在日常學習、工作或生活中，大家總少不了接觸作文或者范文吧，通過文章可以把我們那些零零散散的思想，聚集在一塊。范文書寫有哪些要求呢？我們怎樣才能寫好一篇范文呢？以下是我為大家搜集的優(yōu)質(zhì)范文，僅供參考，一起來看看吧

德芙巧克力廣告英語篇一

德芙=dove

d=do

o=you

v=love

e=me

連起來是 do you love me = 你愛我嗎

dove的中文翻譯是鴿子，還有和平的含義。 德芙中文諧音“得福”(即得到幸福)。

德芙巧克力是世界最大寵物食品和休閑食品制造商美國跨國食品公司瑪氏(mars)公司在中國推出的系列產(chǎn)品之一，是瑪氏食品公司旗下的巧克力品牌名稱，品牌名稱源自一家1956年所成立的芝加哥糖果商店，1985年開始進入全美市場。1986年被瑪氏食品收購。_年進入中國，于1993年進入中國大陸市場，1995年成為中國巧克力領(lǐng)導品牌，“牛奶香濃，絲般感受”成為經(jīng)典廣告語。 德芙巧克力、玫瑰鮮花和胡莊玫瑰花球，早已成為人們傳遞情感、享受美好瞬間的首選佳品。

德芙巧克力品種豐富，包括果仁巧克力、絲滑牛奶巧克力、榛仁葡萄干巧克力、杏仁牛奶巧克力、摩卡榛仁巧克力、榛子醬夾心巧克力等。德芙巧克力已成為人們傳遞情感、享受美好瞬間的首選佳品。 瑪氏公司生產(chǎn)與銷售多種商品，從糖果、寵物食品，到加工巧克力，產(chǎn)品行銷全球，顧客遍及100多個國家。瑪氏公司雖然是一跨國企業(yè)，但目前仍由家族掌控，并由企業(yè)家第三代，約翰、小弗瑞斯特與杰奎琳瑪氏(john，forrest jr.& jacqueline mars)負責經(jīng)營。 瑪氏公司的經(jīng)營項目包括點心類食品(m&ms巧克力、士力架〈snickers〉、德芙巧克力〈dove〉、彩虹糖〈skittles〉，等等)，主食類食品(包裝米、面團、醬料)，寵物食品(偉嘉〈whiskas〉、寶路〈pedigree〉和西莎〈cesar〉)，飲料(自動零售機飲料)，電子產(chǎn)品(自動支付系統(tǒng))，以及信息科技等。

二、產(chǎn)品特征分析

1、概述

巧克力是以可可粉為主要原料制成的一種甜食。它不但口感細膩甜美，而且還具有一股濃郁的香氣。巧克力可以直接食用，也可被用來制作蛋糕、冰激凌等。在浪漫的情人節(jié)，它更是表達愛情少不了的主角。

巧克力體積小，發(fā)熱多，味甜可口。研究發(fā)現(xiàn)，巧克力中含有紅葡萄酒中所含有的抗氧化物。，脂肪、碳水化合物等其他成分與巧克力相近，都是以可可粉為主要原料制成的。

2、產(chǎn)品優(yōu)勢

①.口感好;②.巧克力味純;③.買慣了;④.到嘴就化了 ⑤.口味好，滑潤;⑥.比較細膩;⑦.含熱量多;⑧.不膩口; ⑨.包裝采用歐美風格設(shè)計，非常精美。

3、產(chǎn)品劣勢

①.價格高;②.太甜;③.上火;④.品種少，花樣不多;⑤.不容易保存;⑥.塊大，不方便;⑦.量少;⑧.口味膩。

三、市場競爭對手分析

調(diào)查結(jié)果顯示，在消費者吃過的巧克力品牌中除德芙以位居第一外，國產(chǎn)巧克力品牌金帝以排名第二位。金帝巧克力憑借中高檔品牌定位，產(chǎn)品口感好等特點，在消費者心中的知名度處于快速上升態(tài)勢。

德芙巧克力與金帝巧克力的比較

金帝在市場競爭中的優(yōu)勢：

準確的市場定位，引得了年輕人對巧克力的青睞，金帝抓住了這個市場，取得了不錯的銷售成績。

細分市場擴大，金帝巧克力提出了“金帝巧克力，只給最愛的人”這樣一個極富人情味的廣告語，并且正日益深入人 心。因此，金帝的市場不斷在拓展，業(yè)績在不斷地飆升。

