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[1 略读] If you are trying to understand advertising, then the best way to do so is to take a look at the various techniques and examples of these techniques used. This will make it easier for you to understand which are the best techniques to employ while designing a strategy to promote a product.
employ [ɪm'plɔɪ]
v.聘用; 使用
employ methods/materials
使用方法/材料
[2 精读] In recent years, the amount of money spent on advertising has reached staggering (shocking) figures with amounts surpassing 500 billion dollars being thrown about. And that is a conservative estimate. The effectiveness of the various and campaigns launched using the money spent is not as well documented, but for sure, there would have been many ads that fell way short of what they were intended to do: capture the imagination of the public and persuade them to spend on the brand or product advertised. Using different methods of advertising for creating advertisements that have recall(名词，回忆) for many years is difficult but not impossible. In this article we list out techniques and examples of ads using these techniques that will help you understand how you can raise the bar (raise the standard) for the field of advertising.
stagger ['stægə]
v.震惊
It staggers me how much money she earned from teaching English.
她教英语赚了那么多钱，真是令我惊讶。
staggering ['stæɡərɪŋ]
adj. 惊人的，令人震惊的
The amount of talent that walked through the room was staggering for me.
在这个房间走动的人才的数目，对我来说是惊人的。
the effectiveness [ə'fɛktɪvnɪs]
n.有效性
fall way short of
v.远远没有达到
It's not your talent that fell way short of your goal, but rather your efforts.
以大多数人的努力程度之低，根本轮不到拼天赋
raise the bar
v.提高标准
You can raise the bar, or wait for others to raise it.
你可以更上一层楼,或者等待别人提高它。
Methods and Examples of Advertising
Create Characters
[3 略读] One of the best methods in modern advertising that you can employ in order to have an effect on the consumer's mind is to create a character that will become synonymous（同义的） with the brand that you are promoting. This is a great idea, but in order to ensure that character brings about brand recall, you need to have the character as your brand mascot（吉祥物） for a long time. It needs to register with your target audience. The Michelin Man or Bibendum, which is its actual name, has been the company mascot for Michelin tires for more than a hundred years now, first introduced in 1894. Today, it is synonymous with the brand in more than 150 countries worldwide.
长难句：
One of the best methods in modern advertising that you can employ in order to have an effect on the consumer's mind is to create a character that will become synonymous（同义的） with the brand that you are promoting.
主干：One of the best methods is to create a character
介词短语：in modern advertising介词短语作整句的状语
定语从句： that you can employ in order to have an effect on the consumer's mind定语从句作methods的后置定语
定语从句： that will become synonymous with the brand定语从句作character的后置定语
method ['mɛθəd]
n.方法
character ['kærəktə]
n. 性格，品质
ensure [ɪn'ʃʊr]
vi.确保
brand recall
n.品牌回想
register ['redʒɪstə]
v. 登记；注册；
n. 登记；登记簿synonymous [sɪ'nɒnɪməs]
adj. 同义的；同义词的
Buzz Marketing
[4 略读] For the longest time, buzz marketing（蜂鸣营销=口碑营销） or word-of-mouth marketing was not given its due credit and was not recognized as an effective advertising technique. Today it is widely heralded as one of the best advertising methods. Examples of the same are oft-repeated(=often repeated) as good ways to improve sales. In 2008, before the movie Cloverfield was released, the teaser of the film was released not with its name but its date of release. This created a huge buzz in the market.
credit ['krɛdɪt]
n. 信用，信誉；[金融] 贷款；学分；信任；声望
vt. 相信，信任；把…归给，归功于；赞颂give ones due credit
给某人应有的赞赏
I am well aware that China has its problems, but got to give them credit where credit‘s due.
我很清楚，中国有它自己的问题，但该给予它的赞誉必须给予。herald ['hɛrəld]
n. 先驱
vt. 通报；预示…的来临One falling leaf heralds the coming of autumn.
