17分钟MTV,百名学生载歌载舞

[电影网]独家推出中文翻译版

  1月底,在耶鲁大学本科入学申请的官方网站链接中,出现了一段宣传视频。出人意料的是,这并不是一段一本正经的、罗列名校种种功名的、传统老套的影像介绍,而是一段长达近17分钟,时尚透顶的MTV陶然居!
  这部名为《这是我选择耶鲁的原因》的影像陶然居,从耶鲁校园开放日上的一段挺“土”的问答开始:外貌酷似“奥巴马”的校园向导,正一一回答大家关于耶鲁的提问。而当后排一女生问:“你为什么选择耶鲁大学”时,一段音乐悄然切入。这位向导像是神经过了电,一下子兴奋起来,他居然开唱啦!起先,每个人面面相觑陶然居,很快,家长学生们都随着音乐摇头晃脑。嘭!鼓点瞬间爆破而出:“这是我选择耶鲁的原因”。
  在耶鲁,每周的“院长茶会”(本科生院的各分院院长举办茶会,邀请美国和世界政、商、体育、娱乐、社会公益等各领域的著名人物)上陶然居,你不仅有幸见到名人,更可以追寻他们的人生故事,请他们为自己的学业与前程作指导;
  在耶鲁,有通向世界各地的各种交流项目;
  在耶鲁,2000余个种类、54种语言种的课程等你挑选陶然居,这还仅仅是大一的选择……
  由耶鲁学院近百名各年段本科生,独立操刀的这部MTV,将所有的拍摄、剪辑、录制等等环节,都放在耶鲁校园里完成。跟以往的宣传片全景扫描学校景观大不相同陶然居,这个MTV里,每个“歌手”都会在耶鲁校园里的一个角落里载歌载舞——这不是一般的角落,个个都是耶鲁的标志陶然居,是耶鲁之所以闻名于世的点滴。这段富于节奏,极有感染力的视频,无疑为耶鲁做的一个完美的广告。
  这段MTV在Youtube上露面不到一周陶然居,它的点击率就突破了19万。
Yale University, The Greatest University In The International World And Also The Gayest, recently debuted an admissions video,which mainly introduced its unique Residential Colloge. Oh, but it’s not just an admissions video—it’s a musical. Wow!

Don’t you wish your never-before heard-of alma mater made a musical when you were applying to college?

The new Yale admissions video is 16 minutes long and starts with a traditional, non-singing info session. A gayish tour guide fields questions from the audience about the university. At the end of the session, the audience turns around turns around as a girl in the back asks “Why did you choose Yale?” Audience turns back to pseudo gay admissions dude, who gives a longing look. And BAM! The musical bust out begins. “That’s why I chose Yale.”

Instead of a traditional view book—does anybody really read anymore?—the video stars current undergraduates and recent alums singing and bouncing around campus landmarks, all of them shouting about the things that make Yale fabulous: the Master’s Tea’s with celebrities, such as red-hot hottie James Franco (though he does not make the video!), organic food in the dining halls, the Saybrook College Courtyard, the Berkeley College Dance Studio and Gym, the internships, the 2000 classes, and on and on!

The video is ultra cheesy, but that’s probably because musicals are cheesy. If you can look that, you’ll see that the video is kind of brilliant—a timely and infectious publicity move, something that advertises itself. (The video premiered officially earlier this week, and has 190,000 hits on YouTube).

Sure, there are plenty of online tours of campuses around the country. But none of them are official, university-sponsored musicals! I remember when I applied to college, my mailbox was always filled with thick view books and even CDs with virtual tours on them. Videos weren’t that popular, and you really did have to visit to get a feel for the campus and the student body.

The irony is that the Yale admissions musical comes right on the heels of Fox’s now Golden Globe-winning television show Glee, which is all about singing and high school and stuff. Here’s the thing: By making a musical, Yale is not only trying to reach an audience who is growing up in the age of YouTube. The University is embracing pop culture, which everybody loves, showing that it’s not stodgy, old, conservative and boring. Harvard is old and boring. But Yale is a Fun! Exciting! The place to be. Even though Harvard and Princeton both have a rise in applications for the next fall class, Yale is saying, suck it, H and P! We are so joyful that we don’t care about your numbers!

Maybe you have already heard the stereotype that Yale is the “Gay Ivy.” It is not a stereotype. College is one of the only places where you can get your gay on before you enter the real world and become an All Powerful politician, with 2.5 kids and a conservative Republican. Even Patrick Bateman, in American Psycho refers to “that Yale thing”—secret gay dudes and lesbians!
But beyond experimentation, Yale’s gayness was solidified when it birthed the first Lesbian and Gay Studies major. Plus, straight women complain all the time about how difficult it is to find a dude because they’re either all taken or gay by May. I have had friends who’ve experimented with their athlete roommates. Work it out!

They forgot one thing, though: Yale has more celebrity kids!
 


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