The first combination is a close-up of Mo Youxin, followed by a scene of a plate of soup on a table. The second combination is a shot of Moyushin followed by a shot of a female corpse lying in a coffin. The third combination is this close-up, followed by a little girl playing with an interesting teddy bear.
When Kuleshov showed these three different combinations to some audiences who didn't know the secret, the effect was amazing: the audience enjoyed the artist's performance very much. They pointed out: Mo Youxin was lost in thought when he looked at Tang; When Mo Youxin looked at the female corpse, her expression was so sad. When observing girls playing, Mo Youxin naturally showed a relaxed and happy expression-however, in fact, Mo Youxin was always expressionless when shooting.
The reason why the "Curry Schouw Effect" appears is that the viewer projects his own experience into the lens in front of him, thus creating association. In our past experience of watching movies or daily life, generally speaking, seeing a corpse will make people think of sadness, while seeing a playing child will make people think of happiness-in other words, what the viewer sees is actually just a psychological projection of his own association.
"Curissov effect" has important guiding significance for the application of montage, a film art, and also plays an important role in real life. In particular, the choice of brand names and trademark patterns by major brands is a flexible application of "Curry Schouw Effect".
Coca-Cola beverage, which was born in 1886, was very popular as soon as it came out. In the early 1920s, this international brand first entered the China market. A few years later, it was found that compared with the booming markets in other countries, Coca-Cola's response in China market was almost bleak, and almost no one cared.
What is the reason? After investigation, the marketing staff sent by the headquarters of Coca-Cola Company found that the problem lies in Chinese translation. At that time, it was the Republic of China, and the translator's writing was very old, and he did not pay attention to whether the translation was popular or not. In fact, he translated Coca-Cola into "biting wax".
Biting wax-this is just a meaningless transliteration, but it has produced a serious Curry Schouw effect: the first thing people in China think of when facing this name is bad taste, even nausea, because there is an idiom in China called "It tastes like chewing wax". And in Chinese, the word "tadpole" only corresponds to the word "tadpole", that is, those black and sticky frog larvae. This led the audience in China to directly project the psychology of "tadpole" and "chewing wax" on Coca-Cola. Even though they know that this is just a meaningless transliteration, they can't help but reject and resent it.
It was not until 1980s that the Coca-Cola brand re-entered the China market. This time, it chose a brand-new translation name-Coca-Cola. Since then, Coca-Cola has detonated the beverage market in China.
The same drink, the same name, just because of different translation words, makes consumers have different emotional reactions, which is undoubtedly a vivid interpretation of the "Curry Schouw effect".
This case has far-reaching guiding significance for the localization strategy of major multinational companies. Until today, it will still be mentioned in the localization strategy textbooks of many business schools in the United States.
Whether it is the design of a trademark or the choice of a trade name, besides being easy to identify, an important indicator is the "Curry Schouw effect" that must cause beautiful associations in various cultural circles. From the point of view of consumption, commodity names, trademarks and other commodity symbols are not only a substitute, but also can bring various emotional projection reactions, thus affecting the psychology of buyers.
"Rational man hypothesis" is an important hypothesis in economics, but in psychology, people are never purely rational, and a large number of emotional factors affect people's cognitive results of the world. Many times, the world people see is actually just a projection of their inner world.