1、美国广告文化,期末总结,Chapter 1 1492-1880 The Beginnings,1492-1880起始时期,Part Historical Overview 历史回顾,during the eighteenth century, advertising emerged as a major source of newspapers revenue 到了18世纪，广告却成了报纸年收入的一项主要来源,The Civil War Fuels a Consumer Economy,内战刺激消费经济（18601865）,P.T. Barnum :The First Great Adman,
2、P.T.巴纳姆：第一位伟大的广告人,Part Early American Advertising,Chapter 2 1880-1900 Selling the Goods,1880-1900商品销售,Enactment of the nations 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(Royal Baking Powder),绝对
3、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？,Chapter 3 1900-World War I The Rise of a Consumer Economy,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 t
4、he 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,（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,A. Hard-selling arguments 硬销售的理由,approach,B. Functional illustrations with informative captions带有资料性说明的功能插图,A. preemptive pri:emptiv clai
5、m,预先占用权,The Contributions 贡献,Providing free sample using coupons,提供免费的样品，使用优惠卷,He tries to place himself in the position of the buyer.,C. books,科学的广告,要试着把自己置于购物者的位置,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,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
6、to purchase the product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 tmsferik advertising 氛围情感广告( impressionistic copy 印象主义的广告词),atmospheric advertising revolved around suggestions or associations conveying the impression of integrity, quality, and prest
7、ige,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,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.
8、,A diamond is forever,钻石-永恒久远,Look at all three,货比三家（普利茅斯汽车）,赢家的早餐,Breakfast of champions,真正的口味,隔墙有耳,Walls have ears,祸从口出,Careless talk costs lives,各尽所能,Chapter 6 1945-1960 The Postwar Boom,1945-1960战后的繁荣,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,The consumer tends
9、 to remember just one thing from an advertisementone strong claim, or one strong concept,explain Reevess guiding principle of advertisement,Short Answer Questions,简答题,multiple-choice,单项选择题,is the author of “reality in advertising”,A David Ogilvy B Leo Burnett C Rosser Reeves D Bill Bernbach,Short An
10、swer Questions,1、Sum up Reevess philosophy,Unique selling proposition (USP),独特的销售计划,简答题,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,2. Leo Burnet inherent Drama,李奥 贝纳（
11、18911971） 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,Marlboro campaign became one of the all-time greats in advertising history.,3. David Ogilvy image
12、and science,大卫奥格威（1911 - 1999）形象与科学,Ogilvy&-Mather 奥美广告公司,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。,二、Short Answer Questions,简答题,1、The
13、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,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 p
14、articular image,4. Bill BernbachThe “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 second-rank retailers, services, and automobiles; He cleverly turned this second-rank status into an advantage. Bernba
15、ch implemented this contradictory approach within a very distinct format-clean and direct, yet often with a touch of humor.,Chapter 7 1960-1975 The Creative Revolution,19601975创意革命,inspiration, intuition, and creativity,灵感、直觉和创意,The “new” advertising Traditionally the objective of most ads had been
