可口可樂廣告從翻譯、文化、創(chuàng)新方面分析

Cassie李浩宇？Coca-Cola‘s商英11403班AdvertisingCompanyProfileInnovationinAdvertisingCulturalInfluenceinAdvertisingTranslationinAdvertisingCatalogueCoca-Cola(oftenreferredtosimplyasCoke)isanAmericancarbonatedsoftdrinkproducedbyTheCoca-ColaCompanyinAtlanta,Georgia,UnitedStates.Originallyintendedasapatentmedicine,Between

1999

to

2012,

Coca-Cola

was

the

world's

most

valuable

brand.coke(classic)Sprite雪碧Cokezero零卡路里可樂Fanta芬達Minutemaid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

the

world.There

is

a

great

variety

of

brands

offered

by

Coca-cola

throughout

the

world.

ButhowdoesCokemakeasuchgreatsuccess?Awell-knownsayingfromRobertWoodruff--theformerbossofCocacola:Coca-Colaarecarbonate99.61%,syrupandwater.Ifyoudonotadvertise,whowouldhavetodrinkit?oberTranslationinAdvertising句型.詞匯.韻味

強調句型：1979:HaveaCokeandaSmile.

一杯可樂，一個微笑（四字對偶句）

強調詞匯：1987：YouCan’tBeattheFeeling.擋不住的感覺。（重點詞匯的翻譯：beat的原意是“擊”“打”，這里譯成了“擋”）2000:Coca-Cola.Enjoy！要爽由自己！2006:TheCokeSideofLife.生活中的可樂一面.1976:CokeAddsLife.可口可樂，為生活加樂.強調韻味：Theemphasisoftranslationshouldn’tbeplacedontheformoflanguageexpressionbutthereflectionreadersmaketotranslationatthattime.(翻譯的重點不應當是語言的表現(xiàn)形式，而是當時讀者對譯文的反應。）CulturalinfluenceinAdvertisingIn1997Therewasafamousvideoadvertisement.TheredsmallwindmillsinsertedinCocaCola’sbottlesinthesnowfieldgavetheChineseaudiencesafeelingofpeaceandwarm.ThisfeelingwasinlinewithChinesecultureandvalue.In2000,loongisthetraditionalmascotinChina,andloongdanceisaimportanttraditionalactivityinChinesefestival.SoCokemadeanewadvertcalled“l(fā)oongdancearticle”andreceivedhighpraisefromChinesecustomers.DuringSpringFestivalin2002,anewcreativeadvert--"Newyearcelebrationfromtheclaydoll“AFu",whichwasfullofChineseculture,cametothepublic.SetinasmallvillageinnorthernChina,withthehumaneclaydollcelebratingtheNewYearasthetheme,withthecolorofChinesefestivered,withtheimageofChinaauspiciousAFudoll,thisadvertwascompletelyintegratedintoChinesefestival.InnovationinAdvertising

Vending

machine1.TocelebrateInternationalFriendshipDay,Coca-ColaArgentinainstalledthis12-ft.-tallvendingmachine,whichcouldonlybereachedwithaboostfromabuddy.Friendswhocompletedthetaskreceivednotone,buttwo,Cokes.ThetallestoneMostenergeticone2.ThismachineinSouthKoreacoaxedpeopletomimicthedancemovesofpopularband2PM.3.ThisunitattheNationalUniversityofSingaporewasprogrammedtodispenseaCokewhensomeonegaveitahug.

Mostemotionalone4.OnValentine'sDay2012,thismachinedispensedCoca-ColatocouplesinashoppingmallinIstanbul,Turkey,whodemonstratedtheirloveforeachotherthroughahugorkiss.

ThesweetestoneConclusionCoca-Colaiscommittedtolocalmarkets,payingattentiontowhatpeoplefromdifferentculturesandbackgroundsliketodrink,andwhereand