Advertisement English .ppt

Figure of Speech in English AdvertisementAbstractWith the development of economy, the improvement of people’s material and culture level, and the appearance of new media, there comes a great demand of advertisement. Advertisement successfully helps advertisers gain attention on their commodity from consumers and thus promote its sales volume. And figure of speech used in advertisement plays a vital role in catching attention and making customer remember the goods. I will talk about the characteristics and significance of adverting English and give fifteen examples to analysis the figure of speech in car advertisement.Commercial advertisement aims at grabbing customers’ heart and stimulating customers’ desire to buy their goods, so it carries characteristics of conciseness, vividness, appeal and emotionality. The enchantment of advertising English mainly lies in glossary, syntax, structures and rhetoric devices. Among them, rhetoric devices contribute a lot to the promotion of sales of commodity. Using figure of speech gains people’s attention, gives people an enjoyment of beauty, and finally achieves business objectives. Therefore, it is important to researching advertising English. And the most significant thing is researching the figure of speech used in English advertisement.I will focus my analysis on car advertising by figuring out what figure of speeches are used, what effect does they achieve and why use it here.Here are some examples:1. Not all cars are created equal. (Mitsubishi Motors)It uses parody. It simulates a sentence from Declaration of Independence-- “All men are created equal.” The use of parody makes the slogan not only innovative but also easy to catch people’s attention. Besides, it trips easily off the tongue and is easy to remember. It refers that Mitsubishi Motors cars are better than others and they use better material and fittings.2. Finish the job in less time, with less fuel and less noise.It uses repetition. It emphasizes the word “less”three times, which is very catchy. People will remember that this car can finish the same thing in less time, with less fuel and less noise. It is quicker, quieter and more economical.3. They will stay on the job longer than most employees. (V olvo)It uses personification. It assimilates the car to a man. It suggests that V olvo car is durable. How can people turn down a loyal and serviceable car?4. It handles the road as easily as it handles Mother Nature. (Ford)It uses personification. It assimilates the car to a man. It implies that the Ford car can handle the road very neatly. Y ou can trust Ford car that it can bring you sense of security as well as enjoyment of speed.5. Don’t dream it. Drive it! (Jaguar cars)It uses imperative and antithesis. Imperative make it inflammatory. Action is better than excitement. Why don’t you just drive it? The two sentences are same structurally; but they are contrary in mood, one is negative while another is affirmative. Using antithesis makes a slogan memorable.6. Grace.... space... pace. (Jaguar cars)It uses end rhyme.Advertising language emphasizes the coordination of rhyme and tone. End rhyme makes the slogan full of sense of tone beauty. It is catchy and memorable.7. Today Tomorrow Toyota. (Toyota)It uses alliteration and climax. All words begin with same syllable. It is tuneful and memorable. It is simple but impressive. Tomorrow is higher than today. There seems to be no relevance between tomorrow and Toyota, but this is point. It refers that Toyota can make tomorrow better.8. Eye it - try it - buy it! (Chevrolet)It uses parallelism and imperative. Parallelism makes the slogan powerful and persuasive. Imperative makes you are full of impulse to buy Chevrolet.9. Think. Feel. Drive. (Saturn)It uses climax and imperative. It is brief, only three words, but powerful. Just think about the magnificence of Saturn, feel the wonderfulness of Saturn, then you want to drive it.10. Designed for living. Engineered to last. (Ford)It uses comparison. The two sentences are similar structurally, which makes the slogan memorable and trip easily off the tongue. Ford is designed for joy of life and Ford is durable.11. Everyone dreams of an Audi. (Audi automobiles)It uses hyperbole. It is not everyone’s dream to have an Audi actually. But using hyperbole can be effective to propagandize a commodity. Everyone includes you, includes every customer. Since you dream of an Audi why not buy one?12. Driving is believing. (Hyundai Motor's cars)It uses parody .it simulate a proverb—seeing is believing. It is refreshing and also easy to catch people’s attention.Besides, it trips easily off the tongue and is easy to remember. It refers that once you drive a Hyundai Motor's car you will believe in it and love it.13. Isn't