金帝巧克力的歐派風味獨特，質(zhì)量更是優(yōu)良 ，并且價格低于德芙。

金帝在市場競爭中的劣勢：

品牌意識薄弱 ，德芙在中國市場的策略更具侵略性，在市場上采取了更為激進的市場行為，明顯加大了中國市場的投入 。

包裝欠缺，金帝的包裝在視覺識別上遠不及一些國外產(chǎn)品

銷售渠道有限 ，最多的是超市銷售，在其他渠道上的銷售欠缺。 廣告宣傳力度單薄

金帝巧克力在廣告宣傳的力度上還顯得比較單薄，對于一些大型媒體利用的程度不是很高。在一些固定性的節(jié)日到來之前的宣傳促銷活動做的很少。

四、 德芙的綜合優(yōu)劣勢

優(yōu)勢：

品牌優(yōu)勢：品牌是消費者和產(chǎn)品之間的完全體驗，它是消費者的個性化選擇，同時品牌又代表的高品質(zhì)和高知名度、美譽度等。

德芙在中國市場已經(jīng)樹立了一定的品牌形象。

德芙較早的進入市場，在消費者心中有一定的份量。

質(zhì)量優(yōu)勢：采用最優(yōu)質(zhì)的純天然可可液和可可脂精心配置而成的德芙巧克力，其各項指標都達到歐洲最高標準。

生產(chǎn)技術(shù)優(yōu)勢

劣勢：

本身缺乏對中國市場的了解：表現(xiàn)在對中國市場流通體系、市場結(jié)構(gòu)、中小城市分銷渠道與形式、地域差異、消費心理、消費行為、飲食文化、口味差異等和把握上不夠全面、詳細和真實。

消費者對巧克力的誤解：由于對巧克力了解不夠充分，消費者普遍存在著巧克力是高糖、高熱量的糖果，不僅會使身體發(fā)胖，還會導致心血管疾病、糖尿病等錯誤的認識，致使部分消費者想吃，但又不敢吃、怕吃。

五、 廣告訴求策略

1、訴求對象

16--45歲此年齡段的情侶或夫妻，他們正處于精力充沛.戀愛時比較注重浪漫，尤其年齡在16-28歲的情侶更為主要對象。

2、訴求重點

讓德芙巧克力“牛奶香滑，絲般感受”更加深入人心。

六、 廣告目標策略

提高消費者購買興趣，增強消費者的品牌意識，使消費者看了或聽了廣告之后,對產(chǎn)品的特點有一個比較清楚的認識與了解.激起經(jīng)濟規(guī)律下的購買欲望。

七、 廣告?zhèn)鬟_策略

1、媒介策略

①以長春的雜志廣告為主，向目標消費者傳達有關(guān)產(chǎn)品同時將各種促銷活動的內(nèi)容及時告知消費者。

②同時在長春市各大超市德芙專柜張貼活動海報，讓消費者做出及時的購買行為。

2、媒體選擇

1、《新文化報》，它在長春市覆蓋范圍最大，各事業(yè)單位均有訂購，廣告費也很低，因而具有很高的性價比。

2、《城市晚報》，它是長春市頗受歡迎的消費雜志，許多青年朋友都很喜歡而且以該雜志為購物指導和生活指標。

3、廣告發(fā)布頻率

在廣告開始的10天內(nèi)持續(xù)發(fā)布廣告，保持廣告的持續(xù)性，起到持續(xù)的說服和提醒作用。

4、廣告主題：“我的廣告你做主”

5、活動創(chuàng)意

①地點：長春市各大超市和各大廣場

②時間：20xx年情人節(jié)期間

③內(nèi)容：在超市和廣場的重要路口放置數(shù)臺全身大頭貼機器，任顧客免費取用，用自己的照片和頭腦為德芙巧克力設(shè)計創(chuàng)意海報，優(yōu)秀者可獲得精美禮品一份，并可將海報打印，以留作紀念。

④活動細節(jié)補充：可同時陳列有關(guān)德芙巧克力種類和各處德芙巧克力專賣店的海報，順便進行宣傳，使情侶們更準確地了解德芙產(chǎn)品。并開展免費試吃，禮品贈送等輔助活動。

德芙巧克力廣告英語篇二

- milk fragrant, silky feel

description:

from a sky flying birds began, the background music sounded, the camera turned to the balcony is reading a woman, a fashionable sexy white-collar women, male patrons of the terrace cafes eyes have been falling on her, the woman took out the chocolate action smooth, a piece into the mouth, the picture into a blend of milk and chocolate scene, and then close-up products, background music soft and comfortable highlights the delicate silky chocolate feel. smooth silky feeling from the mouth continued to the side, brown light around the woman bare side of xiangjian, and then wind the breeze in the stroked book page on the back of the hand, the last gently around the walk in the male paternity, a womans face a sweet smile, immersed in reading and dove brought pleasure. silk finally opened, the middle line of the word picture: pleasure moment, but also enjoy silk slippery. at the same time low, emotional monologue sounded: pleasure moment, more enjoy durs silky. compatibility: _dove_ ad _milk fragrant, silky feel_, the delicate and smooth feeling of chocolate to describe with silk, silk texture and taste of pure chocolate analogy, imagine. dove ad first _silk sense_ introduction, highlighting the delicate and smooth chocolate feeling. rich, and enhance the advertising expression.

