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美国年度最佳与最差广告

Source: 恒星英语学习网  Onion  2009-12-31  我要投稿   论坛   Favorite  
最差广告
The Worst
  
弃如鄙屣
Dumped
  
广告客户:百事公司的Amp能量饮料
Client: PepsiCo's Amp energy drink
  
广告商:Interpublic Group旗下的R/GA
Agency:Interpublic Group's R/GA
  
广告情节:一款名为“泡妞前先喝Amp”的苹果iPhone应用程序向男人提供跟各种类型的女人搭讪的话和窍门。对刚和男朋友分手的“反弹女”来说,程序显示的是当地冰淇淋店的地图。
Pitch: An Apple iPhone app called 'Amp Up Before You Score' offered men pickup lines and tips for different stereotypes of women. For the 'Rebound Girl,' who has just broken up with her boyfriend, it showed maps of local ice cream shops.
  
对艺术女建议使用这样的搭讪话:你知道吗,蒙娜丽莎没有眉毛,我真想知道她还剃掉了什么。
One suggested line for arty types: 'You know the Mona Lisa has no eyebrows. I wonder what else she shaves.'
  
这个应用程序还鼓励那些“泡妞成功”的使用者把姓名、日期等详细情况和评论发布在Facebook和Twitter上。
The app also encouraged users who 'score' to post details like names, dates and comments via Facebook and Twitter.
  
反馈:这个应用程序在社交网站上遭到了炮轰。公司道歉,几天后撤掉了广告。Amp发言人拒绝置评。
Feedback: The app was engulfed in a firestorm of criticism on social-networking sites. The company apologized and, several days later, pulled the plug on the campaign. A spokesman for Amp declined comment.

一些地方还能见到老虎伍兹为埃森哲做的广告  老虎陷阱
Tiger Trap
  
广告客户:埃森哲
Client:Accenture
  
广告商:WPP旗下的电扬广告公司
Agency: WPP's Young & Rubicam
  
广告情节:这家咨询公司的营销战略围绕着老虎伍兹。广告标语包括“我们知道成为老虎伍兹要付出怎样的努力”和“前进,成为老虎”。一个广告牌中展示的是,老虎伍兹望向阴郁的天空,大字写的是“要想成为老虎,难度是前所未有的”。
Pitch: The consulting firm's marketing strategy centered on Tiger Woods. Slogans included 'We know what it takes to be a Tiger' and 'Go on. Be a Tiger.' One billboard showed the golfer looking into a gloomy sky and carried the headline 'Tougher than ever to be a Tiger.'
  
反馈:尽管包括耐克、美国电话电报公司和宝洁旗下的吉列等很多公司都因老虎伍兹的婚外恋丑闻而受到了牵连,埃森哲仍严重依靠老虎伍兹。据广告数据提供商TNS Media Intelligence的数据,埃森哲去年的广告中有83%有老虎伍兹露脸。相比之下,耐克去年的广告中有老虎伍兹的只占4%,吉列的广告为17%。
Feedback: While many companies, including Nike, AT&T and Procter & Gamble's Gillette, were caught smack in the middle of the Tiger Woods imbroglio, Accenture relied especially heavily on Mr. Woods. He appeared in about 83% of the company's ads last year, according to TNS Media Intelligence. By contrast, Nike used Mr. Woods in 4% of its ads last year, while he was in 17% of Gillette's pitches.  

在老虎伍兹丑闻曝光之后近两周,埃森哲的广告仍悬挂在各地机场。在老虎伍兹撞车事件发生后15天,埃森哲才最后宣布,将终止与老虎伍兹持续了六年的代言合同。
Accenture's ads were still hanging in airports almost two weeks after the scandal broke. Accenture ultimately announced it had ended its six-year endorsement deal with the star, 15 days after the infamous Escalade episode.  

埃森哲发言人说,老虎伍兹的广告宣传在过去六年中帮助产生了“巨大的投资回报”,他还说公司正在制作一则新广告并将及时推出。
An Accenture spokesman said the Tiger campaign helped generate 'significant return on investment' for the past six years, adding that the company is getting a new campaign in production and 'will roll it out without missing a beat.'  

鸡毛纷飞
Feathers Fly
  
广告客户:百胜餐饮集团旗下的肯德基
Client: Yum Brands' KFC
  
广告商:无
Agency: None
  
广告情节:作为推出新烤鸡的营销计划的一部分,KFC获得了“脱口秀女王” 奥普拉•温弗瑞的帮助。她邀请观众免费品尝KFC套餐,其中包括两块烤鸡、两份配菜和一块饼干。
Pitch: As part of a marketing plan to introduce its new grilled chicken, KFC enlisted the help of Oprah Winfrey, who offered her viewers a free KFC meal of two pieces, two side dishes and a biscuit.
  
反馈:需求过剩,以致于KFC的门店应接不暇,很多店都没有食品供应了,消费者对此非常不满。公司疲于安抚公众,邀请顾客改天再来品尝。
Feedback: Demand was so great that KFC stores were overwhelmed and many ran out of food, causing consumer backlash. The company tired to calm the public by offering rainchecks.
  
加州南部的两位消费者对KFC提起了诉讼,其中一项指控是该公司做虚假广告。
Two southern California consumers filed suit against the fast-food company, accusing it of false advertising, among other things.
  
KFC总裁对事件公开道歉。不过KFC说,烤鸡的推出和广告宣传活动获得了成功。
KFC's president publicly apologized for the 'kerfuffle.' But KFC says the grilled chicken launch and its campaign were successful.
  
KFC负责营销的执行副总裁贝尼托(Javier Benito)说,这是公司历史上最好的新产品推出活动。对我们来说,现在这已经是规模10亿美元的业务,占总体业务的20%。
'It's the best new-product introduction in the company's history,' says Javier Benito, KFC's executive vice president of marketing. 'It's now a $1 billion business for us and represents 20% of our total business.'
  
KFC拒绝就仍在进行中的诉讼发表置评。
The company declined to comment on the pending litigation.


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