关于广告的英语作文

关于广告

Advertisements are getting their way into people's lives. People depend on advertisers in their daily lives because they are consumers. The advertisers are always manufacturers. Sometimes they are salesmen. Their merchandise needs advertising. Thus nearly every product is advertised. To some extent, good advertising means success while bad advertising can means failure.

There are many ways to advertise and 'ads' come in different forms. Newspaper carry advertisements. Some products are announced on TV and radio which have a wide audience. Billboards also carry advertising. Advertising is a big industry now and many agencies are set up to furnish a variety of services for it.

第二篇：广告英语作文

politeness principle theory In English advertising

we often found many advertising closely related with the politeness principle theory in English advertising. The politeness principle theory is point that the impolite information to the minimum degree express abate under the same conditions.

Leench put forward that the politeness principles make up of six criteria,they are Tact maxim，Generosity maxim，Approbation maxim，Modesty maxim，Agreement maxim，Sympathy maxim.Leench suppose ,the polite phenomenon in language is these standards interact to produce joint effect.

The first principle is Tact maxim，It means that it increase the benefit to others, reduce the others' pay. For example，the advertising ‘now，four Seasons luxury in a village rental.’And the another one which also is renting and leasing vertising is ‘better than a holder.Luxury suites，elegantly furnitured with daily maid & linen service.Complimentary membership for Pool &Health Club.Available on long or short term leases. ‘ Two ads as to the audience showed consumers will get the greatest benefit.when you rent or buy the house, you can get the good service and enjoy a comfortable environment.

The second rule is Generosity maxim，It is the meaning of decrease as far as possible to their own benefit, for their pay increase. We often find English advertisement which depreciate advertising usually use that criteria. For example,’ All for Sales. 80%/70% off.’and’ Sale! Up To $3 Off.’they all propaganda sales and Merchants pay below cost or lose sales.They publicize that they really made a great concession and pay.it will make consumer thinks and fell it get great benefits. But the price of products is not to go down too much, it is just a strategy which businessmen use.

The third rule is Approbation maxim.. it is also use widely and it is very in our daily life ,It means that it raise pintentionally the products or a part of products’ advantages of the advertising. For example, a perfume

advertising says to ’the most unforgettable in the world wear revlon’and‘sensual,woody,floral.The women’sfragarance that evokea the timeless essence of fomance.Romance was created for the woman who believes in true love,affection,warmth and toge therness.’ It praised this scent sensual, woody, with floral and propaganda says women use this type of perfume can embody romantic essence.

There is famous advertising around the world, ‘W e re only Number 2. We try harder’. It is a trucking companies advertisement. Just started to build, the

company behind other large companies，so they propaganda that they are only Number 2. So it can easily get consumers recognition.. when the

company become the Number 1 in which area, it still stuck to publicize this AD.It make consumer think this company modest and it will improve their service quality..this ad use the fourth maxim which is Modesty maxim. The fifth rule is Agreement maxim.It is also very important of ads.it often use the consumers identificated of an object to Identificate some

advantage of products.such as that ad ‘Stay on top of your shipping needs Greeter profitability through greater efficiency.’and ‘We expect a lot of ourselves. You can, too.’ They all make consumers to approve such services.

The last principle is sympathy maxim . He is showing the shortcomings of person or object to get consumers sympathy and resonance. Finally it will propaganda the product or service can help you. There is a brand fitness equipment’ad which is’ No body is perfect’.It tell all people that all people’s body is not perfect,but our product will help you to make your body change better . Of course it also have many examples, I just remember little.

In short, these six principle is our daily life can often find.they also have their rules, Whichever principle， if we can use it very good in English advertising, it will be plays a large role for product sales,

广告策划案例分析

食品--果冻的广告策划

一种新产品问世, 要力求达到大量销售的目的, 必需要做广告, 而广告代理商的策划好坏便直接关系到该产品能否在市场打开销路, 占得一席地位, 甚至在同类产品中, 获得后来居上的优势?

经过了近30年的努力 , 今日我国的广告界中, 已有几家经营得制度化的广告代理业者。新产品的销售广告计划, 如能充分信任这些广告代理业商, 委托这些广告公司负责做广告策划，充分接受广告代理公司的建议, 往往会收到意外良好的市场效果。

'果冻'这种新产品, 在去年夏秋两季, 所创造的巨大成功,就是基于成功的广告策划而形成的一个很好的实例。 这种新产品的制造者 ( 广告主 ) , 在产品研制到达可以问世的标准后, 就将整套的广告工作, 包括对产品的命名、包装设计、商标设计、市场研究、广告的步骤等, 全部委托××广告公司代理。××广告公司接受了这样整套的工作, 深感责任重大, 倾全力来为广告主研究设计。

