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去年,美国啤酒广告WHASSUP!?在获得了纽约克里奥国际广告节的格兰特·克里奥金奖后的一个月(6月),在戛纳又一举夺得国际广告节的金狮大奖。—个广告,能同时获得两项圈际大奖,实属不易。但比起得奖更使广告制作人兴奋的,却是这广告所产生的深远影响:在英国由此而诞生了—个地区性文化的流行语,这就是在广告中反复使用的“Whassup!?”(“哇塞”或近似音),这个地地道道的现代美国青年使用的俚语。不用说,广告语演变为流行语的现象,并不是现在才有的。如“Where’s the beef?”(温迪)、“Yes I am”(百威)、“Just do it”(耐克)、“Think different”(苹果电脑)等等。不管是过去还是现在,成为美国人日常用语的广告语是不少的。然而,这个 whassup,却
Last year, the US beer ad WHASSUP !? won another Golden Lion Award at the International Advertising Festival in Cannes, a month after winning the Grant Cleo Gold Award in the Creole International Festival of New York (June). - Advertising, can win two interline awards at the same time, it is not easy. But the excitement of an advertiser more than a prizewinner is the far-reaching impact that this ad has: the birth of a regional culture buzzword in the UK, which is used repeatedly in advertising. “Whassup ! ”“ ( ”Wow “ or approximate sound), the slang used by this out-of-fashion modern American youth. Needless to say, the phenomenon of advertisement slogans evolving into buzzwords is not what we have now. Such as ”Where’s the beef?“, ”Yes I am“, ”Just do it“, ”Think different" (Apple Computer) and more. Whether it is the past or the present, there are a lot of advertisements that become everyday language for Americans. However, this whassup, however