7创意广告 英语课堂PPT课件
合集下载
《创意英文广告》课件
Detailed description
VS
Images are an important component of advertising and can visually convey advertising information.
Detailed description
Selecting visually impactful images related to advertising content can better attract the audience's attention. Meanwhile, the color, composition, and style of the image should be coordinated with the overall style of the advertisement.
Creative English advertisements use innovative aesthetics to create a unique brand identity that sets it apart from other advertisements and captures the attention of the audiency
Advertising copy is the "soul" of advertising, which can convey the core information and selling points of advertising.
Detailed description
02
CHAPTER
Elements of Creative English Advertising
VS
Images are an important component of advertising and can visually convey advertising information.
Detailed description
Selecting visually impactful images related to advertising content can better attract the audience's attention. Meanwhile, the color, composition, and style of the image should be coordinated with the overall style of the advertisement.
Creative English advertisements use innovative aesthetics to create a unique brand identity that sets it apart from other advertisements and captures the attention of the audiency
Advertising copy is the "soul" of advertising, which can convey the core information and selling points of advertising.
Detailed description
02
CHAPTER
Elements of Creative English Advertising
平面创意广告案例解析(英文版)(ppt 40页)
Retoucher: Steve Simmonds
Case Study-PUMA
Case Study-PUMA
Case Study-PUMA
Case Study-PUMA
• Credits : PUMA Happy Hunting
• Agency - Ogilvy HK
ECD - Simon Handford CD - Paul Lim Account Director - Matthew Leem Account Manager - Jessica Lau Account Executive - Paul Lam Photographer/Director - Zach Gold Stylist - Julie Ragolia Production -
Creative Agency: TBWA
Executive Creative Director: Chien Hwang Associate Creative Director(s): Johnson Sheng, Jason Zhang Art Director: Danny Li，Alex Avis Copywriter: Jiang Jiang, Winky Wang Head of Producer: Haydn Evans ACCOUNT: Ruth Ang, Emily Fu, Sky Shao Exposure: TVC, Digital, OOH
Case Study-Nike Running Assets
•Run Free
Case Study-PUMA
• Credits:
Puma Love Run
Meet someone fit Join at .au Valentine's Weekend 12.02.2011
英语课件(创意广告图)
Warming up
Look at the ads above and try to answer the following questions: 1. What are they trying to persuade you to buy? 2. What is the message of each ad? 3. How is the information conveyed? 4. Do you like advertisements? Why or why not?
Look at these advertisements. What
are they trying to persuade you to buy?
description
an advertisement
pattern
producer
photograph of the product
Do you like advertisements ? Why or
Free - Talk:
1 What’s advertising?
Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service.
computers Picture one is an ad for __________. It tries to persuade
the computer us to buy _____________. The message conveyed in this ad is “If you want to be successful, you must buy a ____________________________________________. Wey computer” The ad uses ____________________________________________ pictures (of …), words (slogan), and our common belief to convey the information.
最新ADVERTISEMENT-英语广告介绍PPT[1]教学讲义ppt课件
![最新ADVERTISEMENT-英语广告介绍PPT[1]教学讲义ppt课件](https://img.taocdn.com/s3/m/d8dbcbbfbed5b9f3f80f1c85.png)
So, what kind of advertisement is the good AD?
First, a good advertisement should suit its brand or enterprise to spread the positioning.
For instance Head and Shoulder advertisement-- “scurf go without casting, beautiful hair be more outstanding(头屑去无踪，秀发更出 众）” 、“go scurf, let you rely more near（去头屑，让你靠的更近） " 。 its positioning - mainly unique selling proposition "to scurf" certainly comes out.
Secondly, the slogan must be infectious.
A good AD can touch consumers, let a person emotionally resonate, thus , accept it, even actively spread it!
人际关系法则三
引发他人心中的渴望
要先引起他人的渴望。凡能这么做的人，世人必 与他在一起，这种人永不寂寞。 ---- H. A. Overstreet.
Work smarter, not harder.
“Work smart”不是投机取巧、偷懒散漫，真正的涵 义在懂得与人合作，懂得『引发他人心中的渴望』。
行为举止。 • 具体的赞美。 • 常加练习。 • 写信。=>白纸黑字更胜言语！ • 赞美要在当下。
First, a good advertisement should suit its brand or enterprise to spread the positioning.