一片落叶预示着秋天的来临。teaser ['tiːzə]
n.片头
teaser trailer 预告片
Celeb Power
[5 略读，精读首句] One of the most overused and common advertising strategies that exists, signing on a celebrity（名人） to promote your product, is sometimes seen as an easy way out due to the huge pull that celebs enjoy (享有，拥有)over their fans. In such a scenario it becomes important that the advertising agency in charge of the campaign manages to come up with an idea that uses a celebrity in a novel manner. One of the best examples of celebs used to promote a brand, according to me, till date remains the Genworth Financial advertisement when it was launched as an offshoot of GE Financial. The commercial showed a young boy beating Taylor Dent at a game of tennis. In the last few frames of the ad, it is revealed that the boy is the son of tennis greats（伟人，名词）, Andre Aggasi（阿加西） and Steffi Graf. What clinches the deal for Genworth Financial is the tag-line, "The right genes make all the difference." This remains, to me, one of the examples of advertising techniques that generally does not reach it full potential. //that引导的句子是修饰one而非techniques的，所以谓语动词用does//
长难句：
One of the most overused and common advertising strategies that exists, signing on a celebrity to promote your product, is sometimes seen as an easy way out due to the huge pull that celebs enjoy over their fans.
主干：one of advertising strategies（主语：一种广告策略） is seen as （谓语：被看作）an easy way out.（宾语 ： 一种简单的解决方案 ）
due to=because of 因为，后面跟名词形式the huge pull（巨大引力）
the huge pull that celebs enjoy over their fans名人在他的粉丝间有巨大的引力
= the celebs enjoy the huge pull over their fans这个引力是名人所享有的
大意：其中一种经常被使用且普遍的广告策略是让明星来宣传你的产品，这往往是一种简单的方式，因为名人在他的粉丝间有巨大的引力。
scenario [sə'nærɪo]
n. 方案；情节
offshoot ['ɔfʃut]
n. 分支
offshoot program 小方案
Exaggeration
[6 略读] Exaggerating products and their uses is another good advertising technique. An example of the technique can explain how this works in the favor of the advertiser. Even the most exaggerated, ludicrous extremes sometimes can capture the attention of the audience and appeal to them. For this advertising technique to work, it is important that the viewer realizes that there are elements of exaggeration in the ad. M&M somehow manages to use elements of exaggeration very well in their ads including the recent one, where a man tossing candies into his mouth is being clocked(hit) by a large M&M candy.
ludicrous ['ludɪkrəs]
adj. 滑稽的；荒唐的
clock [klɒk]
v. 被攻击
Shocking the Viewer
[7 略读] An effective method of advertising is shocking viewers to get them more interested in the product. Because it causes a shift in their comfort zone. Vehicles being maneuvered（操纵） around difficult terrain（地形）, and pretty models pouting their lips（撅起嘴唇） in cosmetic ads（化妆品广告） will sooner or later bore the viewer. Benetton(某时尚品牌) has been praised for effectively using this type of advertising technique. Instances（例子） of their advertising are often used to teach advertising students. While their advertisements are often criticized for their shock value, they have also been praised for increasing awareness of many issues. One of their most brilliant advertisements was of an Afro-American woman nursing（feed with milk） a Caucasian(高加索人，白种人人) baby which was celebrated as an image of racial diversity.
nurse [nɜːs]
v. 喂奶
Emotional Appeal
[8 精读] One of the best examples to learn from are those ads that use emotions to tug at the heartstrings of viewers. Many organizations that work with social causes use this technique effectively to spread the message about the issue at hand. RSPCA（英国防止虐待动物协会）uses this technique very effectively. Their print ad which has animals like horses and dogs shedding（脱去，褪去） their battered skin（青一块紫一块的皮肤） for a healthy coat, with a tag line that says, "Help neglected animals leave their old lives behind," works very well on almost everyone who is slightly emotional by nature.
tug [tʌɡ]
v.用力一拉，相当于pull
That movie really tugs at your heartstrings.
这部电影扣人心弦
battered ['bætəd]
adj. 破旧的;受到虐待的；[美国俚语] 喝醉的
He drove up in a battered old car.
他开着一辆破旧老车子。
shed [ʃɛd]
v. 蜕皮，脱落
We think this is one of the mechanisms that has caused these glaciers to accelerate and shed more ice.
