Unit 10 Advertising Execution 经典广告学英语课件合集.ppt

Advertising Execution In the advertising world, advertising execution refers to the form of completing advertisement. After the selling premise has been agreed upon and the “Big idea” has been developed, it must be translated into an ad, which professionals call an execution. Headline The headline is the most important thing an advertiser says to a prospect, adding to the visuals meaning and establishing the advertisers position. Benefit headlines - promise the audience that the product or service will be rewarding.﹫ News/information headlines - announce news or promise information.? Provocative headlines - provoke readers curiosity.? Question headlines - asks a question, encouraging readers to search for the answer in the body of the ad.? Command headlines - order reader to do something.?莫乱丢垃圾.wmv Some Classical Ad Headlines 1.Time is what you make of it. (Swatch) 天长地久。（斯沃奇手表） 2.Make yourself heard. (Ericsson) 理解就是沟通。(爱立信） 3.Engineered to move the human spirit. (Mercedes-Benz) 人类精神的动力。（梅塞德斯-奔驰） 4.Start Ahead. (Rejoice) 成功之路，从头开始。（飘柔） 5.A diamond lasts forever. (De Bierres) 钻石恒久远，一颗永流传。（第比尔斯） 6.Fresh-up with Seven-up. (Seven-up) 提神醒脑，喝七喜。（七喜） 7.Intel Inside. (Intel Pentium) 给电脑一颗奔腾的“芯”。（英特尔 奔腾） 8.Connecting People. (Nokia) 科技以人为本。（诺基亚） 9.For the Road Ahead. (Honda) 康庄大道。（本田） 10.Let us make things better. (Philips) 让我们做得更好。（飞利浦） Exercises A. True or false 1. To be effective, headlines should never be longer than seven words. 2. The key to good body copy are simplicity, order, credibility, and clarity. 3. A demonstration convinces an audience better but more slowly than an oral message. 4. Both the copywriter’s pyramid and the advertising pyramid use a similar , five-step structure, with only minor changes in terminology. Multiple Choice 1. Advertising appeal