Branding mascots have been around for a long time. The Pilsbury Dough Boy, Mickey Mouse and Ronald McDonald are just three examples of immensely successful company mascots. Mascots can also be used very effectively in restaurant videos, as is seen in the Teriyaki Boy Chicken commercial. You can see the Teriyaki Boy Chicken Video at http://www.foodreference.com/frvideos/html/local-rest-003.html
It starts out with a Japanese boy, who is sitting at a fast food restaurant, and is about to start his meal. You can see the enthusiastic look of anticipation on his face as he opens the Styrofoam container. Suddenly, his countenance falls. The camera moves around and shows the inside of the box, which contains a tasteless looking drumstick, a small mound of sterile compacted white rice, and a tiny white paper cup with some generic red sauce in it. The boy is crestfallen. Suddenly there is the sound of a crash, and part of the side wall of restaurant breaks apart, as people cry out “Terriyaki boy.” The boy is terrified, as the superhuman sized mascot, dressed in a face mask, full body outfit and a red crown approaches. But then the mood changes. Happy music begins to play. The children in the restaurant begin to sing and one of the girls boys down to Terriyaki Boy in the traditional Japanese greeting.
The mascot sporting two rather terrifying looking bucky beaver front teeth, asks the boy, in a thick Japaneese accent. “You wan’ tchikan?” On screen we see the chicken being cooked and then covered with an appetizing Terriyaki sauce. The mascot grabs the boy by the shoulders and sits him down. The boy bites into one of the boneless chicken slices, smothered in the special tasty Teriyaki sauce, and lets out a big “mmmm.” The children are singing to Terriyaki Boy in the background and the video ends.
The use of the mascot in this video is very effective. For one thing, the mascot has character and personality. We can recognize him as Japanese person who is gruff on the outside but soft inside. Secondly, in keeping with industry recommendations for good mascot portrayal, his role as a mascot is narrowly defined and consistent. His mission is to see that children who like to eat chicken get good tasty chicken with tasty Teriyaki sauce. Thirdly, he has likable human traits. He appreciates the value of tasty food, with a tasty sauce. To this end he devotes himself to serving a tasty Terriyaki sauce, which is named after him, Terriyaki Boy Sauce. Finally, he is an adult who is young at heart. He is similar to men who grow up in a loyal click. As they get older, they and their wives continue referring too them as the boys.
Mascots have been around for a long time. They present their company product to the public, they enhance branding, and they have been proven to boost sales. As this video shows, they can also be used quite effectively in restaurant videos
Thanks to Winmax Video of California, for sponsoring this report. Winmax makes restaurant trade show videos and other business videos.
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