英语presentation—广告创意

A famous advertisement about Pantene
Difference between advertising and advertisement
Advertising: 不可数名词 1、指整个广告业； 2、指广告活动； 3、指所有广告的总称 (All the advertising here in this house is brilliant. ) Advertisement: 某一个具体的广告 (可数名词) ； (A company plans to do an advertisement 10 times)
广告创意
Reporter: Kou Yu
The Definition of Advertising
Advertising is all kinds of information of highly refined, using artistic techniques, through a variety of media communication to the public, to strengthen or change the idea of people, eventually lead to people’s behavior and activities.
wk.baidu.com
• Time is what you make of it. (swatch) 天长地久 （斯沃琪） • Engineered to move the human spirit. (Mercedes-Benz) 人类精神的动力 （梅赛德斯-奔驰）
• Start Ahead. (Rejoice) 从头开始 （飘柔） • A diamond lasts forever. (De Beers) 钻石恒久远，一颗永流传 （戴比尔斯）
• inertial adj. 惯性的 • insensitivity n. 不灵敏，迟钝 • be reckoned with 不可忽视的
The Principle of Advertising Creativity
Implication 包蕴性
The form of the ads catches viewers’ eyes, but it is the content of ads that impressed the most. Advertising creativity should not only stay on the surface, but also reveal some profound meaning. A good idea is using familiar things to reach novel effects.
Shock 冲击性
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.
Advertising creativity is to produce the extraordinary audio-visual effects through bold and novel techniques, so as to attract consumers to the utmost degree and achieve the purpose of the brand dissemination and product marketing．
1.Information 2.Persuasion 3.Maintenance of Demand 4.Creating Mass Markets 5.Quality
（提供信息） （争取顾客） （保持需求） （扩大市场） （确保质量）
• persuasion n. 劝导，说服
What is the Advertising Creativity
• reveal v. 揭示，揭露 • profound meaning 深刻含义
Advertising slogan
The advertising slogan is a very important part in advertising creativity. The application of rhetoric can make the advertisements easier to remember. There are many kinds of rhetoric, including quoting, metaphor, personification, hyperboles, antithesis, rhetoric question, paronomasia and so on.
• refine adj. 精炼的，精致的 v. 精炼，精致 • media communication 媒体通信
The Functions of Advertising
British and American modern advertiser think, the role of advertising lies in:
Reporter: Kou Yu
• audio-visual adj. 视听的 • bold adj. 明显的，醒目的 • novel adj.新奇的，异常的 n.小说，[法] 新法 • utmost adj. 极大地，极度的 • brand n. 品牌 • dissemination n. 宣传，散播
The Principle of Advertising Creativity
• quoting • metaphor • personification • hyperboles • antithesis • rhetoric question • paronomasia n. [kˈwə ʊtɪŋ] n. [ˈmetəfə(r)] n. [pəˈs ɒnɪfɪˈke ɪʃn] n. [haɪˈp ɜ:bəli] n. [æ nˈt ɪθəsɪs] n. [ˈretər ɪk] n. [ˈpærənə ʊ‘meɪʒə] 引用 比喻 拟人 夸张 对仗 反问 双关语
• dazzling adj. 耀眼的，灿烂的 • promotion n. 提升，促进 • visual tension n.视觉冲击力
The Principle of Advertising Creativity
novelty 新奇性
Owing to inertial thinking in the ads creative progress, some ads lead to visual insensitivity. Novelty is the mystery of outstanding advertisements and a principle to be reckoned with in advertising creativity.