首先, 他们会同广告主, 列出了新产品在市场中的竞销对象, 是冰淇淋、冰棍、水果等等。在详加分析比较后, 找出新产品有几项优点: 它是和很多水果一样, 都不含淀粉, 在营养和味道方面, 亦胜过冰淇淋。它又和冰淇淋一样, 在凉快和简便性方面, 胜过水果, 而且能止渴, 同时也较之其他产品卫生。

根据这些优点, 广告公司举行了'动脑会议', 这是广告策划工作中非常重要的一个步骤。在这个会议上，首先研讨为产品命名。开始由大家分别提供了 50 余个名称, 第二步, 从其中选出了 3 个。最后, 再从这 3 个名称中, 选定这个新颖, 读来顺口易记, 亦符合产品本质的名称一一 '果冻'。

接着, 广告公司又研究确定了几个工作重点: 对于广告诉求, 决定以'零下 40 度的 滋味 '7 个字为重点、为标题。 这 7 个字是策划中非常精彩的一笔，它的确可列为广告标题 ( 诉求点 ) 中的佳作。它的创意构想非常出色, 不尽包含了产品的各项优点，而且十分新颖独特。

对于销售对象, 广告主所提出的主张, 是以成人为主；而广告策划者所提出的研究结论, 是以儿童为主。广告主和广告策划者, 双方曾为此多次讨论。在广告策划者的恳切建议下。广告主接受了广告公司所提出的诉求对象, 最终确定为'儿童'。

对于商标, 广告主在广告公司所设计的多种图案中, 最后选定一个简明的'c'字图案为商标, 使消费者容易记认。同时这个字图也代表了厂商的名称。广告公司同时提出, 应再选取一个代表商品的形象, 使消费者一看到这个形象就会想到这种商品。选择了多次, 终于选定一个在日本很流行, 有两个大耳朵和胖得可爱的米老鼠为形象。

对于包装, 广告公司则遵照了广告主的主张,以 塑料袋为主, 配合美观精致的米老鼠图案, 剌激消费者对它产生'一见就喜爱'的感觉，而有了这个感觉, 消费者的购买欲亦自然而然地会随之产生。

对于售价, 广告主决定为每个只售一元。这种售价, 极适合一般消费者的购买力。亦增加了广告代理业者, 执行广告必能获得成功的信心。

对于广告媒体的选择运用, 策划决定先以报纸、电视、售点广告为主, 并编制了广告歌曲应用在电视广告中, 以引起孩童们的注意和学唱。

按照该策划的实施步骤，在一切准备完毕, 便开始做区域性的销售。先从南方地区起试销, 竟然一鸣惊人, 销数直线上升, 深深引起冷饮业的重视。其旺销之势, 连广告主亦感到意外。一个说后, 销路扩展至中南部地区, 三个说后,已进入夏季，进而再扩大至北方地区, 并

渐渐遍及全国。广告主在这一套计划中, 虽然支付了 80 万元左右的广告费用, 却很顺利地运成大量销售的目的, 亦获得了超出当时预计的经营利润。

从这个实例中 , 我们可以看出, 广告主与广告代理业者的坦诚合作, 是造成这种新产品成功的最主要因素。广告主非常尊重广告代理商所提供的研究和计划, 广告代理商受到这 样的鼓励, 亦尽心尽力为广告主服务。

在产品销售期间, 广告公司的策划人员, 在欣赏我国女乒, 在世乒赛中大获全胜的电视实况转播时, 引起一个灵感。随即打电话给广告主, 建议他把握机会, 在各报刊登庆祝广告, 进一步拉拢新产品和消费者之间的感情, 广告主认为这一建议很有价值, 立即同意。次日, 各报的第一版, 便出现了××果冻庆祝女乒光荣胜利的广告。许多消费者, 都认为这是一则很够感情的广告, 使新产品又获得了一阵良好的广告效果。

此外, 广告主所选择的销售路线, 亦甚精确。他们尽量减少委托各地点心店销售, 因为这和点心店自制自销的产品有冲突。广告公司策划则改为委托各地的小卖店、杂货店、食品店代销。在这些店里, 都布置了销售点广告, 深能引起路人注目。广告跟上了，销售终端愿意推销，这样又形成了双赢的局面。与此同时, 这种产品的售价虽低, 包装则极精美, 更易被境况富裕的高级家庭和上流交际聚会场所采用。

还有，我们可以从此案例中得到一点启示：假如当时的广告主把广告代理商只看作是广告美术设计者，只看成是办理广告刊播手续的承办者，不重视现代广告代理商所具备的功能和能力，就不会获得如此巨大的经济效益和社会效益。

Advertising Planning Case Study

Food - Jelly's advertising campaign

A new product introduction, we must strive to achieve the purpose of a large number of sales, will need to advertise, and advertising agencies in the planning will be directly related to the quality of the product can sell in the open market, occupying a seat position, even in similar products to obtain the advantages come from behind?