it time for a real car? (Buick car)It uses rhetorical question. The function of the rhetorical question is to emphasize ideas, render the atmosphere, and enhance the language power. The answer is clear that it is time for a real Buick car.14. The Car that Cares. (Kia Motors)It uses alliteration and personification. Car and Cares begin with same syllable. It is tuneful and memorable, simple but impressive. Giving a caring character to a car, this is sweet and smart. People will love caring Kia Motors.15. Like always. Like never before. (Saturn)It uses antithesis. The two sentences seem to be contrast, but on the second thought the arrangement is amazing. Using antithesis can focus people’s attention and make them doubtful and want to figure it out. In addition, it is easy to remember. It refers that the Saturn car is as marvelous as always before and there are some innovative differences from before.English advertisement usually uses varieties of figure of speeches to catch customers’attention, express the traits the commodity, and lead people to buy it. English advertisement won’t be so colorful without figure of speech.。

广告英语的翻译策略分析摘要：在当今经济全球化的21 世纪里，广告宣传的国际化趋势将会越来越明显。

无论是中国企业还是外国企业都在对自身产品和服务的广告增加竞争筹码，不可避免地，广告的翻译是广告国际化中主要问题。

广告最主要的目的就是吸引顾客来购买商品以及服务，广告翻译的质量直接决定了在经济全球化中该企业的所能争取的经济市场。

本文就研究广告英语及广告英语的翻译策略。

广告英语作为一种应用语言，因其所具有的特殊效用，已逐渐从普遍英语中独立出来而发展成独具特色的语言。

因此，本文将会分析广告英语语言特点，从词汇，句法以及修饰三个方面出发；重点分析广告英语的翻译策略，这部分将会推荐三种翻译原则和四种翻译技巧。

关键词:广告；翻译；策略An Analysis of Translating Strategies of AdvertisementEnglishAbstract: In modern 21st century of economic globalization, the trend of internationalization of advertisement promotion has increasingly taken up an indispensable role in the fight of global market. Both Chinese and foreign market has flexed their nerve to better the advertisement of their product and services. While there is no denial that advertisement translation is one of the inevitably issues which should be handled in the internationalization of advertisement promotion. Admittedly, the basic purpose of advertisement is to attract potential consumers to buy the product or service advertised in the advertisement, so the quality of advertisement translation directly wields comprehensive impact on the fight of global market for the enterprise. This paper will lay stress on advertisement English as well as the translating strategies of advertisement English. And advertisement English is an assorted of applied language which is distinct from some general English due to its unique function. Therefore, the language of advertisement English will be discussed from three aspects: the lexical, syntactic as well as rhetorical aspect. While emphasis will be paid on the analysis of the translating strategies of advertisement English, and three translation principles alongside four translation techniques will be introduced according to the unique language features of advertisement English.Key words：Advertisement; translation; strategiesContents1. Introduction of Advertisement (1)2. Features of Advertisement English (1)2.1 Lexical Features (1)2.1.1 Adjectives (1)2.1.2 Personal Pronoun (2)2.1.2 Novel Words (2)2.2 Syntactic Features (3)2.2.1 Simple Sentence (3)2.2.2 Imperative Sentence (4)2.2.3 Interrogative Sentence (4)2.2.4 Elliptical Sentence (5)2.3 Rhetorical Features (5)2.3.1 Simile and Metaphor (5)2.3.2 Parallelism (6)2.3.3 Personification (6)2.3.4 Pun (6)3 Translating Strategies of Advertisement English (7)3.1 Translation Principles (7)3.1.1 Faithfulness (7)3.1.2 Attractiveness (7)3.1.3 Acceptability (8)3.2 Translation Techniques (9)3.2.1 Transliteration (9)3.2.2 Free Translation (11)3.2.3 Addition (11)3.2.4 Loan Translation (12)4 Conclusion (12)References (13)Acknowledgement (14)1. Introduction of AdvertisementIt is universally acknowledged that advertisement has undergone a long history in various forms. In previous centuries in England, for instance, companies would seek to become the purveyor of the king or the queen. In so doing, they could obtain a special mark or seal that gave their product added prestige and visibility. In North America, at the opposite end of the social scale, men would often travel with circuses to promote various healing substances often just …snake oil‟ but nevertheless a fortune to those with the gift of promotion. Newspapers in the nineteenth century contained all sorts of ads. In fact, advertising gradually became an important source of income for newspapers. A similar phenomenon happened with radio and then later, with Television. Currently, advertising has been extremely prevailing as the marketing communication tool and now more than ever before it is vital that correct translation accompanies advertisements when they cross cultural and linguistic borders.2. Features of Advertisement