资源描述
No.1The Headline of an Advertisement The headline of an advertisement is there to attract attention and transmit a hint of the key concept, so that your prospect will be provoked to stop and read more of the ad. If they dont read on, they will at least get some of the idea to be left with a positive perception. The headline must work with the overall ad layout and any illustration to accomplish this.广告的标题广告标题的作用是吸引受众的注意力，并对重要信息有所暗示，以让潜在的客户能够驻足留意这条广告。即便他们不看详细内容，至少也会对所宣传的东西留下一个正面印象。因此，广告标题必须与广告整体效果及图片协调一致。Advertising genius David Ogilvy ,in his book Ogilvy on Advertising, says that on average, five times as many people read the headline as the body copy.“Unless your headline sells your product, you have wasted 90 percent of your money,” he suggests. You want the ones who do read the whole ad to be your prospects and not just passers-by. 广告天才大卫奥格威曾在奥格威论广告一书中指出，人们读广告标题的平均次数是读广告正文的5倍。他说：“要是你的广告标题做臭了，你就浪费90的广告费。”广告的主要目的是让那些读了广告的人成为自己的潜在客户，而不只是看看而已。No.2l History of Advertisingl In the ancient and medieval world such advertising as existed was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15th and 16th centuries. In the 17th century weekly newspapers in London began to carry advertisements, and by the 18th century such advertising was flouring.l The great expansions of business in the 19th century was accompanied by the growth of an advertising industry; it was that century, primarily in the United States, that saw the establishment of advertising agencies. The first agencies were, in essence, brokers for space in newspapers. But by the early 20th century agencies became involved in producing the advertising message itself, including copy and artwork, and by the 1920s agencies had come into being that could plan and execute complete advertising campaigns, from initial research to copy preparation to placement in various media.广告的历史在古代和中世纪，广告是通过口碑进行宣传的。15和16世纪，在印刷业的推动下，广告向现代广告业迈出了第一步。到了17世纪，伦敦的周报开始登载广告。而到了18世纪，报纸广告已经呈现出一派欣欣向荣的景象。19世纪，随着商品生产规模的日趋扩大，广告行业也不断发展壮大。也正是在这个时期，首先在美国出现了广告公司。这些首批出现的公司实际上只负责代理销售报纸版面的广告位。但到了20世纪初，这些公司的业务已经开始涉及自主制作广告以及复印和排版。到20世纪20年代，广告公司的业务更是扩展至策划和执行完整的广告运作，业务范围涵盖初期的调研到后期的版式处理再到各种媒体上进行投放。No.3l 随着商品经济的迅猛发展，广告作为一种促销手段，其重要性越来越显著。广告必须引人注目，具有“注意价值”和“可读性”。l With the rapid development of a commodity-driven economy, the importance of advertising as a promotional technique is becoming more and more pronounced. l 同时，广告还须具有巨大的“说服力”或“推销能力”，使人产生购买被宣传的商品的欲望，从而达到商家做广告的目的。l An effective advertisement should be attractive, attention grabbing and readable as well as containing great persuasive or selling power, which is critical to appeal to ones desire to buy the targeted goods. l 一则完整的广告通常由五个部分组成，即：商标、标题、正文、口号、插图。其中商标和标题句常常是在玩“文字游戏”。l An integrated advertisement is usually made up of the brand or company trademark, tittle,body,slogan, and illustration, with the first two emphasizing a play on words. 这些特点决定了广告语言总体上是一种鼓动性语言，与其他类型的语言在风格、作用诸方面都存在或大或小的差异。l All these features make the advertisement language a loaded language on the whole, which is more or less different from other types of language in style and effect.No.4广告是人们非常熟悉的传媒载体，在现代生活中，广告无处不在，触目皆是，可以说，出色的广告在我们的社会中，越来越为人们所接受，越来越发挥其作用。 Advertising is one of the common media carriers, which is ubiquitous and can be seen everywhere in modern life. To some extent, good advertisements are becoming more and more acceptable and playing a more influential role in our society.广告，顾名思义，就是一种广而告之的传媒载体。美国市场营销协会认为广告的定义是：“广告是由特定的主板单位通常以付费的方法通过各种传播媒体对产品、劳务或观念等信息的非个人间的沟通。” Advertising, as the name suggests, is a kind of media carrier which publicizes widely. The American Marketing Association(AMA） defines advertising as：“the non-personal communication usually paid for and usually persuasive in nature about products, services or idea by identified sponsors through the various media.”一则优秀的广告，其构思之独特、立意之新颖、内涵之丰富、用词之形象、句法之简洁，必将给读者留下深刻而美好的印象。广告语言涉及语言学、心理学、社会学、经济学、美学、文学、营销学、创意学等多种学科要素和众多其他因素，拥有自己独有的语言表达规律和形式，因而能产生一种特殊而难忘，有时是持久的效果。l A good advertisement, with its unique idea, novel conception,rich content, imaginative words and simple syntax, can certainly make a lasting impression on recipients. Advertising languages involves linguistics, psychology, sociology,economics, aesthetics, literature, marketing creative science, and other elements of various disciplines and has its own unique language-expression rule and form, thus producing a kind of special and memorable, sometimes lasting,result.
展开阅读全文