案例分析--advertisement
文体学广告advertisement分析
Lexical features • simple choice of words: in the ad, the simple terms “wear”makes consumers feel as if were surrounded by fragrance.
Graphological features
• An elegant woman is accompanied with two gentlemen, which seems to mean that if we wear the Chanel No.5., gentlemen will be attracted by us as well.
• 3. rhetorical device employed : pun • “I wear nothing but a few drops of Chanel No.5.” means that “I only wear chanel no. 5 to sleep.",
it also has the meaning that “I doesn't need any decoration, just a few drops of Chanel no. 5.”
• Besides, when taking the pictorial part into consideration, When we see the woman who holding Chanel No.5 is so elegant, consumers think they will be as elegant as 梦露 is when they wear this perfume （香水）.
广告英语案例分析,八百字
CHIVASTHIS IS THE LIFE !Chivas Regal is a blended Scotch whisky produced by Chivas Brothers, owned by Pernod Ricard. According to the brand packaging, Chivas Brothers was first established in 1801 in Aberdeen, Scotland. The Chivas brand's home is Strathisla Distillery at Keith, Moray in Speyside, Scotland.In 2009, Chivas Regal launch a new global advertising campaign, to run across all continents. 'Live with Chivalry' was created by the Euro RSCG advertising agency. The campaign features TV, press, and outdoor advertising. In comparison with the spirit of 'Live with Chivalry', this one can be difined as ‘Liv ing in comfort’.Actually, it doesn’t take me much time to find this gorgeous and outstnding adertisement among innumerable ad resources on the website. Cause this piece of commercial advertisement is very impressive, especially to me. Obviously the target consumer of this blended Scotch whisky produced by Chivas is not a poor student student like me but these successful whitecollars. There are four sentences in this advertising text, among which the first three ones show us a leisurely and comfortable scenery—‘this is the stadium’,’this is the players’ and ‘this is the game’.They are all in simple words, but simple words really make sence. Combining with the vedio, you will find the stadium is an enchanting and poetic ice lake, the players are three middle-aged men and the game they are participating in is not a competitive activity but a relaxing one—fishing. You can imagine what a charming sight it is! I dare say every successful man will yearn for this serene lakes, relaxing game and, most importantly, the luxury CHIVAS, not just me.Following this three sentences comes the core of this ad—‘this is the life’. To us ordinary people life is easy. Apart from our daily work, we still own a lot of free time during which we can play sports, we can work out, we can go window-shopping, and we can do almost everything we want since we can afford it in the time. However, what about these successful middle-aged businessmen? They are not just living for themselves, they have a lot of business to cope with, they have numerous meeting to attend, and finally theycan spare rather little time to their family not mention to themselves. Besides the above busy job, nowadays these whitecollar men are still faced with rather heavy burdens in their work most of which are from intense competitions. Maybe they have been ranked in the list of upper-class gentlemen who earns a lot of money and owns very high social status, but most of them are still unhappy. That is why there are so many suicide cases among the whitecollar people around the world.But here in this piece of advertisement every successful whitecollar people will find the nature of their life—live for themselves and enjoy their life accompanied by CHIVAS. The subtext of this ad now is very clear: you want to relax, you want to be outstanding , and you want to enjoy your life. No problem! Even you donnot have time to going out you can still feel the easy of life. Cause when you are drinking this kind of blended