折叠 编辑本段 JohnLewis
John Lewis(约翰—路易斯)是英国伦敦最大来自的百货商店，在牛津街商业区和购物中心里都有它的分店。从1864年在伦敦牛津街开办第一家店铺算起，约翰—路易斯百货店已有138年的历史，至今生意兴隆，业绩不错。目前，约翰—路易斯从苏格兰东北部居支云受并责养弱助另思到英格兰西南部共开设了25家分店，固定职工4万人，销售50万种商品，年销售额接近40亿英镑（约合60多亿美元）。 约翰—路易斯做时装、化妆品、童装和家具等。里面的窗帘布很受欢迎，就是那种小碎花款式，典型的英国风格。受欢迎的原因除了品质好之外，买回家后，挂在窗明几净的厨房，当午后阳光透过John Lewis的窗帘布洒落在你身360百科上时，“家”的味道特别强烈吧！
认京游很多人留意这家英称判四国老牌百货公司Joh续无功掉搞始识引供延序n Lewis是因为它的最新的一部广告片。90秒长的广告，以一件红色衣服为线索，巧妙地展示了一个平凡女人从出生、襁褓、学步、上学、成长、结婚、生子、变老的情景术行何十肉围展呀围补。意在展示John Lew送本is恒久不变的优质服务，无论在人生哪个阶段，都可以享受到John Lewis的陪伴，让顾客感觉到温情和贴心。
折叠 编辑本段 英文介绍
Every cor至造氢延打末全女poration in the world will makeadvertisements for their goods or services, since a艺粒你活dvertisement pla非蛋费茶该取ys animportant role in marketing in the company, but they do not illustrate in thesame way, not to say the meaning they want to express. However, no matter whatthe advertisement tells to the customers, the core of it is the reputat顶集即ion, orthe brand o效里这病损雨学字f the product and the company itself. Advertisement is a bridge f她古轴orcustome微士终离介势诉硫rs to get to the products and 往社队谓呢其许比请services, so, whether the advertisement isattractive or not, it will impa效顶严封ct directly on the products a粮言刘历孩材nd services. Inthis pape, I would like to say some广thing about adve谈宣非大rtisement in John Lewis.
As we all kno父w, John Lewis is the biggest andmost co愿mprehensive shopping mall in London, UK. It was founded 病缩强束水宪in 1864, with ahistory of 138 years, during which had great performance. By now, John Lewishas opened 25 brenches from the northeast 采边振增长测并愿马part of Scotland to the southwestpart of England. There are 40,000 employees and 500,000 kinds of goods for salein John 秋Lewis, whose revenue gets almost 4,000,000,000 pounds, that is 前时依morethan 6,000,000,000 dollars. Among most of the goods, John Lewis is quitespecial in fashion, cosmetics, children’s clothes and furniture. One exampleofthat is the curtain cloth, which is typical in England. Besides the goodq操边战东长米流评uality ot their goods, one o卫和和笑油杨f the other reaso房阶位加歌井批ns why their goods are so popularis perhaps they can give a feeling of “home”.
InJ章酒松持胞争或火才束ohn Lewis, it is Marketing’s task to persuade people to spend all th动细查难困永站变浓声优eir moneyand time in the sh看烧轻上星opping mall. Traditionally, John Lewisdid not use any marketing strategy, they just open the door and welcome theircustomers to have a visit. However, the reality is that it is not the case. JohnLewis does very competitive markets, whic着自针h can diffier底位值十九entiate itself f造需欢山厂育报呀rom theirco都的里略座础然mpetitiors. J美定小划太高ohn Lewis will provide campaigns a题ccording to the festivals andthe local customs. Here is an example of the Christmas campaign.
Lastyear was a recession year for John Lewis . In the recession, the annual budgetfor marketing has been cut by 25%, so Go移黄故候织今必司ose, the leader of the marketing department,decided t居盐消米翻导玉区反地多o gamble on a new advertisement company called Adam & Eve春派觉调限面缩轴图按克, whichis ru次n by James Mercy.
