美国广告文化总结
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美国广告文化
期末总结
PartⅠ
Historical Overview 历史回顾
Chapter 1 1492-1880 The Beginnings
1492--1880起始时期
during the eighteenth century, advertising emerged as a major source of newspaper’s revenue 到了18世纪，广告却成了报纸年收入的一项主要来源
广告教皇 David Ogilvy
科学派 The Shell oil account, a book, and a merger pushed David Ogilvy to prominence.
壳牌公司首推给您21种可 以延长汽车寿命的方法
Ogilvy & Mather
broke the taboo against comparative advertising Although comparative advertising had been used obliquely before, the government did not allow direct comparison until 1981 .
钻石-永恒久远
A diamond is forever
Look at all three 货比三家（普利茅斯汽车）
Breakfast of champions 赢家的早餐
真正的口味
Walls have ears
隔墙有耳
Careless talk costs lives
祸从口出
各尽所能
Chapter 6 1945-1960 The Postwar Boom 1945--1960战后的繁荣
二、Short Answer Questions 简答题 1、The ad formula of David Ogilvy A handsome picture, a long headline, and straightforward, low-key copy 漂亮的画面，长长的标题及直接而低调的文字解释
A David Ogilvy B Leo Burnett C Rosser Reeves D Bill Bernbach
Short Answer Questions
简答题
1、Sum up Reeves’s philosophy
Unique selling proposition (USP) 独特的销售计划
2. Leo Burnet —inherent Drama 李奥 · 贝纳（1891—1971） ——内在戏剧性 李奥 · 贝纳广告公司
Burnet philosophy was summed up in the ideal of
名词和术语解释
Inherent drama
A particular way of looking at a product that could be found only in the product itself 从产品本身看待产品的一种特殊方法
1900-第一次世界大战消费经济的崛起
Turn-of-the-century Advertising
世纪之交的广告 The Golden Age Of Trademark Advertising 商标广告的黄金时代
1. new advertising approach: reason-why 原因追究法 It shifted the focus of ads to sales arguments designed to overcome any resistance 把广告的焦点转变到征服抵制情绪的销售理由设计方面去
The Civil War Fuels a Consumer Economy
内战刺激消费经济（1860—1865）
P.T. Barnum :The First Great Adman P.T.巴纳姆：第一位伟大的广告人
Part Ⅱ Early American Advertising Chapter 2 1880-1900 Selling the Goods 1880--1900商品销售
(Royal Baking Powder)
绝对纯正
It floats. (Ivory Soap)
它漂在水面上
Do you know uneeda biscuit 你知道你需要一块饼干吗？
1900-World War I
Chapter 3 The Rise of a Consumer Economy
The consumer tends to remember just one thing from an advertisement——one strong claim, or one strong concept
multiple-choice
单项选择题
is the author of “reality in advertising”
（2）Claude Hopkins克劳德· 霍普金斯 现代广告奠基人之一 （28）
供职：Lord & Thomas
洛德—托马斯广告公司
approach
A. Hard-selling arguments 硬销售的理由
B. Functional illustrations with informative captions 带有资料性说明的功能插图
multiple-choice
单项选择题
pioneered the use of the new medium of television as a force in American political campaigns.
A David Ogilvy B Leo Burnett C Rosser Reeves D Bill Bernbach
1. Rosser Reeves —the Hard Sell 罗瑟· 瑞夫斯 （1910-1984 ）——硬推销 特德· 贝茨广告公司
创意在广告里是一个最危险的词
Short Answer Questions
简答题
explain Reeves’s guiding principle of advertisement
Marlboro campaign became one of the alltime greats in advertising history.
3. David Ogilvy — image and science 大卫· 奥格威（1911 - 1999）—形象与科学 Ogilvy&-Mather 奥美广告公司
4. Bill Bernbach——The “New” Advertising 比尔· 伯恩巴赫（1911-1982）——“新”广告 DDB恒美广告公司
What is the “new” advertising of Bill Bernbach
Fresh style had its roots in his successful ads secondrank retailers, services, and automobiles; He cleverly turned this second-rank status into an advantage. Bernbach implemented this contradictory approach within a very distinct format-clean and direct, yet often with a touch of humor.
