浅谈广告Talk about comparison advertising中英文翻译.doc

1、Talk about comparison advertisingAbstractWith the rapid development of the market economy of our country with deep, more advertising as a commercial advertising, has appeared in our country the truth in advertising market. Compared with the general commercial advertising, advertising in comparison t

2、o provide their products or services of general information at the same time, often produce general advertising is not the strong stimulation effect. Keywords comparison advertising,the negative effect analysis,shape classification; correct applicationIn the information developed competitive today,

3、advertising already across said they listen to to say a few times they listen to, rapid access to say it is skillfully listening. The emergence of the comparison advertising, it is competition strategy of the more sharp the most remarkable performance. Comparison advertising, also say to challenge a

4、dvertising, which is in advertising will brand with the other competition compared to the brand, brand itself to highlight certain aspects of the features to make the audience to accept the brand is better than the contrast brand and more suitable for the appeals of the target consumers claim.One, c

5、omparison between China and foreign countries, the use of advertisingComparison advertising is not a fresh advertisements use skills. As early as 1931 Plymouth car makers to launch the first story is the most famous comparison advertising, USES the unspecified subtle way to the AD play: three home t

6、o look at, alluding to the other two big car makers ford and chevroler. From 1970s, the United States, Britain, Canada and other countries have allowed to use more advertising. Since then, comparison advertising cronyisma nd application, and gradually developed into a common advertising techniques.A

7、t present, the world of the legitimacy of advertising for comparison of debate, mainly focus on the what is really the comparison advertising, comparison advertising whether the presence of legality, fairness and so on. Comparison advertising in the use of diversity also presents the pattern, use mo

8、re liberalization in countries with the United States, Britain, Sweden, Canada, Australia, Denmark, etc.; Part of the banned in countries with Austria, Brazil, Germany, etc.; The country has prohibited the use of Belgium, France, Italy, etc. In addition, there are quite a part of the country to the

9、legitimacy of the comparison advertising still is confusing.But, more advertising in the country is banned, and so many more advertising have reason to be shot down to dismount. As far away as 1995 years, the giant eat sweet was against wahaha because children were have a hormone, cause the child to

10、 early maturity by the charges against wahaha, final court judge giant group to wahaha reparations 2 million yuan, and held a news conference in hangzhou, wahaha to public apology; In Shanghai, Shanghai health products for comparison advertising also been legal proceedings: teacher out of the gate h

11、i-techenterprise specializing and high brantec had outbreaks of salt water bottle war, Sue each other, became the focus of media reports; And YangShengTang in promoting the farmer mountain spring mineral water, is using comparative advertising, television advertisement in the narcissus article to di

12、rectly compare the pure water and mineral water nutritional value.Since the comparison advertising in the present China is still a real high tension line of electric power, why in the land of the wounded, there will still be many brands of the forward wave, again and again, who tested?Second, the co

13、mparison advertising is negative effect analysis Comparison advertising in the world within the scope of the use of the pattern of diversity is present, mainly because of its existence obvious positive and negative two of the role of conflict. Pay attention to the country will loosen its positive ef

14、fect on comparison advertising restrictions, the negative effect on state would limit the use of more advertising.1. The positive roleA. comparison advertising has strong persuasive, because its through the method of comparison to highlight of their products superior, so very can cause consumers att

15、ention, advertising communication effect is good;B. comparison advertising outstanding product difference, consumers can obtain more product information, and can produce a strong memory order;C. the proper comparison advertising products for the improvement and development, to strengthen the competi

16、tive market, the economy development produce certain stimulative effect.2. Negative effectA. comparison advertising inappropriate application to competing firms will bring economic loss and reputation, it is apt to cause the dispute cases, to disrupt normal market competition order;B. comparison adv

17、ertising can cause consumers cognitive confusion, if not careful use, but could make matters worse, for the competition wedding;C. comparison advertising for the confidence of the advertising to cause some damage. Japan, for example, advertising volunteers are not use voluntary comparison advertisin