我们认为，这是导致那些冰川加速融化，脱落更多冰块的原理之一。
neglect [nɪ'glɛkt]
vt. 疏忽，忽视；忽略
n. 疏忽，忽视；怠慢
unconscious neglect 无意的疏忽
长难句：
Their print ad which has animals like horses and dogs shedding their battered skin for a healthy coat, with a tag line that says, "Help neglected animals leave their old lives behind," works very well on almost everyone who is slightly emotional by nature.
主干：Their print ad works very well on almost everyone。
定语从句：which has animals like horses and dogs shedding their battered skin for a healthy coat, with a tag line that says, "Help neglected animals leave their old lives behind," 定语从句作ad的后置定语
定语从句：who is slightly emotional by nature.定语从句作everyone的后置定语
副词修饰形容词：is slightly emotional 容易动感情的
大意：他们印刷广告上的那些皮肤青一块紫一块的马、狗寻求健康外衣的庇护，外衣上的标签写着：帮助被虐待的动物从获得新生，这类广告在一类易受感情影响的人中起作用。
来源:
友情提示：
今天的文章就包含大量长句，也是大家训练长难句的好材料。
长难句的理解原则是：抓主干，去掉修饰成分。所以找准主谓宾补这些句子成分，就成了理解的关键。而认清各个句子成分，最重要的是找到谓语。
练习方法：先通过查字典消除生词的干扰。然后，用笔，标出整句话的主干成分（主语，谓语，和宾语或补语），再标出从句的主干成分。
文中的部分长句，我也用加粗标注出了主干成分，帮助大家理解。课堂上也会有一个长句的详细示范讲解。
[1] If you are trying to understand advertising, then the best way to do so is to take a look at the various techniques and examples of these techniques used. This will make it easier for you to understand which are the best techniques to employ while designing a strategy to promote a product.
[2 精读] In recent years, the amount of money spent on advertising has reached staggering (shocking) figures with amounts surpassing 500 billion dollars being thrown about. And that is a conservative estimate. The effectiveness of the various ad campaigns launched using the money spent is not as well documented, but for sure, there would have been many ads that fell way short of （failed to reach the target of）what they were intended to do: capture the imagination of the public and persuade them to spend on the brand or product advertised. Using different methods of advertising for creating advertisements that have recall(名词，回忆) for many years is difficult but not impossible. In this article we list out techniques and examples of ads using these techniques that will help you understand how you can raise the bar (raise the standard) for the field of advertising.
Methods and Examples of Advertising
Create Characters
[3] One of the best methods in modern advertising that you can employ in order to have an effect on the consumer's mind is to create a character that will become synonymous（同义的） with the brand that you are promoting. This is a great idea, but in order to ensure that character brings about brand recall, you need to have the character as your brand mascot（吉祥物） for a long time. It needs to register with your target audience. The Michelin Man or Bibendum, which is its actual name, has been the company mascot for Michelin tires for more than a hundred years now, first introduced in 1894. Today, it is synonymous with the brand in more than 150 countries worldwide.
brank recall / total recall
电影total recal预告片地址：https://v.youku.com/v_show/id_XMzc1NDQ4OTQ0
Buzz Marketing
[4] For the longest time, buzz marketing（蜂鸣营销=口碑营销） or word-of-mouth marketing was not given its due credit and was not recognized as an effective advertising technique. Today it is widely heralded as one of the best advertising methods. Examples of the same are oft-repeated(=often repeated) as good ways to improve sales. In 2008, before the movie Cloverfield was released, the teaser of the film was released not with its name but its date of release. This created a huge buzz in the market.
