英语presentation—广告创意.ppt

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. ? 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: 1.Information （提供信息） 2.Persuasion （争取顾客） 3.Maintenance of Demand （保持需求） 4.Creating Mass Markets （扩大市场） 5.Quality （确保质量） ? persuasion n. 劝导，说服 What is the Advertising Creativity 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． ? 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 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. ? 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. ? 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. Adv