For instance Head and Shoulder advertisement-- “scurf go without casting, beautiful hair be more outstanding(头屑去无踪，秀发更出 众）” 、“go scurf, let you rely more near（去头屑，让你靠的更近） " 。 its positioning - mainly unique selling proposition "to scurf" certainly comes out.
Secondly, the slogan must be infectious.
A good AD can touch consumers, let a person emotionally resonate, thus , accept it, even actively spread it!
人际关系法则三
引发他人心中的渴望
要先引起他人的渴望。凡能这么做的人，世人必 与他在一起，这种人永不寂寞。 ---- H. A. Overstreet.
Work smarter, not harder.
“Work smart”不是投机取巧、偷懒散漫，真正的涵 义在懂得与人合作，懂得『引发他人心中的渴望』。
行为举止。 • 具体的赞美。 • 常加练习。 • 写信。=>白纸黑字更胜言语！ • 赞美要在当下。
英语广告PPT
பைடு நூலகம்
Make yourself heard.(Ericsson) 理解就是沟通。(爱立信） Communication unlimited.(Motorola) 沟通无极限。（摩托罗拉） For the Road Ahead.(Honda) 康庄大道。（本田） Just do it. 只管去做。（耐克运动鞋） The choice of a new generation. 新一代的选择。（百事可乐） No business too small, no problem too big. .... 没有不做的小生意，没有解决不了的大问题。 （IBM公司）
Water saving
节水 To save water is to save our life!
Protect trees
保护树木
ADVERTISING SLOGAN
Time is what you make of it. (Swatch) 天长地久。（斯沃奇手表） Engineered to move the human spirit. (Mercedes-Benz) 人类精神的动力。（梅塞德斯-奔驰） A diamond lasts forever. (De Bierres) 青蛙变王子、钻石就是永恒、钻石恒久远，一颗永流传。 （第比尔斯） Good to the last drop． 滴滴香浓，意犹未尽。（麦斯威尔咖啡） Obey your thirst． 服从你的渴望。（雪碧） To me, the past is black and white， but the future is always color． ....对我而言，过去平淡无奇；而未来，却多姿多彩（轩尼诗 酒）
精美《广告创意》中英文演示ppt
• 某相机广告
幽默型 humor
Humor make the viewers accept the content of ads more joyfully, always live a deeper impression on people, and is a good ways of conduct propaganda. But it must be noted that, the humorous language should healthy, enjoyful, wisdom and implicit.
三、 广告创意的类型
商品情报型commodity information 商品情报型
This is the most common style of ads performance. It mainly shows the objective information of commodity.
比较型 compare
某打印机广告
3.包蕴性 implication 包蕴性
It is the form of ads that catches the viewer’s eyes, while impressed by the content. So advertising creativity can't stay on the surface, but reveal some nature things. A good idea is to ingeniously combine the familiar things to reach novel effects.
1.冲击性 冲击性
shock
If you want to draw people’s attention rapidly among the dazzling newspaper advertisements, the promotion of visual tension should be put in the first place. Pictures or photos are common visual content in ads. When art photography combined with computer process, the vision of advertising creativity and representation are largely extended. It will produce strong visual impact and has a deep impression on the audience.
创意广告 英文PPT
Page 11
Teamwork
The combination of the people's body is very interesting and smartly express the spirit of unite and teamwork.
Page 12
Detergent Afraid of the detas to run away from the floor quickly.
Page
4
•What is advertising creativity?
In short, advertising creativity is to produce the extraordinary audiovisual effects through bold and also novel technique, so as to attract their consumers to the utmost degree and achieve the purpose of the brand dissemination and product marketing．
Page 13
Thanks for your participation and attention !
3. In a veterinarians waiting room: "Be back in 5 minutes， Sit! Stay!"
4. At the electric company: "We would be delighted if you send in your bill. However， if you don’t you will be."
Teamwork
The combination of the people's body is very interesting and smartly express the spirit of unite and teamwork.
Page 12
Detergent Afraid of the detas to run away from the floor quickly.
Page
4
•What is advertising creativity?
In short, advertising creativity is to produce the extraordinary audiovisual effects through bold and also novel technique, so as to attract their consumers to the utmost degree and achieve the purpose of the brand dissemination and product marketing．
Page 13
Thanks for your participation and attention !
3. In a veterinarians waiting room: "Be back in 5 minutes， Sit! Stay!"
4. At the electric company: "We would be delighted if you send in your bill. However， if you don’t you will be."
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
8
Good idea: the designer of this advertisement use motion sensor to remind people walking below it, when you walk to the bulb, the bulb will brighten, then who will forget this type of energy-saving lamps!