EnglishThe language of Advertisement English has been endowed with its own unique feature. The following part will lay emphasis on the analysis of the features of Advertisement English from the aspects of lexical features, syntactic features as well as from the rhetorical features.2.1 Lexical FeaturesThere is no doubt that every word takes up an indispensable role in the composition of a sentence, especially, in advertisement language, every word will assume great impact on the potential information that advertisement would convey. Just as Lu Xiucheng said “As there is no unnecessary words in an advertisement, every one counts.” (卢秀成,2000:4) The following part will take adjectives, personal pronoun as well as novel word as the discussed examples.2.1.1 AdjectivesAs advertising English needs to be vivid and image establishing, some adjectives become frequently used in advertisements. As they belong to an open class, the use of adjectives is flexible. To be specific, they can be used as subject complements or object complements freely. G.N. Leech (Leech,1966) listed the following frequently used adjectives: new, crisp, good, fine, free, big, fresh, great, delicious, real, sure, bright, clean, extra, special and rich. If we analyze them, we can find that most of these adjectives are evaluative ones. In the following advertisement, adjectives count one third of its total number of words: An unrivaled international connection ofexceptional natural fiber bedding, clothing, intimate apparel and personal accessories, for discerning adults and some very fortunate children.Besides that, the comparative degree and the superlative degree of adjectives also appear frequently in advertisements. This is because a product‟s advantages become more prominent when compared with its counterparts while the superlative degree of adjectives could assure the fine quality of that product.For instance: The 760 GLE automobileOn the highway, it can go 799 miles between gas stations.The world’s most comfortable car.In this example, the adjective “comfortable” accentuates the advantage of 760GLE automobile, which could procures some good expression to the potential customers. Therefore, choosing the appropriate adjectives is very essential. On the contrary, the abuse of them will only make the advertisement affected and therefore, unbelievable.2.1.2 Personal PronounIn order to accentuate the intimacy between potential customers and the product or the services, advertisers will reflect that they have taken consumers‟ feeling and interests into consideration, so it is commonly to see that the second personal pronoun more frequently appears in advertisement instead of the first personal pronoun so as to evoke the consumers‟ response. It turns the focus from “we” to “you‟, that is, from advertisers to customers, to cater for the psychological response of customers.For instance:You can rely on a dry-cleaning firm that has been in business in your town for the past 25 years.In common English, the above may be written as “We have been in the dry-c leaning business here for 25 years”. By comparison, it can be clearly seen that the advertisement version is much more intimate to consumers than the common one and can be easier to be trusted and accepted by them.2.1.2 Novel WordsSometimes, advertisers will create some novel words in advertisement in order to attract enough attention so as to better convey their promotion. There are two major method to create a novel word. One is misspelling, the other one is blending or adding prefixes or suffixes. The novel word created by these two methods is eye-catching and message bringing.For instance：It’s time to arm yourself with NVSKIN. (Vaseline Intensive Care Ltd.)In this example “NVSKIN” is an intentionally misspelling of “new skin”, which is not only ab le to raise customer‟s attention at once, but also is able to indicate that your kin will become clean and smooth after using this lotion.A novel word created by blending or adding prefixes or suffixes is a commonly used in advertisement.For instance:1METTOY, let our kids live in dreams.