提起氣模來，恐怕很多人對它還比較陌生，對它的了解并不多。那么，什么叫氣模，它是不是源生于我國呢？這個答案更是很少有人能夠說的清，但要說起一街兩行每天都在搞活動用的拱門來，你也許覺得就熟悉多了！對，街上搞活動用的氣模拱門，其實就是我們所說的氣模的一個品種。

　　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，是上世紀八十年代中期從國外引進過來的一種新興宣傳媒體。廣告商Tomsen是美國最早從事充氣卡通制作的“開山鼻祖”，起初，他讓自己的工人根據(jù)動畫片《唐老鴨和米老鼠》中幾個或潑可愛的動物卡通樣式嘗試性地做出一些卡通造型，來宣傳兒童產(chǎn)品，沒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。“美國迪尼斯公園”就是Tomsen廣告公司的一個創(chuàng)舉，，美國迪尼斯公園僅在美國，每年的營業(yè)收入也在10億美元以上。在我國上海，它每年創(chuàng)造的價值也是高的驚人，令廣告業(yè)人士刮目相看。二十世紀九十年代，隨著我國改革開放步伐的加快，這種宣傳形式傳入我國。這種全新的廣告媒體，最大的特點和優(yōu)勢是烘托氣氛，也就是我們經(jīng)常所說的“造勢”。在樹立品牌和促銷過程中有著不可替代的廣告宣傳作用，它容易形成隆重熱鬧的活動場面。它的出場，放大著人們對產(chǎn)品的無限想象，調(diào)動著人們的好奇心，挑逗著人們的購物欲望，通過展現(xiàn)形象逼真、高大生動的造型，給人們帶來強烈的視覺沖擊和輕松愉快的氣氛，加深著人們對產(chǎn)品形象及品牌的認識，起到較好的宣傳效果。另外，從商家投資的角度來看，氣模這種產(chǎn)品是“租著不省，買著不貴”。如果商家在電視、報紙、廣播、雜志、互聯(lián)網(wǎng)上做廣告宣傳，費用最少每月也要花費三、四千元。而且，投資在這些媒體上的廣告，大部分缺少創(chuàng)意，讓人看過即忘，沒有很深的印象。而對于氣模來說，如果商家訂購一件20米高的“酒瓶”產(chǎn)品模型，然后把它用鼓風機吹起來，擺在居民比較集中的商業(yè)區(qū)或鬧市，他的影響力遠遠超過其他媒體。購買這種產(chǎn)品模型的氣模，商家只需要一次性支付一千多元的費用，而且從氣模的壽命上來講，正常使用的情況下，一般也要用上2－3年的時間，商家平均每天僅支付幾角錢的費用。所以，用氣模作為宣傳的一個最好載體，今后將逐漸成為商家明智的抉擇，大有“后來居上”趕超其他媒體之勢。

　　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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