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1、Cassie 李浩宇 ？ Coca- Colas 商英11403班 AdvertisingAdvertising Company Profile Innovation in Advertising Cultural Influence in Advertising Translation in Advertising Cata logue Coca-Cola Coca-Cola (often referred to simply (often referred to simply as as CokeCoke) ) is an American carbonated is an America
2、n carbonated soft drink produced by The soft drink produced by The Coca-Cola Company in Coca-Cola Company in Atlanta, Georgia, United Atlanta, Georgia, United States. Originally intended States. Originally intended as a patent as a patent medicine,Between 1999 to medicine,Between 1999 to 2012, Coca-
3、2012, Coca- Cola was the worlds most Cola was the worlds most valuable brand.valuable brand. coke (classic) Sprite 雪碧 Coke zero 零卡路里可乐 Fanta 芬达 Minute maid 美之源 Smart 醒目 Coke is one of the most widely used soft drink in the world. The company has very efficient and extensive distribution system in th
4、e world. There is a great variety of brands offered by Coca-cola throughout the world. But how does Coke make a such great success? ober TranslationTranslationTranslationTranslation in Advertising 句型.词汇.韵味 强调句型句型句型句型： 1979: Have a Coke and a Smile. 一杯可乐，一个微笑（四字对偶句） 强调词汇词汇词汇词汇： 1987：You Cant Beat the
5、 Feeling. 挡不住的感觉。（重点词汇的翻译：beat的 原意是“击”“打”，这里译成了“挡”） 2000: Coca-Cola. Enjoy！ 要爽由自己！ 2006: The Coke Side of Life. 生活中的可乐一面. 1976: Coke Adds Life. 可口可乐，为生活加乐. 强调韵味： The emphasis of translation shouldnt be placed on the form of language expression but the reflection readers make to translation at that t
6、ime. (翻译的重点不应当是语言的表现形式，而是 当时读者对译文的反应。） Cultural influenceCultural influenceCultural influenceCultural influence in Advertising In 1997 There was a famous video advertisement.The red small windmills inserted in Coca Colas bottles in the snowfield gave the Chinese audiences a feeling of peace and warm
7、. This feeling was in line with Chinese culture and value. In 2000, loong is the traditional mascot in China,and loong dance is a important traditional activity in Chinese festival.So Coke made a new advert called “loong dance article”and received high praise from Chinese customers. During Spring Fe
8、stival in 2002, a new creative advert -New year celebration from the clay doll “ A Fu,which was full of Chinese culture, came to the public. Set in a small village in northern China,with the humane clay doll celebrating the New Year as the theme ,with the color of Chinese festive red,with the image
9、of China auspicious A Fu doll,this advert was completely integrated into Chinese festival. InnovationInnovationInnovationInnovation in Advertising V Vendingending machinemachine 1.To celebrate International Friendship Day, Coca-Cola Argentina installed this 12-ft.-tall vending machine, which could o
10、nly be reached with a boost from a buddy. Friends who completed the task received not one, but two, Cokes. The tallest one Most energetic one 2.This machine in South Korea coaxed people to mimic the dance moves of popular popular band 2 PM.band 2 PM. 3.This unit at the National University of Singapo
11、re was programmed to dispense a Coke when someone gave it a hug. Most emotional one 4.On Valentines Day 2012, this machine dispensed Coca-Cola to couples in a shopping mall in Istanbul, Turkey, who demonstrated their love for each other through a hug or kiss. The sweetest one Conclusion Coca-ColaCoc
12、a-Cola is committed to local markets,paying attention to what people from different cultures and backgrounds like to drink,and where and how they want to drink it. Thats to the point,advertising advertising exactly aims to touch customers through emotionemotion.Thats one of the most important methods to its success. Thanks