(Toy Company)The word “Mettoy” ensues from “metal” and “toy”;2 Come to our FRUICE(Drink Corporation) The word “FRUICE” is blended by “fruit” and “juice”.In advertisement, some prefixes and suffixes that are frequently used to create novel words. Mario Pei pointed out that “super-” is the most often used prefix while “-ex” frequently appears in brand names (Mario Pei,1970). It is said that “-ex” comes from the word “excellent”, thus indicating the fair quality of produc ts. I can set many brand names as its examples: Kleenexs(paper), Purex(rinse), Rolex(watch), Playtex(bra), Cutex(nail polish), and Latex(mattress). In addition, many brand names are created out of the French word “boutique”, that is, they are composed of t he suffix “-ique”, such as“Footique” and “Bootique”(brand name of shoes).2.2 Syntactic FeaturesAdvertisement language also has been bestowed on its special charms. It is not hard to find that some advertisement is very short, but it is rather expressive, for instance: Anything is possible. (Li Ning) This kind of inspiring advertisement is the typical simple sentence. Aside from simple sentence, imperative sentence, interrogative sentence, Elliptical sentence are also the common syntactic features of advertisement language.2.2.1 Simple SentenceWith a view to making English advertising easy to read, hear, and understand, advertising copywriters usually take great care to the employment of simple sentences, not bore the consumers but to interest them.GO FOR ITLOOK GOOD. FEEL GOOD. BE YOUR BEST.Introducing FITNESS magazine. It’s about health, it’s about exercise, it’ s about your image, your energy, and your outlook. It’s a new way of life for women with a passion to be their best.Your subscription includes 6 issues for only $9.97, a 24 page workout workbook in every issue, free home delivery, and a money-back guarantee.Send the coupon below to start your subscription today, and you’ll save almost 15% off the cover price. Go for it!At the beginning of this advertisement, parallel structures are formed with imperative sentences - simple and neat to read and remember, making the advertising persuasive and inspiring. The following text is a long coordinate sentence containing three simple sentences wi th the same subject, linking verb “is” and the preposition “about”, easily telling the consumers the contents of Fitness magazine.2.2.2 Imperative SentenceAs one function of advertising is to persuade, advertising composers usually turn to imperative sentences. These direct exhortations are to advise or request readers to try their products or services. Leech, the famous linguist, believed that advertising composers naturally believe that the public have the habit of accepting the beneficial advice that are expressed by imperative sentences (Leech,1966:80). For this reason, imperative sentences are brought into full play. Following are some examples: Buy your new suit direct from the UK’s premier manufacturer and save literally hundreds of pounds. (The Times, 15th Dec.1995)And in the evening, dress up for some superb nighttime entertainment, dance to our resident band and enjoy the great Warner hospitality. (Paris Travel Service, 1995) Have quality and luxury at sensible prices.Make your choice and be a winner with Olympic.2.2.3 Interrogative SentenceThe use of interrogative sentences is to obtain affirmative and positive answers from readers. Greg Myers has pointed out that interrogative sentences have a function of talking with readers directly(Greg Myers, 1994:49). Before the question is set, an answer has been presumed, in other words, an interrogative sentence contains a presupposition in itself. In some others, it just puts forward a question which calls for an answer from readers.Following are some examples:See those little words beneath our badge? The ones that say Volkswagen Group?They are testing to our partnerships with VW… We’ve changed the car; we’ve changed the company. The question is, are you open enough to change your mind? W e’ve changed the car. Can you change your mind? (The Times Magazine, Nov.18,1995)2.2.4 Elliptical SentenceIt is no hard to find that Ellipse is the most widely used sentence structure in advertisements. According to Greg Myers said “The omission doesn‟t just let you feel what you want. It makes you active in interpreting the sentence” (Greg Myers,1994:57). This kind of structure can not only make advertisements concise but also help readers think actively to find the omitted information. Meanwhile, to save space and reduce costs, to render advertised products more tempting, and to stimulate consumers to take action, copywriters tend to properly employ elliptical sentences.For instance:Italy, perhaps the most beautiful country in Europe. The towering ALPs. The Florentine hills. And the ancient ruins of Pompeii. The great cities… In fact, when you fly Alitalia, the Italian experience starts the moment you take off…This is a service Advertisement which is actually part of consumer advertising and business advertising, since consumer goods and industrial goods both include relevant service. The advertising above wants to attract the tourists to Italy, using many phrases with descriptive adjectives and even elliptical sentences to arouse the people‟s imagina tion---a beautiful and mysterious place for travel.2.3 Rhetorical FeaturesApart from lexical feature together with syntactic feature, it is also necessary to lay stress on the rhetorical features of