After nearly 30 years of efforts, China's advertising industry in today, there are a few of the advertising agency business was institutionalized industry. New product sales advertising program, if fully trust the ad agency business, commissioned by the advertising company responsible for advertising planning, advertising agency to fully accept the recommendations, often receive unexpected good effect on the market.

'Jelly' this new product, in the summer and fall last year, created a huge success, successful advertising campaign is based on the formation of a good example. This new product manufacturers (advertisers), you can come out in the product development to reach the standards, it will be a full set of advertising, including product name, packaging design, logo design, market research, advertising, steps, etc., all × × commissioned advertising agency. × × advertising companies to accept such a package of work, heavy responsibility, making every effort to research and design for the advertisers.

First, they in conjunction with advertisers, lists of new products in the market in the Competition of the object, is ice cream, popsicles, fruit, and so on. In the detailed analysis and comparison, to identify new product has several

advantages: it is the same and a lot of fruit, do not contain starch, in terms of nutrition and taste, but also better than ice cream. It and the ice cream, as in cool and simple terms, than fruits, but also to quench thirst, but also to health than other products.

Based on these advantages, the advertising company held a 'brain meeting', which is advertising planning a very important step. At this meeting, the first seminar for the product name. We were started by providing more than 50 names, the second step, selected from among the three. Finally, from these three names, selected this novel to read easy to read and easy to remember, also in line with the nature of the product name of eleven 'jelly'.

Then, the advertising company has identified several research priorities: For advertising appeals, decided to 'minus 40 degrees

'7 Words taste focus for the title. These seven words is planning a very exciting, it really could be classified as ad title (selling point) of the masterpiece. It's a very good creative ideas, not the merits of products includes, but is very unique.

For the target group, proposed the idea of advertisers, is adult-oriented; and advertising planners proposed findings, based mainly children. Advertisers and planners, the two sides have discussed this many times. In the advertising planners sincere advice. Advertisers advertising company accepted the demands made by the object, eventually identified as 'children'.

For trademark, advertisers advertising company in a variety of design patterns in a concise final selection of the 'c' word pattern as a trademark, so that consumers can easily bear. At the same time the word graph also represents the company's name.Advertising companies also suggested that representatives should then select a product's image, so that consumers will think that this image of this commodity.Choose a number, and finally selected a very popular in Japan, there are two big ears and fat as a Mickey Mouse image was lovely.

For packaging, advertising companies have followed the idea of advertisers to plastic-based, with beautiful and delicate pattern of Mickey Mouse, it produces stimulate consumers 'saw the love' feeling, and with this feeling, consumer those who desire to purchase will also naturally follow.

For the price, advertisers decided to sell only one yuan each. This price, very suitable for general purchasing power of consumers. Also increased the advertising agency industry, advertisers will be able to implement the confidence to succeed.

For the choice of advertising media to use, planning decided to newspapers, television, point of sale ads, and produced jingles used in TV advertising, to attract children's attention and learn to sing.

According to the planned implementation steps, in all ready, they started a regional sales. South from the start test marketing, even amazed the number of sales soared, causing cold deep industry attention. Its strong sales trend, even advertisers are surprised. One said, the market expanded to central and

southern regions that after three, has entered the summer, which can then be extended to the northern region, and gradually throughout the country. Advertisers in this set of plans, although 80 million to pay the advertising costs, a large number of very successful sales operation into the purpose, it also received in excess of operating profit was expected.

From this example, we can see, advertisers and advertising agency industry's frank cooperation, contributed to this most important factor in the success of new products. Advertisers, advertising agencies provide great respect for the research and planning, advertising agencies have been so encouraging, but also dedicated services for advertisers.

During the sales, advertising planners, in appreciation of our NvPing, victory in the World Championships in live television broadcast, causing an inspiration. Then call the advertisers, suggested that he take the opportunity to celebrate the publication of the newspaper advertising, new products and further draw the feelings of consumers, advertisers believe that this proposal is valuable, immediately agreed.The next day, the newspaper's first edition, there appeared Nvping × × jelly celebrate the glorious victory of advertising. Many consumers think that it is a very emotional enough advertising to make the new product was given a burst of good advertising effect.

In addition, advertisers choose the sales line, are also quite accurate. They commissioned a local pastry shop to minimize the sale, because this pastry shop and sell products made from the conflict. Advertising companies are planning to commission over the tuck shops, grocery stores, food stores consignment. In these stores, have arranged a point of sale advertising, deep can cause passers-by attention. Keep up with the advertising, marketing terminal is willing to sell, so they form a win-win situation. At the same time, although the low price of this product, packaging is very beautiful, the situation is more susceptible to upper class families and wealthy high-level meeting place for communication use.

Also, we can get some inspiration from this case: If it were the advertisers to advertising agencies, advertising art only as a designer, just published, broadcast advertising as procedures for contractors who do not attach importance to the modern advertising agency have the features and capabilities, it would not be such a huge economic and social benefits.