CARTIER订婚钻戒广告语也很俗
<br><p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;text-align:center;mso-layout-grid-align:auto;punctuation-wrap:hanging;
text-autospace:ideograph-numeric ideograph-other;mso-vertical-align-alt:auto" align="center"><b style="mso-bidi-font-weight:normal"><span style="font-size:14.0pt;
mso-bidi-font-family:宋体" lang="EN-US">CARTIER</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:14.0pt;mso-bidi-font-family:宋体">订婚钻戒广告语也很俗<span lang="EN-US"></span></span></b></p>
<p class="MsoNormal" style="text-align:center" align="center"><span lang="EN-US"> </span><span class="style14"><span style="font-size:24.0pt;color:blue" lang="EN-US">“</span></span><em><b><span style="font-size:24.0pt;font-family:宋体;color:blue">炫真爱异彩，唤挚爱芳名</span></b></em><span class="style14"><span style="font-size:24.0pt;color:blue" lang="EN-US">”</span></span><span style="font-size:24.0pt;color:blue" lang="EN-US"></span></p>
<p class="style9" style="text-indent:23.6pt;mso-char-indent-count:1.47;
line-height:150%"><span style="mso-ignore:vglayout;position:
relative;z-index:1"><span style="left:0px;position:absolute;left:876px;
top:-41px;width:100px;height:493px"><img src="file:///E:/DOCUME%7E1/itflyer/LOCALS%7E1/Temp/msohtml1/01/clip_image001.gif" alt="文本框: 胤然点评CCTV9频道广告语 – 续" class="shape" width="100" height="493"></span></span><span class="style19"><b style="mso-bidi-font-weight:normal"><span style="font-size:
16.0pt;line-height:150%">这</span></b>是著名奢侈品公司<span lang="EN-US">CARTIER</span></span><span class="style17">的订婚钻戒广告词。采用中国传统的楹联形式，但可惜它犯了对联的一个大忌<span lang="EN-US"> - </span></span><span class="style5"><b style="mso-bidi-font-weight:normal"><span style="font-size:
14.0pt;line-height:150%;color:blue">同位重字</span></b></span><span class="style17">了，也就是上下联同一位置都用了<span lang="EN-US">“</span>爱<span lang="EN-US">”</span>字。不符合国人已经“定型入生理范畴”的那种阅读欣赏习惯了，怎么读怎么别扭，自然更难记住，虽然才短短<span lang="EN-US">10</span>个字！<span lang="EN-US"></span></span></p>
<p class="style9" style="text-indent:23.6pt;mso-char-indent-count:1.47;
line-height:150%"><b><span style="font-size:16.0pt;line-height:150%;color:black;
mso-no-proof:yes">当</span></b>今国外品牌公司的品宣广告语中国本土化有一个误区：往往找英文<span lang="EN-US">95</span>分<span lang="EN-US"> + </span>中文<span lang="EN-US">70</span>分的<span lang="EN-US">copywriter </span>来字译或者意译，其实这都不对。应该是倒过来，请国文水平很强的、能造境的高手来<span lang="EN-US">“</span><span class="style16">二次创意</span><span lang="EN-US">”</span>！否则你的广告语没办法在完全不同于西方文化的中国市场、在有着完全不同的文字体系的中国受众里，达到你在英文国家的宣传效果。</p>
<p class="style9" style="text-indent:23.6pt;mso-char-indent-count:1.47;
line-height:150%"><b><span style="font-size:16.0pt;line-height:150%;color:black;
mso-no-proof:yes">也</span></b>许有些广告人或创意总监们会反驳说，广告语就应该通俗浅显一些，能生拉硬拽的让受众记住就行了。其实这是一种诡辩：你没有那个意识和能力创造出既有意境、又能通俗表达原旨的、合格优雅的文案，就不要贬低广大受众的理解力和品味度、来给你那不称职的广告创意能力和烂俗的文字功底做解脱。</p>
<p class="style9" style="text-indent:23.6pt;mso-char-indent-count:1.47;
line-height:150%"><b><span style="font-size:16.0pt;line-height:150%;color:black;
mso-no-proof:yes">富</span></b>有意境的优美文字一定能做到令人易懂易记，达到品宣的目的，只要你文字创意水平足够高；通俗浅显的文字也一定能做到富有品味，更高效、优雅的实现你的广告目的，只要你的文字天赋足够强。只是，一定要找对人。
</p>
<p class="MsoNormal" style="text-align:right" align="right"><span style="mso-ascii-font-family:
Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:#006699">黄胤然</span><span style="font-family:Arial;color:#006699" lang="EN-US"></span></p>
<p class="MsoNormal" style="text-align:right" align="right"><span style="font-family:Arial;color:#006699" lang="EN-US">MPM, CIA, CISA, CISSP </span></p>
<p class="MsoNormal" style="text-align:right" align="right"><span style="mso-ascii-font-family:
Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:#006699">中国首位</span><span style="font-family:Arial;color:#006699" lang="EN-US">“ </span><span style="mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:
Arial;color:#006699">文字艺术监理师</span><span style="font-family:Arial;
color:#006699" lang="EN-US">”<br>
</span><span style="mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;
mso-bidi-font-family:Arial;color:#006699">独立艺术策划人</span><span style="font-family:Arial;color:#006699" lang="EN-US"><br>
</span><span style="mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;
mso-bidi-font-family:Arial;color:#006699">时尚浪漫古典诗词小家</span><span style="font-family:Arial;color:#006699" lang="EN-US"></span></p>
<p class="MsoNormal" style="text-align:right" align="right"><span style="mso-ascii-font-family:
Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:#006699">中国音乐著作权协会会员</span><span style="font-family:Arial;color:#006699" lang="EN-US"><br>
</span><span style="mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;
mso-bidi-font-family:Arial;color:#006699">欧美同学会会员、惠风诗社社长</span></p>
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