Enactment of the nation’s first federal trademark law in 1870
1870年，美国颁发了第一部联邦商标法
Jules cheret(1838-1932)朱尔斯 谢雷 The father of the poster 海报之父
Memorable Solgans Absolutely pure
Chapter 7 1960-1975 The Creative Revolution
1960—1975创意革命
inspiration, intuition, and creativity 灵感、直觉和创意 The “new” advertising “新”广告
Traditionally the objective of most ads had been to gain attention and interest, but now the emphasis shifted to the product. Leo Burnett, David Ogilvy, Bill Bernbach.
永恒的乐器
The instrument of the immortals.
天一下雨就是倾盆大雨
鲜花诉衷肠
Say it with flowers.
Chapter 5 1930-1945 The Depression and World War II
1930--1945大萧条和第二次世界大战
news-appeal 新闻手法 The agency adopted the tabloid format, using numerous photographs and bold, black headlines.
提供购买这种产品的特殊理由
D. Coupon 提供免费样品、优惠券
Image Builds the Emotional Appeal 用形象建立情感感染力 atmospheric ['ætməs'ferik] advertising 氛围情感广告 ( impressionistic copy 印象主义的广告词)
Burnett’s folksy credibility , Ogilvy’s classicism, and Bernbach’s humor all reflected the same precept: the product must be the centerpiece of the advertisement.
大卫.奥格威:如果不把这本书读上7遍， 任何人等都不能够去做广告
科学的广告
Baidu Nhomakorabea
editorial style _Helen Resor 社论风格 A. arresting image 有勾魂摄魄力量形象 B. gentle selling copy 文雅的广告词 C. reasons to purchase the product
atmospheric advertising revolved around suggestions or associations conveying the impression of integrity, quality, and prestige 广告都围绕着暗示和联想展开，这种暗示和联想都传递 着完美、质量和声誉的印象
The Contributions 贡献 A. preemptive [pri:'emptiv] claim 预先占用权 B. Providing free sample using coupons 提供免费的样品，使用优惠卷
C. books He tries to place himself in the position of the buyer. 要试着把自己置于购物者的位置
三、True-False Question
1、 there was amusing about an Ogilvy image ad
2、 Ogilvy believed that people buy a product not for the product itself, but because they associate it with a particular image
Interpretation of terms and phrases 名词和术语解释 brand image Try to give each advertise a becoming style, to create the right individuality is a supreme accomplishment 要给每个广告一种与之相称的风格，创造出其适合的 个性特色，这才是最伟大的成功的奥秘所在。
期末总结
PartⅠ
Historical Overview 历史回顾
Chapter 1 1492-1880 The Beginnings
1492--1880起始时期
during the eighteenth century, advertising emerged as a major source of newspaper’s revenue 到了18世纪，广告却成了报纸年收入的一项主要来源
广告教皇 David Ogilvy
科学派 The Shell oil account, a book, and a merger pushed David Ogilvy to prominence.
壳牌公司首推给您21种可 以延长汽车寿命的方法
Ogilvy & Mather
broke the taboo against comparative advertising Although comparative advertising had been used obliquely before, the government did not allow direct comparison until 1981 .
钻石-永恒久远
A diamond is forever
Look at all three 货比三家（普利茅斯汽车）
Breakfast of champions 赢家的早餐
真正的口味
Walls have ears
隔墙有耳
Careless talk costs lives
祸从口出
各尽所能
Chapter 6 1945-1960 The Postwar Boom 1945--1960战后的繁荣
二、Short Answer Questions 简答题 1、The ad formula of David Ogilvy A handsome picture, a long headline, and straightforward, low-key copy 漂亮的画面，长长的标题及直接而低调的文字解释
A David Ogilvy B Leo Burnett C Rosser Reeves D Bill Bernbach
Short Answer Questions
简答题
1、Sum up Reeves’s philosophy
Unique selling proposition (USP) 独特的销售计划
2. Leo Burnet —inherent Drama 李奥 · 贝纳（1891—1971） ——内在戏剧性 李奥 · 贝纳广告公司
Burnet philosophy was summed up in the ideal of
名词和术语解释
Inherent drama
A particular way of looking at a product that could be found only in the product itself 从产品本身看待产品的一种特殊方法
1900-第一次世界大战消费经济的崛起
Turn-of-the-century Advertising
世纪之交的广告 The Golden Age Of Trademark Advertising 商标广告的黄金时代
1. new advertising approach: reason-why 原因追究法 It shifted the focus of ads to sales arguments designed to overcome any resistance 把广告的焦点转变到征服抵制情绪的销售理由设计方面去
The Civil War Fuels a Consumer Economy
内战刺激消费经济（1860—1865）
P.T. Barnum :The First Great Adman P.T.巴纳姆：第一位伟大的广告人
Part Ⅱ Early American Advertising Chapter 2 1880-1900 Selling the Goods 1880--1900商品销售
(Royal Baking Powder)
绝对纯正
It floats. (Ivory Soap)
它漂在水面上
Do you know uneeda biscuit 你知道你需要一块饼干吗？
1900-World War I
Chapter 3 The Rise of a Consumer Economy
The consumer tends to remember just one thing from an advertisement——one strong claim, or one strong concept
multiple-choice
单项选择题
is the author of “reality in advertising”
（2）Claude Hopkins克劳德· 霍普金斯 现代广告奠基人之一 （28）
供职：Lord & Thomas
洛德—托马斯广告公司
approach
A. Hard-selling arguments 硬销售的理由
B. Functional illustrations with informative captions 带有资料性说明的功能插图
multiple-choice
单项选择题
pioneered the use of the new medium of television as a force in American political campaigns.