9
Passers-by will never miss this unusual toothpaste billboards.
10
This is a very simple and memorable billboards, A big hands trying to catch heineken beer bottles from behind. it is easy to see the heineken beer's temptation
For disposable razor advertising more difficult, how can we make people noticed a man face with
disposable razor blown smooth appearance clean? The billboard used different strategies, a huge razor
sundial ": atop set a clock, every digital wore a McDonald's food, at the time, the
advertising achieved the best publicity effect.
5
Penline must have fairly confidentce with their products. a huge billboard can be attached by duct tape on four horns , not to fix falling, that's amazing! No wonder the AD won the 2007 cannes advertising award silver medal.
Highway station advertisement: this surprising advertisement in a tunnel entrances is trying to attract people driving from Austria to come to a highway rest area consumption named Oldtimer
1
Germany Solingen razor company companies erect this clever advertising on the roadside。To show razor sharp, a lot of rubber pigeons are placed below billboard into pieces，witnessing: Even pigeons flying the sharp razor, will decapitated.
Advertisement OF Nationwide
The Paint Buckets on the billboard are likely to fall , what wil not happen? Disaster always occurred inadvertently , unpredictable, you still buy insurance
6
Edible chocolate billboard ,the first Edible chocolate billboard in the world did not last long. In 2007, British Thorntons chocolate company launched a giant chocolate billboards with 860 pound, 147.5 feet long, 9 feet wide . The billboard in three hours was eaten by the client.
grass in a scrape a clean trail, but with your beard?
4
McDonald's "the sundial"
Leo Burnett advertising company in 2006 to Chicago McDonald's do creative billboard
11
These ads seem to want to express:
you can be anyw carry SONY PSP, any ordinary place may make
2
Adidas World Cup ：Adidas to meet the 2006 World Cup in Germany, had launched a series of bold innovation advertisement 。The design of the billboard especially noteworthy, they even adventure manufacturing "accident". T particular AD shows the football goalkeeper bends body arched across the street, forming a giant arch bridg3e。 This great goalkeeper shows the passion of football
Good idea: the designer of this advertisement use motion sensor to remind people walking below it, when you walk to the bulb, the bulb will brighten, then who will forget this type of energy-saving lamps!
9
Passers-by will never miss this unusual toothpaste billboards.
10
This is a very simple and memorable billboards, A big hands trying to catch heineken beer bottles from behind. it is easy to see the heineken beer's temptation
For disposable razor advertising more difficult, how can we make people noticed a man face with
disposable razor blown smooth appearance clean? The billboard used different strategies, a huge razor
sundial ": atop set a clock, every digital wore a McDonald's food, at the time, the
advertising achieved the best publicity effect.
5
Penline must have fairly confidentce with their products. a huge billboard can be attached by duct tape on four horns , not to fix falling, that's amazing! No wonder the AD won the 2007 cannes advertising award silver medal.
Highway station advertisement: this surprising advertisement in a tunnel entrances is trying to attract people driving from Austria to come to a highway rest area consumption named Oldtimer
1
Germany Solingen razor company companies erect this clever advertising on the roadside。To show razor sharp, a lot of rubber pigeons are placed below billboard into pieces，witnessing: Even pigeons flying the sharp razor, will decapitated.
Advertisement OF Nationwide
The Paint Buckets on the billboard are likely to fall , what wil not happen? Disaster always occurred inadvertently , unpredictable, you still buy insurance
6
Edible chocolate billboard ,the first Edible chocolate billboard in the world did not last long. In 2007, British Thorntons chocolate company launched a giant chocolate billboards with 860 pound, 147.5 feet long, 9 feet wide . The billboard in three hours was eaten by the client.
grass in a scrape a clean trail, but with your beard?
4
McDonald's "the sundial"
Leo Burnett advertising company in 2006 to Chicago McDonald's do creative billboard
11
These ads seem to want to express:
you can be anyw carry SONY PSP, any ordinary place may make
2
Adidas World Cup ：Adidas to meet the 2006 World Cup in Germany, had launched a series of bold innovation advertisement 。The design of the billboard especially noteworthy, they even adventure manufacturing "accident". T particular AD shows the football goalkeeper bends body arched across the street, forming a giant arch bridg3e。 This great goalkeeper shows the passion of football