Scotch whisky produced by Chivas you will find yourself strolling in a haven of peace, leaving behind nothing but earthly troubles and heavy burden just like the image the vedio present to you. Wanting to be special and wanting to be outstanding, the CHIVAS will provide you with a new way to make you different. Drinking this whisky you can have a experience of luxury tour that will remind you and inform others that you are the exalted one.In my point of view this advertisement are very fantastic, despite of the simple sentences and plain words. Although four sentences form the advertising text, only the last sentence displays the core of this advertisement—‘This is the life’. I guess many of us haven’t fully understood the meaning of this sentence. Maybe in the eyes of other people we are enjoying our life freely, but to ourselves we are still in the long journey of seeking the truth of our life. Cause we still have a lot of dreams to realize, we have a lot of desires to pursue and also We don’t want to ease our footsteps till one day when we are found unhealthy or no younger anymore. So everyone, I mean, not just a poor student like me or the successful whitecollar man need to know that it is high time to find the truth of our life and enjoy our life. We should not live for the sake of living. This advertisement of CHIVAS really helps me out. Though I cannot afford a bottle of this wine at present, I am still deeply convinced that one day I will be the one who drinks CHIVAS as a way to enjoy my life.。
广告案例分析
广告案例分析
一家知名的运动饮料公司在推出全新产品时，采用了一则广告案例。
该广告的主题是“更快速、更强大”，通过展示一位年轻运动员在进行高强度训练时的情景，突出了该产品对提高运动员体能和表现的作用。
首先，广告通过选取一位年轻、有活力的运动员作为代言人，从视觉上让观众感受到年轻世代的力量和追求。
这位运动员在广告中展示出了极高的运动能力，吸引观众的注意力。
其次，广告通过剧情的安排，展现了运动员在高强度训练中的机遇和挑战。
他在训练中一次次地超越自我，最终达到了自己的极限。
这一情节的设置，让观众可以真切地感受到该产品对于提高运动能力、战胜挑战的重要作用。
同时，广告还通过演员的表演和镜头语言，传递了一种阳光、积极的生活态度。
比如，运动员的笑容和挥动的汗水，都展示出他积极向上的精神状态，吸引观众对该品牌的认同感和购买欲望。
最后，在广告的最后，运动员喝下了该饮料，并配以强调“更快速、更强大”的文字宣传。
这种设计巧妙地将产品与运动员的优秀表现联系在一起，让观众对于这款运动饮料的效果产生了强烈的好奇心。
通过这则广告，该运动饮料公司成功地营造出了一种积极为人称道的形象，使观众相信该产品可以带来快速、强大的运动效
果。
整个广告在形式和内容上都非常精准地传达了该产品的核心卖点，既吸引了年轻人的注意力，又刺激了他们购买的意愿。
总之，这则广告案例凭借其生动的视觉呈现、引人入胜的剧情安排和积极向上的情感表达，成功地传达了产品的核心卖点，并吸引了目标受众的关注和共鸣。
通过这一案例可以看出，好的广告应该具有生动、真实、情感化的特点，才能更好地吸引观众的注意，提高广告效果。
广告的成功案例
广告的成功案例Advertising plays a crucial role in the success of a company's marketing strategy. A successful advertising campaign can greatly impact a brand's visibility, increase sales, and create a lasting impression on consumers. One such example of a successful advertising campaign is the "Share a Coke" campaign by Coca-Cola.广告在公司营销策略的成功中起着至关重要的作用。
成功的广告活动可以极大地影响品牌的可见性，增加销量，并在消费者心中留下持久印象。
可口可乐的“与可乐分享”（Share a Coke）活动就是一个成功的广告案例。
The "Share a Coke" campaign was launched in 2011 in Australia and New Zealand, and later expanded to over 80 countries worldwide. The campaign involved replacing the Coca-Cola logo on bottles with popular names and phrases, encouraging consumers to share a Coke with friends and loved ones. This personalized approach created a sense of connection and emotional appeal among consumers, leading to a significant increase in sales and brand loyalty.“与可乐分享”活动于2011年在澳大利亚和新西兰推出，后来扩展到全球80多个国家。
广告词的文体分析
有品位并光芒四射。
2. Frequent use of personal pronouns. Advertising in particular relies on targeting specific groups of readers,and one of the most frequently used ways in which advertising language addresses a set of readers is by using the direct address term "you". I don't understand how a woman can leave the house without fixing herself up a little - if only out of politeness. And then, you never know, maybe that's the day you have a date with destiny. And it's best to be as pretty as possible for destiny.
At the Grammarical Level
e of interrogative sentences. The advertiser begins and ends this ad with interrogative sentences."What is a journey?"and " Where will life take you?"It can catch the readers eyes and impress them deeply.
