[双语]互联网下的广告业
Venus发布于 2009/9/29 16:17:08 | 33144 次阅读  [][][]
文章来源:FTchina 关键词:语言 英语 双语 广告 互联网
点击查看类别新闻

相关推荐

英国《金融时报》蒂姆•布拉德肖(Tim Bradshaw)、 安德鲁•埃奇克利夫-约翰逊(Andrew Edgecliffe-Johnson)

In 2008, the only advertisement any marketer could talk about was Cadbury's drumming gorilla. The advert was made for television but was also viewed millions of times on YouTube.

2008年,唯一一则所有营销人员都会谈论的广告是吉百利(Cadbury)打鼓的大猩猩。这则广告本来是为电视制作的,但它在YouTube上也被观看了数百万次。

Agencies were delirious at the crossover success to the video sharing site. Here, finally, was proof that traditional agencies could conquer the web with old-school marketing skills. Gorilla scooped the grand prix in film at the Cannes Lions International Advertising Festival.

广告公司对于成功转向视频共享网站YouTube感到兴奋不已,因为它最终证明了传统广告公司可以用老式的营销技能征服网络。大猩猩广告(Gorilla)在戛纳国际广告节(Cannes Lions International Advertising Festival)上斩获影片类全场大奖。

By June this year, Cannes was a very different festival. For a start, the Croisette – normally packed with partying ad men – was deserted as agencies stayed away to nurse their shrinking budgets. But in any event, rather than television adverts winning awards for online work as Gorilla had, it was the online campaigns that impressed the judges across every category.

今年6月,戛纳广告节变得不一样了。首先,Croisette大道通常挤满了参加盛会的广告界人士,此次却是门可罗雀——为了节约使用不断紧缩的预算,很多广告公司都没有参加。但不管怎样,在所有类别上都给评委留下深刻印象的,不是电视广告因网络化而赢得奖项(就像大猩猩广告一样),而是网络宣传活动。

The campaign that won the most awards was the web-led Tourism Queensland contest to fill “the best job in the world” – a caretaker on an “island paradise”. This word-of-mouth hit generated press coverage, including a BBC television documentary on the search for the winner, worth an estimated $100m (€70m, £62m) from a budget of just $1.2m.

斩获奖项最多的营销活动是昆士兰旅游局(Tourism Queensland)举办的以网络为主导的竞赛,竞赛内容是争夺“世界上最好的工作”——一个“像天堂一样的岛屿”的看护人。成功的口碑吸引了总值估计达1亿美元的媒体报道,其中包括英国广播公司(BBC)以寻找获胜者为内容的电视纪录片,而昆士兰的媒体预算只有120万美元。

This digital discombobulation, combined with the recession, has taken its toll not only on advertising budgets and fees but also on the self-esteem of a vast industry, in which the top five global agency groups are expected by Jefferies, the investment bank, to earn revenues of $45bn this year, with the marketing services industry as a whole turning over $80bn.

这种数字上的强烈反差,加之经济衰退,不仅影响了广告预算和费用,而且伤害了规模庞大的广告业的自尊——投资银行Jefferies预计,全球最大的5家广告集团今年可创收450亿美元,而整个营销服务业为800亿美元。

The sector is facing huge cyclical and structural upheavals. According to a forecast by GroupM, part of the WPP group that buys media space for clients, global advertising expenditure will fall 5.5 per cent to $417bn this year and a further 1.4 per cent in 2010. WPP, which ranks as the world's largest communications group by revenues, this week disclosed that its profits had almost halved in the first half, further underlining the strain placed on the industry by the recession.

该行业正面临巨大的周期性和结构性变革。据WPP旗下为客户购买媒体空间的群邑(GroupM)预测,全球广告支出今年将下降5.5%,至4170亿美元,明年还会进一步下降1.4%。据全球收入最高的传播集团WPP上月末披露,该公司上半年利润几乎减少一半,进一步突显出经济衰退给该行业带来的压力。

But the very troubles faced by traditional agencies are providing opportunities for advertisers, which spend about $1,000bn a year with third-party marketing and communications agencies, according to estimates by Jefferies. Volkswagen, for example, chose to launch the latest version of its Golf GTi without using television or print advertising, relying almost entirely on free “buzz” online.

但传统广告公司面临的问题正是向广告客户提供机会,据Jefferies估计,这些客户每年在第三方营销与传播机构身上的花费约为1万亿美元。例如,大众汽车(Volkswagen)在推出最新款Golf GTi车型时,没有使用电视或印刷广告,而是几乎完全依赖免费的网上“蜂鸣”(buzz)。

“The tough times and the niche nature of the model got [VW] across the line to go pure digital,” says Mike Parsons, UK managing director of Tribal DDB, whose GTi website won a coveted mention on the BBC's Top Gear motoring programme.