advertisement features. The following part will carry out from four rhetorical figures of speech in advertisement.2.3.1 Simile and MetaphorSimile is a figure of speech in which two essentially unlike things are compared, often in a phrase introduced by like or as.Featherwater, light as a feather.Featherwater, a kind of glasses, in comparison with a feather here which is a very light object that consumers can sense, is easily accepted for its lightness while wearing it.Distinct from simile, metaphor is a figure of speech in which a word or phrase that ordinarily designates one thing is used to designate another, thus making an implicit comparison.Kodak is Olympic colour.It is universally acknowledged that the soul of Olympic is faster, higher and stronger. In this Advertisement, Kodak, a film product, can capture every moment of strength and beauty in the competition scenes, its confidence and boldness having astrong inspiration.2.3.2 ParallelismThere is no denial that parallelism could show the meaning or purpose of a sentence by the use of identical or similar words, phrases or sentences. Advertisers are very conscious of its importance, an importance which makes the advertising easy to read and beautiful to listen to, thus tempting the consumers to buy their products. Very often it appears in the headline of an advertisement.For instance:A promise to respect your sense of style, most of the time.A promise to provide for you, no matter what.This is the headline of the advertising offered by MassMutual life-insurance company. In this headline, the consecutive words …promise‟ represent honesty of the company, which is easily trusted.2.3.3 PersonificationPersonification is a figure of speech in which inanimate objects or abstractions are endowed with human qualities or are represented as possessing human form. The use of personification in advertising will endow the product with human emotion, and will make it amicable to consumers.Flowers by Interflora speak from the heart---InterfloraIn this Advertisement, flowers by Interflora (shop name) symbolize happiness and warmth, bearing affectionate feelings by …speaking‟ to consumers as heart specialist. Here the action …speak‟ is borrowed to flowers.2.3.4 PunA pun is a humorous play on words, sometimes on different senses of the same word and sometimes on the similar sense or sound of different words.Ask for More---More cigaretteI’m more satisfied!It’s more you.Both advertisements for the same product remind us of the double meanings of the word …more‟: the first …more‟ is comparative form of the word …much or many‟ while the second is in fact a proper noun---the cigarette brand, and we can easily find More cigarette is good, for when you smoke, you demand more. In some cases it is advantageous to purposely choose a brand with a name that can be utilized in thisfashion, especially if essentially the product being advertised is difficult to distinguish from competitor products, much like the cigarettes in the example, this point should be kept in mind by the translator when tackling advertisement.3 Translating Strategies of Advertisement English3.1 Translation PrinciplesThe following part will introduce three kinds of translation principles, there are faithfulness, attractiveness as well as acceptability, which are the beneficial references for advertisement English translation.3.1.1 FaithfulnessThere is no denial that one of the main functions of advertising is to successfully provide and transmit product information to audiences. When there is a divergence between the advertised product and its counterparts, how to transform its unique features into the selling point becomes a vital issue. The first translating principle should be faithfulness which is one of the translating principle of our Chinese famous figure Yu Fu, is also useful to advertising content. According to the lexical feature of the advertisement text, the translated copy should transmit as much necessary information as possible to audiences of every world in the original copy. A translator cannot delete or omit any messages at his will but should be based on the information in the original copy without any addition of any information freely of the original copy. If the original copy contains no such message, the translated one should be just the same with it. In short, faithfulness is the life of a translation.For instance:The mark of a great dancer is creative flexibility: the ability to sway to the subtle nuances of any great style. Like a masterful dancer, Pai Knitting Machinery offers fabric manufacturers complete creative versatility, allowing fabrics to dance to the niche tunes of different market segments…(Textile Asia; Oct.1998)伟大舞蹈家的优秀之处在于有创造力的柔韧性：那种能弯曲到任何风格的细微之处的能力。

