob Prazmark, founder of 21 Marketing, who was once under contract to find sponsors for the United States Olympic Committee and now consults with companies that want to advertise during the Games. When consumers go to buy the product of a company with ties to the Games, "they feel like they're personally contributing to the Olympics or Olympic ideals," he says.

????Apart from the Olympics, the trend of sentimental ads comes and goes in waves, and tends to be more popular in tough times -- during a war or recession, says Russell, a 25-year veteran of advertising. The P&G ad may gain extra traction now, he says, when the economic recovery is ongoing, and a large portion of the country has yet to feel its effects. "There are times when we just need to feel better about ourselves and [feel] closer to family," Russell says.