广告专业毕业论文外文翻译

1 外文资料 Can the iPad Save the Advertising Industry? One of the big questions surrounding the iPad is whether it will do for the publishing industry what the iPod/iTunes combination did for the music industry. The quick answer is probably, but keep in mind the fact that the iPod didnt save the music industry as much as radically change it. In terms of sales, the iPod unquestionably helped. However, it also profoundly affected the balance of power of those within it; musicians, music companies and consumers. A better question is whether the iPad can save the advertising industry, and the answer is that it probably will. With the iPad revolution, the change in the balance of power this time is between advertisers, publishers and consumers. Even at this point, it seems likely the biggest winners will be advertisers, and for several reasons. A whole new ballgame The iPad is the first e-reader to offer a full color display and a screen close in size to the standard magazine page size. This by itself is major milestone, but when combined with the Apple online iTunes store business model, it becomes a game changing innovation. Add the potential the iPad has to link to ad servers to offer ads customized for the individual reader, and you have a full blown technological revolution. The iPad format revolution 2 One of the key aspects of the iPad is that it will allow advertisers to use their existing standard size marketing material, drastically reducing the cost of launching an iPad based campaign. Until now, any advertiser wanting to reach consumers on the move had to contend with a very small screen size and a variety of layouts with which to display their advertising and catalogs. This not only limited the effectiveness of the advertising, it also added the additional cost of creating or modifying existing material to fit an assortment of screen sizes and layouts. The iPad changes the entire layout cost equation in advertisers favor. Expect a new diversity of magazines When the Apple iBookstore goes live we can expect to see a wide variety of new magazines, some on topics we never considered likely, or even possible. Advertisers will be able to target many consumers groups not economically reachable now. The expected increase in variety will be similar to the increase that resulted from desktop publishing 25 years ago. Before DTP came along typesetting a single page could run $50. This could add up to well over $2,000 for a 48 page magazine, an amount equal to the cost of printing a limited edition of the magazine. When typesetting became commodity priced it made a lot of publications economically viable that werent viable before. The same will happen due to the iPad eliminating the cost of printing from the equation. 3 The catalog revolution With its large color display, the iPad will be a great way to distribute catalogs in Acrobat PDF format. Companies have been doing this for years, but the catch is that consumers had to be in front of their computer to use the catalog. The iPads main attraction is its portability. Anywhere you could read a printed catalog, in your bed, on your sofa, on the commuter train, you can read an iPad. Its not too hard to imagine the Apple iBook store having a section just dedicated to catalogs. Mixed news for publishers While advertisers may benefit from the iPad, the iPad is definitely a mixed blessing for the publishing industry. The iPad will offer publishers a new distribution channel for full color publications, at the same cost as black and white, offering unprecedented time and money savings. However, those same qualities will act to lower the cost of entering the publishing industry, significantly increasing the competition. An increase in the number of advertising supported magazines will likely have a downward pressure of ad rates, something our industry really needs at this time. Good news for consumers While Apple is positioning the iPad as a multipurpose product, capable of running many different types of programs, its likely most 4 early purchasers will buy it for its e-book capability. Even avid Kindle readers will find the iPad color and greater screen size hard to resist. Unlike the Kindle, with the right software the iPad should be able to display many off the shelf magazine collections currently available in DVD, like National Geographic, The New Yorker, or even Mad magazine. However, new collections of magazines might go even further by offering interactive ads tailored to the reader. Future iPad ad server capabilities Its only a matter of time before someone develops a content publishing system that will allow customized ads embedded in iPad books and magazines. Even if Apple isnt working on this, which is a very big if, chances are other people are working on it, and that it will be available soon. With the Kindle, it was a moot point because the relatively small B/W display of the Kindle is not really suited for more than the most basic ads. The virtual book of the future The iPad will just be the first of a class of products that combine the format of a magazine with the ability to be electronically updated and the ability to present ads targeting the current reader. Interactive books are on the way, and so are interactive catalogs, and just in time. With the radio audience lost to iPods, newspapers dying by the dozen, and TV markets eroding faster than Toyotas reputation for quality, 5 advertisers need a new way to reach consumers. The iPad just might fill the bill. The iPad can provide the sound of radio, the visuals of TV, the text of newspapers and the vast resources of the Internet, in one portable device thats as easy to use as a Mac. Its hard to imagine the advertising industry having a better tool. Now, we just have to learn how to use it. 6 译文 iPod 可以拯救广告业？ 周辉 译 困扰 ipod 的一大问题是，它是否会像 iPod / iTunes 组合为音乐行业所做的一样，为出版业尽一份力。简单的回答是可能会，但请记住这一事实，与其说 iPod 拯救了音乐产业不如说是彻底改变了它。在销售方面，毫无疑问 iPod 是有帮助的。然而，它也深刻地影响了其内部各因素 (音乐家，唱片公司和消费者）之间的平衡。 进一步的问题是， ipod 是否可以拯救广告业，答案是可能会。随着 ipod 的这次改革，这些权利平衡是在广告商、发行商和消费者之间变化的。即使在这一点上，由于某一些原因，广告商似乎成为最大的赢家。 一个全新的局面 ipod 是首个电子书供应商，它所提供的电子书具有标准杂志页面同样大小完整的彩色显示屏幕。这本身就是一个重要的里程碑，但当它与苹果的 iTunes 网上商店商业模式相结合时，它成为一个改变游戏规则的创新。将 ipod 的所具有的潜能与广告服务商相连接，为每一个读者提供个性化服务，从而形成一个完整成熟的技术革命。 ipod 格式革命 在 ipod 的主要方面之一是，它将允许广告客户使用现 有的标准尺寸的营销材料，大大减少了 ipod 公司推出基于运动成本。到现在为止，任何广告客户想要迎合的移动消费者就不得不用一个非常小的 7 屏幕尺寸和布局，来展示他们的广告和产品目录品种。这不仅限制了广告的有效性，同时也增加了创建或修改现有的材料，以适应屏幕尺寸和品种布局的额外费用。 ipod 改变了其所有产品的布局成本，等同于帮助了广告商节省了开支。预计新的多样化的杂志只要苹果iBookstore 存在，我们可以期望看到一个新的、各种各样的杂志，有些议题我们可能没考虑到，甚至认为不可能。这样，广告商就能够为那些没有能 力支付杂志费用的消费群体服务。 预期的多样性的增长将会与 25 年前桌面出版所引起的增长相似。 在桌面排版取得 进展以前，一个单页的排版需要 50$。照这样计算，出版一本 48 页的杂志需要 2000$而这相当于出版一本限量版杂志的费用。当排版成为一种标价商品时，大量发行变得十分经济，而这在以前是不可能的。如果 ipod 消减印刷成本，这种情形也有可能发生。 目录革命 凭借宽大的彩色显示屏， ipod 将拥有一个很好的平台来发行Acrobat PDF 格式目录。公司一直在从事这项活动，但前提条件是，消费者不得不在他们的电脑前是使用该 目录。该产品的主要吸引力是它的可携性。你可以随时随地通过 iPod 阅读拟定的目录，可以在您的床上，沙发上或者通勤列车上。可以想象苹果 iB