Three Ad Slogans that Illustrate the Shanghai Spirit

463 Words1 Page
bulb-icon

Recommended: Nike lifestyle essay

For those new to Shanghai, what attract them most may be the dazzling neon lights, stylish buildings, great variety of commodities or delicious snacks. But for me, a native Shanghainese, it is the unique charm of the city that makes it appealing to all. With its confidence, tolerance, diligence and enterprising spirit, Shanghai attracts the world's attention.

Here, I'd like to interpret the city spirit in my eyes by three famous advertisement slogans which are familiar to all of us.

First, the slogan of Adidas, "Impossible is nothing." It is none other but the discontentment and the enterprising spirit that make a metropolis from a small fishing village. For us Shanghainese, impossible is nothing. If you think you can, you can. Look, the maglev is galloping toward the future; the Oriental Pearl Tower is welcoming everyone from the world. Can you see Shanghai's height and speed? Listen, Shanghai Grand Theater is reverberated with the classical opera, Shanghai international film festival is filled with acclamation. Can you feel Shanghai's rich flavor of culture? Who insists skiing is only available in the north? Shanghai ski run makes it possible for people to experience the excitement of skiing within Shanghai. Who says the sea is insurmountable? Donghai Bridge successfully turns a deep chasm into a thoroughfare. Who considers the world expo a dream? It will be held in Shanghai in 2010.

Not content with all these, we have already set a higher goal. We want the maglev to gallop above the Yangtze River Delta; we want to extend Donghai Bridge to Zhejiang Province. We want to feast our eyes on not only Tennis Masters Cup, World Table Tennis Championship, but also NBA games and Formula One. For the fast-developing city of Shanghai, impossible is nothing.

Second, the slogan of Nike, "Just do it." "Better city, better life" should never only remain on paper. If we are to make the World Expo a complete success, we must carry it out. I am also ambitious; I want to be an interpreter. I know it's no easy job, but I will spare no effort to realize my dream. Why do I have my second major courses when I am supposed to play? Why do I take a part-time job while studying? Why do I take the advanced interpretation test? Why do I take part in this competition? The reason is simple, to realize my dream.

Show More
Related

  • Coca Cola v. Benetton

    898 Words  | 2 Pages

    This essay is an analysis of two advertising posters, one of being a modern piece of media, the other being aimed at the previous generation. I will be reviewing posters from Coca Cola and Benetton, the latter being the modern piece of media in this comparison.

    Read More

  • Jib Fowles 'Advertising's Fifteen Basic Appeals'

    752 Words  | 2 Pages

    n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.

    Read More

  • The Persuasive Appeal In The Bud Light Party Advertisement

    1617 Words  | 4 Pages

    An effective advertisement is able to persuade its viewers by providing informative facts about a brand that help create a sense of liking, which will enhance certain attitudes and feelings about the brand from the target audience. If an advertisement is effective it will be able to persuade its target audience. The persuasive appeals used in the Bud Light Party advertisement are source likeability, humor appeal, and appeal to broad cultural values, specifically patriotism. This paper will analyze how these three persuasive appeals can make an advertisement successful by grabbing the attention of its target audience, the millennial generation, making them more likely to have purchase intentions due a connection made between the advertisement

    Read More

  • Rhetorical Analysis Of Apple Music

    830 Words  | 2 Pages

    The specific emotions that are exemplified in this advertisement from music are determination, focus, sympathy, and contentment. In the first three scenes there are two people running and another is doing sit ups. They each are showing determination to get through the exercise without renouncing. The next segment involves a boy on a school bus. He illustrates focus no matter the occurrences proceeding. Following, is a girl on the train dancing, showing pleasure; then, there is guy waiting for a ride, illustrating delight. Upcoming, is a party scene where all people is showing enjoyment and further is about girl crying, constructing the audience to feel sympathetic. Succeeding, is people dancing on the subway modelling contentedness, proceeding with men having their jobs at focal point. Towards the end, there are scenes involving motorcyclists, a boxer, kids at a park, a pilot, bus driver, and people having a joy ride and carrying out the emotions listed above. Because of the song playing throughout the advertisement, various emotional responses were created; it also gave conflicting meanings to each individual person because of contrastive experiences each person has had. The additional use of logos promotes consumers to invest in

    Read More

  • Using Ethos, Pathos and Logos in Advertisements

    939 Words  | 2 Pages

    An advertisement is a form of public writing in which the author uses writing strategies as a way to catch the attention of a reader and to persuade that reader to purchase what he or she is promoting. In order to create an effective advertisement, the author relies on the product’s credibility, uses reasons to convince the reader to buy what he/she is promoting, and attempts to appeal to the reader based on emotion. A way in which this can be achieved is through using three components of writing known as ethos, pathos and logos. As an example to illustrate how these strategies can be used as an effective method of persuasion, I have chosen to analyze an advertisement produced by a travel agency. In the ad, the author’s attempt is to use logos and pathos as his primary means of persuasion but touches on all three components of writing as a method of luring the reader into choosing Texas as the primary choice for a vacation destination. The author’s intent is to rely on this location to represent the travel agency as a source for planning the vacation.

