我从广告中学到了语文

——推销皇冠牌香烟广告词

——Advertising words for promoting crown brand cigarettes

〔赏析〕香烟有毒，抽烟对人体有害，因而抽烟不宜提倡，应该禁止，但香烟也是一种产品，必须推销。如何解决这个矛盾呢？皇冠牌香烟的广告词可谓巧妙之极。广告词只有12个字，内容却很丰富，它既宣传了禁止抽烟这一主题思想，又达到了推销和赞颂皇冠香烟的效果。一方面是宣传的积极，包括皇冠牌在内所有香烟都在禁止之列，而且态度坚决；另一方面是推销的积极，皇冠香烟虽然也在禁止之列，但毕竟与众不同，如果要抽的话是皇冠，给人以很大的诱惑力。这两方面和谐地统一于一个简短的语句中。

[appreciation] cigarettes are poisonous and harmful to human body, so smoking should not be advocated and should be banned, but cigarettes are also a product and must be promoted. How to solve this contradiction? The advertising words of crown brand cigarettes are extremely ingenious. There are only 12 words in the advertisement, but the content is very rich. It not only publicizes the theme of no smoking, but also achieves the effect of promoting and praising crown cigarettes. On the one hand, it is a positive publicity, including the crown brand, all cigarettes are prohibited, and the attitude is firm; on the other hand, it is a positive promotion, crown cigarettes are also prohibited, but they are different after all, if you want to smoke, it is crown, which gives people a lot of temptation. These two aspects are harmoniously unified in a short sentence.

——吸引公众注意的技巧

——Skills to attract public attention

国外有一饮食店，门前摆了一个大酒桶，引人注目地写道：“不许偷看！”但无遮无拦，路过的行人都禁不住好奇心的驱使，停下脚步往桶里看个究竟。谁知里面又有一张纸条，上写：“我店有与众不同、清醇芳香的生啤酒，一杯五元。请享用。”一句“不许偷看”，引起了所有人的注意力。

There is a restaurant in foreign countries. There is a big barrel in front of the door. It says conspicuously, "don't peek!" But there was no shelter, and passers-by could not help curiosity, stopped and looked into the bucket. Who knows there is another note in it, which says: "my shop has a different, fresh and fragrant draft beer, a cup of five yuan. Please enjoy. " A sentence "no peeking" attracted everyone's attention.

当今做广告的人，一般都感觉到最关键、最困难的问题，是如何接触到他们试图要施加影响的人。心理学家们曾把教师传播信息与广告商传播信息作过比较。认为教师虽然不一定能使学生接受他的观点，但能保证学生都能听到他的观点，因为学生必须上课；而一个做广告的人要花费大量的金钱，绞尽脑汁才能达到同样的效果。他必须选择某种传播媒介，例如电视，他要找到一个大家都爱看的节目，并且保证在做广告时人们不离开座位，不调换频道。即使这一切都成功地达到了，他还是只接触到期望中很小比例的观众——他如果选择了电视上最流行的节目，也只占有看电视人口的30%。普通报纸的社论也只有25%的读者读到它，何况这一切在一般情况下做不到。广告与听(观)众的接触是一种低水平的接触。

Today's advertisers generally feel that the most critical and difficult issue is how to reach the people they are trying to influence. Psychologists have compared teacher information with advertiser information. Although the teacher may not make the students accept his point of view, he can ensure that all the students can hear his point of view, because the students have to attend classes; and an advertiser has to spend a lot of money, racking his brains to achieve the same effect. He has to choose some kind of media, such as television, to find a program that everyone loves to watch, and to ensure that people do not leave their seats or change channels when advertising. Even if all this is achieved successfully, he only contacts a small proportion of the expected audience - if he chooses the most popular program on TV, he only accounts for 30% of the TV watching population. The editorials of ordinary newspapers are only read by 25% of the readers, not to mention that they can't do it in general. The contact between advertisement and audience is a kind of low level contact.