广告分析案例
广告分析案例广告是现代社会中不可或缺的一部分，它通过各种形式和途径影响着人们的消费行为和生活方式。
在这篇文章中，我们将通过一个广告分析案例来探讨广告对消费者的影响以及广告背后的商业逻辑。
首先，我们选取了一则汽车广告作为案例进行分析。
这则广告采用了高清晰度的画面和动感的音乐，展示了一辆全新的豪华轿车在风景秀丽的山路上行驶的场景。
广告中的车辆被精心打扮，展现出极致的奢华和性能，吸引了观众的眼球。
同时，广告还通过文字和声音介绍了车辆的各项性能和配置，强调了其安全性和舒适性。
整个广告充满了情感化的元素，打动了观众的内心。
其次，我们分析了这则广告背后的商业逻辑。
首先，广告通过高清晰度的画面和动感的音乐，营造出了奢华和激情的氛围，吸引了观众的注意力。
其次，通过展示车辆的各项性能和配置，广告试图让观众相信这款车是安全可靠且舒适豪华的。
最后，广告还通过美丽的山路和自然风景，将车辆和自然景观相结合，让观众产生了对自由、激情和奢华生活的向往。
这些元素共同构成了这则广告的商业逻辑，试图影响消费者的购车决策。
在消费者看来，这则广告通过情感化的手法和精心设计的画面，成功地激发了他们对奢华生活和自由激情的向往。
同时，广告还通过介绍车辆的性能和配置，试图让消费者相信这款车是安全可靠且舒适豪华的。
因此，这则广告对消费者的购车决策产生了一定的影响。
综上所述，广告是一种强大的影响力量，它通过情感化的手法和精心设计的画面，成功地影响了消费者的购车决策。
同时，广告背后的商业逻辑也值得我们深入思考，它揭示了广告商试图通过各种手段影响消费者的心理和行为。
因此，我们需要在接触广告时保持理性思考，不被表面的华丽所迷惑，从而做出理性的消费决策。
商务英语热门话题：Advertisement广告营销（一）
1.A: Is this the Black House Advertising Agency?请问您是⿊马⼴告公司吗？B: Yes, it is. May I help you?是的，有什么需要帮忙的？A: I’d like to talk with one of your consultants. I need some suggestions on how to market my product.我想和你们的顾问谈谈，我需要⼀些有关如何销售我公司产品的建议。
B: I’m a consultant. First of all, ....................我就是顾问，⾸先，您是做那⼀⾏的？A: We are a business suit company. We offer a variety of business suit.我们是⼀家西装公司，经营各式各样的西服。
B: Oh! Very good! Have you thought about advertising in newspapers and magazines such as Businessman? You can introduce your products to a special group of readers and attract their attention with eye-caching illustrations photos.啊！很好！您想过在报纸杂志⽐如（商⼈）上刊登⼴告吗？您可以将您的产品给特定的读者群，⽽且还可⽤抢眼的插图吸引读者。
A: I quite agree with you, but it’s said that advertising on radio is cheaper.我⾮常同意您的观点，但据说在⼴B: I see what you mean. But on one hand, we cannot advertise very long on radio because it is expensive. Time is very limited. On the other hand, people seldom listen to the radio now. Only very established, well-known companies can successfully advertise through radio.A: And what about television commercials?B: As we all know, of all the advertising media, TV is the most expensive but it attracts a large number of viewers because combines sound, movement and color together and people can see the real thing.A: I see. Maybe I should advertise our products in survey shows that people tend to rely more on personal sources for information on advanced products such as computers, and more on magazines for information ordinary products such as clothing and so on.B: That makes sense. You are certainly targeting specific customers such as businessmen.请试着翻译答案稍后给出~~。
广告案例范文
广告案例范文Advertisers are continuously striving to create successful and impactful advertisements that will resonate with their target audience. 广告商不断努力创造成功和有影响力的广告，以便与他们的目标受众产生共鸣。
