哈根达斯英文广告语(共15页)10000字.docx
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哈根达斯英文广告语(共15页)10000字.docx
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哈根达斯英文广告语
哈根达斯经典英文版广告
☆theoriginaladsuchas:
"deliciousHaagenDazs,likegoldinthe24Kgold,KobebeefinJapan,especiallytheoriginalpalmoil,ordinarymushroomtruffle,Chineseceramics,AfricaSimon......isthe'icecreamfield'inthebestfor.
☆"NewYorkTimes"togivedomineeringad:
"carshaveRollsRoyce,icecreamwithHaagenDazs."
☆warmwordsofthead,suchas:
"alwaysinadvertently,tobringyouthemostmeticulouscare."
☆and"loveher,pleasehertoeatHaagenDazs"thisclassicsensationaladistoattractcountlesscouplestobecomeHaagen-Dazsregulars.
20xxyear-end,Haagen-Dazs"reunion"seriesoficecreaminpeoplelookingforwardtoreunion,sharingayearofharvesthardtimeaddedasweetmemories.Asistheverysensational"reunion"seriesoficecreamad:
Haagen-Dazsalwaysneedyouwhenyouneedtosendamostintimatecare,thisisnoexception."Heart"seriesofHaagen-Dazshasalwaysupholdthebrandandcreativestyle:
maketheUnitedStatestaste,morebeautifulimplication,presentedtofocusonthequalityoflifehasalwaysbeenyou.(Haagen-Dazsslogan)
Youwillbedeeplylovedbyit;dressedinplaingreentea,youwillforthiselegantandportrait......atthismoment,youwilllovethefruit,Youwillunderstandthatthesweetnessoficecreamandteafragrancecanbesoperfectcombination.""Matcha",likeabeautifulgreenmemory,inallthepastdays,"GreenTea"icecreamgivesthatanindelibleGracefulsweet.
Ifyouloveher,takehertoH?
Agen-Dazs.
Haagen-Dazsalwaysneedyouwhenyouneedtosendamostintimatecare,thisisnoexception."Heart"seriesofHaagen-Dazshasalwaysupholdthebrandandcreativestyle:
maketheUnitedStatestaste,morebeautifulimplication,presentedtofocusonthequalityoflifehasalwaysbeenyou.
哈根达斯英文广告赏析
SomepeoplesaythatHaagen-Dazsmaybethemostsellingconceptoficecreambrand,itisexpensivebecauseoflove.Itisbecauseofitsexpensivetomeetalotofpettybourgeoisieandvainpsychological.Formanypeople,itisthepursuitofhighqualityoflifetoenjoythesymbol,coupledwithits"purenaturalrawmaterialsprocessing"and"highquality",makingittheicecreammarkethigh-endbrand.
AsHaagen-DazsinChina'spositioningisthehigh-endbrandoficecreammarket,thetargetcustomerslockedinurbanwhite-collarworkers,haveacertaineconomicbase,thepursuitofhighqualityoflifeofthecrowd,thereforedecidedtoprintadvertisingmainlyintheformofthemain.Becausetelevisionadvertisingcoverageistoobroadandtooloose,andprintadsmoretargetedthantelevisionads.Colorsense,astrongsenseofqualityprintadscanmoreeasilylocktheappropriateconsumergroups.
Haagen-Dazsadvertisingaroundthethemeoftheappeal:
"hada'enjoy,perfect'life."Haagen-Dazsadvertisingisanimportantconcept-romanticemotions,ithopestopasstopeople'sinformationis:
wedonotjustacolddrink,butalsoawayoflife,aromanticexpression.Sothat"HaagenDazsmoment"feelingfromthelipsandteethofthesublimationofthesoulofthemostwonderfulexperience.Haagen-Dazsmostfamousonesloganis:
"loveher,askhertoeatHaagen-Dazs."Thiswillbethesweettasteandlovetheperfectcombinationofslogans,like"lovebuzzwords"thesameQuicklyinBeijing,Shanghai,Guangzhou,Shenzhenandothercitiesspread.Foratime,Haagen-Dazsicecreamhasbecomeafashioncrowdrushurbanfashionfood,HaagenDazsaroundthe"love"sparedthearticle-itsellsnotonlyicecream,but"sweetmoment"isasymbolofromanceExperience.
Second,reasonableingredients
HaagenDazsprintadstofinescreenshowsitsadvertisingaudienceismainlyintheincomepyramidpeak,thepursuitoffashion,youngconsumers.Itwilltargettheirowncustomerbaseinthosewhofocusonsensoryenjoyment,payattentiontotaste,romanticandwealthyyoungconsumers.Suchconsumersaremainlydividedintotwocategories:
First,thefamilyrich,foodandclothingworry-freeyoungpeople,peopleofthisagedonothavefamilyburden,Afamily,theyliveindependently,holdingageneroussalary,thisageisthecauseoflifeintothepeakofthestage,thereisthepursuitofutilitarianpsychology.Thesetwotypesofconsumergroupshavetwocommoncharacteristicsofconsumption,onethatisthemostexpensivethebest,mostabletoshowtheirgrade.Especiallyinthesamekindofhumancomparisons,thishighconsumptionisincreasinglyshowingagrowingmomentum.Second,thepursuitofexquisite,andperfect.TheHaagenDazsprintadsshowtheinformation:
loveyourself,letyourselfgetthefullemotionalandspiritualenjoyment.Thisistocatertothecrowdofconsumerpsychologyandleisuretoenjoythewayoflife-intheprocessofconsumptionintoahappyfeeling.
