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还是老规矩,先把下面这篇文章挂出来,作为参考对照:
Envelopes must be transparent about marketing, warns ASA
OUT-LAW News, 18/06/2008
An envelope used in a Virgin Media mailshot broke advertising rules because it failed to make its marketing nature obvious. The envelope should have stated clearly that it contained marketing material, the UK's advertising regulator has ruled.
The letter describing the cable company's broadband offer was sealed in a plain white envelope with no markings to identify the promoter.
The envelope featured a small hole that went right through the envelope and some of its contents and was designed to look like a bullet hole surrounded by burn marks. Ten people complained to the Advertising Standards Authority (ASA), saying that the bullet hole would cause offence and distress. The ASA rejected those complaints. It said the hole "was likely to be recognised as a stylised design gimmick" and that "recipients would appreciate that it was unlikely that an envelope would arrive with a bullet hole."
The ASA had its own concern, though, about Virgin's failure to identify the envelope as a promotion.
Small text on the reverse of the envelope provided a PO Box return address but Virgin Media's identity was only revealed to recipients if they opened the letter. In some cases the letter was addressed to the recipient; other times it was addressed to "The Occupier".
The ASA ruled against Virgin Media in an adjudication published today.
"We concluded that the envelope should have stated clearly that it contained marketing material to avoid ambiguity or confusion about the status of the envelope," said the ASA. "On this point, the ad breached CAP Code clause 22.1."
That provision states:
"Marketers, publishers and owners of other media should ensure that marketing communications are designed and presented in such a way that it is clear that they are marketing communications. Unsolicited e-mail marketing communications should be clearly identifiable as marketing communications without the need to open them."
Virgin was told to ensure that in future mailings envelopes should state clearly that they contained marketing material.
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现在我们来看这句句子:Envelopes must be transparent about marketing.
我把这句句子的几个部分标示一下:Envelopes(用于实现marketing行为中介物) must be transparent about marketing(通过Envelope sealed letters来实现的行为).
这个标题实际上少了一个marteting行为的执行者,我们假设这个执行者是Jack,把他加到句子里,句子如下:
Jack must make envelopes transparent about marketing.
标示一下几个部分的结果如下:
Jack(marketing行为的执行者并且是marketing行为的受益者) must make envelopes(marketing行为的执行者Jack用来实现marketing行为的中介物) transparent about marketing(Jack所执行的行为,Jack需要实现的行为,通过Envelopes来实现的行为).
好了,上面内容我先演示到这里。有疑问的可以提出,等没问题了,我再继续推演下去。 |
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