Advertising
What did Ronald McDonald – and other mascots become?
Duolingo recently announced the end of his mascot, an owl. Many other once popular advertising figures have also disappeared from the scene. An overview.
From the owl: The online language course company Duolingo Germany has announced the “death” of owl “duo”. The striking mascot of all people. Of course, the green company symbol is not really dead, the company writes on Instagram that investigations were underway. “Duo,” said Duolingo, was last spotted in Berghain: “He danced at the front left at the DJ-Booth and then wanted to” only get a breakfast smoothie on the ice bar “. Then what happened? Remains the secret of the Berghain. Instead of flowering or condolences, the company now asks to complete a Duolingo-Max subscription. So is the “death” only advertising through the back door?
“Duo” is not the first company symbol to just go. Again and again famous advertising mascot disappeared from the public – among them the M&M “spokecandies” (the star reported) or Max Mole throw of the Deutsche Bahn, which was retired (the star).
Parasocial interactions with advertising figures
That made of famous mascot, although only fantasy products, hits some people hard. At least it doesn’t leave it cold. Duolingos Instagram post achieved more than 57,000 likes and 950 comments-a reel for this more than 590,000 likes and more than 8700 comments. In it, users announced their “grief” or speculated humorously.
Sometimes there is the phenomenon of “parasocial interaction”. Users have built up an emotional bond with the characters, they are familiar companions in everyday life. The affection is one -sided, but quite real. According to media psychologists, parasocial relationships with fictional advertising figures, TV stars, book figures or influencers can create and convey a feeling of “friendship”. If this caregiver suddenly disappears, people react emotionally and look at the process like the farewell of a real friend. Duolingos Instagram channel is a good example for this.
Which famous advertising mascot has it been hit in the past? In the photo gallery, see an (incomplete) overview of what has had to disappear in recent years.
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Source: Stern