18、g, the main reason is to fear of attack will cause the detractors public to advertising lose faith.Three, the shape classification comparison advertising1. According to the degree of competition brands suggests, can be divided into a clear comparison advertising and implicit comparison type of adver

19、tising.A. clear comparison type advertisement. Refers to mention or to define the name of the brand, competitors or other identification of the comparison advertising. For example, a card and put tobacco advertising, using the columnar scale diagram a detailed list of the national consumer inspectio

20、n institutions do 12 cigarette brand the tar content and nicotine content, among them, the card and appeared in many brand name the two are minimum content, advertising challenge means is obvious.B. implicit comparison type advertisement. That is not directly compare objects name, brand or other ide

21、ntification, only one kind of goods and services of the comparison advertising. This kind of advertising is more see. Such as stated above the farmer mountain spring comparison of the advertisement. And as the us Westinghouse of a light bulb of advertising humor to the AD is: Westinghouse light bulb

22、 is other light bulb long life hundreds of hours or more. 2. According to the comparison of the advertising direction, can be divided into praise others type and tease others model more advertising.A. praise others type, namely to deficiencies as advertising theme, look be like belittle oneself, pra

23、ising others, actually is A kind of first after the circuitous strategy or lift. The United States has a taxi company jarvis, the AD is the company after hearts company, is the second one, so be in full service go all out. The freewill in second place ads are known as old two philosophy, have achiev

24、ed great success, and to make the company in New York turnover so jumping. The ADs company set up the jarvis, in a modest honest image, and the hearts of the company by market leadership improve their position, it may be said kill two birds with one stone.But, this kind of comparison advertising rea

25、lly deal with up difficulty bigger, once the improper use, easy to have shooting yourself in the foot of negative consequences.B. debased others type, which made it clear that his better than others, this is the most common way of comparison advertising. Coca Cola and Pepsi cola one hundred years of

26、 the war, the important thing is reflected in the advertising campaigns, and advertising strategy is more on the comparison advertising. In 1985, for example, Pepsi and launched a special TV advertising, described the far future, a group of university student of class archaeology, drink Pepsi side v

27、isit a place of the 20 th century sites. A girl picked up with a Coca signs of glass ask professor, professor show just a babe in appearance. This fictional story belittle Coca-Cola is unknown cultural relic, and suggest that Pepsi passed on from generation to generation.Four, using comparative adve

28、rtising mattersMore ads are a special kind of advertising, its strong damage makes use of the more think twice about. So in actual use, must consider the following principles:1. Effective wander in the edge of the advertisement law: rule is rigid, using a carefully first analysis and points of the s

29、cale of the advertisement law appeal, be sure to make your own ads play outside of the successful appeal, not touch the tennis.2. Its comparative advantage position: comparison advertising is with their own advantages strike your opponent, so be sure to give their advantage as a positioning, and whe

30、ther it is really has the absolute advantage; If the audience need. For instance you use cheap to rival comparison, but in fact you own in price and have no advantage, still perhaps than your opponent; Be like again you are drugs, you use the packing fashion, pill designed to popular aesthetic to co

31、mpare, and it is feasible? So in comparison advertising, must give their own advantages a clear orientation.3. Get the comparison of the object: to compare, must have comparative objects. In choosing rival, must choose standard object, if you are a new, potential market challenger, but you choose a

32、is withdrawn from the market than the opponents, this make sense? So in comparison advertising, must according to the market competition and the present situation of their own development stage brand, choose standard opponent.4. Grasp of the scale of the comparison: comparison advertising aggressive

33、, so in comparison the contents of the advertisements on, must make analysis may reflect the, the crisis must have prior evaluation, dont be round opponent, back played oneself to have no the strength of your hand, or battle, this is not wise. Moreover comparison advertising time must not use too lo

34、ng, too long for a while no news first, and the second will form bad brand influence. So in comparison advertising, the prediction of work must consider a good grasp of the scale.Mr. Lu xun, says the real battler, dare to face pale life, faced up to the composition of blood. In the brand competition