relationship:

the entire advertising picture screen simple, elegant color, gray light against the background of the rich chocolate, the plot is simple, but impressive. this advertising background music is also a lot of extra points in advertising, music, romantic atmosphere to make the protagonist to enjoy the pleasure of chocolate, the audience is accompanied by intoxicating music experience romantic life. advertising is very interesting to show, giving the aesthetic feeling, so you think as long as eating a dove, life will be more wonderful, can be reading time, it can be time to listen to music, __ with a product quality of life linked to not only highlight the characteristics of the product also shows the fun of life.

similarity:

chocolate seems to have become people to pass the emotion, to enjoy the best moment to share. love is a good thing, chocolate and flowers are now to become the symbol of love, the typical expression. see the chocolate people will think of relationship: although the advertising is not known to the big star, but it uses the beauty of the contrary can reflect the beauty of advertising. in the sexy woman, attracted male waiter, no dialogue, but from beginning to end the traction between the two is very clear, like chocolate rich taste. silky feeling, half refers to the taste of people, the other half is a comprehensive sensory experience when people eat chocolate, including the pleasant mood, ecstasy of the spiritual level of feelings. _dove silky feeling_ is a spiritual call, wake up the public positive taste dove taste and spirit of the double enjoyment of interest.

irrelevant:

the success of this commercials is not only creative ideas, but also technical achievements, of course, not less advanced special photographic equipment and technology to help. because before you use a special camera, you see a rapid rotation of the chocolate sea, there is no

what the magic at all, the need for a wealth of imagination caixing. the picture is inverted milk as usual milk down as simple as fast, when in the photo-sonics lens capture, in order to show the beauty of slowly rotating movement; and very exciting chocolate stirred the crown screen, the magic charm is in this 35 mm camera, 360-cell high-speed per second under the show its unique charm. these special equipment and techniques have played a magical effect in the entire filming process using 50 different materials, as is to show as dove milk chocolate product itself, high-quality texture, through the picture to convey the characteristics of that product and the visual appeal, like to eat dove milk chocolate experience as unforgettable.

德芙巧克力廣告英語篇三

德芙巧克力在市場上具有很高的品牌知名度，市場占有率為35%，知名度為80%。這樣的成績來自于德芙絲滑細膩的口感，精美的包裝，也來自于德芙的廣告宣傳工作。而以20xx年的電視廣告為開端，德芙在當今日益激烈的市場環(huán)境中成功搏出位。經(jīng)典的電視廣告是其成功的重要因素。 德芙牛奶巧克力的魅力及純美品質(zhì)刻畫得絲絲入扣。其獨特的創(chuàng)意及制作拍攝技巧，也將德芙牛奶巧克力帶向了全新的境界。一連幾天看了好幾遍，每一遍給觀眾的感覺都很溫馨。一看這則廣告就知它的制作還是延續(xù)了德芙以往的優(yōu)雅氣質(zhì)，主角還是采用美女，唯美的畫面，優(yōu)雅的音樂，明快的色彩，給人總的第一印象就是難以言喻的舒心。

德芙巧克力是世界上最大寵物食品和休閑食品制造商美國跨國食品公司瑪氏公司在中國推出的系列產(chǎn)品之一，_年進入中國，1995年成為中國巧克力領(lǐng)導品牌，“牛奶香濃，絲般感受”成為經(jīng)典廣告語。

德芙[dove]名字詮釋

d=do

o=you

v=love

e=me

連起來就是do you love me

創(chuàng)始人通過詮釋旨在提醒天下有情人，如果你愛他(她)，急時讓你愛人知道這愛，并深深銘記。

德芙巧克力絲滑篇

在江邊沙灘的露天咖啡茶座上，女主人公一精致、知性氣質(zhì)出現(xiàn)。而旁邊俊秀、帥氣又彬彬有禮的男侍者微笑著站在一邊。女主人公放下手中的書，從手提包里拿出一塊德芙巧克力。伴隨著輕柔婉轉(zhuǎn)的聲音，她咬下一口德芙巧克力，在品嘗的同時，從巧克力中滑出一條巧克力色絲綢輕輕的繞她流動。“愉悅一刻，更享德芙絲滑”的廣告語出現(xiàn)。(更多絲滑感受，更多愉悅驚醒)

