What is advertising
Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, rvices or ideas by identified sponsors through the various media. (Advertising Marketing Association, AMA)
Two basic types: Informative advertising and Persuasive advertising.
From the definitions above, we can e that advertising is a communication that
1.us verbal and nonverbal elements structured and compod to fill predetermined space
and time formats that the sponsor controls.
2.is a non-personal communication of information becau advertising is directed to groups of
people in stead of individuals.
3.is usually paid for advertising by sponsors.
4.is usually designed to win consumers through persuasion.
Consumer Behavior & Advertising Strategies
The study of Consumer Behavior focus on the decision-making process and acts of people involved in the acquisition, consumption, and disposition of goods, rvices, activities, and ideas.
消费者行为反映了消费者个人或群体获得、消费、放弃产品、服务、活动和观念的所有决策过程及其行为
消费者行为研究方法大致可分为两大类：实证主义（positivism）和阐释主义（interpretivism）
其他一些口语化表达的广告英语例子：
行车记录仪哪个牌子好1、Just do it. 想做就做。（耐克运动鞋）
2、The taste is great. 味道好极了。（雀巢咖啡）
3、Let's make things better. 让我们做得更好。（飞利浦电子）
4、Unlike me，my Rolex never needs a rest．(手表广告)
Live well, snackwell. 美好生活离不开香脆的饼干。(斯耐克威尔士饼干)
Shanghai TV — Seeing is believing.
有目共赏。(上海牌电视机)
My goodness! My Guinness!
(我的天！我的健力士啤酒！)
Focus on life. (Olympus)
瞄准生活。（奥林巴斯）
Lexus: the relentless pursuit of perfection
凌志汽车：追求完美永无止境
It gives my hair super shine，super body，and leaves it smelling fresh as a meadow.
马铃薯炖肉它使我的头发质地柔软、熠熠生辉，恰似绿草地一般，清新芬芳。
With an ordinary facade but splendid interior decor，Royal Palace known as one of the most expensive apartment in Beijing．
(北京房产Royal Palace广告)
Hydrofirming Eye Treatment works at night with the restorative powers of sleep so that skin feels more and more elastic after just two weeks．(雅芳醒肤眼霜：令眼周肌肤一夜回复生机，变得饱满柔润，富有弹性。
Dannon酸奶
You can give your family ven important benefits every day just by rving delicious yogurt, such as Dannon yogurt To e how you can help your loved ones live a healthier lifestyle, take a look at the benefits below!
在翻译简单动词时，可以直接翻译。
如“We make it simple. ”(Honda 汽车广告)
可译成“一切变得很简单。”
也可采用意译。如“Ask for More. ”(摩尔香烟的广告)
译成“再来一支，还吸摩尔”。
还可以套用四字结构。
“Choo once ,choo well . ”
译成“随便挑选，保君满意”。
牛膝茎叶We lead, others copy．(理光打印机：我们领先，他人仿效。)
We integrate, you communicate．(三菱电工：我们集大成。您超越自我。) Spoil yourlf and not your figure．(Weight—Watcher冰淇淋：放心地吃吧。
别担心体重。)
She usually complains about my anniversary gifts, but this years he is going to smile．(香水广告)
It says what it does. it does what it says
言行一致，说到做到(李斯德林漱口水)
The first ever, the last you'll never need
一朝拥有，别无所求(精工手表)
You press the button, we do the rest.
乔迁送什么礼物你只需按快门，其余的我们来做(柯达相机)
We integrate, you communicate.
我们集大成，您超越自我（三菱电工）
The Milk Chocolate Melts in Your Mouth, Not in Your Hand.
我们的牛奶巧克力只溶在口，不溶在手。（玛氏公司）
Money is not everything，there’s Mastercard& Visa.
钞票不是万能的，有时还需要信用卡.
Not all cars are created equal.澳门街市
并非所有的汽车都有相同的品质。(三菱汽车)
Anything is possible. 没有不可能的事。(东芝电器）
That taste is great ！味道好极了！（雀巢咖啡）
Give a Timex to all, and to all a good time.
给君一块'天美时', 快乐时光伴随你（天美时表）
When your taste grows up, Winston out—tastes them all．
随着你的鉴赏能力的提高，您会觉得温丝顿香烟味道超群.
We lead．Others copy.（理光复印机）
Impossible made possible．（佳能打印机）
Good to the last drop.（麦斯威尔咖啡）
The taste is great. （雀巢咖啡）
Intelligence everywhere.（摩托罗拉手机）
二、经常采用祈使句
Take time to indulge．（雀巢冰激凌）
Come to where the flavor is．
Marlboro Country．光临风韵之境——万宝路世界。（万宝路香烟）
Ask for more. （百事流行鞋）
Feel the new space. （三星电子）
四、大量使用名词性短语
Chocolate You.爱巧克力哟！（LG 手机广告）
The Orangemostest Drink in the World.世界上最最纯正的橙汁饮料。
七、大量采用省略句
Safe，Easy, Quick & with Fun!(家用食品广告)
Fits the man (Marlboro classics)
4
Types of brand names
Some of them are:
Initialism: A name made of initials such as UPS or IBM
Descriptive:Names that describe a product benefit or function like Whole Foods or Airbus
Alliteration and rhyme: Names that are fun to say and stick in the mind like Ree's Pieces or Dunkin' Donuts
Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
Foreign word: Adoption of a word from another language like Volvo or Samsung
Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
抄外汇Foreign word:Adoption of a word from another language like Volvo or
Samsung
蜂蜜加什么去皱纹Founders' names:Using the names of real people,and founder's name like
Hewlett-Packard or Disney
Geography: Many brands are named for regions and landmarks like Cisco and
Fuji Film
Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker.
1.Lux®
Originally called Monkey Brand for a soap produced by Unilever. Changed to LUX in 1899.
* derived from Latin luxe, meaning sunshine, conveying n of elegance and grace.
2 Acer ®
Coming from ‘acer’, a Latin word, meaning ‘excellency’.
Derived from ‘ace’, meaning ‘highest, No. 1’ in English.
3 Nova
Nova is the brand name of a car produced by Chrysler of US.
4 Kool-Aid
Kool-Aid is a famous brand name of a drink produced by General Foods of America. This name is highly suggestive of the product it designates. It comes from kool (deviated from cool) and aid. Semantically it says that the drink can help you cool.
5 Tropicana
A brand name of fruit rial products.
Its formation is easy to look: tropical banana.
6 Panasonic
Japane brand name for electronic products.Coined from pana and sonic.
Pana- means panorama, sonic is Greek word for sound.
7 Electrolux昆明到北海
A Swiss electrical appliance manufacturer.
Good mantic meaning to brand electrical products
8 Carnation:
the name of a flower that we always nd to mothers.
9 Shangri-La:
the name of a legendary place in Tibet, a beautiful and peaceful paradi.
Company founders
1 Gillette
the top brand of men’s shaving utensil, was named after King Camp Gillette, product inventor and company founder.
2 Levi’s jeans
first appeared during 1860s, is a symbol of clothing culture. Named after a German immigrant, Levi Strauss, who made this kind of hard clothing for gold miners during the Gold Rush in American history.
家乐氏
Car brand names
named from the company founders.
Ford, Chrysler, Benz, Rolls-Royce, Porsche, Renault, Citroen, Ferrari, etc.
1.1.2 Product inventor
1.1.3 Myth personal names
Other interesting myth brand names in West
