Unit 2
Text B
advertising 登廣告
Advertising is only part of the total sales effort， but it is the part that attracts the most attention. This is natural enough because advertising is designed for just that purpose. In newspapers， in magazines， in the mail， on radio and television， we constantly see and hear the messages for hundreds of different products and services. For the most part， they are the kinds of things that we can be persuaded to buy——food and drinks， cars and television sets， furniture and clothing， travel and leisure time activities.
登廣告僅僅是整個促銷活動的一部分，但卻是最能吸引人們注意的一部分，這是十分自然的。因為設(shè)計出某一廣告正是為了達(dá)到這一目的。我們在報刊雜志上和郵件上，在收音機里和電視里，會不斷地看到或聽到數(shù)以百計的不同的產(chǎn)品和服務(wù)項目的信息。其中絕大部分都是那種要勸我們?nèi)ベ徺I食物和飲料，汽車和電視機，家俱和衣著，去參加旅游和業(yè)余活動的信息。
The simplest kind of advertising is the classified ad. Every day the newspapers carry a few pages of these ads； in the large Sunday editions there may be several sections of them. A classified ad is usually only a few lines long. It is really a notice or announcemaent that something is available.
最簡單的一種廣告就是分類廣告。每天各種報紙都刊登有幾頁這種分類廣告。每逢星期天的擴(kuò)大版上可能有好幾大類的分類廣告。每一則分類廣告的長度通常只有三兩行，這實際上就是通知某種東西或某種服務(wù)現(xiàn)在已經(jīng)有了。
Newspapers also carry a large amount of display advertising. Most of it is for stores or for various forms of entertainment. Newspapers generally reach an audience only in a limited area. To bring their message to a larger audience， many who want to put out their ads use national magazines. Many of the techniques of modern advertising were developed in magazine ads. The use of bright colors， attractive pictures， and short messages is all characteristic of magazine ads. The most important purpose is to catch the eye. The message itself is usually short， often no more than a slogan which the public identifies with the product.
報紙上也刊登大量圖文并用的廣告。其中絕大部分是為商店或各種娛樂活動而刊登的。報紙只能涉及到在一定地區(qū)內(nèi)的讀者。為了把信息傳達(dá)到更多的讀者，很多想刊登廣告的人都利用全國性的雜志。在雜志上刊登各類廣告中運用了許多現(xiàn)代制作廣告的技術(shù)。雜志廣告的特征是善于運用鮮艷的色彩，迷人的圖片和短小精辟的詞句，一般只有一條標(biāo)語口號，要讓人民大眾認(rèn)為這句口號與你宣傳的產(chǎn)品是等同的。
The same techniques have been carried over into television advertising. Voices and music have been added to color and pictures to catch the car as well as the eye. Television ads are short——usually only 15， 30， or 60 seconds， but they are repeated over and over again so that the audience sees and hears them many times. Commercial television has mixed entertainment and advertising. If you want the entertainment， you have to put up with the advertising——and millions of people want the entertainment.
同樣的技巧也被應(yīng)用到電視廣告當(dāng)中。廣告賞心悅目的聲音和伴奏的音樂再加上鮮艷的色彩和畫面既吸吸引人們來看也能吸引人們來聽。電視廣告反復(fù)再三重播，以便讓觀眾和聽眾多次看多次聽。商業(yè)電視把娛樂和廣告內(nèi)容融為一體。如果你想娛樂，那你就必須讓播廣告——千百萬人都想娛樂。
The men and women in the sales departmen are responsible for the company's advertising. They must decide on the audience they want to reach. They must also decide on the best way to get their message to their particular audience. They also make an estimate of the costs before management approves the plan.In most large companies management is directly involved in planning the advertising.
銷售部門的男女員工要負(fù)責(zé)公司的廣告業(yè)務(wù)。他們必須決定要針對哪些人做廣告。他們必須制定出方案能讓他們選定的觀眾能夠得到他們散發(fā)的廣告信息。他們還得在經(jīng)理部門批準(zhǔn)廣告計劃之前就估計出各項費用。絕大部分的大公司當(dāng)中，經(jīng)理部門都是直接參與廣告的策劃工作的。
Text B
advertising 登廣告
Advertising is only part of the total sales effort， but it is the part that attracts the most attention. This is natural enough because advertising is designed for just that purpose. In newspapers， in magazines， in the mail， on radio and television， we constantly see and hear the messages for hundreds of different products and services. For the most part， they are the kinds of things that we can be persuaded to buy——food and drinks， cars and television sets， furniture and clothing， travel and leisure time activities.