該廣告很好的延續(xù)了德芙廣告的經(jīng)典定位：“牛奶香濃，絲般感覺”。德芙廣告首創(chuàng)“絲感”概論，突出了巧克力細膩潤滑的感覺。

用豐富的聯(lián)想，把這種感覺與絲綢輕柔潤膩的質(zhì)感結(jié)合，營造出舒適，優(yōu)雅浪漫的意境。而此片中的廣告詞“愉悅一刻更享絲滑”簡潔明快，緊扣廣告表現(xiàn)出的愉悅感。其次，整個廣告畫面間接，色彩淡雅，灰白色映存這巧克力的濃郁，情節(jié)簡單，卻讓人印象深刻。此廣告的背景音樂也為廣告加分不少，音樂營造的浪漫氣氛使主角享受著巧克力帶來的愉悅感受的同時，觀眾也伴隨著醉人的音樂感受生活的浪漫。最后廣告很有情趣的戰(zhàn)線，給人唯美的感受，片子性感的女人，被吸引的男侍者，沒有對話，但自始至終兩人間的牽引，很顯然，就好似巧克力濃郁的口感。

讓你覺得只要吃一塊德芙，生活就會更加美好，可以是在閱讀的時候，也可以是在聽音樂的時候??將產(chǎn)品與一中高質(zhì)量的生活聯(lián)系起來，不僅突出產(chǎn)品的特征也展現(xiàn)了生活的趣味。

德芙巧克力廣告英語篇四

dove chocolate ad: milk fragrant, silky feel!

dove chocolate has become the people to pass the emotion, to enjoy the best moment to share. however, into the mall, the face of an assortment of brands, consumers are difficult to choose. the face of too many choices, consumers are not just concerned about a box of candy, but the quality of the product how, taste how, taste. dove just to meet the consumers of the whole box of chocolate can bring extraordinary experience. dove chocolate is born for love. the story began in the 40s of last century, one day the greek-american leon to see his son is on the street,

despite the safety hot pursuit of a truck selling ice cream in the back, out of concern for his sons safety, in order not to allow his son to buy an ice cream and run on the road, the chicago candy shop owner decided to develop a quality chocolate ice cream. after a few months of product formulations continue to adjust and improve, the love and health of high-quality ice cream has finally come out, and was leon named dove. a launch on the critically acclaimed, like its consumers flocked to an endless stream. it is the tireless pursuit of quality improvement, it created a dove chocolate mellow taste and silky smooth taste. because of this, more and more people around the world fell in love with dove chocolate. in the face of increasingly sophisticated consumers, aifen food companies not only go all out to develop high-quality dove milk chocolate, and innovation and change each year, hoping to give consumers a better experience, advertising is no exception. from last years _listen to dusi language_, this year even more to the planning, to a unique creative and unique production technology to shoot, bring consumers new advertising --- swirl articles, feel like a new realm of silky feeling. when the deep, emotional narration, with the beautiful singing music, gradually lead to slowly rotating chocolate vortex, it has a silky texture, such as the spring-like smooth rhythm; this out-and-out vortex constantly rotating, plus pure milk to join, add the wonderful combination of milk, like dancing a slow version of the jazz dance in general melodious and moving, it renders the wonderful feelings to attract you into a pure milk chocolate chocolate dove chocolate story is: you love me dove chocolate on the packaging of the dove.

dove in chinese

is the dove, and the meaning of peace.

it represents the lover of you: valentines skin that you feel smooth, shiny hair, is a lovely little princess little prince, the other wanted to protect you, you touch the move. dove chocolate is a wonderful experience, shooting chocolate is a challenge. the advertising creative from the delta high advertising, commissioned by the british senior director michael anderson led the production. the success of this commercial film is not only creative ideas, but also technical achievements; of course, less advanced special photographic equipment and technology to help. because before you use a special camera, you see a rapid rotation of the chocolate sea, there is no magic at all, requires a wealth of imagination caixing. the picture is inverted milk, the process is as simple as the usual milk down fast, when the photo-sonics lens capture, in order to show the beauty of slowly rotating movement; and very impressive dove chocolate crown images, magicalthe charm is in this chinese taiwan 35 mm camera, 360 grid per second under high-speed, it shows its unique charm. these special equipment and techniques have played a magical effect in the entire filming process using 50 different materials, as is to show as dove milk chocolate product itself, high-quality texture, through the picture to convey the characteristics of that product and the visual appeal, like to eat dove milk chocolate experience as unforgettable. effing foods will premiere this new tv commercial in 12 major cities in china on november 4, 20xx.

the tv film will be dove milk chocolate charm and pure quality characterization was inquisitive. as its advertising language described in the _milk fragrant, silky feel_ is so attractive. the unique creative and production of shooting skills, as will be the leading brand of milk chocolate with a new realm.