大学体验英语第四版第二册-3A-The development of advertising

1、Unit 3. Passage A. The Development of Advertising1 Advertising is the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised. Most advertising involves promoting a

2、good that is for sale, but similar methods are used to encourage people to drive safely, to support various charities, or to vote for political candidates, among many other examples.广告是将产品、服务、意见或事业公之于众的技术和做法，目的是说服公众以某种方式回应广告上的内容。大多数广告都涉及商品推销，但类似的方法也用于鼓励人们安全驾驶、支持各类慈善机构、或投票给政治候选人，还有许多其他例子。2 Advertisin

3、g started as early as medieval time by word of mouth and the first step toward modern advertising came with the development of printing in the 15th and 16th centuries. The real growth of an advertising industry came with the great expansion of business in the 19th century. It was that century, prima

4、rily in the United States, that saw the establishment of advertising agencies and by the early 20th century agencies became involved in producing the advertising message itself, including copy and artwork, and by the 1920s agencies had come into being that could plan and execute complete advertising

5、 campaigns, from initial research to copy preparation to placement in various media.广告早在中世纪的口口相传中就产生了，而现代广告的第一步源于十五、十六世纪印刷术的发展。十九世纪，商业的巨大扩张带来了广告行业的真正发展。正是在这个世纪，主要是在美国，广告公司开始成立。在二十世纪早期，广告公司开始涉足广告信息本身的制作，包括文案和配图，而到了二十世纪二十年代时，广告公司已经发展到能策划和执行完整广告活动的形式，从初期调研到文案准备到在各类媒体上投放全部包揽。3 Advertising developed in a

6、 variety of media. Perhaps the most basic was the newspaper, offering advertisers large circulations, a readership located close to the advertisers place of business, and the opportunity to alter their advertisements on a frequent and regular basis. Magazines, the other chief print medium, may be of

7、 general interest or they may be aimed at specific audiences and offer the manufacturers of products of particular interest to such people the chance to make contact with their most likely customers. Many national magazines publish regional editions, permitting a more selective target of advertiseme

8、nts. In the industrial nations, television and radio became the most persuasive media.广告在各种媒体中都有所发展。最基本的媒介可能是报纸，报纸能为广告商提供很大的发行量，接近广告客户所在地的读者群，以及频繁定期改变广告的机会。另一种主要印刷媒介是杂志，可能面向一般读者，也可能针对特定的受众，并为这些人感兴趣的特定产品的制造商提供机会去接触最有可能的客户。很多全国性杂志会推出地方版，允许更有针对性地选择广告受众。在工业国家，电视和广播成为最普及的媒体。4 The other advertising media

9、include direct mail, which can make a highly detailed and personalized appeal; outdoor billboards and posters; transit advertising, which can reach the millions of users of mass-transit systems; and miscellaneous media, including dealer displays and promotional items such as matchbooks or calendars.

10、其他广告媒体包括直接邮件，它具有非常详细和个性化的吸引力；户外广告牌和海报；公共交通工具广告，可以将广告送达公共交通系统的数百万用户；杂项媒体，包括经销商展示和促销项目，如纸板火柴或日历。5 In the 21st century, with an intensely competitive consumer market, advertisers increasingly used digital technology to call greater attention to products. In 2009, for example, the worlds first video adv

11、ertise-ments to be embedded in a print publication appeared in Entertainment Weekly magazine. The thin battery-powered screen implanted in the page could store up to 40 minutes of video via chip technology and automatically began to play when the reader opened the page.在二十一世纪，随着消费者市场竞争日益激烈，广告商越来越多地使

12、用数字技术吸引人们更多的关注。例如，2009年，世界上第一个嵌入印刷出版物的视频广告出现在娱乐周刊杂志上。在这个页面上植入的电池供电的薄屏幕可以通过芯片技术储存长达40分钟的视频，当读者打开页面时自动开始播放。6 For an advertisement to be effective, its production and placement must be based on a knowledge of the public and a skilled use of the media. Advertising agencies serve to orchestrate complex c

13、ampaigns whose strategies of media use are based on research into consumer behavior and demographic analysis of the market area. A strategy will combine creativity in the production of the advertising messages with canny scheduling and placement, so that the messages are seen by, and will have an ef

14、fect on, the people the advertiser most wants to address.广告若要有效，其制作和投放必须基于对公众的了解和对媒体的熟练应用。广告公司提供精心策划复杂的广告宣传服务，他们的媒体使用策略基于对市场区域消费者行为和人口分析的研究。一种策略可能将广告信息制作的创意与精明的安排和投放相结合，这样信息就会被广告商最想打动的那些人看到并产生影响。7 There is no dispute over the power of advertising to inform consumers of what products are available. I

15、n a free-market economy effective advertising is essential to a companys survival, for unless consumers know about a companys product they are unlikely to buy it. In criticism of advertising it has been argued that the consumer must pay for the cost of advertising in the form of higher prices for go

16、ods; against this point it is argued that advertising enables goods to be mass marketed, thereby bringing prices down.广告在告知消费者可买产品方面的力量已无争论可言。在自由市场经济中，有效的广告对公司的生存至关重要，因为除非消费者了解公司的产品，否则他们不可能购买它。在对广告的批评中，有人认为消费者以支付更高产品价格的方式支付了广告费用；但另一些人对此提出异议，他们认为广告可以使商品大众化，从而降低价格。8 It has been argued that the cost of

17、 major advertising campaigns is such that few firms can afford them, thus helping these firms to dominate the market; on the other hand, whereas smaller firms may not be able to compete with larger ones at a national level, advertising at the local level or online enables them to hold their own.有人认为

18、，大型广告宣传活动的成本太大，只有少数公司能负担得起，从而有助于这些公司主导市场；另一方面，较小的公司可能无法在全国范围内与大型公司抗衡，而在地方范围或投放线上广告则能让他们拥有自己的份额。9 Finally, it has been argued that advertisers exercise an undue influence over the regular contents of the media they employ the editorial stance of a news-paper or the subject of a television show. In response it has been pointed out that such influence is counter-acted, at least in the case of financially strong media firms, by the adver