Week 1Advertisingn.广告业;登广告adj. 广告的;广告业的Advertisement 广告;宣传P9-11 different types of advertising Consumer advertising 消费者广告Business advertising 企业广告Trade advertising 贸易广告Professional advertising 媒介性广告Agriculture advertising 农业广告Local advertising 地方性广告Retail advertising 零售广告Regional advertising 区域性广告National advertising 国内广告International advertising 国际广告Print advertising 纸质广告Broadcast advertising 广播广告Out-of-home advertisingProduct advertising 产品广告Non-product advertising 非产品广告Commercial advertising 商业性广告Noncommercial advertising 非商业性广告Non-action advertising 非行动广告Action advertising 行动广告Awareness advertising 知晓广告Direct-response advertising 直接反应广告Image advertising 形象广告Regular price-line advertising 常规价格广告Public relations advertising 公关广告Industrial advertising 产业广告Institutional advertising 机构广告Direct-mail advertisingImplied consumer 预定消费者/默认消费者Actual consumer 实际消费者Sponsorial consumer 资助性消费者Week 2Informative advertising 信息式广告Persuasive advertising 劝导性广告Marketing 市场营销Classified advertisement 分类广告Editorial 社论的Advertorial 社论式广告/软文Week 3Brand 品牌Branding 品牌术Brand recognition 品牌识别Brand recall 品牌回想Brand loyalty 品牌忠诚度Brand extensionViral marketing 病毒式营销Viral advertising 病毒式广告Week 4Competitive advantage 竞争优势The Basic Model of CommunicationSource / sender 来源Encoding 编码Message 信息Channel 渠道ReceiverDecoding 解码;解读信息Feedback 回馈;反馈Noise 干扰因素Advertising Communication Model Advertising Client 广告客户Creator of adSpokesperson 代言人Autobiographical messageNarrative message 叙述式DramaPropaganda 宣传“reason-why” & “atmosphere” advertisingHard sell ad 硬性销售广告Soft sell ad 软性销售广告Brand Equity 品牌资产Subliminal advertising 潜意识广告Week 6consumer market 消费者市场business marketbuying pattern / Shopping pattern /Consumption Patterns 消费模式Trade Market 贸易市场Industrial Market 产业市场/生产者市场Professional Market 专业服务市场endorsementInstitutional Market 机构市场End-customer Advertising 终端消费者广告Week 74p theory 4p理论Product 产品Consumer goodsConvenience goodsStaple goods 稳定性商品impulse goods 冲动性产品Emergency goodsShopping goodsSpecialty goodsUnsought goodsindustrial goods 工业产品psychological pricing / odd price 心理价格Price 价格Place / Distribution 分销Promotion 宣传;推广;促销Competitive advantage 竞争优势Week 8“Megamarketing” Mix theo ryMarComMarCom MixMarCom ManagerMarketing plan 市场营销计划Week 9Personal communicationNon-personal communicationDirect Marketingmail-order houseCoupons 优惠券Cents-off coupons 减价优惠券InsertsTelemarketingonline marketingtelevision infomercials /direct-response TV marketingPersonal SellingPublic Relations 公共关系News release 新闻发布Feature story 人物故事Sponsorshipspin doctorSales Promotion 促销;减价促销Samples 样品Bonus packsSales kitsDifferentiated product / Undifferentiated product Product differentiationProspective customersWeek 10 IMC 整合营销传播Top-down Marketing 至上而下式营销Bottom-up Marketing 自下而上式营销Synergy 协力;协同Shopping pattern 购物模式Interactive media 交互式媒体;互动式媒体Tactic 战术Strategy 策略Marketing research 营销调查Advertising research 广告调查Database marketing 数据库营销Advertising agency 广告公司Qualitative studies 定性研究Quantitative Studies 定量研究Pre-testing 事前测试Post-testing 事后测试Week 11SWOT Analysis:strength, weakness, opportunity, threat franchiseAdvertising CampaignSurvey researchExperimental researchDirect observationContent analysisIn-depth interview 深度访谈Focus group 小组(焦点)讨论Primary-data 原始数据Secondary data 二手数据;二手资料Headline 广告标题Slogan广告口号;广告标语Layout 版面设计Logo 标示;标志Consumer behaviour 消费者行为Decision-making processNeed recognition: need v.s. wantInformation searchAlternatives evaluationPurchase decisionPost-purchase evaluation:Cognitive DissonanceWeek 12Culture & sub-culture 文化&亚文化Reference groupsOpinion leaders 意见领袖Attitude & opinion & beliefMotivationMasl ow’s Hierarchy of NeedsPhysiological needs 生理需求Safety needs 安全感需求Belongingness and love needs 归属感和爱需求Esteem needs 自尊需求Self-actualization needs 自我价值实现需求Week 13Advertising Strategy 广告策略Advertising Plan 广告计划Pareto principle/ 80-20 rule /law of the vital few 80-20规律Unique Selling Proposition / Point (USP)独特的销售主张Top of the mind brandTop choice brandWeek 14Creative strategy 创意策略Creative strategy statementCreative platform 创意平台Creative brief 创意纲要Creatives 创意人员Creative director 创意总监Copy 文案Copywriting“left-brain” ad“right-brain” adConstraintAdvertising appeal 广告诉求Emotional / rational appeal 情感/理性诉求Hard-sell advertising 硬性(兜售式)广告Soft-sell advertising 软性(促销式)广告Personal /social appeal 个人/社会诉求High-Involvement Products 高介入产品Celebrity endorsement 名人代言Snob appealPlay on Words 玩弄文字Plain appealBandwagon AppealScarcity appealWeek 15Advertising execution 广告执行Big idea 大创意Visuals 视觉效果Illustrator 插图画家Structure of an ad⏹The headline 广告标题⏹The subheadline 广告副标题⏹Amplification⏹Proof of the claim⏹Action to takeExecutional framework:●Animation 动画●Slice-of-life 生活片段式广告●Dramatization●Testimonial 证言式广告●Authoritative●Demonstration●Fantasy●InformativeWeek 16spokesperson = persona / source 代言人Dead-person endorsementsSyntax 文法;表述方式Format 格式TaglineClutter 广告群;广告扎堆。