文案策劃面試作品
450萬廣告投入“歡樂頌”劇組是否值得？
新浪報道稱，有時尚雜志編輯在朋友圈宣稱《歡樂頌》第二季正在征集品牌植入，包括美妝、服飾、鞋帽圍巾眼鏡手表等多種類型。我們姑且不論這條消息是真是假，第一季在網絡的火爆程度讓品牌砸大價錢廣告植入也是有理可循的。然而花450萬是否能值回投資也是一個很值得思量的問題。
一部電視劇的火爆，不管是雷劇，韓劇或是網絡劇等，總能在人群中掀起一陣“同款”浪潮。從前段時間韓劇《太陽的后裔》中，愛奇藝獨播平臺邊播邊賣同款可見一斑。然而針對《歡樂頌》這一在網絡大火的電視劇，廣告能帶來的投資收入比卻值得深究。
通過在天貓旗艦店得來的數據，伊芙麗品牌旗艦店，所有商品中，《歡樂頌》同款銷量最高的是關雎爾（關關）的同款藍色連體褲賣得最好，銷量排行第16位。其次是關關的同款藍色西裝上衣，銷量排行第25名。而一些其他的同款，包括曲筱綃（曲妖精）同款半身裙排行第31名，樊勝美(華妃)同款襯衫僅排行第61名。事實上，就小編而言，我也是搜狗一下才知道原來除了關關的連體褲和西裝上衣，還有其他的伊芙麗同款呢。所以在這方面，說明并不是同款就一定賣得好，關鍵還得靠網絡的傳播和宣傳。難道華妃沒有淘寶網紅的吸引力嗎？同時銷量不高的原因有多種，淘寶聚劃算打出了一個大頁面做《歡樂頌》伊芙麗同款的頁面，銷量并沒有很掉下巴，其中原因也包括網民對新鮮事物的好奇度降低，畢竟《歡樂頌》最近并沒有動不動就上微博熱搜了。關于五美中，關關的同款賣得最好也是因為關關的`劇中形象和伊付麗的消費人群和品牌認知相符，能夠吸引很多像關關一樣的職場新人和職場中的素人們。另外一個有趣的現象是，伊芙麗同款中，人氣收藏都很高，從2455（樊勝美同款皮裙）到161179（關關同款連體褲），
然后相應的月銷量卻只有101和640。
所以總結來說，廣告植入對產品有一定的影響，但最重要的還是品牌本身的知名度以及定位。其次重要的便是網絡宣傳。如果非要砸傷450萬去做廣告植入，如果你是壕企，沒關系，您隨意。但是如果是其他類型的企業，建議更多的是加大網絡營銷。您買個微博熱搜也許都比您砸450投入一部電視劇來得劃算。畢竟社會快速發展，網絡主要人群個性也在發生變化，所以《歡樂頌》第二季依然是一個未知數。
你說你不想長大
有人說自己不想長大……
我覺得
在愛你的人面前做小孩
因為ta愛你
在不愛你的人面前堅強
因為我們好像別無選擇
2015年發布于樹洞 . LOFTER
2.3.2 Comparison Translations of Mainland, Hong Kong and Tai Wan.
Apple’s advertising copies are translated differently in Mainland, Hong Kong and Tai Wan. They share distinct style of translation because of different culture and social background. A represents translation of Mainland, B is Hong Kong and C is Tai Wan.
Example one: iPad mini. The English advertising copy is “There is less of it; but no less to it”. A is“減小，卻不減少”. B is “小了，但沒少了” and C is “簡，而未減”. I have to mention that A is the most accordant translation in terms of Apple’s advertising character. It is not only the same sentence pattern but rhetorical device repetition. Less is correspond with Chinese 減. But it is so attractive enough. Personally, I think C is the best one. It is in line with Apple’s minimalist and at the same time it is unique. Just four words, it simply and directly tells consumers that iPad mini is much smaller but with same powerful functions.
Example two: new MacBook. The English advertising copy is “Light. Years ahead”. A is “輕于時代，先于時代”, B is “劃時代的輕，走在時代之前” and C is “劃時代的輕，領先時代之前”. I have to point that C is superfluous. In Chinese, 領先 and 之前 used in a same sentence will easily make people confused. I think the best one is A. This time, A is in line with characters of Apple’s advertising copy, parataxis and words repetition. It is completely keeping with translation style guide book of Apple Inc.
Example three: MacBook pro. The English advertising copy is “More power behind every pixel”. A is “每一像素顆粒，盡顯澎湃動力”. B is “每個像素，更展渾身解數” and C is “每一像素，更具雷霆萬鈞之勢”. 顆粒 seems a little redundant, because most consumers are just interested in what the products can do. I like B translation the most. It is a colloquial sentence as well as rhythm.
2.3.3 Controversial Translations
Although Apple’s advertising copy is almost text book in advertising field, it still has some controversial translations. I will find out their advantages and give my translation.
Example one: iPhone 6. The English is “Bigger than bigger”. Translation is “比更大還更大”and“豈止于大”. I have to say that it is not only didn’t tell
consumer what the smart phone can do but also very boring. It is translationese. Net friends translates it to “比逼格還有逼格”(逼格is a very famous cyberspeak). So, my translation is “無邊無際”. Personally, I think that it means big literally and it tells consumers it is powerful and magic. What’s more, it uses 無 twice, which correspond to the style of Apple’s advertising copies—repetition words.
Example two: IPhone 5s and iPhone 5c. The English is “introducing the new iPhone. And the new iPhone”. Translation is 全新iPhone現已問世。全新iPhone也已問世. Many people argued that it doesn’t tell consumers about its character as well as no attraction.The translation used to fit the style of Apple’s advertising copies, but because of the difference between Chinese and English, so they can’t share the same appeal. My translation is “新一代iPhone現已問世。全新iPhone也已問世”. Because according to Apple’s development of smart phone, the next generation phone is iPhone 5s and new product is iPhone 5c.
Example three: iPad Air and IPad mini advertising copy on Mother’s day. The English is “A gift mom will love opening. Again and again”. The translation is “讓媽媽開心的禮物，開了又開”. It is obvious a Chinese translation style created by Apple Inc.
And it is a wrong Chinese sentence because Chinese don’t say so! My translation is “一份好禮，讓媽媽愛不釋手”. “Again and again” tells that people won’t tear themselves away iPad Air and iPad mini once they have them. And moreover, four words expression is the best and common one in China.
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