外文翻译--霓虹灯在广告中的价值及作用.doc外文翻译--霓虹灯在广告中的价值及作用.doc

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1NEON’SVALUEANDEFFECTINADVERTISINGNEONSINCEITSINCEPTIONIN1910,HASNOTCHANGEDFORCENTURIESNEONISGLASSTUBEFILLEDWITHTHELOWPRESSUREINERTGAS,ANDITSCOLDCATHODEGLOWDISCHARGEANDLUMINOUSINTHEFIELDOFHIGHVOLTAGENEONLIGHT’SCOLORISDECIDEDBYTHESPECTRALPROPERTIESOFTHEFILLEDINERTGASOPTICALTUBENEONFILLEDWITHNEONLIGNTSRED;FLUORESCENCEBASEDNEONFILLEDWITHARGONANDMERCURYLIGHTSBLUE、YELLOWANDSOONTHETWOLARGESTCATEGORYOFNEONLIGHTSBYWORKINGGASATOMICEMITTINGSTIMULATEDRADIATIONCOMPAREDTOOTHERELECTRICLIGHT,NEONLIGHTSHAVETHEFOLLOWINGCHARACTERISTICSFIRST,HIGHEFFICIENCY;NEONLIGHTSBYBOTHENDSOFTHEELECTRODEINHIGHVOLTAGEFIELDTOBURNTHEINERTGASLAMP,ANDITISDIFFERENTFROMANORDINARYTUNGSTENFILAMENTLIGHTSOURCEISNECESSARYTOSPREADHIGHTEMPERATURETOTUNGSTENWIREFORLIGHTEMITTING,CAUSINGALOTOFPOWERINTHEFORMOFTHERMALENERGYCONSUMED,THEREFORE,WITHTHESAMEAMOUNTOFELECTRICITY,NEONHASAHIGHERBRIGHTNESSSECOND;LOWERTEMPERATURE,ANDTHEUSEISNOMATTERWITHTHECLIMATE;THIRD,LOWENERGYCONSUMPTION;FOURTH,LONGERLIFE;NEONWORKSININCASEOFUPSMORETHAN10,000HOURS,ANDTHEADVANTAGEAREHARDTOMEETBYANYOTHERPOWERSOURCEFIFTH,THEPRODUCTIONISFLEXIBLE,ANDDIVERSEMANYDIFFERENTCOLORS;NEONSCREENISCOMPOSIEDBYTHELAMPANDDYNAMICALWAYSSCANNINGLIGHTEMITTINGTUBESANDITCANBESETTEDOFSCANBEATING,GRADUALLYSCANNING,COLORSCANNINGINSEVENCOLORBLENDINGTHEREFORE,THENEONISARELATIVESMALLINVESTMENT,ASTRONG,ECONOMICALEFFECTANDPRACTICALFORMOFADVERTISINGNEONISACOLDCATHODEGLOWDISCHARGETUBE,THERADIATIONSPECTRUMHASASTRONGABILITYTOPENETRATETHEATMOSPHERE,BRILLIANTCOLOR,SCENEINLUMINOUSEFFICIENCYOFINCANDESCENTLAMPSISSUPERIORTOTHEORDINARY,ANDITSEXPRESSIONRICHLINESTRUCTURECANBEPROCESSINGOFANYGEOMETRICSHAPEMADEFROMBENDINGTOMEETTHEDESIGNREQUIREMENTS,THROUGHELECTRONICCONTROL,CANCHANGECOLORTEXTPATTERNSANDPOPULARITYTHEBRIGHTNEONLIGHTS,THEUNITEDSTATES,DYNAMICCHARACTERISTICS,ISTHELIGHTSOURCECANNOTBESUBSTITUTEDBYANYPOWER,ANDINALLKINDSOFNEWLIGHTSOURCEWILLCONTINUETOEMERGEANDDOMINATETHECOMPETITIONASARESULTOFTHECOLDCATHODENEONGLOWDISCHARGE,SOANEONQUALITYOFTHEIRLIFEUPTO2000030000HOURSASYMBOLOFNEONCOLORSANDINDICATIVE。INADDITIONTOTHEPRODUCTIONOFNEONGRAPHICS,LAYOUTDESIGNTODEALWITHOUTSIDEOFTHEARTSSHOULDPAYATTENTIONTO,INCOLORSONTHEDESIGNOFTHEUSEOFNEONISANIMPORTANTSUCCESSFACTOROFCOLORIN2VISUALCOMMUNICATIONWITHAPRIMARYROLEINPEOPLESSENSEOFCOLORISABEAUTYINTHEMOSTCOMMONFORMAVARIETYOFCOLORSANDDIFFERENTCOLORCOMBINATIONSCANBEADIRECTIMPACTONTHEFEELINGSOFTHOSEWHOFEEL,ANDDIRECTANDEFFECTIVEWAYTOATTRACTATTENTION,ANDINSPIREDBYMEMORIES,HAVEIMAGINATION,TOTHINK,ABOUTEMOTIONSANDFEELINGSTENDTOFORM,PRODUCEACERTAINPSYCHOLOGICALEFFECT,THEFORMATIONOFTHECORRESPONDINGVISUALIMPACTANDIMAGEAPPEALPRODUCTIONINNEONONTHESPECIFICUNDERSTANDINGANDUSEOFCOLORISDIFFERENTFROMTHEPAINTINGSINGENERAL,ANDHASITSOWNUNIQUEARTISTICANDUTILITARIANTHEEYECATCHINGCOLORSOFNEONLIGHTSNEONCOLORSTOACHIEVETHEREMARKABLERESULTS,INCONTRASTTOTHEWAYTHEUSEOFCOLOR,RESULTINGINDIFFERENTCOLORSANDCOLORCOMBINATIONOFFEELINGANDHELPTHEIMAGEOFNEONWORKSFROMAROUNDTHETHINGSANDTHEENVIRONMENT,THEFORMATIONOFCOLORVISUALIMPACT,TRIGGEREDATTENTIONCOMPARISONOFDIFFERENTCOLORCOMBINATIONS,YOUCANCREATEACOLORFUL,BRIGHTANDLIVELY,ITCANBEDIGNIFIEDANDELEGANT,INTHEWORKSOFTHEMOMENTINCONTACTWITHTHECONSUMERS,THEMOVEOFCONSUMERS,TOENHANCEATTENTION,ANDINTHEFORMATIONOFTHEFIRSTIMPRESSIONWHENTHEADANDCOLORTOCAPTURE,ANDLEFTADEEPIMPRESSIONONMEASYMBOLOFNEONCOLORSANDINDICATIVENEONDESIGNEDTOUSETHESYMBOLISMOFDIFFERENTCOLORSTHROUGHACOMBINATIONOFORGANICANDCREATEPERSONALIZEDADSWITHIMAGEADSINSTRENGTHENINGTHEVISUALIDENTIFICATIONOFTHEWORKFORCEATTHESAMETIME,THESYMBOLICUSEOFCOLORASSOCIATION,SUPPORTOFADTEXTADVERTISINGCONTINUESTOTHESPECIFICCONTENT,BRAND,CORPORATEIMAGEFORTIPSTOENHANCECONSUMERUNDERSTANDINGOFADVERTISINGCONTENTTHEREFORE,INCONSIDERINGTHECOMPOSITIONOFNEONCOLORS,WEHAVETOTOTHECOMPANYTHEENTERPRISE,THESTANDARDCOLORBASEDPRODUCTSMCDONALDSFASTFOODNEONADVERTISING,BYTHENUMEROUSSMALLBULBSFORMEDORANGEMSHAPEDLETTERSGLISTENINGINTHENIGHTSKY,ASIGNTHATISINITSMSHAPEDLETTERSFOLLOWINGTHESTANDARDCOLORISONEOFMCDONALDSRED,THEWHOLETHEARTOFNEONCOLORTODEALWITHTHEFULLDISPLAYOFITSLOGOANDCOLORCHARACTERISTICSINORANGEANDREDINEMBRACINGMEDONALDSTHELIGHTBLUEDOTTEDTHEMEANTIME,PRIMARYANDSECONDARYCOLORISCLEAR,THEOVERALLSENSETHENEONLETTERSOFTHEALPHABETSHAPEDJAPANSKENWOODSTEREOCOLORFROMWHITE,RED,YELLOWTRICOLORCOMPOSITION,THESETHREECOLORSAREALSOSIGNSKENWOODPRODUCTSSUPPORTINGTHESTANDARDCOLORANDCOLORANOTHEREXAMPLEISMATSUSHITAELECTRICINDUSTRIALCOLTDBYTHENEONRED,BLUEANDWHITECOMPOSITION,THECOLORISNOTREDUNDANTDURINGDOPINGTHESEBRANDSOVERTHEMAINCOLORSOFTHENEONLIGHTS,ALLWITHTHECOMPANY,ENTERPRISE,PRODUCTSTANDARDSMARKEDWITHCOLORCOLORANDSUPPORTIFTHEPURSUITISALWAYSCOLORFUL,THESESTANDARDS3MATCHEDWITHOTHERCOLORSAROUNDTHEGREEN,PURPLE,GREENANDOTHERCOLORS,FROMTHEPOINTOFVIEWTHETYPESOFCOLORSEEMSTOBEMORETHANAFEWCOLORS,BUTONTHECONTRARY,ITDILUTESTHECOMPANY,PRODUCTLOGOSTANDARDCOLOR,TOPLAYTODOMINATETHESUPERFLUOUSSIDEEFFECTSIFWEMUSTWORKWITHOTHERCOLORS,ITCANONLYBESELECTEDWITHTHEMAINCOLORSOFSIMILARCOLORSUCHASLIGHTYELLOWWITHYELLOW,ORANGEREDMATCHINGTHERED,DARKBLUEWITHLIGHTBLUEANDSOON,SUCHASCOLORFOILCONTRAST,ONLYASMALLNUMBEROF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