新編大學(xué)英語閱讀(浙大版)02

[00:00.00]Advertising Clai [00:01.19]廣告 [00:02.38]1 Many people are believers in their own immunity to advertising. [00:05.31]許多人堅(jiān)信自己對廣告具有免疫力。 [00:08.24]These naive inhabitants of consumerland believe that advertising is childish,dumb,a bunch of lies, [00:13.81]這些消費(fèi)世界里的人們很天真，認(rèn)為廣告是幼稚的，愚蠢的，說著一大堆謊話。 [00:19.37]and influences only the masses of the less sophisticate [00:22.48]很少能影響久經(jīng)世故的人 [00:25.60]Their own purchases,they think,are made purely on the basis of value and desire,with advertising playing only a minor supporting role. [00:33.35]他們認(rèn)為他們購買物品純粹是按照商品的價(jià)值和自己的需求，廣告只起著微不足道的作用。 [00:41.11]2 Advertisers know better. [00:42.66]對此，廣告商要清楚得多。 [00:44.21]Although few people admit to being greatly influenced by ads, [00:47.66]盡管很少的人承認(rèn)受廣告的影響。 [00:51.12]surveys and sales figures show that a well-designed advertising campaign has dramatic effects. [00:56.92]調(diào)查和銷售數(shù)據(jù)顯示一個(gè)精心策劃的廣告浩動(dòng)有著意想不到的效果。 [01:02.71]A logical conclusion is that advertising works below the level of conscious awareness and it works even on those who claim immunity to its message. [01:11.23]由此可得出合乎邏輯的結(jié)論，廣告是在人們不知不覺中起作用，甚至連自稱對廣告具有免疫力的人也不例外地受其影響。 [01:19.74]Ads are designed to have an effect while being laughed at,belittled,and all but ignored. [01:25.18]設(shè)計(jì)廣告就是要使它起作用，盡管有人嘲笑它，貶低它等，但是沒有人能忽視它的存在。 [01:30.61]3 A person unaware of advertising's influence on him is precisely the one most vulnerable to the adman's attack. [01:37.04]一個(gè)意識(shí)不到自己在受廣告影響的人是最易被廣告打動(dòng)的人。 [01:43.46]Advertisers delight in an audience that believes ads to be harmless nonsense,for such an audience is rendered defenseless by its belief that there is no attack taking place. [01:53.67]廣告商最喜歡那些認(rèn)為廣告是一派胡言的人，因?yàn)樗麄儧]有意識(shí)到廣告商在鼓動(dòng)而毫無防范之心。 [02:03.88]The purpose of studying advertising is to raise the level of awareness about the persuasive techniques used in ads. [02:10.72]研究廣告的目的是為了提高人們對廣告中所用的勸說技巧的認(rèn)識(shí)水平。 [02:17.56]One of the simplest ways is through an analysis of the language of the advertising claim. [02:22.70]最簡捷的方法之一就是對廣告詞的語言的分析。 [02:27.85]4 The "claim"is the verbal or print part of an ad that makes some assertion of superiority for the product being advertised. [02:36.02]“廣告詞”指的是宣傳廣告產(chǎn)品的口頭語言或文字材料。 [02:44.20]A few of these claims are downright lies,some are honest statements about a truly superior product, [02:50.28]有些廣告詞全都是謊言，有些對真正的優(yōu)質(zhì)產(chǎn)品也做實(shí)事求是的宣傳， [02:56.36]but most fall into the category of neither bole lies nor helpful consumer information. [03:02.32]但大多數(shù)的廣告既不是厚顏無恥的謊言，也不是有益于消費(fèi)者的信息。 [03:08.28]They balance on the narrow line between truth and falsehood by a careful choice of words. [03:14.00]他們靠精心的措辭在真實(shí)和謊言之間走鋼索。 [03:19.73]5 The reason so many ad claims fall into the category of false information is that they are applied to parity products, [03:26.50]這么多的廣告詞都提供虛假信息的原因是它們在為“雷同產(chǎn)品”做廣告， [03:33.26]those in which all or most of the brands available are nearly identical. [03:37.37]而市場上所有或大多數(shù)牌子的類似產(chǎn)品幾乎一模一樣。 [03:41.47]Since no one superior product exists,advertising is used to create the illusion of superiority. [03:48.13]既然沒有什么產(chǎn)品真正具有優(yōu)勢，那就得用廣告來炮制虛假的優(yōu)勢。 [03:54.79]The largest advertising budgets are devoted to parity products such as gasoline,cigarettes, [04:00.75]廣告預(yù)算開支最大的是為這些雷同產(chǎn)品做廣告，如：汽油，香煙， [04:06.71]beer and soft drinks,soaps,and various headache and cold remedies. [04:11.55]啤酒，飲料，肥皂及醫(yī)治頭疼感冒的各類藥物。 [04:16.39]6 The first rule of parity claims involves the Alice-in-Wonderland use of the words "Better"and "best". [04:22.40]雷同產(chǎn)品的廣告詞第一條原則是荒誕地使用“更好”“最好”這兩個(gè)詞。 [04:28.42]In parity claims,"better"means"best "but "best"only means"equal to". [04:33.46]在雷同產(chǎn)品的廣告詞中，“更好”意味著“最好”，而“最好”卻只意味著“相同”。 [04:38.50]If all the brands are identical,they must all be equally good. [04:42.29]既然所有的牌子的產(chǎn)品一樣，它們肯定就一樣的好。 [04:46.09]So "best "means that the product is as good as the other superior products in its category. [04:51.24]因此，“最好”意味著這個(gè)產(chǎn)品與同類其它優(yōu)質(zhì)產(chǎn)品一樣好。 [04:56.39]When Bing Crosby declared Minute Maid Orange Juice "the best there is", [05:00.65]當(dāng)Bing　Crosby聲稱“小少女”牌的橙汁是“最好”的時(shí)候， [05:04.92]he meant it was as good as the other orange juices you can buy. [05:07.91]它的意思是該橙汁與你能買到的其它橙汗一樣好。 [05:10.90]Bing could not have said that Minute Maid is "better than any other orange juice". [05:15.22]Bing不可能說“小少女”牌的橙汁比“任何其它的橙汁更好”。 [05:19.54]"Better"is a claim to superiority. [05:22.36]“更好”才真正表示某產(chǎn)品具有優(yōu)越性。 [05:25.19]They only time "better" can be used is when a product does indeed have superiority over other products in its category or when the "bette [05:33.47]只有當(dāng)一個(gè)產(chǎn)品確實(shí)優(yōu)于同類的其它產(chǎn)品時(shí)，才能使用“更好”這個(gè)詞，或者當(dāng)“更好 [05:41.75]is used to compare the product with something other than competing brand [05:45.62]使用于與其它產(chǎn)品相比而不是與商標(biāo)相比 [05:49.49]An orange juice could therefore claim to be"better than a vitamin pill", [05:52.89]所以某種橙汁可以聲稱它比“維他命藥片好”， [05:56.29]or even that it was "the better breakfast drink". [05:59.41]或甚至可以說它是“更好的早餐飲料”。 [06:02.52]7 The second rule of advertising-claim analysis is simply that if any product is truly superior, [06:07.85]分析廣告詞的第二條原則，如果某種產(chǎn)品真正具有某種優(yōu)勢， [06:13.18]the ad will say so very clearly and will offer some kind of convincing evidence of the superiority. [06:19.13]那么，廣告詞中會(huì)很明確地表達(dá)這一點(diǎn)，并會(huì)提供一些令人信服的證據(jù)來證實(shí)它的優(yōu)越性。 [06:25.09]If an ad avoids mentioning a product's advantage over the competition, [06:28.78]如果廣告避口不提其宣傳的產(chǎn)品比其它競爭產(chǎn)品更有優(yōu)勢， [06:32.47]you can strongly suspect it is not superior-maybe equal to but not better. [06:37.62]那么你就完全可以懷疑他的優(yōu)越性——或許于其它同類產(chǎn)品不相上下。 [06:42.77]You will never hear a gasoline company say, [06:45.13]你絕對不會(huì)聽一家汽油公司說， [06:47.48]"We will give you four miles per gallon more in your car than any other brand." [06:51.88]“同其它牌子的汽油相比，我們的汽油每加侖能使你的汽車多跑四英里?！? [06:56.27]They would love to make such a claim,but it would not be true. [06:59.85]它們當(dāng)然想這樣說，但這不是真實(shí)的情況。 [07:03.43]Gasoline is a parity product,and ,in spite of some very clever and deceptive ads of a few years ago, [07:09.10]汽油是一個(gè)雷同產(chǎn)品，盡管幾年前有一些巧妙的，帶有欺詐性的廣告， [07:14.77]no one has yet claimed one brand of gasoline better than--and therefore superior to--any other brand. [07:21.43]至今還沒有人說某個(gè)廣告聲稱某種牌子的汽油好過，因而優(yōu)于任何其它牌子的汽油。 [07:28.09]8 To create the necessary illusion of superiority,advertisers usually resort to one or more of the following six basic techniques. [07:35.38]為了炮制必要的虛假優(yōu)勢，廣告商經(jīng)常求助于以下六種基本技巧中的一種或幾種方法。 [07:42.67]Each is common and easy to identify. [07:45.12]每種技巧都很常見，很易識(shí)別。 [07:47.57]9 The Weasel Claim [07:48.65]“鼬鼠”型廣告詞 [07:49.73]A weasel word is a modifier that almost contradicts the claim that is made. [07:53.99]“鼬鼠”型的詞語是一種修飾語，與廣告詞的意思幾乎是相矛盾的。 [07:58.26]The expression "weasel word"is aptly named after the egg-eating habits of weasels. [08:03.34]“鼬鼠型的詞語”這個(gè)名稱取得非常恰當(dāng)，其典故來源于鼬鼠吃蛋的習(xí)慣。 [08:08.41]A weasel will suck out the inside of an egg,leaving it to appear intact to the casual observer. [08:13.16]鼬鼠吃蛋時(shí)把雞蛋吸空，如不經(jīng)意地看雞蛋還是完好無缺。 [08:17.92]Upon closer examination,the egg is discovered to be hollow. [08:21.55]仔細(xì)一看才發(fā)覺雞蛋是空的。 [08:25.19]Words or claims that appear substantial at first glance but disintegrate into hollow meaninglessness on analysis are weasels. [08:32.32]于是，那些乍一看有實(shí)質(zhì)內(nèi)容，但是推敲起來卻空洞無物的被稱為“鼬鼠”型廣告型。 [08:39.44]Samples of Weasel Claims [08:41.51]“鼬鼠”型廣告詞實(shí)例 [08:43.58]"Listerine fights bad breath." [08:45.29]“利斯特靈，抵御口臭。” [08:47.00]"Fights",not "stops". [08:48.61]是“抵御”，而不是“消除”。 [08:50.21]"Only half the price of many color sets." [08:52.67]“是許多牌子彩電價(jià)格的一半?！? [08:55.14]"Many",not "all". [08:57.14]是“許多”，而不是“所有”。 [08:59.14]The claim does not say that the television set is the cheapest, [09:02.88]該廣告詞并沒有說這種彩電是最便宜的。 [09:06.62]it says that the set is cheaper than many other sets. [09:09.67]只是說比其它許多牌子的彩電便宜。 [09:12.71]10 The "Water Is Wet "Claim [09:14.78]“水是濕的”型廣告 [09:16.85]"Water is wet"claims say something about the product that is true for any brand in that product category. [09:22.52]“水是濕的”型廣告詞講了一些同類產(chǎn)品中任何牌子都適用的話。 [09:28.19]The claim is usually a statement of fact, [09:30.94]這類廣告詞通常都是講的事實(shí)， [09:33.70]but not a real advantage over the competition. [09:36.40]但是說的不是競爭中的真正優(yōu)勢。 [09:39.10]Samples of "Water Is Wet"Claim [09:41.27]“水是濕的”型廣告實(shí)例 [09:43.45]"Rheingold:the natural beer" [09:45.16]“雷津啤酒，真正的天然啤酒?！? [09:46.87]Made from grains and water as are other beers. [09:49.23]和其它啤酒一樣，都是用谷物和水釀成。 [09:51.59]"SKIN smells differently on everyone." [09:53.71]“絲姬牌香水讓每一個(gè)人散發(fā)出不同的氣息。” [09:55.84]As do many perfumes. [09:57.38]許多香水都具有這種效果。 [09:58.93]11 The "So What"Claim [10:00.59]“那又如何”型廣告詞 [10:02.24]This is the kind of claim to which the careful reader will react by saying."So what?" [10:06.76]對這類廣告詞細(xì)心的觀眾會(huì)反問：“那又如何呢?” [10:11.28]A claim is made that is true but gives no real advantage to the produc [10:15.08]這類廣告詞說的是真實(shí)情況，但說的不是該產(chǎn)品的真實(shí)優(yōu)勢 [10:18.88]This is similar to the "water is wet"claim except that it claims an advantage that is not shared by most of the other brands in the product category. [10:26.08]這與“水是濕的”一樣，所不同的是，它提出的優(yōu)勢是其它同類產(chǎn)品中的大多數(shù)品牌所不具有的 [10:33.28]Samples of"So What"Claims [10:35.69]“那又如何”型廣告詞實(shí)例： [10:38.10]"Geritol has more than twice the iron of ordinary supplements." [10:41.56]“蓋維特所含有的微量元素鐵是一般產(chǎn)品的兩倍以上?！? [10:45.01]But is it twice as beneficial to the body? [10:47.24]但這是否對人體也有兩倍的好處呢? [10:49.48]"Campbell's gives you tasty pieces of chicken and not one but two chicken stocks." [10:54.23]“康柏爾使你享有美味的雞塊，配有兩份雞汁，兩不是一份?！? [10:58.98]Does the presence of two stocks improve the taste? [11:01.81]兩份雞汁是否使味道更好呢? [11:04.63]12 The Scientific or Statistical Claim [11:06.76]“科學(xué)或數(shù)據(jù)”型廣告詞： [11:08.88]This kind of ad uses some sort of scientific proof or experiment, [11:12.75]這類廣告使用科學(xué)證據(jù)或?qū)嶒?yàn)， [11:16.62]very specific numbers,or a mystery ingredient that sounds impressive. [11:20.54]非常具體的數(shù)字，或者采用深入人心的“秘方”。 [11:24.47]Samples of Scientific of Statistical Clains [11:27.69]“科學(xué)或數(shù)據(jù)”型廣告詞實(shí)驗(yàn)： [11:30.91]"Wonder Bread helps build strong bodies in twelve differen ways." [11:34.66]“萬德牌面包用十二種方法幫助你強(qiáng)身健體?！? [11:38.40]Even the weasel "helps"did not prevent the FTC from demanding that this ad be with-drawn. [11:43.84]即使使用了“幫助”這個(gè)“鼬鼠”型的廣告詞也無法阻止聯(lián)邦貿(mào)易委員會(huì)下令取締這個(gè)廣告。 [11:49.27]But note that the use of the number"twelve"makes the claim far more believable than if it were taken out. [11:54.71]但務(wù)必注意，使用數(shù)字“十二”使廣告聽起來比不用這個(gè)數(shù)字要可信得多。 [12:00.14]"Easy-Off has 33 percent more cleaning power than another popular brand." [12:04.30]“潔力牌清潔劑去污力要比另一種流行品牌的強(qiáng)33%。” [12:08.46]"Another popular brand"often translates as some other kind of over cleaner sold somewhere.Also,the claim does not say Easy-Off works 33 percent better. [12:17.33]“另一種流行品牌”常常被理解為某個(gè)地方銷售的一種烤箱清潔劑。 [12:26.21]13 The "Compliment the Consumer"Claim [12:28.44]“奉承顧客”型廣告詞 [12:30.67]This kind of claim flatters the consumer. [12:32.98]這類廣告采用奉承顧客的方法。 [12:35.28]Samples of"Compliment the Consumer"Claim [12:38.21]“奉承顧客”型廣告詞的實(shí)例 [12:41.15]"If you do what is right for you,no matter what others do,then RC Cola is right for you." [12:46.06]“你若要做適合自己的事，而不是隨波逐流，那么RC可樂是你明智的選擇。” [12:50.98]"You pride yourself on your good home cooking..." [12:53.62]“你為你在家的烹飪技術(shù)而驕傲……” [12:56.27]"The lady has taste." [12:57.82]“選擇本產(chǎn)品的女士最有品味?！? [12:59.36]14 The Rhetorical Question [13:00.84]“修辭型問句”型廣告詞 [13:02.32]This technique demands a response from the audience. [13:05.25]這種技術(shù)需要觀眾的響應(yīng)。 [13:08.18]A question is asked and the viewer or listener is supposed to answer in such a way as to affirm the product's goodness. [13:14.79]一個(gè)問題的提出期望觀眾做出回答，以此對產(chǎn)品的優(yōu)點(diǎn)做出肯定。 [13:21.40]Samples of Rhetorical Questions [13:23.77]“修辭型問句”廣告詞的實(shí)例 [13:26.15]"Plymouth--isn't that the kind of car America wants?" [13:29.08]“普利茅斯——難道不是美國人所夢想要的汽車嗎?” [13:32.02]"What do you want most from coffee?That's what you get most from Hills." [13:35.65]“你最想從咖啡中得到什么?希爾思牌咖啡最能滿足你的需求?！? [13:39.29]15 Whether you realize it or not,you are persuaded by advertisers to buy certain products. [13:43.91]不管你意識(shí)到或否，廣告商無時(shí)無刻不再誘勸你去購買某些產(chǎn)品。 [13:48.54]Even if you peer into the refrigerator during televised ads,or close your eyes when you drive past billboards, [13:53.74]即使在電視上播放廣告時(shí)你在往冰箱里張望，即使你開車駛過廣告牌時(shí)閉上雙眼。 [13:58.94]commercials are working on you. [14:01.36]你還是會(huì)受廣告的影響。 [14:03.77]New Words [14:03.27]單詞 [14:02.77]adman n [14:03.97]廣告商 [14:05.18]affirm v [14:06.33]證實(shí)，確認(rèn) [14:07.48]aptly adv [14:08.55]適當(dāng)?shù)?，恰?dāng)?shù)? [14:09.61]believable adj [14:10.56]可相信的 [14:11.52]belittle v [14:12.27]輕視，小看，貶低 [14:13.03]cleaner n [14:13.75]去污劑 [14:14.47]cola n [14:15.39]可樂 [14:16.30]cooking n [14:17.11]烹飪 [14:17.92]deceptive adj [14:18.99]騙人的，容易使人上當(dāng)?shù)? [14:20.05]defenseless adj [14:21.25]無防御的，無保護(hù)的，無助的 [14:22.46]downright adj [14:23.61]徹頭徹尾的，完全的，十足的 [14:24.76]hollow adj [14:25.68]1)空的，中空的，空心的 2)空洞的，無價(jià)值的 [14:26.60]maid n [14:27.46]1)少女，未婚的年輕女子 2)女仆 [14:28.33]meaninglessness n [14:29.53]無意義 [14:30.74]modifier n [14:31.75]修飾語，修飾成分 [14:32.76]nonsense n [14:33.62]胡說八道 [14:34.48]observer n [14:35.35]觀察者 [14:36.21]oven n [14:36.88]烤爐，烤箱 [14:37.54]pariy n [14:38.35]相同，相等 [14:39.16]render v [14:40.17]使得，使成為 [14:41.18]rhetorical adj [14:42.44]修辭的 [14:43.70]suck v [14:44.56]吮吸 [14:45.43]superiority n [14:46.83]優(yōu)越(性)，優(yōu)勢，優(yōu)等 [14:48.24]supporting adj [14:48.96]次要的，輔助性的 [14:49.68]tasty adj [14:50.49]美味的，可口的，好吃的 [14:51.30]televise v [14:52.56]用電視播放，用電視放映 [14:53.82]weasel n [14:54.97]鼬，黃鼠狼 [14:56.12]wonderland n [14:57.27]仙境，奇境 [14:58.42]Insights into Advertising [14:59.86]洞悉廣告 [15:01.30]1 Advertising is a universal enterprise. [15:03.19]廣告制作是一個(gè)多方面的艱巨復(fù)雜的工作。 [15:05.08]Anyone who watches Chinese TV ads for pills that claim the power to increase a young person's height by several centimeter [15:09.73]任何人看了中國為藥品所作的廣告，那些廣告聲稱有讓年輕人增高幾厘米的功效 [15:14.37]make fat men and women thin and attractiv [15:16.30]有使肥胖的男士、女士變瘦，變得有魅力 [15:18.22]or even increase the length of legs is aware of the insidious nature of advertisin [15:21.50]甚至能增加腿的高度，人們都會(huì)意識(shí)到廣告的潛在的特性 [15:24.78]The same types of unfounded claims are made everywhere,although they are better regulated in some countries than others. [15:29.82]盡管同其它一些國家相比，有些國家對類似的毫無根據(jù)的廣告有很好的規(guī)定，但是他們還是無處不在。 [15:34.86]2 A case study of a venture into American advertising by a friend of mine might be helpful in understanding how ads are born and how they are used. [15:40.71]我的一位朋友對美國廣告的一次實(shí)例研究或許有助我們了解廣告是如何制作、如何運(yùn)用。 [15:46.56]This story involves the young U.S.couple,Jane and John Doe,in the innocent, [15:49.54]故事講的是一對不世故、年輕的美國夫婦，珍妮和約翰， [15:52.53]early years of their professional development. [15:55.00]教學(xué)生涯早期的事情。 [15:57.46]3 Jane and John were a rather ordinary faculty couple with several years of teaching experience in a Midwestern university. [16:02.22]珍妮和約翰是美國中西部一所大學(xué)有著幾年教學(xué)經(jīng)驗(yàn)的普通的教學(xué)員工。 [16:06.97]Being somewhat ambitious as well as naive, [16:08.71]他們雄心勃勃、又有些天真， [16:10.46]They decided to extend their graduate education by attending a prestigious university in New York City. [16:14.62]他們想去紐約市一所很有聲望的大學(xué)進(jìn)修攻讀碩士學(xué)位。 [16:18.78]In addition to being naive,the Does were also financially limited. [16:21.82]除了過于天真，Does夫婦財(cái)經(jīng)緊張。 [16:24.86]They lived frugally,worked hard,but their limited savings were being exhausted by the high costs of living in New York City's uptown Manhattan area. [16:31.11]他們生活儉樸，工作勤勉，但是他們有限的積蓄因居住在紐約曼哈頓住宅區(qū)的高消費(fèi)而逐漸耗盡。 [16:37.35]Matters were complicated when Jane and John dreamed of studying and traveling in the Caribbean islands, [16:41.46]珍妮和約翰想去加勒比海研究并旅行的夢想使事情更復(fù)雜， [16:45.56]an idea which seemed unlikely in view of their near-poverty level life style. [16:49.03]這個(gè)念頭對于他們近乎貧窮的生活水平來說似乎不可能實(shí)現(xiàn)的。 [16:52.51]4 As frequently happens,but more often in dreams than in reality--a"silver lining"appeared in the cloudy future of the Does. [16:57.26]同現(xiàn)實(shí)生活相比，更多的是在夢境中出現(xiàn)的事情發(fā)生了。在他們未來的陰郁生活中出現(xiàn)了一線希望。 [17:02.01]A popular TV show was recruiting out-of-town people in an attempt to increase their market share among competitive TV quiz shows, [17:07.81]一家受觀眾歡迎電視節(jié)目招募非本市的人員，試圖在競爭力強(qiáng)的電視智力競賽節(jié)目中擴(kuò)大他們的收視率， [17:13.60]all of which were sponsored by advertising. [17:15.46]而這一切費(fèi)用都是由廣告承擔(dān)。 [17:17.31]An acquaintance of the Does had appeared on the show and was urged to tell his friends to try out as well. [17:21.04]Does夫婦的一位朋友已經(jīng)參入過本節(jié)目，并告知請他的朋友也來試試。 [17:24.76]John decided to try out for the show. [17:26.31]約翰決定在節(jié)目中小試身手。 [17:27.86]John was accepted and succeeded in winning about $ 700 in prizes on the TV show. [17:31.48]約翰在本節(jié)目中贏得700美元的獎(jiǎng)金。 [17:35.10]This made their trip to the Caribbean possible. [17:36.93]這使得他們加勒比海之行成為可能。 [17:38.77]5 John's good luck was,however,not finished. [17:40.75]然而，約翰的好運(yùn)并未結(jié)束。 [17:42.73]The day after John's appearance on the TV show [17:44.62]約翰上電視節(jié)目后的一天， [17:46.51]he received a phone call from a talent recruiter for a large advertising firm in New York City. [17:50.13]他接到一個(gè)來自紐約市一家大的廣告公司的電話，電話是該公司的一位很有才華的招募者打來的。 [17:53.74]The recruiter had noticed that John's voice was picked up clearly by the studio microphones of the TV show, [17:57.96]他發(fā)現(xiàn)約翰的嗓音通過電視節(jié)目的麥克風(fēng)聽起來非常清晰， [18:02.17]and that John's open personality suggested he might be a candidate for making a commercial TV ad. [18:05.93]而且他開朗的性格也可能使他成為一位電視廣告的候選人。 [18:09.69]John asked about the product concerned,and was told it was a medication which had first been developed as a treatment for allergies and colds, [18:15.20]約翰詢問了有關(guān)產(chǎn)品的一些情況，并得知這是一種新研制出來的治療過敏癥和感冒的藥物， [18:20.71]but was bing marketed as a non-prescription pill for inducing sleep. [18:23.95]它是以容易誘發(fā)嗜睡的非處方藥品面世。 [18:27.19]"E Z SLEEP"had been expenxive to develop,but not successful when used for allergies and common colds. [18:31.60]“E Z SLEEP"”的研制費(fèi)用很大，但治療過敏和一般感冒的療效卻并不顯著。 [18:36.01]6John had reservations about endorsing a medical product he knew nothing about, [18:39.05]約翰對自己一無所知的醫(yī)藥產(chǎn)品持有保留意見， [18:42.09]but having had his financial potential aided from the TV quiz show experience, [18:45.76]但由于有了電視智力競賽節(jié)目中所獲得的經(jīng)濟(jì)潛力， [18:49.44]he agreed to at least visit the office of the advertising company. [18:51.70]他同意至少去拜訪一下廣告公司的辦公間。 [18:53.97]He spent about three hours in the elegant offices of the company. [18:56.38]他在那家裝修優(yōu)雅的辦公間里逗留了三個(gè)小時(shí)。 [18:58.80]The Vice-President,writers and managers all convinced him that the product had zero mammalian toxicity in several tests, [19:04.27]副總裁，廣告詞的作者和部門經(jīng)理都向他保證該產(chǎn)品經(jīng)過多次在哺乳動(dòng)物身上的試驗(yàn)。結(jié)果表明無任何毒副作用。 [19:09.74]but that its effects were only about the same as a placebo when tested in clinicar trials. [19:13.50]但是經(jīng)臨床測試，其效果與一種安慰劑的作用差不多， [19:17.26]Jone was assured that he was not asked to endorse the product,but only to play the part of an "actor" in a commercial advertisement at a prominent TV studio. [19:23.55]并向他保證他不需要說他使用過并喜歡該產(chǎn)品，他所要做的只是在一家知名電視臺(tái)的一則電視廣告片中的扮演一名“演員”的角色。 [19:29.83]The studio work crew included 28 persons from makeup artists,to video cameramen,set designers,director and legal representatives. [19:35.68]電視臺(tái)的工作人員共28人，有化妝師、攝影師、場景設(shè)計(jì)師、導(dǎo)演和法人代表。 [19:41.53]The latter made sure that nothing could be inferred from the commercial that violated the strict regulations governing marketing of non-prescription medical products. [19:47.47]后者(法人代表)確保不可能從該商業(yè)廣告中做出任何違反規(guī)定非處方藥品銷售的嚴(yán)格條例的推論。 [19:53.41]7 John asked about the pay for making the ad and was told that he would receive $ 10 [19:56.94]約翰詢問了關(guān)于拍攝廣告的報(bào)酬，并告知他能得到100美 [20:00.46]for the one day necessary to produce the ad [20:02.30]每天的廣告報(bào)酬 [20:04.14]He would receive additional payments of $ 50 each time the ad was used on national television. [20:07.90]廣告在全國電視臺(tái)每播放一次他將另外獲得50美元。 [20:11.66]The manager's estimate was that the average ad produced about $ 500 (an average of 10 times an ad was used). [20:16.84]部門經(jīng)理估計(jì)平均一則廣告可獲500美元(一則廣告播放十次的平均數(shù))。 [20:22.03]Success of the ad would be measured by an independent polling agency which randomly phoned TV viewers and questioned them about tha specific ad. [20:27.97]一則廣告的成功如否是由一家獨(dú)立的投票機(jī)構(gòu)來測定，這家機(jī)構(gòu)隨意地打電話給電視觀眾并就某廣告提問。 [20:33.91]If the ad became popular and was shown more often,and if the period of time it was used went beyond six months, [20:38.32]如果某廣告很受歡迎并經(jīng)常播放，如果播放的時(shí)間超過六個(gè)月， [20:42.73]John would be given not only the residuals,but would receive an excellent health insurance coverage for his family, [20:46.74]約翰不僅可獲得復(fù)播復(fù)映追加的酬金，還可以獲得為他全家辦的健康醫(yī)療保險(xiǎn)， [20:50.76]and his membership in the Screen Actors'Guild would be paid for by the advertising company. [20:54.14]而且廣告公司還得為他付影視演員協(xié)會(huì)的會(huì)員費(fèi)。 [20:57.52]8 Agency legal advisors prepared a contract just before John made the commercial. [21:00.31]在約翰拍攝廣告之間，這家機(jī)構(gòu)的法律顧問準(zhǔn)備了一份合同。 [21:03.10]This document spelled out the "actor's"and the ad company's liability, [21:06.00]合同列出“演員”和公司各自的責(zé)任， [21:08.90]and required that John use the medicine at least once [21:11.08]要求約翰至少使用一次該產(chǎn)品。 [21:13.26]John asked whether taking the medicine E Z SLEEP would make him too sleepy to make the ad, [21:16.98]約翰問吃了E Z SLEEP，他會(huì)不會(huì)太困而無法拍片， [21:20.71]but the lawyer and managers just smiled and said,"not likely". [21:23.37]律師和經(jīng)理笑著說“不可能”。 [21:26.04]9 John made the ad,determined that the five or more hours required were hard work, [21:28.97]約翰拍完廣告，認(rèn)定拍廣告時(shí)所需的5個(gè)小時(shí)或更長時(shí)間實(shí)在是太辛苦了， [21:31.90]but welcomed the $ 100 check,and he and Jane made plans for their Caribbean study and travel. [21:36.15]但100美元的支票還是挺受歡迎的，他和珍妮打算進(jìn)行他們加勒比海的研究與旅行。 [21:40.40]Their frugal life style along with funds from the quiz show winnings and the ad payment made it possible [21:44.31]他們簡樸的生活方式，電視智力競賽節(jié)目贏來的錢，以及約翰拍廣告所得的報(bào)酬使他們 [21:48.21]for them to have an enjoyable professional and personal experience in the Caribbean islands. [21:51.29]在加勒比海島上愉快地體驗(yàn)生活的計(jì)劃行之有效。 [21:54.37]They afterwards returned to their Midwestern university with enthusiasm for continuing their work there. [21:58.24]隨后他們又回到他們原來執(zhí)教的大學(xué)繼續(xù)熱情地投入工作之中 [22:02.11]10 The Does heard nothing from the advertising company until about 6 months later when a check for [22:06.41]Does夫婦一直沒有從廣告公司得到任何消息直到大約六個(gè)月以后， [22:10.71]$ 350 arrived along with a slip indicating that the ad had been shown seven times on national TV. [22:15.36]收到一張350美元的支票，并附有一行留言，說廣告在全國電視臺(tái)播放了7次。 [22:20.00]Both John and Joan felt the ad was not very good,and they thought that was the end of John's commercial ad career. [22:24.64]約翰和珍妮都認(rèn)為廣告做得不好，以為那是約翰商業(yè)廣告生涯的結(jié)束。 [22:29.29]11 It was not until weeks later when John began receiving letters and phone calls from friends around the U.S.who had seen his ad on TV, [22:34.18]直到幾周后，但約翰收到曾經(jīng)在電視上看到過他的廣告的朋友們來自美國各地的來信和電話時(shí)， [22:39.08]that it occurred to him that the ad was being used quite a lot. [22:41.55]他才意識(shí)到這個(gè)廣告正被頻繁地播放。 [22:44.01]12 By the time the Does had begun building their home two years later near the university campus, [22:47.40]就在兩年后Does夫婦在學(xué)校附近開始安家時(shí)， [22:50.78]John had received more than $ 5,000 from the earnings of the ad, [22:53.68]約翰又收到5000多美元的廣告播出費(fèi)， [22:56.58]he was a member of Screen Actors' Guild,and his family had a health insurance policy paid for them. [23:00.54]他成為影視演員協(xié)會(huì)的成員，還有一份已為他們?nèi)腋犊畹慕】当ｋU(xiǎn)單。 [23:04.50]13 John was sent a copy of the ad,and to this day and Jane feel the quality of the ad is not very good. [23:09.19]廣告公司還送給約翰廣告的復(fù)制品，但直到今天約翰和珍妮還是覺得廣告的質(zhì)量不是很好。 [23:13.89]In fact, [23:14.56]事實(shí)上， [23:15.22]it seems that there is little or no correlation between the quality or efficiency of an ad in marketing a product, [23:19.63]在推銷某個(gè)產(chǎn)品時(shí)產(chǎn)品的廣告質(zhì)量或效果并不關(guān)聯(lián)于 [23:24.04]and the actual sales of that product. [23:25.79]那個(gè)產(chǎn)品的實(shí)際銷售量。 [23:27.54]14 But,that is the nature of advertising. [23:29.62]但是，那就是廣告的特點(diǎn)。 [23:31.71]John's advice to consumers is,"Don't believe everything you see on TV ads, [23:34.70]約翰勸告消費(fèi)者：“不要相信你所看到的電視廣告上的一切， [23:37.69]and don't believe half of what you read in magazines or newspapers in commercial advertisements. [23:40.93]也不要相信你在雜志或報(bào)紙上所讀到的商業(yè)廣告。 [23:44.17]You would be much better off to seek reliable professional advice if you have need of medical care, [23:47.59]如果你需要醫(yī)療護(hù)理，你最好求助于可靠的專業(yè)人士的意見， [23:51.01]and the same is likely true of business ventures as well. [23:53.47]在商業(yè)投資上也是如此?！? [23:55.94]New Words [23:56.95]單詞 [23:57.96]advisor n [23:59.02]顧問 [24:00.08]cameraman n [24:01.03]攝影師 [24:01.99]cloudy adj [24:03.00]1)模糊的，不清楚的，不確定的 2)多云的 [24:04.00]coverage n [24:05.10]1)承保范圍，保險(xiǎn)險(xiǎn)別 2)新聞報(bào)道 [24:06.20]designer n [24:07.21]設(shè)計(jì)者 [24:08.22]earnings n [24:09.22]所掙的錢 [24:10.23]frugal adj [24:11.04]節(jié)約的，儉省的 [24:11.85]guild n [24:12.81]協(xié)會(huì)，行會(huì) [24:13.76]infer v [24:14.97]推斷，推定 [24:16.17]insidious adj [24:17.32]隱伏的，潛在的，暗中為害的 [24:18.48]limited adj [24:19.63]有限的 [24:20.78]lining n [24:21.70]鑲邊 [24:22.62]mammalian adj [24:23.68]哺乳動(dòng)物的 [24:24.74]prominent adj [24:25.69]著名的，重要的 [24:26.65]quiz n [24:27.57](廣播、電視等節(jié)目中的)智力競賽，答問比賽 [24:28.48]recruiter n [24:29.49]招募者 [24:30.50]regulate v [24:31.65]管理，控制 [24:32.80]reliable adj [24:33.81]可信賴的，可靠的 [24:34.82]reservation n [24:36.03]1)保留意見，保留態(tài)度 2)預(yù)定 [24:37.23]residual n [24:38.44]1)(因影片、電視節(jié)目、廣播節(jié)目等再次播映而支付的)復(fù)播復(fù)映追加酬金 2)存留下來的，剩余的 [24:39.64]toxicity n [24:40.60]毒性，毒力 [24:41.55]unfounded adj [24:42.70]無事實(shí)根據(jù)的，無基礎(chǔ)的 [24:43.86]uptown adj [24:44.92]城鎮(zhèn)住宅區(qū)的 [24:45.98]winnings n [24:46.99]贏得的錢 [24:48.00]Developing an Advertising Campaign [24:50.26]開展廣告宣傳活動(dòng) [24:52.53]1 Several steps are required to develop an advertising campaign. [24:55.52]在展開一場廣告宣傳浩動(dòng)時(shí)需要幾個(gè)步驟。 [24:58.51]The number of steps and the exact order in which they are carried out may vary according to an organization's resources, [25:04.25]步驟的數(shù)量和具體的次序在操作時(shí)各不相同，主要根據(jù)機(jī)構(gòu)組織的財(cái)力或能力， [25:09.99]the nature of its product,and the types of audiences to be reached. [25:13.52]產(chǎn)品的特性，所要贏得的觀眾的類型而定。 [25:17.05]However,the major steps in the creation of an advertising campaign are(1)identifying and analyzing the advertising target, [25:23.82]然而，在創(chuàng)作設(shè)計(jì)一場廣告宣傳活動(dòng)時(shí)往往要有以下四個(gè)步驟：1)確定、分析廣告宣傳活動(dòng)。 [25:30.58](2)creating the advertising plat-from, [25:33.14]2)創(chuàng)建廣告活動(dòng)的綱領(lǐng)， [25:35.70](3)developing the media plan,(4)executing the campaign. [25:40.45]3)制定新聞媒體計(jì)劃，4)進(jìn)行廣告宣傳活動(dòng)。 [25:45.20]These general guidelines for developing an advertising campaign are appropriate for all types of organizations. [25:50.33]這幾條開展廣告宣傳活動(dòng)的規(guī)則適用于所有的機(jī)構(gòu)組織。 [25:55.46]2 A basic question that marketers must answer as they begin to develop an advertising campaign is:" [25:59.96]在市場經(jīng)銷專業(yè)人員進(jìn)行廣告宣傳活動(dòng)時(shí)必須回答的一個(gè)基本問題是： [26:04.46]Whom are we trying to reach with our message?" [26:06.69]“我們做的廣告希望面向哪一群體?” [26:08.92]The advertising target is the group of people toward which advertisements are aimed. [26:12.99]廣告宣傳活動(dòng)的目標(biāo)就是廣告所瞄準(zhǔn)的一組群體。 [26:17.06]Identifying and analyzing the advertising target is critical because the other steps in developing the campaign are based on this. [26:24.22]確定和分析廣告活動(dòng)的目標(biāo)是至關(guān)重要的，因?yàn)樗菑V告宣傳活動(dòng)的其它步驟的基礎(chǔ)。 [26:31.39]the advertising target often includes everyone in a firm's target market. [26:34.99]廣告活動(dòng)的目標(biāo)包括公司預(yù)定目標(biāo)市場的每一位。 [26:38.59]Marketers may,however,seize some opportunities to direct a campaign at only a portion of the target market. [26:44.24]然而市場經(jīng)銷人員可能抓住某些好的機(jī)會(huì)指導(dǎo)廣告活動(dòng)僅僅瞄準(zhǔn)預(yù)定目標(biāo)市場的一部分。 [26:49.89]For example,the maker of a brand of hair-care products may define the target market for a shampoo as being female [26:55.60]例如，某種品牌的頭發(fā)護(hù)理產(chǎn)品的制作者可能把預(yù)定目標(biāo)鎖定在女性身 [27:01.30]12-49 years ol [27:03.19]-12至49歲 [27:05.08]The company may nonetheless wish to aim a specific campaign at women in the 35-49 age range. [27:11.22]然而公司在開展活動(dòng)時(shí)可能希望把目標(biāo)瞄準(zhǔn)在35-49歲的女性。 [27:17.36]For this campaign,the firm's advertising target would be women 35-49 years old, [27:23.03]這次廣告活動(dòng)公司的目標(biāo)將是35-49歲的女性， [27:28.70]rather than females in the 12--49 age group. [27:31.83]而不是12-49歲的女性。 [27:34.96]3 Advertisers analyze advertising targets to develop an information base for a campaign. [27:39.55]廣告商分析目標(biāo)是為某個(gè)廣告活動(dòng)建立一個(gè)信息基地。 [27:44.14]Information that is commonly needed includes the location and geographic distribution of the target group; [27:49.36]所需的信息包括目標(biāo)群體的住所和地理位置的分布情況，如： [27:54.58]the distribution of age,income,race,sex,and education; [27:58.94]年齡、收入、種族、性別和所受教育的分布情況， [28:03.30]and consumer attitudes regarding the purchase and use both of the advertiser's products and of competing products. [28:08.37]以及消費(fèi)者對廣告商的產(chǎn)品和與之競爭產(chǎn)品的購買和使用的態(tài)度。 [28:13.45]The exact kinds of information that an organization will find useful depend on the type of product being advertised, [28:18.96]一個(gè)機(jī)構(gòu)組織認(rèn)為有用的信息的具體種類取決于正在宣傳的產(chǎn)品種類， [28:24.46]the characteristics of the advertising target,and the type and amount of competition. [28:29.05]廣告活動(dòng)目標(biāo)的特征，和競爭的種類和數(shù)量。 [28:33.64]4 Generally,the more advertisers know about the advertising target, [28:36.83]一般來說，廣告商對廣告活動(dòng)目標(biāo)了解的情況越多， [28:40.02]the more able they are to develop an effective advertising campaign. [28:43.20]他們就越有能力進(jìn)行一場有效的廣告宣傳活動(dòng)。 [28:46.39]When the advertising target is not precisely identified and properly analyzed, [28:50.01]一旦廣告活動(dòng)的目標(biāo)沒有準(zhǔn)確地確定，沒有進(jìn)行適當(dāng)?shù)胤治觯? [28:53.62]the campaign has less chance of success. [28:56.09]廣告活動(dòng)成功的機(jī)會(huì)就甚微。 [28:58.56]5 Before launching a political campaign,party leaders meet and develop a political platform. [29:03.25]在開展一場政治運(yùn)動(dòng)之前，某黨派的領(lǐng)導(dǎo)聚集在一起，制定政治綱領(lǐng)。 [29:07.95]The platform states the major issues on which the party will base its campaign. [29:11.57]綱領(lǐng)陳述一些重要議題，這些將是此黨派開展運(yùn)動(dòng)的依據(jù)。 [29:15.19]In the same way,an advertising platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign. [29:22.89]同樣，廣告宣傳活動(dòng)的綱領(lǐng)包括廣告商在廣告宣傳活動(dòng)中所包含的基本議題或銷售特色。 [29:30.60]For example,a motorcycle manufacturer might wish to include economy,speed,ease of handlin [29:36.59]例如，摩托車生產(chǎn)商可能希望涉及經(jīng)濟(jì)實(shí)惠，速度，易于操 [29:42.58]and accessories in its advertising platfor [29:44.85]以及零配件等在廣告活動(dòng)綱領(lǐng)中 [29:47.12]A single advertisement in an advertising campaign may contain one or several issues in the platform. [29:52.34]廣告宣傳活動(dòng)中的一則廣告可能包括一個(gè)或幾個(gè)廣告活動(dòng)綱領(lǐng)的議題。 [29:57.56]Although the platform contains the basic issues,it does not indicate how they should be presented. [30:02.20]盡管綱領(lǐng)包含一些基本議題，但并沒有指示他們應(yīng)該如何展示出來。 [30:06.85]6 A marketer's advertising platform should consist of issues that are important to consumers. [30:11.35]市場經(jīng)銷者的廣告綱領(lǐng)應(yīng)該包括在廣告宣傳活動(dòng)中所包含的對消費(fèi)者非常重要的議題。 [30:15.85]One of the best ways to determine what those issues are is to survey consumers to learn [30:20.15]決定這些議題是什么的最好方法是在消費(fèi)者中進(jìn)行調(diào)查，了解 [30:24.45]what they consider most important in the selection and use of the product involved. [30:28.41]他們在選擇和使用某產(chǎn)品時(shí)認(rèn)為最重要的是什么， [30:32.37]The selling features must not only be important to consumers;if possible, [30:35.85]銷售特點(diǎn)不僅僅對顧客很重要;如果可能， [30:39.32]they should also be features that competitive products do not have. [30:42.60]它們也應(yīng)該是同類競爭產(chǎn)品所沒有的特點(diǎn)。 [30:45.87]For example,the safety of their money is important to bank customers, [30:49.11]例如：安全對銀行的顧客來說很重要， [30:52.35]yet they believe that virtually all banks are equally safe. [30:55.68]但是他們認(rèn)為在所有銀行存錢都一樣安全。 [30:59.01]Thus,the advertising platform for a specific bank should not emphasize safety. [31:03.22]所以，廣告活動(dòng)綱領(lǐng)對于某個(gè)具體的銀行來說不應(yīng)過于強(qiáng)調(diào)安全問題。 [31:07.44]In this case,the marketer should look for other selling features that are important to bank customers and that are not available at competing banks. [31:13.97]這樣的話，市場經(jīng)銷者就必須尋找對于銀行顧客很重要的，但其它與之競爭銀行所沒有的銷售特色。 [31:20.50]7 A media plan sets forth the exact media to be used(specific magaizines,television stations, [31:25.54]宣創(chuàng)媒體計(jì)劃提出具體使用的宣傳媒體工具(具體的雜志、電視臺(tái)，) [31:30.58]newspapers,and so forty)and the dates and times that the advertisements will appear. [31:34.74]報(bào)紙等等)和廣告播出的具體日期和時(shí)間。 [31:38.90]To formulate a media plan,the planner selects the media for a cmpaign and draws up a time schedule for each medium. [31:44.66]制定一個(gè)宣傳媒體計(jì)劃，策劃者為一個(gè)活動(dòng)選擇新聞媒體，制作每一媒體的時(shí)間表。 [31:50.42]The media planner's primary goal is to reach the largest number of persons in the advertising target per dollar spent on media. [31:56.41]策劃者的主要目的是使廣告活動(dòng)目標(biāo)中花在宣傳媒體上的每一美元能夠贏得最大數(shù)量的觀眾。 [32:02.41]8 Media planners begin by making rather broad decisions;eventually,however, [32:07.39]宣傳媒體的策劃者開始作概括性的決定，但是， [32:12.38]they must make very specific choices. [32:14.65]最后必須再作非常具體的選擇。 [32:16.92]A planner first must decide which kinds of media to use. [32:19.85]策劃者首先決定使用哪種宣傳媒體。 [32:22.78]The major kinds are radio,television,newspapers,magazines,direct mail, [32:28.44]主要種類有廣播、電視、報(bào)紙、雜志、直接郵寄廣告， [32:34.09]outdoor displays,and mass transit vehicles. [32:37.17]戶外展覽及許多傳播渠道。 [32:40.24]After making the general media decision,the planner selects specific categories within each medium. [32:44.26]決定使用某種宣傳媒體后，策劃者選擇每種媒體范圍內(nèi)的具體種類。 [32:48.27]A toothpaste marketer,for example,might decide to use television and magazines. [32:52.38]例如：牙膏的營銷者或許決定使用電視和雜志作宣傳媒體。 [32:56.48]The marketer then must consider whether to use children's,women's daytime,family, [33:00.89]然后就得考慮播放時(shí)間是定在孩子、婦女的白天時(shí)間里好， [33:05.30]and/or latenight adult television programming and whether to use men's,women's teen-agers', [33:10.09]還是定在成年人傍晚的電視節(jié)目時(shí)間里好;是刊登在男士、女士、青少年， [33:14.88]children's,and /or general audience magazines. [33:16.91]兒童的雜志上好，還是刊登在一般性的雜志上好。 [33:18.94]Finally,the planner must select the specific media vehicles. [33:21.84]最后，策劃者選擇具體的傳媒手段。 [33:24.74]Having chosen family television programs and women's magazines,the toothpaste marketer,for instance, [33:29.44]例如，如果選擇家庭電視欄目以及婦女雜志，牙膏營銷人士 [33:34.14]must select the exact television programs and stations as well as the specific women's magazines to be used. [33:39.50]必須選擇具體的電視欄目和電視臺(tái)以及具體的那家婦女雜志。 [33:44.86]9 Media planners take many factors into account as they prepare a media plan. [33:48.77]媒體策劃者在準(zhǔn)備宣傳媒體的計(jì)劃時(shí)要將許多因素考慮進(jìn)去。 [33:52.68]They analyze the location and demographic characteristics of people in the advertising target, [33:57.46]他們得分析廣告活動(dòng)對象中人們住所及人口特性， [34:02.25]since the various media appeal to particular groups of people in particular 1ocations. [34:06.36]因?yàn)椴煌男麄髅襟w在不同的地方適合于不同的群體。 [34:10.46]For example,there are radio stations especially for teenagers,magazines for men in the 18--34 age group, [34:17.19]例如：電臺(tái)廣播特別適合青少年，電視適合18-34歲的男子， [34:23.92]and television programs aimed at adults. [34:26.16]電視節(jié)目所瞄準(zhǔn)的是成年人。 [34:28.39]Media planners also should consider the sizes and types of audiences reached by specific media. [34:33.66]宣傳媒體的策劃人還應(yīng)考慮某一種傳媒工具所贏得的觀眾的多少及類型。 [34:38.94]Several data services collect and periodically publish information about the circulation and audiences of various media. [34:45.76]許多數(shù)據(jù)服務(wù)設(shè)施收集并定期公布廣告運(yùn)作的情況和各個(gè)媒體觀眾的情況。 [34:52.58]10 The cost of media is an important but troublesome consideration. [34:56.34]宣傳媒體的開支是件非常重要而又很麻煩的事。 [35:00.10]Planners try to obtain the best coverage possible for each dollar spent. [35:03.69]在收視率的問題上策劃者希望每花的一美元能價(jià)有所值。 [35:07.27]Yet there is no accurate way of comparing the cost and impact of a television commercial with the cost and impact of a newspaper advertisement. [35:14.38]然而，還沒有什么精確的方法能將電視廣告的開支和影響與報(bào)紙廣告的開支和影響相比。 [35:21.49]11 The content of the message sometimes affects the choice of media. [35:24.53]廣告的內(nèi)容有時(shí)也影響傳媒手段的選擇。 [35:27.57]Print media can be used more effectively than broadcast media to present many issues or numberous details. [35:32.70]同廣播傳媒手段相比，文字印刷的傳媒手段更能有效地將許多事宜或細(xì)節(jié)展現(xiàn)出來。 [35:37.83]If an advertiser wants to promote beautiful colors,patterns,or textures, [35:41.16]如果廣告商希望突出產(chǎn)品鮮艷的色彩、圖案、或質(zhì)地， [35:44.49]then media that offer high-quality color reproduction--magazines or television--should be used instead of newspapers. [35:50.49]就采用能提供高質(zhì)量的色彩復(fù)制的傳媒手段——雜志或電視——而不是報(bào)紙。 [35:56.48]For example,food can look extremely appetizing and delicious in a full-color magazine advertisement, [36:02.22]例如：如果是全彩的雜志廣告，食品看上去會(huì)非常的美味可口， [36:07.96]but it might look far less so in black and white. [36:11.04]但如果是黑白的圖片，那效果就差多了。 [36:14.12]12 The execution of an advertising campaign requires an extensive amount of planning and coordination. [36:19.30]廣告宣傳活動(dòng)的執(zhí)行需要大量的策劃和協(xié)調(diào)。 [36:24.49]Regardless of whether an organization uses an advertising agency, [36:27.48]不管公司是否聘請廣告代理商， [36:30.46]a large number of people and firms are involved in the execution of a campaign. [36:34.82]在制作過程中公司都得涉及大量的人員和其它公司。 [36:39.18]production companies,research organizations,media firms,printers, [36:43.73]產(chǎn)品公司、研究機(jī)構(gòu)、媒體機(jī)構(gòu)、印刷工人、 [36:48.28]and commercial artists are just a few examples of the types of people and organizations that contribute to a campaign. [36:54.48]廣告設(shè)計(jì)者等都是進(jìn)行廣告宣傳活動(dòng)所需的人員和公司。 [37:00.67]13 Implementation requires detailed schedules to ensure that various phases of the work are done on time. [37:06.57]實(shí)施過程中需要詳盡的計(jì)劃以確保不同階段的工作按時(shí)完成。 [37:12.48]Advertising management personnel must evaluate the quality of the work and make improvements when necessary. [37:18.04]廣告管理人員必須評估工作的質(zhì)量，一旦需要就進(jìn)行改進(jìn)。 [37:23.60]In some instances,changes have to be made during the campaign to make it more effective in meeting campaign objectives. [37:30.03]有時(shí)在制作過程中還要作些調(diào)整使之能更有效地滿足廣告的要求。 [37:36.45]New Words [37:37.55]單詞 [37:38.65]appetizing adj [37:39.71](指食物等)促進(jìn)食欲的，開胃的 [37:40.77]circulation n [37:42.03]1)發(fā)行量 2)流通，流傳 [37:43.29]demographic adj [37:44.39]人口的，人口統(tǒng)計(jì)的 [37:45.49]execute v [37:46.50]執(zhí)行，履行，實(shí)施 [37:47.50]execution n [37:48.66]執(zhí)行，履行，實(shí)施 [37:49.81]geographic adj [37:50.82]地理上的 [37:51.82]implementation n [37:53.12]實(shí)施，貫徹 [37:54.42]planner n [37:55.37]計(jì)劃者，計(jì)劃制訂者 [37:56.32]platform n [37:57.39]1)(政黨的)政綱、政策宣言 2)講臺(tái)，舞臺(tái) [37:58.45]printer n [37:59.20]印刷商，印刷工人 [37:59.96]regarding prep [38:00.91]關(guān)于，至于 [38:01.87]reproduction n [38:03.02]復(fù)制，翻版 [38:04.17]texture n [38:05.27]質(zhì)地，外感，手感 [38:06.37]Advertisement Appreciati [38:07.81]正確評價(jià)廣 [38:09.25]1.Love at first sight [38:10.76]一見鐘情 [38:12.27]It was love at first sight,I suppose. [38:14.07]我想這就是一見鐘情。 [38:15.87]And yet it wasn't just the way she looked. [38:17.87]然而，這并不僅僅是她看上去怎樣， [38:19.87]It was also the way she talked. [38:21.70]這還是她說得那樣。 [38:23.54]We'd been for a stroll in the country,one lazy,hazy summer Saturday. [38:27.30]這是一個(gè)使人懶洋洋、有著薄霧的夏天。在一個(gè)星期六，我們漫步在郊外， [38:31.06]I felt about sixteen again--walking close enough for our hands to keep touching in the hope that she might hang on. [38:37.00]我仿佛又回到十六歲——我和她走得很近，近得能碰到她的手，心里盼著她會(huì)緊緊握住我的手。 [38:42.94]At a little country pub overlooking Evesham vale,I popped the inevitable question. [38:46.90]在一個(gè)能俯瞰伊夫舍姆谷的小鄉(xiāng)村酒吧，我突然提出一個(gè)不可避免的問題。 [38:50.86]"I'll have a Jameson,"she replied. [38:52.27]“我要一杯詹姆森啤酒?！彼卮鸬?。 [38:53.67]"A what?" [38:54.30]“什么?” [38:54.93]"A Jameson.You know,the famous Irish Whiskey." [38:57.42]“一杯詹姆森啤酒。你知道那可是著名的愛爾蘭啤酒。” [38:59.90]"Oh,"I said somewhat blankly. [39:02.04]“哦。”我毫無表情地說。 [39:04.18]"Haven't you tried it?"she said,laughing."Don't look so amazed,it's great. [39:08.34]“你從沒喝過?”她笑著說?！皠e看上去那么驚訝，它真的棒極了。 [39:12.50]Made form the finest Irish barley,the softest spring water,and it's distilled three times, [39:17.40]它是由上好的愛爾蘭谷物，軟性泉水，經(jīng)過三次蒸餾而成。 [39:22.29]so it's really smooth." [39:23.57]因此，味道醇和?！? [39:24.85]"Two Jamesons,please,"I said to the barman a moment later. [39:27.69]“兩杯詹姆森啤酒，”一會(huì)兒我對酒吧男侍者說道。 [39:30.54]And before going back to my partner I took a little sip--just to see if she was right. [39:34.77]在回到座位前，我嘗了一小口，看看她說得是否正確。” [39:39.00]"Was I right?"she said."I saw you taking a crafty swig!" [39:41.88]“我說得對嗎?”