The "Kulishov Effect" first refers to a film phenomenon discovered by Soviet director Kulishov. At that time, he shot a set of still, expressionless close-ups of the famous Soviet actor Mozyushin, and then connected these identical close-ups with short clips from other films into three combinations:

The first combination is a close-up of Mozyushin followed by a shot of a plate of soup on a table. The second combination is a shot of Mozyushin followed by a shot of a female corpse lying in a coffin. The third combination is this close-up followed by a shot of a little girl playing with a funny toy bear.

When Kuleshov showed these three different combinations to some audiences who did not know the secrets, the effect was very amazing: the audience greatly appreciated the artist's performance. They pointed out that when Mozyushin looked at the plate of soup, he fell into deep thought; when Mozyushin looked at the female corpse, his expression was so sad; and when observing the girl playing, Mozyushin even combined the relaxed and happy expressions. The expressions appear very natural - however, in fact, Mozyushin was completely expressionless during the filming.

The reason why the "Kulishov effect" occurs is because moviegoers project their own experiences into the lens in front of them, thus creating associations. In our past movie viewing or daily life experiences, generally speaking, seeing corpses is associated with sadness, while seeing children playing is associated with happiness - in other words, what the movie viewer sees In fact, it is just the psychological projection of one's own associations.

The "Kulishov Effect" has great guiding significance for the use of film art such as montage, and it also plays an important role in real life, especially the use of trademark names and trademarks by major brands. The choice of pattern is all a flexible application of the "Kulishov Effect".

The Coca-Cola drink, which was born in 1886, became very popular as soon as it came out. In the early 1920s, this international brand entered the Chinese market for the first time. After a few years, it was discovered that compared with the booming markets in other countries, the response to Coca-Cola in the Chinese market could be described as bleak, and almost no one cared about it.

What is the reason for this? After a survey, marketing personnel dispatched from Coca-Cola's corporate headquarters found that the problem lay in the Chinese translation - it was during the Republic of China period, and the translator's writing style was very archaic. He did not pay attention to whether the translation was catchy, and actually translated Coca-Cola into "Tatad chewing wax."

Tadad chewing wax - This is just a meaningless transliteration, but it has produced a serious Kuleshov effect: when Chinese audiences face this name, the first thing they think of is that it tastes bad, or even disgusting, because There is a Chinese idiom called "It tastes like chewing wax". Moreover, in Chinese, the word "tadpole" only corresponds to the word "tadpole", which are those dark, slimy frog larvae. This caused the Chinese audience to directly project their "tadpole" and "wax-chewing" mentality onto Coca-Cola. Even though they understood that this was just a meaningless transliteration, they still couldn't help but feel rejection and disgust.

It was not until the 1980s that the Coca-Cola brand entered the Chinese market again. This time, it chose a new translation name - Coca-Cola. Since then, Coca-Cola has detonated the Chinese beverage market.

The same drink and the same name, just because of the different words used in translation, give consumers different emotional reactions. This is undoubtedly a vivid interpretation of the "Kulishov Effect".

This case has far-reaching guiding significance for the localization strategies of major multinational companies. To this day, it is still mentioned in the localization strategy textbooks of many business schools in the United States.

Whether it is the design of a trademark or the selection of a product name, in addition to being easy to identify, an important indicator is the "Kulishov effect" that must arouse beautiful associations in various cultural circles. . From a consumer perspective, product names, trademarks and other product logos are not just simple pronouns. In many cases, they can bring about various emotional projection reactions, thus affecting the psychology of buyers.

The "rational person hypothesis" is an important premise of economics, but in psychology, people are never purely rational, and a large number of emotional factors affect the results of people's perception of the world. Many times, the world people see is actually just a projection of their own inner world.