登廣告僅僅是整個促銷活動的一部分，但卻是最能吸引人們注意的一部分，這是十分自然的。因為設(shè)計出某一廣告正是為了達(dá)到這一目的。我們在報刊雜志上和郵件上，在收音機里和電視里，會不斷地看到或聽到數(shù)以百計的不同的產(chǎn)品和服務(wù)項目的信息。其中絕大部分都是那種要勸我們?nèi)ベ徺I食物和飲料，汽車和電視機，家俱和衣著，去參加旅游和業(yè)余活動的信息。
The simplest kind of advertising is the classified ad. Every day the newspapers carry a few pages of these ads； in the large Sunday editions there may be several sections of them. A classified ad is usually only a few lines long. It is really a notice or announcemaent that something is available.
最簡單的一種廣告就是分類廣告。每天各種報紙都刊登有幾頁這種分類廣告。每逢星期天的擴(kuò)大版上可能有好幾大類的分類廣告。每一則分類廣告的長度通常只有三兩行，這實際上就是通知某種東西或某種服務(wù)現(xiàn)在已經(jīng)有了。
Newspapers also carry a large amount of display advertising. Most of it is for stores or for various forms of entertainment. Newspapers generally reach an audience only in a limited area. To bring their message to a larger audience， many who want to put out their ads use national magazines. Many of the techniques of modern advertising were developed in magazine ads. The use of bright colors， attractive pictures， and short messages is all characteristic of magazine ads. The most important purpose is to catch the eye. The message itself is usually short， often no more than a slogan which the public identifies with the product.
報紙上也刊登大量圖文并用的廣告。其中絕大部分是為商店或各種娛樂活動而刊登的。報紙只能涉及到在一定地區(qū)內(nèi)的讀者。為了把信息傳達(dá)到更多的讀者，很多想刊登廣告的人都利用全國性的雜志。在雜志上刊登各類廣告中運用了許多現(xiàn)代制作廣告的技術(shù)。雜志廣告的特征是善于運用鮮艷的色彩，迷人的圖片和短小精辟的詞句，一般只有一條標(biāo)語口號，要讓人民大眾認(rèn)為這句口號與你宣傳的產(chǎn)品是等同的。
The same techniques have been carried over into television advertising. Voices and music have been added to color and pictures to catch the car as well as the eye. Television ads are short——usually only 15， 30， or 60 seconds， but they are repeated over and over again so that the audience sees and hears them many times. Commercial television has mixed entertainment and advertising. If you want the entertainment， you have to put up with the advertising——and millions of people want the entertainment.
同樣的技巧也被應(yīng)用到電視廣告當(dāng)中。廣告賞心悅目的聲音和伴奏的音樂再加上鮮艷的色彩和畫面既吸吸引人們來看也能吸引人們來聽。電視廣告反復(fù)再三重播，以便讓觀眾和聽眾多次看多次聽。商業(yè)電視把娛樂和廣告內(nèi)容融為一體。如果你想娛樂，那你就必須讓播廣告——千百萬人都想娛樂。
The men and women in the sales departmen are responsible for the company's advertising. They must decide on the audience they want to reach. They must also decide on the best way to get their message to their particular audience. They also make an estimate of the costs before management approves the plan.In most large companies management is directly involved in planning the advertising.
銷售部門的男女員工要負(fù)責(zé)公司的廣告業(yè)務(wù)。他們必須決定要針對哪些人做廣告。他們必須制定出方案能讓他們選定的觀眾能夠得到他們散發(fā)的廣告信息。他們還得在經(jīng)理部門批準(zhǔn)廣告計劃之前就估計出各項費用。絕大部分的大公司當(dāng)中，經(jīng)理部門都是直接參與廣告的策劃工作的。