A David Ogilvy B Leo Burnett C Rosser Reeves D Bill Bernbach
1. Rosser Reeves —the Hard Sell 罗瑟· 瑞夫斯 （1910-1984 ）——硬推销 特德· 贝茨广告公司
创意在广告里是一个最危险的词
Short Answer Questions
简答题
explain Reeves’s guiding principle of advertisement
Marlboro campaign became one of the alltime greats in advertising history.
3. David Ogilvy — image and science 大卫· 奥格威（1911 - 1999）—形象与科学 Ogilvy&-Mather 奥美广告公司
4. Bill Bernbach——The “New” Advertising 比尔· 伯恩巴赫（1911-1982）——“新”广告 DDB恒美广告公司
What is the “new” advertising of Bill Bernbach
Fresh style had its roots in his successful ads secondrank retailers, services, and automobiles; He cleverly turned this second-rank status into an advantage. Bernbach implemented this contradictory approach within a very distinct format-clean and direct, yet often with a touch of humor.
Enactment of the nation’s first federal trademark law in 1870
1870年，美国颁发了第一部联邦商标法
Jules cheret(1838-1932)朱尔斯 谢雷 The father of the poster 海报之父
Memorable Solgans Absolutely pure
Chapter 7 1960-1975 The Creative Revolution
1960—1975创意革命
inspiration, intuition, and creativity 灵感、直觉和创意 The “new” advertising “新”广告
Traditionally the objective of most ads had been to gain attention and interest, but now the emphasis shifted to the product. Leo Burnett, David Ogilvy, Bill Bernbach.
永恒的乐器
The instrument of the immortals.
天一下雨就是倾盆大雨
鲜花诉衷肠
Say it with flowers.
Chapter 5 1930-1945 The Depression and World War II
1930--1945大萧条和第二次世界大战
news-appeal 新闻手法 The agency adopted the tabloid format, using numerous photographs and bold, black headlines.
提供购买这种产品的特殊理由
D. Coupon 提供免费样品、优惠券
Image Builds the Emotional Appeal 用形象建立情感感染力 atmospheric ['ætməs'ferik] advertising 氛围情感广告 ( impressionistic copy 印象主义的广告词)
Burnett’s folksy credibility , Ogilvy’s classicism, and Bernbach’s humor all reflected the same precept: the product must be the centerpiece of the advertisement.
大卫.奥格威:如果不把这本书读上7遍， 任何人等都不能够去做广告
科学的广告
Baidu Nhomakorabea
editorial style _Helen Resor 社论风格 A. arresting image 有勾魂摄魄力量形象 B. gentle selling copy 文雅的广告词 C. reasons to purchase the product
atmospheric advertising revolved around suggestions or associations conveying the impression of integrity, quality, and prestige 广告都围绕着暗示和联想展开，这种暗示和联想都传递 着完美、质量和声誉的印象
The Contributions 贡献 A. preemptive [pri:'emptiv] claim 预先占用权 B. Providing free sample using coupons 提供免费的样品，使用优惠卷
C. books He tries to place himself in the position of the buyer. 要试着把自己置于购物者的位置
三、True-False Question
1、 there was amusing about an Ogilvy image ad
2、 Ogilvy believed that people buy a product not for the product itself, but because they associate it with a particular image
Interpretation of terms and phrases 名词和术语解释 brand image Try to give each advertise a becoming style, to create the right individuality is a supreme accomplishment 要给每个广告一种与之相称的风格，创造出其适合的 个性特色，这才是最伟大的成功的奥秘所在。