可口可乐广告从翻译、文化、创新方面分析

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零卡路里可乐Fanta芬达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.词汇.韵味

强调句型：1979:HaveaCokeandaSmile.

一杯可乐，一个微笑（四字对偶句）

强调词汇：1987：YouCan’tBeattheFeeling.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:TheCokeSideofLife.生活中的可乐一面.1976:CokeAddsLife.可口可乐，为生活加乐.强调韵味：Theemphasisoftranslationshouldn’tbeplacedontheformoflanguageexpressionbutthereflectionreadersmaketotranslationatthattime.(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。）CulturalinfluenceinAdvertisingIn1997Therewasafamousvideoadvertisement.TheredsmallwindmillsinsertedinCocaCola’sbottlesinthesnowfieldgavetheChineseaudiencesafeelingofpeaceandwarm.ThisfeelingwasinlinewithChinesecultureandvalue.In2000,loongisthetraditionalmascotinChina,andloongdanceisaimportanttraditionalactivityinChinesefestival.SoCokemadeanewadvertcalled“loongdancearticle”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