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1、德芙广告动态德芙广告动态pptpptpptppt课件课件DoveDove was created with love by Dove was created with love by Greek-American founder Leo Greek-American founder Leo Stefanos in 1950s.Witnessing Stefanos in 1950s.Witnessing his son racing down the his son racing down the street after an ice cream street after an ice cr
2、eam truck,the Chicago candy store truck,the Chicago candy store owner developed the DOVEBAR owner developed the DOVEBAR out of concern for his out of concern for his childrens safetychildrens safety德芙是希腊裔美国人莱昂德芙是希腊裔美国人莱昂斯特法诺斯在上斯特法诺斯在上世纪世纪4040年代发明的。看到他的儿子在大街上，年代发明的。看到他的儿子在大街上，不顾安危的紧追在一辆贩卖冰淇淋的卡车后不顾安危的
3、紧追在一辆贩卖冰淇淋的卡车后面。出于对儿子安全的担忧，这位芝加哥糖面。出于对儿子安全的担忧，这位芝加哥糖果店的老板发明了名为果店的老板发明了名为“德芙德芙”的巧克力冰的巧克力冰淇淋。淇淋。Created with love（一）广告诉求以感性诉求为主。牛奶香浓，丝般感觉。主要是利用广告中情节的体现展现出德芙巧克力带给人的一种感受，一种美好的享受。（二）广告中选取的主角都是清新、可爱的年轻女性，这点贴合目标受众的年龄特点。他们有独特的个性，随心随意，渴望美好的幸福，勇敢的展现自我，喜欢享受生活，喜爱纯真，喜欢体验生活的乐趣。AnalysisofDoveadvertising结束语结束语谢谢大家聆听！谢谢大家聆听！11