35、 on the road, suitable to apply more advertising, to confront dismal market, win the rapid way forward, no doubt, is the wise choice, but must attend to the relevant laws and regulations, lest cause unnecessary dispute and disputes.谈比较广告摘 要随着我国市场经济的蓬勃发展与深入，比较广告作为商业广告的一种，已实实在在地出现在我国的广告市场上。与一般的商业广告相比，

36、比较广告在提供其商品或服务的一般信息的同时，往往还产生一般广告不具有的强刺激效应。关键词：比较广告；正负面作用分析；形态分类；正确运用在资讯发达竞争激烈的今天，广告早已跨越“说了就有人听”到“多说几次就有人听”，快速进入“说得巧才有人听”。比较广告的出现，正是竞争策略越发尖锐的最显著表现。比较广告，也称挑战广告，就是在广告中将品牌同其它竞争品牌作比较，以特别突出品牌自身某方面的特性，使受众接受该品牌优于对比品牌、更适合目标消费者的诉求主张。一、中外比较广告的使用情况比较广告并不是一种新鲜的广告运用技巧。早在1931年Plymouth 汽车厂商就推出美国第一则最有名的比较广告，采用未指明的含蓄方

37、式打出广告语：“三家都来看看”，暗指其它两大汽车厂商福特与雪佛莱。20世纪70年代伊始，美、英、加拿大等国家相继准许使用比较广告。自此，比较广告应用蔚然成风，逐渐发展成为一种常用的广告技巧。目前，世界上对于比较广告的合法性问题还存在争议，主要焦点集中于“什么是真正的比较广告”、“比较广告的存在是否合法、公平”等问题上。比较广告在使用上也呈现多元化的格局，使用比较自由化的国家有美国、英国、瑞典、加拿大、澳大利亚、丹麦等；部分禁止的国家有奥地利、巴西、德国等；禁止使用的国家有比利时、法国、意大利等。此外，还有相当一部分国家对于比较广告的合法性仍是混淆不清。不过，比较广告在我国是明令禁止的，因此许多

38、比较广告都曾因此而被击落下马。远在1995年，巨人吃饭香就曾因为攻击娃哈哈儿童营养液“有激素，造成儿童早熟”遭到娃哈哈的起诉，最终法院判定巨人集团向娃哈哈赔款200万元，并在杭州召开新闻发布会，向娃哈哈公开道歉；在上海，申城保健品同样因比较广告引起过法律诉讼：师出同门的“昂立”和“高博特”就曾爆发过“盐水瓶”大战，互相起诉，成为当时媒体的报道热点；而养生堂在推广“农夫山泉”矿泉水时，就是运用比较广告，在水仙篇电视广告中直接对比纯净水和矿泉水的营养价值既然比较广告在目前的中国还是一条电力十足的高压线，那为什么在遍地伤员的情况下，仍然会有许多品牌前仆后继的勇往直前，一次又一次的以身试法？二、比较广

39、告的正负面作用分析比较广告在世界范围内的使用情况之所以呈现多元化的格局，主要是因其存在较为明显的正负两方面的作用冲突。注重正面作用的国家会放宽对比较广告的限制，看重负面作用的国家则会限制使用比较广告。1正面作用A比较广告具有较强的说服力，因其通过对比方法着力突出自身产品的优胜，故很能引起消费者的注目，广告传播效果较好；B比较广告突出产品差异，消费者能获得更多的产品信息，并能产生很强的记忆点；C适当的比较广告有利于产品的改进与发展，有利于增强市场竞争性，对经济发展产生一定的促进作用。2负面作用A比较广告运用不当会给竞争厂商带来声誉及经济上的损失，容易引起纠纷案件，扰乱正常的市场竞争秩序；B比较广

40、告会造成消费者的认知混淆，若不谨慎运用，反会弄巧成拙，为竞争对手“做嫁衣”；C比较广告易对广告的信任度造成一定的损伤。例如，日本广告志愿者都志愿不使用比较广告，主要原因就是惧怕诋毁性的攻击会造成公众对广告丧失信心。三、比较广告的形态分类1按照对竞争品牌的提示程度，可分为明确比较型广告和含蓄比较型广告。A明确比较型广告。指提及或明确说出竞争者的名称、商品品牌或者其它标识的比较广告。例如，一则卡而登香烟的广告，利用柱状量表图详细列出了“美国国立消费者检验机构”所做的12种香烟品牌的焦油含量及尼古丁含量，其中，卡而登在众多品牌中的两项含量均为最低，广告的挑战意味显而易见。B含蓄比较型广告。指不直接说