Ontheir first meeting, James expressed his idea of the advertisement, which iscalled “the dreamed Christmas”. People will look for presents to their lovedones with less money but really special. So he let a woman who is sleeping beddream about the presents she wants, and whatever present同艺班道推研富士确s occurs in the dream,people can find them in John Lewis. After explanation, Goose was quiteinterested in the idea of “dream”, b四高章客总ut not the way James executed.
So,after months of hard work, James came up with another way of expression of theChristmas campaign. When people give the great gift, they also want to givesomeone gr讨图滑难正格弱松静eat feelings. So James designed s哥注杨呢eries of beautiful portraits forchildren. Each chil北原良置下镇音互议度宪d holds a product which is r曾eally designed for grown-ups. Forinstance, one girl is wearing a colourful necklace which might belongs to hermo看台取轴苗候举ther, and one boy is using a laptop in his father’s study and another isplaying with a digital camera.
Thetheme of the new advertisement for Christmas is also about dream. Differentfrom the first proposal from Adam & Eve, the second one focuses on theeternal quality and services of John Lewis that can offer to customers. Theywant to let customers feel joy and comfort when they watch the advertisement.Goose was quite satisfied with the second proposal, and they have got startedfor Christmas.
Writinghers, another advertisement that John Lewis made this year hit my mind. It isthe latest advertisement of John Lewis by now, with 90 seconds long. Using ared garment as its clue, the short advertisement displays a woman’s whole lifecleverly, from the time when she was baby, the moment when she started to walk,then going to school, got grown-up and married, and she had her own child andlast when she turned old. The advertisement is short, but has proved the goodservice and quality that John Lewis can provide to customers, no matter theyare newly-borned babies or the old people with white hair, their products andservices will not change, thus when they go to John Lewis, they can feel warmand comfortable whenever and whereever.
Bothof the advertisements we discussed above are marketing strategy, but more thanit. Most people believe that advertisement is one way of marketing, andcorporations make advertisement on the purpose of attracting more customers andget their products more popular. However, after watching advertisement of JohnLewis, I think I know why John Lewis wins so much customers’hearts.
Firstly,their attitude toward work. As it is shown in the video clip, James, the ownerof Adam & Eve, has been working for 14 months to design John Lewis’sChristmas campaign. They tried many times to express John Lewis’sbrand value. Although the first proposal was failed by Goose, they do not giveup, instead, they immediately started the second trial. From the pictures theydrew, the advertising message they wrote, to the actress they chose, they showus their spirit of teamwork and profession. On the other side, Goose, the newcomer of John Lewis, is also a careful man. When they filmed the test commercialsfor Christmas, Goose stayed with the agency and gave suggestions all the time.
Secondly,their fantastic and moving idea about human nature. It is smart for company toshow the functions or unique features of their goods, but it is smarter to showtheir intangible ideas related to their goods and services. Take thered-garment advertisement as an example, John Lewis puts more attention on thegood services and eternal quality, rather than one certain product in theshopping mall. So any female who watches this advertisement will feel warm andsweet, and it is easier for them to remember their name--- John Lewis.
Thirdly,their smart creations of the advertisement. When we watch TV or listen to theradio, we can find advertisements everywhere. However, most of us do not likewatch them, one reason I think, is the advertisements are boring, maybe they canattract customers’ eyes, they can not catch their hearts. The bestadvertisement is like a chololate, before you see it, you will smell it; whenyou taste it, your heart will get soft, you will forget all the evils andwrongs; after enjoying it, you will still remember the feeling when you tastingit, and your heart will get stronger and stronger, since in your eyes,everything is good and naive. The advertisement of John Lewis is such a kind ofchocolate, they do not persuade you to buy their products, but you would liketo, because once you taste it, you will never forget that feeling.
Sometimes,making advertisements with high quality and beautiful ideas means to let peoplewho wacthing them enjoy life and have a better look of human nature, which isJohn Lewis’s insistance on the advertisement, and such advertisement hasbrought huge profit to John Lewis, no matter in the turnover, or in the brandof John Lewis itself.