The use of compelling storytelling, emotional appeal, and persuasive messaging are essential elements in crafting effective advertisements. 使用引人入胜的故事叙述、情感吸引和有说服力的信息传递是制作有效广告的必要要素。
By understanding the psychology and behavior of consumers, advertisers can tailor their advertisements to evoke specific emotional responses and connect with their audience on a deeper level. 通过了解消费者的心理和行为，广告商可以调整他们的广告，引发特定的情感反应，并在更深层次上与他们的观众产生联系。
One key element of a successful advertisement is the ability to evoke emotional responses from the audience. 一则成功的广告的一个关键要素是能够引发观众的情感反应。
Whether it’s through humor, sa dness, inspiration, or nostalgia, advertisers often use emotions to capture the attention of their audience and create a lasting impression. 无论是通过幽默、悲伤、灵感还是怀旧，广告商经常使用情感来吸引他们的观众的注意力，创造持久的印象。
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牛津高中英语Module 4 Unit 1Advertisements 阅读教学案例江苏省南通市启秀中学明永红一、教学内容分析：这是译林版《普通高中课程标准实验教科书·英语（必修）4》第一单元Reading部分的第一课时的教学内容。
本单元的话题是Advertisements。
Reading提供的教学材料，是不同类型的广告，利于学生了解各种广告的实际意义以及公益广告对我们日常生活的启示。
二、学情分析对advertisements这一题材，学生会显示出浓厚兴趣。
日常生活中，广告无处不在，时刻影响着我们的生活，对教学的开展十分有利。
通过高一上半学年的学习，学生已具备了一定的词汇量，具有一定的听说阅读能力，便于开展多样化的课堂活动，为写作能力的发展打好基础。
高一学生已经具备一定的自主学习能力。
结合教师所提供的广告图片和阅读材料，学生能准确辨认广告类型，了解课文大意，自如回答相关问题。
但是由于学生的阅读技巧不够，抓重点、提要点不会太准确。
在教学过程中，教师要通过多种方法有效引导。
三．教学目标语言知识：掌握与广告相关的词汇、短语, 判断出广告的类型, 理解广告的意义、内涵，分析文章的文体特征和语篇要素．语言技能：学会快速抓文章主旨大意，提高自主性阅读理解能力。
通过小组讨论等活动，提高运用目标语进行口头和书面表达的能力。
学习策略：在寻求、分析和解决问题的过程中，获取学习经验，形成自主探究的学习策略。
小组活动中学会倾听并理解他人，增强语言技能，培养合作学习的策略．情感态度：营造宽松和谐的教学氛围，激发学习兴趣，培养积极踊跃的学习态度。
通过对广告的可靠性进行反思和评价，提高评判能力和价值观。
四、教学准备1 有关公益广告和商业广告的图片（商业广告：牙膏、食品、电脑、航空公司……公益广告：地球日、吸烟有害健康、禁毒、希望工程、知识改变生活……）2 课前五分钟准备一则有关牙膏广告的短剧3 录音机五．设计思路《普通高中英语课程标准》指出：高中英语课程的设计与实施有利于学生优化学习方式，使他们通过观察、体验、探究与积极主动的学习方法，充分发挥自己的学习潜能，形成有效的学习策略，提高自主学习能力。
因此，秉承以学生为主体的原则，要创设情境，引导学生们正确运用英语，贯穿自上而下的阅读模式，提供自主、合作、探究的学习方式，发挥教师作为课程的创造者和参与者、课堂活动的组织者和引导者的作用,充分调动学生学习英语的积极性, 激发他们完成各种设定任务的热情.整个教学过程以学生的活动为主，教学重点是培养学生的阅读技能和技巧。
同时提高学生运用所学知识解决问题的能力。
在读前活动中，为了增添课文的趣味性，笔者首先请几个学生表演牙膏广告的短剧，引出第一个讨论话题——商业广告的实质，以引起学生的好奇心, 激发学习英语的内驱力；读中活动的目的是培养学生的阅读能力，提高其学习能力，改善其学习策略。
因此，我设计寻找段落主题句、学生自问自答、任务型阅读、区分不同广告四种类型的课堂活动，旨在培养学生概括文章大意，理解文章细节以及推理判断的能力，充分发挥学生创造性思维能力和发散思维能力；在读后活动中，通过小组讨论，引导学生积极思考，发展自主、合作学习能力，培养分析问题、解决问题的能力；总结部分通过引导学生分析文章的结构，帮助他们获得写作方面的技能，为书面表达能力的发展奠定基础。
六、教学过程I. 读前活动Step 1. Lead – in1. Point to the pictures on the wall , get the students to answer the questions below .Are these common pictures ?Where can you find the advertisements ?Would you like to enjoy a short play about a toothpaste advertisement ?2. Put up a toothpa ste advertisement which says ‘Bright-teeth fights bad breath !’on theblackboard;Ask some students who are good at performance to act out a short play .Ask a student whose pronunciation is good to read the explanation of the play：Jimmy is a handsome boy , but he has bad breath . One day , he saw a toothpaste ad saying ‘Bright teeth fights bad breath !’ He was so excited at it that he bought a lot of toothpaste. Then he brushed his teeth with it three times a day . A month later , one of his friends came to visit him . Jimmy thought the toothpaste must have cured his bad breath, so when he was talking with his friends , he stood very close to him. However ,…3. Get the students to think about the questions below.Do all the advertisements tell the complete truth ?What can you learn from the play ?[ 设计意图]特级教师于漪说过：“在课堂教学中，要培养激发学生的兴趣，首先应抓住导入课文的环节，一开课就要把学生牢牢地吸引住。
课的开始好比小提琴家上弦，歌唱家定调，第一个音定准了，就为演奏和歌唱奠定了基础。
上课也是如此，第一锤就应敲在学生的心灵上，像磁石一样把学生牢牢地吸引住。
”为了激起学生的学习兴趣，笔者采用了“情境展现”教学法，用英语短剧表演导入课堂。
因为“表演”法对课文的诠释，能让学生有种“情境即在眼前”“我即在情境中”的感觉，使学生进入一个能“见人、闻声、观境”的境地。
这种客观的教学情境引人入胜，有较强的直观性、科学性和趣味性，使学习者在不知不觉中愿意参与课堂活动。
英语短剧的设计使严肃的课堂变成了生动活泼的舞台，创造出有利于学习的和谐活跃的气氛。
创设有利于学习者建构意义的情境，能反映新旧知识的联系，促进学生的思维联想，利于学生对知识的重组和改造，帮助学生知识的固化和顺应。
此外, 利用真实性的情境、构建有利于情感交流的环境，还能减轻学生的恐惧感，引起学生的注意。
阅读文章的内容源于生活又高于生活，教师在突显课文的趣味性和意境的优美性的时候切不可忽略实际，应当将课文内容与生活实际有机地联系在一起。
因此笔者配合短剧提炼出以上两个问题。
这样既能发挥情境的作用，又能避免“浅尝辄止”，使情境沦为课堂教学的“摆设”。
问题一的设计直接导入课题Advertisements，而成功的短剧表演就象一把提示的“钥匙”，为学生们打开了“心锁”；问题二有一定的认知难度，与即将学习的知识密切关联。
有争论价值的问题的提出，能激发学生的好奇心和求知欲，引起全体学生的深层思考，不仅为下面的阅读作好铺垫，还适当扩充了学生的词汇量。
II. 读中活动Step 2 Read paragraphs 3—41. Read the two passages carefully and try to find out some facts used in the passages.an example about a toothpaste adan example about a food ad2. Scan paragraph 4 and get the main idea of the paragraph[ 设计意图]分析课文找出主旨大意是提高学生阅读技能的一种方法，也是高中英语教学中的一个重要任务。
有了前面背景知识的铺垫，学生对课文内容已有一定了解。
在这个基础上，笔者设计寻找主题句的任务。
通过学生的练习，教师有意识地把语言知识和语言技能有机地整合起来。
而且这段文字非常具有典型性，适合让学生进行主题句判定的训练。
主题句的位置往往位于段落的首句或尾句，在第四段中，首句和尾句前后呼应，突出点明了文章的中心。
S tep 3 Read paragraph 21. Get the students to read paragraph 2 quickly , then ask them to ask and answer the questions in pairs with the given question wordsWhat … ?Where … ?How many types … ?What’s the difference between … and … ?[ 设计意图]传统教学中，教师问、学生答成为一种固有的模式。
而教学是一个动态的变化过程，这就要求提问的方式灵活机动。
笔者精心设计了一组紧扣课文的问题，改传统的教师问学生答的形式为学生相互之间的问答，可以帮助学生提高其主动探究问题和解决问题的能力。
通过改变提问的方式，让师生的单边活动变成生生互动的动态过程。
学生沿着教师预设的思路步步深入，有利于学生从多个角度来考虑问题，并培养学生独立思考问题的能力。
优化学生学习的方式是新课程改革的主要方向，教学活动设计要遵循以学生发展为本的理念，使学习的过程成为学生主动思维、大胆实践、形成自主学习能力的过程。
[ 设计意图]图式的运用有助于化繁为简，一目了然。
利用图表解释知识，远比只靠文字解析容易得多。
通过填写表格可以帮助学生清晰地区别商业广告和公益广告，达到任务型阅读的目的。
为了使活动顺利进行，笔者让学生用评定星级的方式来评判商业广告和公益广告的可靠性。
这样既可以降低任务的难度，又可以增添课堂的趣味，也使学生在增强自我效能感的同时进一步激发起学习热情。
3. Distinguish exerciseGet students to identify whether the advertisements are commercial advertisements or public service advertisements .[ 设计意图]教育经验告诉我们，学生之间的差异是客观存在的。