价值百亿美金的英文slogan,靠的就是这7条军规!

今天侃哥给大家推荐一篇文章,非常精彩,发表于国外知名博客hubspot,作者是 Lindsay Kolowich

文章的标题是:22 Companies With Really Catchy Slogans & Brand Taglines--22家广告词颜值爆表的公司(我稍微意译了一下哈~)

标题中的catchy是一个形容词,表示“引人注意的、容易记住的”。tagline指的是“品牌口号”(跟slogan是近义词)。比如我个人比较喜欢一句广告词:“不喧哗,自有声。”--这是别克君越汽车的广告词。还有一句也令我印象深刻:“身未动,心已远。”--这是旅游卫视(一个TV频道)的广告语。

好的广告词确实能起到抬升企业形象的作用。正如“喜欢一个人,恋上一座城”。很多时候,一句好的广告词,能让我们对一个品牌充满好感,这就是语言的力量。

今天推荐给大家的这篇文章,既教了我们英文,又给我们上了一堂生动的广告文案课,很有价值。(要看完整版本的英语文章,还是点击左下角“阅读原文”)

文章开宗明义,给出了三个好的广告词(great slogan)的要素:

1. It’s memorable(好记)

好的广告词一定都是很短小的。高节奏的社会给消费者看到广告词的时间最多1-2秒钟,想想地铁站的广告,如果广告词太长,消费者看着如同过眼云烟,根本记不住。

2. It includes a key benefit. (包含核心卖点)

有一些广告词,不知所云,比较雷人,比如“恒源祥,羊羊羊”,反正我第一次听到这个广告,不知道他们家买什么的,还以为是北京某刷羊肉的老字号。刚刚我举的例子,旅游卫视的“身未动,心已远”就比较好,凸显出该节目让你足不出户、饱览世界的卖点。

3. It differentiate the brand. (差异化)

比如都是做凉茶的,王老吉主打“不上火”的差异点;都是做电器,小米主打“年轻人的第一台…”,找到了自己独特的突破点。

4. it imparts the positive feelings about the brand.(传递正能量)

广告词里最好都要用正面(positive)的词,而不要用负面(negative)的词。人的本性是求真求善,喜欢温暖的东西,本能地排斥负能量。比如,益达的广告词,“这是你的益达”。很萌,也很暖。

包含上述这几个要点的slogan一般都属于上乘的作品了,该文章后面选择了22个案例进行分析。侃哥从中再挑选出7个大家比较熟悉的案例,我们欣赏一下,顺便学一点英语语言的精华。

1

Nike
(耐克)

Just do it.

It didn't take long for Nike's message to resonate. The brand became more than just athletic apparel -- it began to embody a state of mind. It encourages you to think that you don't have to be an athlete to be in shape or tackle an obstacle. If you want to do it, just do it. That's all it takes.

这句广告词很快就能让你产生共鸣。这个品牌超越了运动服的范畴,开始传递价值观。它让你意识到,并非只有运动员才可以体质卓越、克服障碍,普通人也能做到。如果你想做到,就去做。就这么简单。

1. take long:花很长时间(take:“花费”;时间、精力等资料)

2. athletic apparel:运动服饰

3. embody:体现

4. a state of mind:精神状态

5. be in shape:处于良好的身体状态

军规1:好的广告词能传递价值观。

2

Apple
(苹果)

Think Different.

This slogan was first released in the Apple commercial called "Here's to the Crazy Ones, Think Different" -- a tribute to all the time-honored visionaries who challenged the status quo and changed the world. The phrase itself is a bold nod to IBM's campaign "Think IBM," which was used at the time to advertise its ThinkPad.

这条广告词首次出现在一支苹果的广告片里,片名是“向疯狂的人致敬,非同凡响”(可点击观看)。这支片子向历史上所有改变世界的牛人致敬。这条广告语其实也是对当年IBM的广告词--“Think IBM(向IBM那样思考)”的勇敢挑战,这句话是被用来宣传其ThinkPad系列笔记本。

1. commercial:名词,商业广告品

2. Here’s to…:(举杯)向某人致敬

3. a tribute to:向…致敬;赞颂

4. time-honored:经典的(背历史铭记的,受人尊重的)

5. status quo:现状

6. a bold nod to:向…勇敢地示意(那是IBM已经是老牌大企业了,苹果还是新型公司)

军规2:有时要敢于挑战行业权威,因为这太吸引眼球了。

3

L'Oréal
(欧莱雅)

Because you’re worth it.

Who doesn't want to feel like they're worth it? The folks at L'Oréal know that women wear makeup in order to make themselves appear "beautiful" so they feel desirable, wanted, and worth it. The tagline isn't about the product -- it's about the image the product can get you.

谁不想觉得自己很有价值?欧莱雅的人深知,女人用化妆品是为了呈现出美丽的一面,这样他们就会感觉自己被渴望、被需要,这就是价值。广告词并不是关于产品本身,而是关于这个产品能给你带来什么意象。

be worth it:有价值的

wear makeup:使用化妆品(注意动词用wear)

军规3:好的广告词要挖掘人内心深处的需求。

4

M&M
(MM巧克力豆)

Melts in your mouth,
not in your hands.