41、明比较对象的名称、品牌或其它标识，只和某一类商品的服务进行比较的广告。此类广告较多见。如“前文所述的“农夫山泉”的比较广告就属此类。又如美国西屋公司作的一则灯泡幽默广告的广告语是：“西屋公司的灯泡较其它灯泡的寿命长几百小时以上。”2按照广告的比较方向，可以分为赞扬别人型和贬低别人型比较广告。A赞扬别人型，即以自身的不足作为广告主题，看似贬低自己，赞扬别人，实则是一种先抑后扬的迂回策略。美国埃维斯出租车公司的广告语是“本公司仅次于哈茨公司，是第二位，因此要在充实服务上全力以赴。”这个甘心位居第二的广告被人们称为“老二哲学”，获得了很大成功，使该公司在纽约的营业额因此猛增。这则广告中埃维斯公司树立

42、了一种谦虚诚实的形象，并借助哈茨公司的市场领导地位提高了自身地位，可谓“一箭双雕。”但是，此种比较广告真正处理起来难度较大，一旦运用不当，容易出现“搬起石头砸自己的脚”的不良后果。B贬低别人型，即明确表示自己优于别人，这是最常见的比较广告方式之一。可口可乐与百事可乐的百年之战，很重要的一点即体现在广告战上，而广告策略上多是采用比较广告。如1985年，百事可乐又推出一则别出心裁的电视广告，描绘了很远的未来，一批大学考古班的学生，边喝“百事”边参观一处20世纪的古迹。一位女生捡起一个带有“Coca”标记的玻璃瓶询问教授，教授表现出茫然无知的样子。这一虚构故事贬低可口可乐是无人知晓的文物，而暗示百事

43、可乐代代相传。四、运用比较广告注意事项比较广告毕竟是一种另类的广告，其强烈的攻击力使得在运用中更应三思而行。因此在实际运用中，以下原则一定要考虑：1有效的游走在广告法的边缘：法则是刚性的，在运用时一定要先仔细分析诉求点与广告法的尺度，一定要让自己的广告诉求打成功的擦边球，而不是触网球。2自身的比较优势定位：比较广告就是用自己的优势打击对手，所以一定要给自己的优势作一个定位，它是否真的是具有绝对性的优势；是否是受众所需要的。比如你用价格便宜来与对手比较，可实际上你自身在价格上并没有什么优势，说不定还比对手贵；再如你是药品，你用包装时尚，药丸设计符合流行美学来比较，这可行吗？所以在运用比较广告时，

44、一定要给自身优势一个清晰的定位。3找准比较的对象：要比较，就一定要有比较对象。在选择对手时，一定要选准对象，如你是一个新生的，潜力巨大的市场挑战者，你却选择一个即将退出市场的对手比，这有意义吗？所以在运用比较广告时，一定要根据市场竞争的现状和品牌自身发展阶段，选准对手。4把握比较的尺度：比较广告具有攻击性，所以在进行比较广告的内容上，一定要分析对手可能作出的反映，对危机一定要有预先的评估，别到头惹火对手，反击时打得自己毫无回手之力，或是两败俱伤，这都是不明智的。此外比较广告运用的时间一定不能太长，太长第一会没有新闻性，第二会形成不良的品牌影响。所以在运用比较广告时，前期的种种情况预测工作一定要考虑周全，把握好尺度。鲁迅先生说得好：真的勇士，敢于直面惨淡的人生，敢于正视淋漓的鲜血。在品牌的竞争之路上，适合的运用比较广告，来直面惨淡的市场，赢得前进的快速道，无疑，是智者之选，但一定要顾及相关法律法规，以免引起不必要的争议和纠纷。9