双语阅读：盘点最好和最差的广告.doc

双语阅读：盘点09最好和最差的广告 http://edu.QQ.com　 2009年12月29日17:50 　?腾讯教育　　 我要评论(0)　 本文选自《北外网院》博客，点击查看博文Madison Avenue gave a nod to grim economic realities in this years crop of ads, but also pitched plenty of escapist fare-both inspired and goofy. 低迷的经济现实从今年美国众多的广告中可见一斑，不过也有不少例外，有好的也有坏的。（注：Madison Avenue麦迪逊大道是纽约广告界的中心。）The Best Road to Redemption 退货之路 Client: Hyundai Motor America 客户：现代汽车（美国）Agency: Omnicom Groups Goodby Silverstein Partners 广告商：Omnicom Group 旗下的Goodby Silverstein PartnersPitch: A Super Bowl ad plugged Hyundais Assurance Program, which allowed buyers to return cars if they lost their jobs within a year after purchase. 情节：在美国超级碗橄榄球赛中，插入了现代汽车的“保证计划”广告。根据该计划，如果人们在购买现代汽车后一年内失业，他们可以退车。Feedback: As the auto sector crumbled, the Korean company was one of the car makers to buck the trend, thanks in part to the campaign, which generated buzz and sales growth. 反馈：在汽车业陷入困境之际，现代汽车却成为逆市而升的汽车生产商之一，部分原因就是这场广告宣传活动带来了声势、促进了销售增长。Amateur Hour 业余制作 Client: Frito-Lays Doritos 客户：Frito-Lay的多力多滋Agency: Created by Joe Herbert, 33, and Dave Herbert, 32, brothers from Batesville, Ind. 广告商：印第安纳州33岁的乔·赫伯特和32岁的戴夫·赫伯特两兄弟Pitch: An office worker shakes a crystal ball, says it predicts free Doritos, and hurls the ball at a vending machine so co-workers can grab all the Doritos they want. Then an overeager colleague, using the crystal ball to predict a raise, inadvertently throws it into a tender region of his boss. 情节：一名公司职员摇着一个水晶球，说这个球可以预测免费的多力多滋，并把球抛向了一个自动贩卖机，以便让同事们想拿多少就拿多少多力多滋。然后，一个过于急切的职员想用水晶球预测晋升机会，不小心把球砸到了老板的胯下。Feedback: The pros typically spend several million dollars to create glitzy, distinctive Super Bowl ads. The Herbert brothers showed it doesnt take the Madison Avenue elite or deep pockets to win over the crowd. The spot, which cost just under $2,000 to craft, won numerous big-game ad polls, and sales of the snack increased during the weeks surrounding the game. 反馈：专门的广告公司常常花费数百万美元制作美轮美奂、与众不同的超级碗橄榄球赛广告。赫伯特兄弟则显示出，不需要广告精英或雄厚的资金，也能脱颍而出。这则制作成本不到2,000美元的广告在无数重大赛事广告调查中胜出，而比赛前后几周中多力多滋