目录 1
一、广告诗和快板歌 Advertising Jingles Hip Hop 1
1．善意的说服篇 Friendly Persuasion 1
2．成药篇 Castoria 2
3．饮料篇 Pepsi-Cola 3
4．婴儿护肤用品篇 How I Changed My Personality With Mennen Baby Magic 5
5．美食篇 Campbell 6
1．歌星篇 Star 13
二、广告歌 Advertising Songs 13
2．歌曲篇 Coca-Cola 14
三、陈年佳作 Adverts of Yesteryear 28
1．圣诞篇 Xmas 30
2．羊绒篇 Cashmere 31
3．服装篇 A dress from W.Flint Jones 31
4．修面用品篇 Burma-Shave 34
5．战争情报安全篇 Loose Lips Sink Ships 36
1．饮品篇 Instant Coffee 39
四、享受生活 Life Enjoyment 39
2．海味篇 Seafood Campaign 46
3．时令鲜果嫩菜篇 Farmers Markets 54
五、公益广告 Public Interest 65
1．视力救助篇 Sight Savers 66
2．募捐篇 Seeing is Believing 68
3．家庭扶助篇 Support Parents,Protect Children 75
六、女性世界 Woman's World 81
1．保护篇 Stop Violence Against Women 81
2．兴趣篇 Do You Sew？ 89
3．创业贷款篇 Financing for Women Entrepreneurs 109
4．保健品篇 If You Had Three Wishes,What Would They Be？ 126
七、传媒广告 Media Agency 138
1．报纸篇 Daily and Weekly 138
2．杂志篇 Bauer Publishing Group Magazines 139
3．代理公司篇 Leo Burnett 142
4．空中标识篇 Aerial Sign 144
八、招聘广告 Want Ads 153
1．艺术总监篇 Art Director 154
2．创意总监篇 Creative Director 158
3．编辑篇 Editor 161
4．教练篇 Head Coach 166
5．品牌经理篇 Brand Manager 167
九、健身与运动广告 Sports 171
1．健身篇 Sports Centre 171
2．足球篇 Football 178
3．起点篇 Here We Go 180
4．高尔夫篇 Golf 187
十、产品和服务广告 Product Service Adverts 195
1．相机篇 Digital Camera 195
2．汽车篇 Classic Print：Rolls-Royce 201
3．咨询篇 Service Adverts 217
4．系列两篇 Be a Tiger 223
5．课程篇 IMD Courses 229
1．音乐篇 The Musical 243
十一、折页广告 Folders 243
2．芭蕾篇 The Ballet 251
3．旅游篇 Penguin Parade Day Tours 261
4．海事博物馆篇 Maritime Museum 268
十二、广告写作要点 Ad Writing Tips 278
1．How to Write a Classified Ad that Works 278
2．广告口号创作的34条建议 Slogan Writing 283
附录1 练习答案 Solutions to Exercises 293
附录 Appendix 293
附录2 全球顶尖品牌100家的广告口号 305
附录3 永远的经典——20世纪十大商标和标志 318
附录4 中国品牌之我见 325
附录5 “茹梦”——如梦的记忆 329
附录6 克莱奥金像奖走笔 333
附录7 华英扫描：首届亚太广告节览胜 338
附录8 词汇 Vocabulary 356