    Read More

  • Hsm/260 Week 3 Slogan Analysis

    835 Words  | 2 Pages

    My brand name is Mery Macarons. It’s an alliteration (with both words beginning with an m) which I thought would be more easier to remember. My brand logo is Carlos the Christmas wreath which is the brand’s mascot. I want to promote the brand as a seasonal cereal. Since wreaths are commonly associated with Christmas, the customer can assume it is a Christmas themed cereal. I chose “Sweet to the core, You’ll Want More” as my slogan. My slogan rhymes hence it could be remembered easily. Also, the first part of the slogan “Sweet to the core” contributes to the fact that it’s a dessert cereal.

    Read More

  • Examples Of Advertising Slogans

    1043 Words  | 3 Pages

    Slogans are the main tool used by advertisers today to influence our behavior. In addition, after reading Brave New World, it is apparent that the slogans used today are no different than the slogans created by the World State leaders. Slogans are everywhere, but what exactly is a slogan and why are they so effective? Advertising slogans are intentionally short, memorable phrases used in advertising campaigns (Talabi 31). Simply noted by author Dave Lakhani, "short sentences and simple words sell" (146). So it is no mistake, that "slogans are designed to be that sticky, catchy repeatable copy or phrase that actually then starts to evolve into visual mnemonics and tremendous shortcuts" (Soat par. 8). According to author, Felix Talabi, the shorter the better (31) so advertisers need to be clever with the few words they will combine to make that slogan. A slogan must be concise in order to be effective, the less words, the easier to remember (Talabi 33). That is the reason why slogans can easily persuade and manipulate people on a subconscious level. According to advertising expert, Melissa Tracey, "good slogans are notorious for getting stuck in your head" (par. 4). Those who read Brave new World observed the frequent use of slogans and how they worked, and as of today, "the slogan still maintains its prominence as an important advertising technique" (Reece et al. 41). No one

    Read More

  • Pierre de Coubertin and The Modern Olympic Movement

    1277 Words  | 3 Pages

    “Sochi by the numbers: The mind-boggling numbers behind the 2014 winter olympics.” 2014. Radio Free Europe Documents and Publications, January 27. http://search.proquest.com/docview/1491821936?accountid=14749. Accessed April 23, 2014.

    Read More

  • Semiotic Analysis of a Advertising Image

    1458 Words  | 3 Pages

    For my semiotic analysis I chose to talk about a commercial for ‘Be delicious’ from Donna Karan New York to demonstrate how advertising generates its meanings, construct the image and behaviors ideology in order to attract customers.

    Read More

  • Mandarin Oriental Case Study

    1242 Words  | 3 Pages

    The company’s target market appears to cater to every type of person in the luxury sector. This is reflected with its high class amenities, such as the Michelin restaurants and spas. The Mandarin Oriental International Limited Annual Report 2014 outlined that the leisure travellers have had higher demand recently over business travellers, as well as, “…higher spending leisure customers now making up close to 50% of the Group’s room nights” (Photos.mandarinoriental.com, 2014).

    Read More

  • Relation Between Advertising and Our Consumer Culture

    2541 Words  | 6 Pages

    Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...

    Read More

  • The 2014 Olympic Games in Sochi

    920 Words  | 2 Pages

    ...re athleticism and nationalism. Indeed, the host city of Sochi is a stage for the Games; however, at what expense? These critics seem to ignore that Sochi is not a flourishing nation, and any added political, cultural, and economic pressure that the Olympics brings on the nation is not the solution, nor is turning a blind eye to Sochi’s state as a crumbling region currently being held together by the threads of the Olympics.

    Read More

  • The Expo 2020 in Dubai: ‘Connecting Minds, Creating the Future’

    583 Words  | 2 Pages

    World Expos hold as a meeting point for people all over the world, where innovative ideas are shared and improve on issues that are internationally important, such as the global economy, or even an enhanced life for the world’s population. Expo 2020, which will be held in the heart of Dubai, will be one big step towards efficient development. The Expo will be held in the name of ‘Connecting Minds, Creating the Future.’ Their goal is to connect people and innovative ideas, leading the people of the world towards a better tomorrow. The Expo may have a gigantic effect on a country and its people, but it also has some downsides.

    Read More

  • Advertisement: An Illusion

    1403 Words  | 3 Pages

    Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.

    Read More

  • Impacts of Urban Tourism

    1319 Words  | 3 Pages

    some for the experience of different cultures, some for specific interests, or just for the pursuit of entertainment. More than half of the globe's population now lives in urban areas, these places are now the world's stage for many civilizations. They are centers of arts, entertainment and food, gateways to traditional customs and modern society, focal points for commerce, industry and finance, culture and people, icons and architecture, uniqueness and unity, and of course they give tourists a chance to experience diversity and creativity. However, to know what the city's strategies to attract the attention of tourist, there are cretin elements of urban tourism need to identify that lead to attract visitors to a city.

    Read More

More about Three Ad Slogans that Illustrate the Shanghai Spirit

Open Document