Tribal DDB英国董事总经理迈克•帕森斯(Mike Parsons)表示:“时局艰难以及这款车的小众特征促使(大众汽车)转变方针,走纯数字化路径。”Tribal DDB的GTi网站曾令人艳羡地在英国广播公司的Top Gear汽车节目中被提及。

“Software engineers are the new rock stars of marketing,” says Tom Bedecarré, chief executive of AKQA, a large independent digital agency – displacing the guru role usually afforded to creative directors and copywriters. But the swaggering confidence with which Don Draper – the creative director in Mad Men, the 1960s-set Madison Avenue television drama – seduced his clients has been lost.

大型独立数字广告公司AKQA的首席执行官汤姆•比德卡雷(Tom Bedecarré)表示,“软件工程师是营销界新的摇滚明星”——取代了通常由创意总监和文字撰写人所扮演的教父角色。但《广告狂人》(Mad Men)创意总监唐•德雷柏(Don Draper)吸引客户的那种狂妄自信已经丧失了。《广告狂人》是一部描写上世纪60年代麦迪逊大道广告公司的电视剧。

“Gone is the mood lighting – we are all under fluorescent lights,” says Liz Miller of the CMO Council, which represents marketing officers. “It is not a pretty time if you are looking to put on a lot of show and window-dressing.”

首席营销官理事会(CMO Council)的莉斯•米勒(Liz Miller)表示:“场景照明已成为过去——我们都在荧光灯下。如果你想大肆演戏和粉饰,现在并非合适的时机。”

[1] [2] [3]
分享到:

MSN/QQ推荐 加入收藏 马上打印 我要投稿 给编辑写信

乐学声明:乐学网登载此文出于传递更多信息之目的,并不意味着赞同其观点或证实其描述。文章内容仅供参考。

对此篇报道打分

当前平均分: 0.10(共 4139 人打分)

-5-4-3-2-1012345
我来评论

评论标题:

您的姓名:

您的评论:*

验证码:看不清?点击更换

评论列表

最新新闻

最火新闻

精彩评论

  • 八错八错。目前在用italki上课,相对于华尔街等其他培训机构来说,这个地方比较省钱,不用像华尔街那样一次性交那么多钱给他们,并且找老师的时候可以先免费试用老师,直到找到合适的老师。感觉还挺好的

    匿名人士对新闻:15款语言学习2.0网络服务的评论

  • 这个现象其实在上世纪80年代中后期已经被发现了,怎么到现在还在被认为是“新发现”,看来学术界也掏江湖的。

    润轩对新闻:中国人大脑语言区和西方人不一样的评论

  • N多五月天台语歌词……

    匿名人士对新闻:教你说闽南语的评论

  • 生命无价,好好生活!抢沙发抛砖引玉,齐参与你翻我译。

    lu对新闻:[英语视频]泰坦尼克未公开的另一个结局的评论

  • 记得有一句印象老深刻的,“学日语,我选朝日”

    chou对新闻:[小V在现场]2008朝日日语年会的评论

  • 谢谢朝日老师鼓励(发了老半天终于发上来了)。阿拉继续加油努力吧!(顺便说一句,朝日那个对老师的尊重哦,实在是令人印象深刻。)好学校!学日语,选朝日!相信小V没错的!hahaha……

    小V对新闻:[小V在现场]2008朝日日语年会的评论

  • 乐学网的速度比我们自己网站还快!照片色彩比我们自己的还要自然!还配了图片说明!真厉害!阿里阿朵!惭愧啊惭愧……回去检讨去了……(顺便对求职者说一句,咱们朝日有专门的就业服务部门,为优秀学员推荐实习和就业哦,可以拨打我们的免费咨询电话:800-620-0659)

    朝日老师对新闻:[小V在现场]2008朝日日语年会的评论

  • 昨天听讲座,说在经济危机下,人们可以做很多平时太忙而没空做的事情,首先就是学习,还有是陪家人、做人生的短暂停留休息一下等等。我也想学学日语,不知朝日是否会有企业推荐的机会?

    求职者对新闻:[小V在现场]2008朝日日语年会的评论

  • 灵的,灵的

    皮蛋对新闻:中英文字趣味分解变换的评论

  • 这位高人,我杂志编辑部正找文案,若有意请留言

    杂志编辑对新闻:奥巴马胜选演说·文言版的评论

  • 这位高人,我杂志编辑部正找文案,若有意请留言

    杂志编辑对新闻:奥巴马胜选演说·文言版的评论

  • 厉害厉害,虽说更像五四时期的白话文,不过对90后们来说,也算文言的可以了。够牛、够强,够狠。

    lu对新闻:奥巴马胜选演说·文言版的评论

  • 中文真伟大,真伟大!岂止不能读,简直看都不能看,看了头晕。

    匿名人士对新闻:中文真伟大!竟然有只能看,不能读的文章!的评论

Google

广告