16、to gain attention and interest, but now the emphasis shifted to the product. Leo Burnett, David Ogilvy, Bill Bernbach. Burnetts folksy credibility , Ogilvys classicism, and Bernbachs humor all reflected the same precept: the product must be the centerpiece of the advertisement.,“新”广告,广告教皇 David Ogil
17、vyThe Shell oil account, a book, and a merger pushed David Ogilvy to prominence.,科学派,Ogilvy & Mather,壳牌公司首推给您21种可以延长汽车寿命的方法,broke the taboo against comparative advertising Although comparative advertising had been used obliquely before, the government did not allow direct comparison until 1981 .,打破反
18、对比较广告的禁忌,We pluck the lemons, you get the plums,我们挑出毛病，你们获得精品,这部车子没有赶上装船，仪器板上放置杂物处的镀铬受到损伤，这是一定要更换掉的。你或者不可能注意到；但检查员克朗诺注意到了。在工厂里有3389人只负责一件事，就是在甲壳虫汽车生产的每一道过程严格检验。每天生产线上有3000个员工，而我们的品质管理人员却超过了生产人员。任何避震器都要测试，任何雨刷都要检查最后的检验更是慎重严格。每部车经过189个检查点，在刹车检查中就有一辆不合格。因此，我们剔除柠檬，而你得到好车。”,想一想小的好处。我们的小车不再是个新奇事物了。不会再有一大群
19、人试图挤进里边。不会再有加油生问汽油往哪儿加。不会再有人感到其形状古怪了。事实上，很多驾驶我们的“廉价小汽车”的人已经认识到它的许多优点并非笑话，如l加仑汽油可跑32英里，可以节省一半汽油；用不着防冻装置；一副轮胎可跑4万英里。也许一旦你习惯了甲壳虫的节省，就不再认为小是缺点了。尤其当你停车找不到大的泊位或为很多保险费、修理费，或想为换不到一辆称心的车而烦恼时，请你考虑一下小甲壳虫车吧!,金龟车广告,它虽丑，但它可以把你带到任何你要去的地方Its ugly. But it gets you there.,赫茨有一位竞争对手甘称自己位居第二，那我们还有什么好说的。 Hertz has a com
20、petitor who says hes only No.2. Thats hard to argue with.,不是犹太人，也会爱莱文,Memorable slogans,亨氏豆类食品数第一,Its finger-licking goodKentucky Fried Chicken,好吃得让你舔指头,我们会更加努力 When youre only No.2 you try harder. Or else -Wed be swallowed up. 当你处于第二位时，你就必须努力，否则的话，-我们就会被吞并。,Chapter 8 1975-1990 From Positioning to I
21、mage Building,1975-1990从定位到形象设计,The Late 1970s: Advertising Isnt Fun Anymore,70年代后期:广告变得索然无味,The hard-sell, product-oriented tactics of the 1970s gave way to a focus on more esoteric aspects of building a brand image in the 1980s.,Positioning: The New Game On Madison Avenue,定位：麦迪逊大街的新把戏,Write out st
22、eps of advertising positioning 写出广告定位步骤,The second step was to find some specific selling point and repeat it to the point of monotony,The first step was to give the product a memorable name,第一步是要给产品一个易记的名字,第二步要找出一些具有特征的销售点，并且不断重复以至于百无一变,mntni单调,干燥,无味,美国人喝七喜,万事蒸蒸日上 Americas turning 7up,slogan,它比帐本的寿
23、命还要长。 itll last longer than the payment book.我们离不开空气，土地和水。 Were committed to the air, land, and water.现在服用以后享用。 Drink now，Play later.滴滴香浓，意犹未尽。 Good to the last drop.,The pause that refreshes 享受清新一刻Does she -or doesnt she?是她-不是她？Tastes great, less filling 美妙口味不可言传A skin you love to touch 光洁肌肤，爱不释手,I
24、d walk a mile for a camel 我愿步行一英里买个骆驼百事，为思想永远年轻的人Pepsi, for those who think young今天你喝了没有？ Got milk?喝可口可乐，事事如意 Things go better with coke,二. The 1980s: Build a brand image,In the 1980s the number of companies involved went up as firms set out to enhance their image and increase sales.,到了80年代，越来越多的公司开
25、始注意树立自己的企业形象，以此增加销售量,（1）sponsor 赞助,（2）Public service campaign 公益广告,Global Brands And Global Advertising全球品牌和全球广告业,In developing a marketing strategy, advertisers have two basic options: a global strategy or a multinational marketing mix,在发展市场营销策略上，广告商家有两个基本选择， 全球统一策略和多国混合营销策略,保时捷：无与伦比,Its finger-licking good,好吃得让你舔指头,把你的手指头吃掉,Eat your fingers off,Chapter 9 1990S and Beyond The Media Revolution,20世纪90年代和未来 媒体革命,走你自己的路吧 （萨博 ）,Memorable Slogans,1990,真金不怕火炼,The most effective advertising strategies today are those that blend nostalgia , beauty, and familiarity with new technologies.,
