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1.广告的文本叙述和语境广告,不仅承担着商品信息的传递功能,更要承担起建立品牌、赋予商品意义以区别于同类商品的功能。GOLF汽车广告就兼顾了消费对象的需求和同业竞争两方面的因素。这则不足30秒钟的广告讲述的是在一个婚礼上的小插曲——在欢快而节奏鲜明的音乐中,一队黑色的婚车行驶在宽阔的高速路上,忽然从右后方驶上来一辆白色小轿车,开到与新人乘坐的第一辆婚车并列时向右方向驶去, 不想后面的车队都追随它驶入“歧路”。路边一只小狗侧着头注视着这一切。当白色小车停下来,司机下车向后看时才发现后面跟了一长串小轿车,司机们都从车窗探出头来对着他笑。这时,新人的婚车赶上来,新娘新郎随即下了车并迅速换乘白色小车继续行驶在高速路上。这时电视屏幕上显出一行字“GOLF很生活”。
1. Advertising text narrative and contextual advertising, not only bear the function of product information transmission, but also assume the brand building, to give the meaning of goods to distinguish the features of similar products. GOLF car ads take into account the needs of consumers and peer competition in two ways. This is less than 30 seconds of advertising is a wedding episode - in a cheerful and rhythmic music, a team of black wedding car driving in the wide highway, suddenly came up from the right rear of a white The car, driving to the new car with the first wedding car juxtaposed to the right when driving, do not want the back of the team have to follow it into the “quasi-”. A dog on the roadside nodded and watched it all. When the white car stopped and the driver got off and saw it, he found behind him a long list of cars, and the drivers all jumped out of the window to laugh at him. At this time, the bride’s wedding car to catch up, the bride and groom immediately got out of the car and quickly transfer to the white car to continue driving on the highway. At this time the word “GOLF is life” appears on the TV screen.