Here's one brand that didn't need much time before realizing its core value proposition. At the end of the day, chocolate is chocolate. How can one piece of chocolate truly stand out from another? This particular example highlights the importance of finding something that makes your brand different from the others -- in this case, the hard shell that keeps chocolate from melting all over you.

这里有一个品牌让你瞬间就明白其核心价值主张。说到底,巧克力就是巧克力,但一快巧克力如何能真正脱颖而出?M&M的案例充分说明了找到差异化优势的重要性--在这个案例中,M&M巧克力豆的坚硬外壳可以让里面的巧克力不弄脏你的衣服。

1. core value proposition:核心价值主张

2. at the end of the day:引申含义,“说到底”的意思

3. stand out from another:脱颖而出

4. highlight the importance of…:强调了…的重要性

5. keep…from…:防止…

军规4:广告词中要体现差异性优势。

5

Lay’s

(乐事)

Betcha can’t eat just one.

Seriously, who here has ever had just one chip? While this tagline might stand true for other snack companies, Lay's was clever to pick up on it straight away. The company tapped into our truly human incapability to ignore crispy, salty goodness when it's staring us in the face. Carbs, what a tangled web you weave.

说真的,谁真的只吃一片薯片呢?虽然这条广告词对其他零食公司而言,说的就是一句废话,但是乐事还是立刻使用这一条广告词--这非常聪明。乐事这家公司正是看到了人们对“脆爽、咸鲜”的东西没有抵抗力。一堆碳水化合物而已,真是心机婊。(翻完这段,我对自己翻译能力简直跪了。)

1. Betach:bet you…(我敢打赌)的缩略形式,美国人经常挂在嘴边

2. stand true for:对…而言是真实的,翻译中我处理成了“对…而言,是句废话(既然都是真的,为何要去讲)”

3. pick up on it:选定它

4. straight away:立刻、马上

5. tap into:挖掘

6. incapability to (do sth.):没有能力去做某事

7. crispy, salty goodness:脆的、咸的好吃的东西

8. when it's staring us in the face:当它盯住我们的脸(其实就是当我们边咽口水边看着这些薯片的时候,非常幽默的写法)

9. Carbs:碳水化合物(carbohydrates)的缩写,薯片其实就是碳水化合物,这是它的本质

10. what a tangled web you weave:这句话其实来自于一首诗,很有名,意思是“你编织了一张多么复杂的网啊!”在这里指乐事处心积虑用这样的广告词勾起我们的欲望。(我把它处理成了“心机婊”,他们就每天织网套我们吗?)

军规5:好的广告词要挖掘人性。

6

McDonald's
(麦当劳)

I’m lovin’ it.

The "I'm Lovin' It" campaign was launched way back in 2003 and still stands strong today. This is a great example of a slogan that resonates with the brand's target audience. McDonald's food might not be your healthiest choice, but being healthy isn't the benefit McDonald's is promising -- it's that you'll love the taste.

“我就喜欢”这句广告词早在2003年就推出了,如今还是很坚挺。这是一个引起目标客户共鸣的又一经典案例。麦当劳的食物恐怕不是你最健康的选择,但是“健康”又不是麦当劳的价值主张,它只在乎你是否喜欢他们家的味道。

1. stand:这个词今天文章里出现好几回,都是作“系动词”,后面跟表语(strong)

2. resonate with:与…产生共鸣

3. target audience:目标客户

军规6:找到目标客户的共鸣点。

7

The New York Times
(纽约时报)

All the News That's Fit to Print

This one is my personal favorite. The tagline was created in the late 1890s as a movement of opposition against other news publications printing lurid journalism. The New York Times didn't stand for sensationalism. Instead, it focused on important facts and stories that would educate its audience.

这条是我最喜欢的。这条广告词诞生于19世纪90年代,那时,整个美国新闻界正在“反三俗”的时候(有一次被我自己的翻译能力折服~~)。纽约时报并追求所谓的轰动效应。相反,它关注所刊登的重要的新闻和事实是否有营养。

1. movement of opposition against:反对…的一次运动

2. lurid journalism:耸人听闻或华丽庸俗的的新闻(就是“三俗”的意思,典型“小报”--tabloids的风格,为追求阅读量无节操、无底线)

3. sensationalism:轰动效应

军规7:坚持自己的情(bi)怀(ge)。

综上所述,一条好的英文广告词,要做到以上六条“军规”,这是我从上述案例中提炼和整理出来的:

1. 传递一种正能量的价值观(imparts a positive value)

2. 敢于挑战权威(dares to challenge authority)

3. 激发消费者内心诉求(stimulates consumers' innder desire)

4. 找到差异化优势(finds something that makes you different)

5. 挖掘人性(taps into humanity)

6. 引发目标客户的共鸣(resonates with your target audience)

7. 坚持做自己(stay true to yourself)

你还碰到过什么好的英文广告词,可以分享出来一起鉴赏、学习!欢迎文末留言👏👏

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