HaagenDazsmostoftheprintadscleverlyconceived,creativeunique,toshowpeopleasenseoficecreamwiththepastcompletelydifferenticecreamproducts,causinggreatinterest.Haagen-Dazsprintadsjustfitthebrandintheheartsofyoungpeopleisasymbolofromanceandnatural,noble,refinedqualityofthispsychological.Loveintheyoungpeopleareeagertoaromanticexperience,andfortheyoungwhite-collarfamily,areinthepursuitofqualityoflifeofnatural,outstanding.Inspiredbythebrand,thenarcissisticmenandwomenpettybourgeoisie,thefirstloveoftheboysandgirls,orloveofmenandwomen,areinvariablytoHaagenDazs.Icecreamcontainsthemeaningofemotion,surroundedbythefeelingofbeingloved,justasinthecloudsthatsweet,dreamy,quietenjoyment.
Haagen-Dazsadsinadditiontoemphasizingtheiremotionalappeal,therearespecialhighlightitexquisitequalityofthead.Thisseriesofads,thedifferentflavorsoficecreamballanditscorrespondingrawmaterialsinaprintadshow,finepicturedirectlyshowsthateachofitsrawmaterialsarecarefullyselected.Advertisingcreativepointis:
eachHaagen-Dazsarethebestquality,eachproducthasastorybehind.Consumersnotonlytasteoficecream,aswellasHaagen-Dazsexquisiteculture.
Third,unreasonableingredients
Haagen-Dazsadsaremainlyprintads,thereasonismainlytobemoretargeted.ButnowwiththedevelopmentoftheInternetage,thepowerofthenetworkcannotbeignored.WhensearchingforHaagen-Dazsadsonline,onlyasmallamountofprintadsandoneortwovideoadscanbefound.AlthoughHaagen-Dazsadsareexquisite,butthenumberisverysmall.AndmostofitsadvertisingproductsappearintheimageofHagenDazsiconicicecreambox,therewillbenospecificimageoftheicecream.AlthoughthiscanenhancethepublicrecognitionoftheHaagen-Dazslogo,butitisveryuniqueandbeautifullyproducedimageoftheproducthasnotbeenreflected,butalsoashortcoming.
ThelatestHagadasad,invitedfromthegoodvoiceofChinaoutofthestarJakeJunYiendorsement,like
TouseitschocolatecolorforHaagenDazschocolateflavorsoficecreamfortheendorsement,butthewholescreencolorisverybleak,andchocolatecolorskin,chocolatecolorclothes,chocolatecolorsofa,andachocolateicecream,thewholetoPeoplefeelthelackofsenseofscreenandrealism,butnottheoriginalHaggadasshouldbe"aristocratic",Ithinkthisisthefailureofacomparisonofadvertising.
哈根达斯英文广告文案
Advertisingtheme(slogan)Haagen-Dazs,thewitnessofloveHaagen-Dazs,accompaniedbyalifetimeoftelevisionadvertising----
ScenarioOneChristmasnight,thestreetscrowded,SantaClausisbusydistributinggifts,apairofcoupleswalkinghandinhand,thechildrenplayaroundtocatchup,apairofwhite-hairedoldcouple,mutualarmontheroad.(MusicTenRingoBellsRingtone)
ScenarioII.
Handsomeboykneelingononeknee,holdingabunchofHaagenDazsmadeofroses,bouquetsinthecenterofaring,thegirlssurprised,movedtolookathim.Boy:
Honey,marryme!
Girl(moving):
Iamwilling.Boystogirlswitharing,andthenthetwohuggedaffectionately.Aroundtheoutbreakofwarmapplause,thattheoldcouplealsolaugh.Scenariotwotimebacktothe70'sintheUnitedStates,inHaagen-Dazsretailstoredoor."Hello,givemeanicecream"maleandfemaleuttered,theylookateachotheratthesametime.Boyswearingadarkcoat,girlswearingapairoftwistedbraids.
Waiter(slightlyapologetic,smiling)said:
Iamsorry,icecreamonlyone,youcanchooseotherflavors.Boysandgirlssaid:
Thistoyou.
Girl(shytosay):
Thankyou!
Theboysselectedanothervarietyoficecream,thetwogobacktogether.
Scenesthree.Christmasnight(musicringingbells)boyskneelinfrontofgirls,handsholdingicecream(shy):
Xiaoyun,marryme!
Girls(shy,cheeksflush):
Iamwilling!
Boysholdupthehandsofgirls,forhertowearrings.Scenariofourgrandfatherpretendverycasualtothegrandmother'shandstuffedaboxofHaagen-Dazs,grandmotherlookedupathim.Grandfather(lookedupelsewhere):
buygrandchildrentograndsontoeat(withasmile):
Iknow.Grandmother,grandfathermutualarmtoleave.
Thebannerappears:
Haagen-Dazs,thewitnessoflove
Haagen-Dazs,thewitnessoflove
Printads:
HaagenDazs,accompaniedbyalifetimeofthankstowatch!
HaagenDazslovewitness*Nestle:
Advantages:
androadsnowmoresimilartoinvestheavilyintheconstructionofmodernicecreamproductionline,thebranddesignandlightblueroadandsnowdistinctionbetweentheproductpackagingdesignandroadsnowmorebeautiful.Disadvantages:
Asaforeignbrand-nameproducts,andNestleandsnow,asthedirectfaceofzero-batch,andevenretailersmarketingideas,sothattheseforeignbrand-nameicecreamcompany'sbusinessislikeastore.
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