这种低水平接触的一个重要原因在于听(观)众有种逃避广告的心理。不但在听(看)到广告后会自然产生一种抗拒心理来抵制广告，就是在听(看)到广告的那一刹那，他们也采取一种回避态度，充耳不闻或转移开视线。这种现象在心理学上得到了解释，人们对外界事物并不是事事注意的。外界事物的信息到达人的信息接受器官那里时，并不能畅通无阻地被接收，人总是有选择地接收他想要接收的那部分信息，对于他不想接收的那些信息，则采取一种排斥态度，广告，常常就属于人们所排斥的信息中的一种。所以，广告宣传战要想获得胜利，首先第一个战役就是要吸引听(观)众的注意，让他们听(看)到广告，并注意广告的内容，只要做到了这一步，才有下面第二步、第三步成功的可能。

An important reason for this kind of low-level contact is that the audience has a kind of psychology of avoiding advertising. Not only when they hear (see) the advertisement, they will naturally produce a kind of resistance psychology to resist the advertisement, that is, at the moment when they hear (see) the advertisement, they also adopt an evasive attitude, turn a deaf ear to it or turn away their eyes. This phenomenon has been explained in psychology. People do not pay attention to everything in the external world. When the information of external things reaches the information receiving organ of the person, it can't be received smoothly. The person always has the choice to receive the part of information he wants to receive. For the information he doesn't want to receive, he adopts an exclusive attitude. Advertising is often one of the information that people reject. Therefore, in order to win the advertising campaign, the first battle is to attract the attention of the audience, let them listen to the advertisement, and pay attention to the content of the advertisement. As long as this step is achieved, the next step and the third step are likely to succeed.

“您想去口臭吗？请用西湖牙膏！”(牙膏广告)

"Do you want to go to halitosis? Please use West Lake toothpaste! " (toothpaste advertisement)

“您工作累了吧？请喝杯茶，醒醒脑，提提神吧！”(茶叶广告)

"Are you tired of your work? Please have a cup of tea, wake up and refresh yourself (Tea advertisement)

“您愿俯瞰穿洋过海的壮观吗？请乘坐上海至东京的波音707客机！”(上海民航局广告)

"Would you like to have a look at the spectacle of crossing the ocean? Please take the Boeing 707 from Shanghai to Tokyo! " (advertisement of Shanghai Civil Aviation Administration)

全国首创，质量优良；

First in China, excellent quality;

色泽光亮，染色力强。

Bright color, strong dyeing power.

(黑又亮鞋油广告)

(black and shiny shoe polish advertisement)

香味浓郁，滋味醇厚；

Strong fragrance, mellow taste;

常年饮用，延年益寿。

Drink it all the year round to prolong your life.

(江西绿茶广告)

(Jiangxi Green Tea advertisement)

家有凯歌，人人欢乐。

There is a happy song at home, everyone is happy.

(上海凯歌牌电视机广告)

(Shanghai Kaige TV advertisement)

要想牙病除，请用草珊瑚。

To get rid of tooth disease, please use grass coral.

(南昌草珊瑚牙膏广告)

(Nanchang caoshu toothpaste advertisement)

上述四例都采用押韵的方式，强调商品的特点、品牌、功能，使人过目不忘。

The above four cases are all rhymed, emphasizing the characteristics, brands and functions of the goods, so that people can never forget them.

喜欢这个香烟应该。

Like this cigarette should.

(温斯顿香烟广告)

(Winston cigarette ad)

的确牙膏本身有很好的防腐作用。

It's true that toothpaste itself has a good antiseptic effect.

(克瑞斯特牙膏广告)

(Kristen toothpaste advertisement)

1.今天存入一滴水，明天拥有太平洋。(太平洋保险公司)

1. Save a drop of water today and have the Pacific Ocean tomorrow. (Pacific Insurance Company)

2.今古传奇，奇传古今。(湖北今古传奇杂志的广告词)

2. The legend of the present and the ancient and the modern. (advertising words of Hubei legend magazine)

3.你不理财，财不理你。(上海世纪出版集团<理财>周刊)

3. If you don't manage money, you will be ignored. (Shanghai Century Publishing Group & lt; Finance & gt; weekly)