Celeb Power
[5 精读] One of the most overused and common advertising strategies that exists, signing on a celebrity（名人） to promote your product, is sometimes seen as an easy way out due to the huge pull that celebs enjoy (享有，拥有)over their fans. （此句会当堂讲解，预习时请提前标出句子成分） In such a scenario it becomes important that the advertising agency in charge of the campaign manages to come up with an idea that uses a celebrity in a novel manner. One of the best examples of celebs used to promote a brand, according to me, till date remains the Genworth Financial advertisement when it was launched as an offshoot of GE Financial. The commercial showed a young boy beating Taylor Dent at a game of tennis. In the last few frames of the ad, it is revealed that the boy is the son of tennis greats（伟人，名词）, Andre Aggasi（阿加西） and Steffi Graf. What clinches the deal for Genworth Financial is the tag-line, "The right genes make all the difference." This remains, to me, one of the examples of advertising techniques that generally does not reach it full potential. //that引导的句子是修饰one而非techniques，所以谓语动词用does而非do//
Exaggeration
[6] Exaggerating products and their uses is another good advertising technique. An example of the technique can explain how this works in the favor of the advertiser. Even the most exaggerated, ludicrous extremes sometimes can capture the attention of the audience and appeal to them. For this advertising technique to work, it is important that the viewer realizes that there are elements of exaggeration in the ad. M&M somehow manages to use elements of exaggeration very well in their ads including the recent one, where a man tossing candies into his mouth is being clocked(hit) by a large M&M candy.
Shocking the Viewer
[7] An effective method of advertising is shocking viewers to get them more interested in the product. Because it causes a shift in their comfort zone. Vehicles being maneuvered around difficult terrain, and pretty models pouting their lips in cosmetic ads will sooner or later bore the viewer. Benetton(某时尚品牌) has been praised for effectively using this type of advertising technique. Instances of their advertising are often used to teach advertising students. While their advertisements are often criticized for their shock value, they have also been praised for increasing awareness of many issues. One of their most brilliant advertisements was of an Afro-American woman nursing（feed with milk） a Caucasian(高加索人，白种人人) baby which was celebrated as an image of racial diversity.
Emotional Appeal
[8 精读] One of the best examples to learn from are those ads that use emotions to tug at the heartstrings of viewers. Many organizations that work with social causes use this technique effectively to spread the message about the issue at hand. RSPCA（英国防止虐待动物协会）uses this technique very effectively. Their print ad which has animals like horses and dogs shedding（脱去，褪去） their battered skin for a healthy coat, with a tag line that says, "Help neglected animals leave their old lives behind," works very well on almost everyone who is slightly emotional by nature.
我见过的，最调动我情感的两则公益广告，第一个，备课的时候，又控制不住情绪到哽咽
10min公益广告，来信，
视频地址：https://v.qq.com/x/cover/7xvx4drnobot1nd/8YpLACMTAYt.html
改编自真实故事，4min，
视频地址：https://v.qq.com/x/page/h0341paijb9.html
后记
给大家放这两个视频，是真的，在备课的过程中，回想起以前和爸妈的事儿，会控制不住情绪。
第一次看来信那条公益广告的时候，正好是2012年的十一长假，我爸妈就来南大看我了。下午，我就带我爸妈在学校逛逛，然后下午快4点的时候，我爸就问，几点了，我们该回去了。然后我就很奇怪啊，你不有手机么？我爸从兜里摸出手机又放了回去，然后很不好意思地说：“现在你们年轻人都喜欢用智能手机，我这还是翻盖的，拿出来会丢你脸。” 我当时就特别鼻子酸，可能大家不知道，我家就是非常普通的工薪家庭，我爸是国企下岗后再就业的工人，对自己会很吝啬，他会为了便宜一两块钱，去很远的菜场买菜，舍不得穿新衣服，就穿我的旧衣服，但他在初一给我买第一个电子词典的时候，会坚持买1000多元的步步高，当时功能最好的那个。大学买第一部手机，他说买好一点的，他怕我被人看不起，他会怕我受委屈，所以他来大学看我的时候，自己手机都不愿意拿出来，因为他觉得他那过时的翻盖手机，会给我丢脸。大二的时候我想出国留学，家里一些亲戚觉得不值当，但回到家我爸就说，别听他们放屁，只要你决定出去（读书），我们借钱也让你出去。
真的就像公益广告中说的，父母，他们对自己吝啬，但对孩子，可以倾尽所有。
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