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Jack Box (full name Jack I. Box; or simply known as Jack) is the mascot of American restaurant chain Jack in the Box. In the advertisements, he is the founder, CEO, and ad spokesman for the chain. According to the company's web site, he has the appearance of a typical male, with the exception of his huge round white head, blue dot eyes, black pointy nose, and a linear red smile. He is most of the time seen wearing his yellow clown cap, and a business suit. The company has used the Jack Box mascot in its advertising since 1994 and has won a number of advertising awards for the long campaign.〔("Jack in the Box, Inc." ), ''The Encyclopedia of Major Marketing Campaigns'', (Gale Group, 2006), ISBN 978-0787673567, vol. 2, pp. 811ff .〕 ==History== Prior to 1980, the chain used a huge clown head as its symbol, which sat atop the remote activated talking drive-thru menus (in the 1960s and early '70s the rotating clown head was also at the top of the large signs at each location). In 1980, the chain decided to establish a more "mature" image by introducing a wider variety of menu items and, most notably, discontinuing the use of Jack. A series of television commercials announced "We're blowing up clowns!" and showed the dramatic explosion of the notorious clown heads. These commercials led to many complaints by parents over the violence. Throughout the late 1980s to the 1990s, Jack in the Box tried to position itself as a premium fast food alternative, with varying results. In 1993, a major food contamination crisis was linked to Jack in the Box restaurants and by 1994, a series of lawsuits and negative publicity took their tolls and pushed their corporate parent, Foodmaker Inc. to the verge of bankruptcy. In the short term, they decided to promote their initiatives on food safety and then approved a new guerilla advertising campaign created by Richard (Dick) Sittig, then working at the TBWA\Chiat\Day ad agency in Santa Monica, California. The concept brought back the original company mascot, Jack, but now in the form of a savvy, no-nonsense businessman who happened to have an enormous round clown head.〔 A series of new commercials featured a new, more-serious Jack with a smaller head and wearing a business suit (according to him, "thanks to the miracle of plastic surgery"). In the very first of these new commercials, he blew up the board of directors as retribution for his supposed destruction in 1980 (using the 7-note musical signature in its previous campaign as a tribute). This image of destruction angered many, as it occurred at nearly the same time as several domestic bombings hitting the news in those days (see Oklahoma City bombing). But the ad agency and the corporation stuck by the new campaign. Their intent was to prove to a wary public that the company was no longer the same restaurant chain plagued by the food safety scandal, and because the commercials had a definite humorous element to them that undermined the alleged "retribution" that Jack was supposedly demonstrating in these commercials and overall, the public responded positively. Car antenna ornaments shaped like Jack's head have been a mainstay of the restaurant chain's promotion for several years.〔Brandon A. Miller, Catherine Newton, ("Antenna balls are on the rebound" ), Knight Ridder/Tribune News Service, July 27, 2001 .〕 Dick Sittig was the voice of Jack. He left TBWA/Chiat/Day in 1997, taking the ad campaign with him to his own agency in Santa Monica, first called "Kowloon Wholesale Seafood Co." and later as Secret Weapon Marketing.〔Randi Schmelzer, ("Dick Sittig On The Spot" ), ''Adweek'', January 10, 2005.〕〔Alana Semuels, ("This advertising shop knows Jack" ), ''Los Angeles Times'', February 7, 2008.〕〔Gregory Solman, ("Dick Sittig, in Situ" ), ''Adweek'', September 1, 2008.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Jack Box」の詳細全文を読む スポンサード リンク
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