英语可口可乐广告标语.ppt

英语可口可乐广告标语.ppt

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EnglishadsMaking:

CustomsDeclarationClassoneGroupfourTheCoca-ColaCompanyexiststo（存在）benefitandrefresh（提神；提醒）everyoneittouches.Foundedin1886,thecompanyistheworldsleadingmanufacturer,marketer,anddistributor（经销商）ofnonalcoholicbeverage（饮料）concentrates（v.专心；集中；浓缩n.浓缩物）andsyrups（糖浆）,usedtoproducenearly400beveragebrands.Thecorporateheadquarters（公司总部）areinAtlanta,withlocaloperations（经营）inover200countriesaroundtheworld.ChallengesinAchievingLocalRelevance（n.相关性，关联实用性）:

CocacolaKeepingTheClassicLookandTasteWorldwideWhenCoca-ColawasfirstintroducedintotheChinesemarket,Chinesecharacters（n.性格性格;特点特点;字母字母;角色角色;vt.刻刻，印，印;使具有使具有特征）特征）selected（vt.选择选择;挑挑选选;选拔选拔;adj.精选精选的的;挑选出来的挑选出来的;苛择苛择的）的）soundedlikeCoca-Colabutactuallymeant,“bitethewaxtadpole.”（蝌蚪啃（蝌蚪啃蜡）蜡）InRussian,“enjoy”waschangedto“drink,”because“enjoy”hasaparticularsensual（adj.感觉感觉的的;肉体肉体上的上的;世俗的世俗的）connotation,inthatlanguage,thatdoesntapplytosoftdrinks.SomesloganshavefocusedonthequalityofCoca-Cola（ItstheRealThing）,whileotherscelebratethedrinksrefreshingtaste（ThePausethatRefreshes）.OthersreferenceCokesroleinsocialoccasionssuchasmealtimes（ThingsgoBetterwithCoke）.Throughouttheyears,theslogansusedinThroughouttheyears,theslogansusedinadvertisingforCoca-ColahavereflectednotadvertisingforCoca-Colahavereflectednotonlythebrand,butthetimes.Slogansprovideonlythebrand,butthetimes.Slogansprovideasimple,directwaytocommunicateasimple,directwaytocommunicateaboutCoca-Cola.aboutCoca-Cola.The1906slogan,“TheGreatNationalTemperanceBeverage,”reflectsatimewhenthesocietyintheUnitedStateswasveeringaway（改变）fromalcoholicbeverages,andCoca-Colaprovidedanicealternative（adj.替代的;另类的;备选的;其他的;n.可供选择的事物）.Othersloganshaveconcernedoursalesfigures,suchasThreeMillionaDayfrom1917orSixMillionaDayfrom1925.Intermsofdrinksaday,thatsavast（adj.广阔的;巨大的;大量的;巨额的;n.浩瀚;广大无边的空间）differencefromtheonebillionadaymarkTheCoca-ColaCompanypassedin1997.SomeslogansforCoca-Colahaveconcentratedonthequalityoftheproduct,itsrefreshingtaste,orevenitsroleinentertaining,asin1948sWhereTheresCokeTheresHospitality（n.殷勤好客;招待，款待;（气候，环境等的）宜人，适宜.）In1985,theintroductionofanewtasteofCoca-Cola（commonlycallednewCoke）andthereintroductionofCoca-Colaclassicandtheoriginalformulaledtomultipleslogans.1985featuredAmericasRealChoice,whileby1986,twosloganswereusedtodifferentiatethebrands,withRed,White&YouforCoca-ColaclassicandCatchtheWaveforCoca-Cola.InJanuary2003,InJanuary2003,thethesloganforCoca-ColawassloganforCoca-Colawasintroduced-Coca-Cola.Real.Thecampaignintroduced-Coca-Cola.Real.Thecampaign（andsloganinturn）reflectsgenuine,authentic（andsloganinturn）reflectsgenuine,authenticmomentsinlifeandthenaturalroleCoca-momentsinlifeandthenaturalroleCoca-Colaplaysinthem.Colaplaysinthem.IdLiketoBuytheWorldaCokehaditsoriginsonJanuary18,1971,inaLondonfog.