发布时间 : 星期一 文章广告学概论(双语)讲义更新完毕开始阅读3aa680d9ce2f0066f53322a0
留下十块钱，也留下您的痔疮 一封寄给战―痘‖者的特快专递
（3）引导读者进一步阅读内文
绿巨人罐装豌豆广告： 月光下的收成
无论日间或夜晚，绿巨人豌豆都在瞬间选妥，风味绝佳，从产地到罐装不超过三小时。 （4）尽可能写上品牌名称 百事，新一代的选择
这辆新型劳斯莱斯在时速60英里时，最大的噪声来自它的电子仪表。 （5） 长短适中：6－12字为宜 （二）Body Copy正文
一篇好的文案内文，最主要的是讲事实，而不是装腔作势；赋予亲切感，注入真实的感情。
1、理性诉求文案： Thakral Group—one of IBM‘s Best Business Partners Yes?
Yes! If you say yes to IBM
BM will provide you with a million benefits
And THAKRAL will provide you with even more service satisfaction
德加拉集团——
IBM最好的商业伙伴之一 是吗？
是的！如果你对IBM说Yes，IBM将提供给你100万利润。 而德加拉将提供你更满意的服务。
Going to the U.K.
ON HOLIDAY OR BUSINESS
WANT RELIABLE AND ECONOMIC TRANSPORT?
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We can offer short or long term rental from our large fleet of latest model Fords.
Free delivery & collection from Hea throw/Gatwick and central London
All credit cards accepted. Why not find out how little it could cost you? Write today for full details.
走，到英国去 度假或做生意
想要可靠而又经济的旅行吗？
我们有最新型、庞大的福特车队为你提供短期或长期租赁。 免费从希思落/盖特威克和伦敦中心接、送车。
接受各种信用卡。为什么不看看它的花费是多么低廉呢？欲知详情，今天就给我们写信。
劳斯莱斯平面广告
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”
What makes Rolls-Royce the best car in the world? ―There is really no magic about it---it is merely patient attention to detail,‖ says an eminent Rolls-Royce engineer.
1. ―At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock,‖ reports the Technical Editor of The Motor. Three mufflers tune out sound frequencies----acoustically.
2. Every Rolls-Royce engine is run for seven hours at full throttle before installation, and each car is test-driven for hundreds of miles over varying road surfaces.
3.The Rolls-Royce is designed as an owner-driven car. It is eighteen inches shorter than the largest domestic cars.
4.The car has power steering, power brakes and automatic gear-shift. It is very easy to drive and to park. No chauffeur required.
5.The finished car spends a week in the final test-shop, being fine-tuned. Here it is subjected to 98 separate ordeals. For example, the engineers use a stethoscope to listen for axle-whine.
6.The Rolls-Royce is guaranteed for three years. With a new network of dealers and parts-depots from Coast to Coast, service is no problem.
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7.The Rolls-Royce radiator has never changed, except that when Sir Henry Royce died in 1933 the monogram RR was changed from red to black.
8.The coachwork is given five coats of primer paint, and hand rubbed between each coat, before nine coats of finishing paint go on.
9. By moving a switch on the steering column, you can adjust the shock-absorbers to suit road conditions.
10. A picnic table, veneered in French walnut, slides out from under the dash. Two more swing out behind the front seats.
11. You can get such optional extras as an Espresso coffee-making machine, a dictating machine, a bed, hot and cold water for washing, an electric razor or a telephone.
12. There are three separate systems of power brakes, two hydraulic and one mechanical. Damage to one will not affect the others. The Rolls-Royce is a very safe car-and also a very lively car. It cruises serenely at eighty-five. Top speed is in excess of 100m.p.h.
13.The Bentley is made by Rolls-Royce. Except for the radiators, they are identical motor cars, manufactured by the same engineers in the same works. People who fell different about driving a Rolls-Royce can buy a Bentley.
Price: The Rolls-Royce illustrated in this advertisement-f.o.b. principal ports of entry-costs $13995.
If you would like the rewarding experience of driving a Rolls-Royce or Bentley, Write or telephone to one of the dealers listed on opposite page.
Rolls-Royce Inc. 10 Rockefeller Plaza, New York 20,N.Y. Circle 5-1144.
广告标题：―这辆新型?劳斯莱斯‘在时速六十英里时，最大噪声来自电仪表‖。
副标题：―什么原因使得?劳斯莱斯‘，成为世界上最好的车子？一位知名的?劳斯莱斯‘工程师说：?说穿了，根本没有什么真正的戏法——这仅不过是耐心地注意到细节。‘‖
广告正文： 1．《汽车》杂志的技术主编报告：―在时速六十英里时，最大
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噪声是来自车内的电子仪表。 三个消音装置消除了声音的频率—从声学上说。
2．每个―劳斯莱斯‖的引擎在安装前都先开足马力运转了七个小时，每辆汽车都在各种不同的路面试行数百英里。
3．―劳斯莱斯‖是为车主自己驾驶而设计的，它比国内制造的最大型车短十八英寸。
4．本车配有机动方向盘，机动刹车及自动排档，驾驶和泊车都易如反掌，无需司机在旁。
5．汽车安装完毕后，要在实验室经过一个星期的精密调试。分别受到九十八种严格的考核。例如：工程师们使用听诊器听轮轴所发的声音。
6．―劳斯莱斯‖保修三年。从东海岸到西海岸已经建立起新的经销网及零件供 应站，服务不成问题。
7.著名的―劳斯莱斯‖引擎冷却器从未更改，除了―亨利? 莱斯‖ 一九三三年去世时，把红色的字母RR 改为黑色 。
8. 制造车身前先上五层底漆，每次都用手工磨光，之后又上了九层漆。
9. 移动方向盘柱上的开关，可以调整减震器以适应路况 。
10．仪器板下可以拉出镶贴胡桃木的野餐桌 。另外两个可以从前座后面旋转出来。
11．你也还可以选择其他额外的配件，如：做浓咖啡的机械、电话自动记录器、床、盥洗用冷热水、一支电动刮胡刀和电话。 I2．具有三种不同制动系统，两种水力制动器，一种机械制动器。―劳斯莱斯‖汽车非常安全 ——而且非常灵活。可在时速八十五英里时宁静的行驶。最高时速超过一百英里。
13．―班特利‖是―劳斯莱斯‖公司制造的。除了引擎冷却器之外，两车完全一样，由同一工厂的同一批工程师精心打造。对驾驶―劳斯莱斯‖不感兴趣的人士不妨买一辆―班特利‖。
价格：本广告图片中的劳斯莱斯售价—主要港口岸边交货价格—13995美元。
假如你希望感受驾驶―劳斯莱斯‖或―班特利‖的超凡体验。请与对页列出的经销商接洽。
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