她說，“我看見你耍滑頭悄悄地喝了一大口!” [39:44.76]"Excellent taste,"I said [39:46.32]“很有口味，”我回答道。 [39:47.89]She raised an eyebrow quizzically and said,"Are you talking about me,or the Jameson?" [39:51.85]她抬了抬眉毛，挪揄地說，“你是說我啦，還是說詹姆森啤酒?” [39:55.81]2 Can you control how well you age? [39:57.99]你能控制好自己不顯年齡嗎? [40:00.16]Perhaps you've noticed while some women really show age,others seem to defy it. [40:04.48]或許你已經(jīng)注意到有些婦女的確很顯年齡，有些人似乎能抗拒歲月的侵蝕。 [40:08.80]Aging well is the result of many factors. [40:11.29]不顯年齡是多方面的結(jié)果。 [40:13.77]Heredity,exposure to the elements,and,of course,the way you care for your skin. [40:18.00]這與遺傳、風(fēng)吹日曬，當(dāng)然，還有你對皮膚的護(hù)理有關(guān)。 [40:22.23]As you get older,your skin demands special care. [40:25.11]年齡越大，皮膚就越需要特別的護(hù)理。 [40:27.99]The kind you get from Oil of Olay. [40:30.03]這種加倍的呵護(hù)你能從玉蘭油美容霜中得到。 [40:32.06]The remarkable beauty fluid that works in mysterious ways. [40:35.25]這種奇妙的美容霜能產(chǎn)生奇妙的效果。 [40:38.43]You'll notice instantly how extraordinarily sheer and greaseless it feels. [40:41.74]你能感受到它超凡的清爽，不油膩。 [40:45.06]As each cool,light drop disappears under your touch,precious fluids work to replenish your skin's natural fluid supply. [40:51.73]每一滴清涼溫柔的乳液浸入你的肌膚，補(bǔ)充你皮膚所需的水分。 [40:58.41]One touch will tell you just how smooth,how silky your skin has become.Your skin will take on an altogether younger appearance as tiny lines mysteriously seem to fade from view. [41:07.88]只需一滴，你就能感覺到它是多么的滋潤，使你的肌膚柔和、光滑、細(xì)致，充滿自然光澤。連你臉上細(xì)小的皺紋都神奇般地消失得無影無蹤。 [41:17.35]Discover the mystery of Oil of Olay and discover younger looks at every age. [41:21.97]探索玉蘭油的神奇，探索你青春永駐的奧秘。 [41:26.60]3 Why did you stop asking for the window seat? [41:28.35]你為什么不再需要靠窗的座位呢? [41:30.09]Frequent travelers often forget that a flight can be a breaktaking experience, [41:33.82]經(jīng)常旅行的人通常忘記乘飛機(jī)是一種驚心動(dòng)魄的感受， [41:37.54]not merely a means of transportation. [41:39.38]而不僅僅是一種交通工具。 [41:41.22]But at Hyatt,we believe every journey should be uplifting. [41:44.44]但是在海厄特酒店，每上一層樓都會(huì)給你那種體驗(yàn)， [41:47.66]Even after you've landed. [41:48.92]即使你已經(jīng)下到底層。 [41:50.18]That's why we fill our hotels and resorts with so many opportunities to broaden your horizons. [41:55.22]這就是我們酒店和度假村能讓你開闊視眼的原因所在。 [42:00.26]Unique restaurants in the sky where you can dine with sparkling cities at your feet. [42:03.68]當(dāng)你在酒店的頂層進(jìn)餐時(shí)，燈火輝煌的城市就在你的腳下，多么的奇妙。 [42:07.10]Meeting room that free your imagination by opening to grand panoramas. [42:11.10]面對城市全景的會(huì)客廳任你的想象馳聘。 [42:15.09]And lobbies that greet you with spectacular architecture and dramatic vistas. [42:19.12]長廊用它雄偉壯觀的建筑，令人驚嘆的遠(yuǎn)景迎接著你。 [42:23.16]Instead of merely a place to stay at your destination,a Hyatt is a destination in it self. [42:27.71]酒店是如此的美妙，酒店本身就是值得一游的地方。 [42:32.26]A place to experienc [42:33.52]一個(gè)令你想去探索的地方 [42:34.78]A window seat that always rewards you with a fresh perspective. [42:38.06]找一個(gè)靠窗的座位就足以給你帶來一個(gè)全新的景觀。 [42:41.34]So next time,ask to stay with the people Hyatt.We think you'll like what you see. [42:46.14]下次請下榻海厄特酒店，你一定會(huì)流連忘返。 [42:50.95]4 If you think it's hard getting to Mars,try getting to plaque three millineters below the gumline. [42:55.03]假如去火星很難，不妨試試探索牙齦下三毫米的齒菌斑。 [42:59.12]With all due respect to the Pathfinder program, [43:01.19]至于那探索者號的計(jì)劃， [43:03.26]exploring the farthest reaches of inner space can be almost as challenging. [43:07.15]探索太空內(nèi)部最遠(yuǎn)端的星球?qū)嵲谑且粋€(gè)挑戰(zhàn)。 [43:11.04]That is,unless you have the sonicare sonic toothbrush. [43:14.69]那除非你擁有索尼卡爾牌超聲波牙刷。 [43:18.34]Not only does it remove plaque bacteria from the surface,its 31,000 brush storkes per minute [43:23.42]它不僅能除去牙齒表面的齒菌斑，其每分鐘31，000次的震動(dòng)， [43:28.50]also create sonic waves which go beyond the reach of the bristles. [43:32.38]還能產(chǎn)生超聲波，進(jìn)入牙刷所不能清洗的地方。 [43:36.27]Gently cleaning between teeth and even below the gumline. [43:39.55]輕柔的清洗牙齒、甚至牙齦的下部。 [43:42.82]In fact,sonicare removes hidden plaque bacteria between teeth better than the leading power brush. [43:48.19]事實(shí)上，超聲波護(hù)理能除去隱藏在牙齒里的細(xì)菌，效果比電動(dòng)牙刷更好。 [43:53.55]So like the Mars Sojourner,we too like to seek our life forms in hard-to-reach places. [43:58.48]因此，象火星探索號，我們也喜歡探索口腔深處的生命形式。 [44:03.42]Only we blow them away. [44:05.09]不同的是我們是消除它。 [44:06.76]5 This is the truth. [44:07.86]這一切全是真的。 [44:08.96]Human beings do not come with odometers. [44:11.23]人類最初是沒有歷程計(jì)的。 [44:13.50]So how do you tell who is a serious runner? [44:15.44]你如何區(qū)分誰是真正的跑步者? [44:17.38]We don't believe serious runners are defined by how many miles they cover in a week. [44:21.11]我并不認(rèn)為區(qū)分真正的跑步者應(yīng)由他一個(gè)星期跑多少哩來衡量。 [44:24.84]They're defined by how important running is in their lives. [44:28.06]而應(yīng)該看跑步在他生命中的重要程度。 [44:31.28]It doesn't matter why you run,or how far. [44:33.55]你為什么跑，跑多遠(yuǎn)?這并不重要。 [44:35.82]If it's important to you,you're a serious runner to us. [44:38.66]重要的是跑步對你很重要，對我們來說你就是個(gè)真正的跑步者。 [44:41.50]That's why we work so hard to make great running shoes. [44:44.82]這也是我們努力工作生產(chǎn)質(zhì)量上乘跑鞋的原因。 [44:48.13]Because the goal of a running shoe is very simple. [44:50.47]跑鞋的目的很簡單， [44:52.81]To keep you running. [44:54.09]就是讓你不停地前進(jìn)。 [44:55.36]The more comfortable you are,the more miles you'll run. [44:58.12]鞋穿得越舒服，你跑得就越遠(yuǎn)。 [45:00.87]That's the idea behind the GEL-130. [45:04.29]那就是GEL-130的追求目標(biāo)。 [45:07.71]6 LOSE FAT FAST NO DIETING [45:09.94]迅速減肥 [45:12.18]Are you tired of the diet-go-round? [45:13.74]你是否厭倦了不停地減肥? [45:15.31]Why torture yourself with diets that don't work? [45:17.83]為什么還要用那些不起作用的減肥產(chǎn)品折磨自己? [45:20.35]MELTAWAY REDUCING CANDY really works!MELTAWAY will help you lose weight the safe,natural,easy way! [45:26.52]速溶減肥糖才真正的有效。速溶減肥糖能幫助你安全地、無痛苦地、操作方便地減肥。 [45:32.70]SHED FAT LIKE MAGIC! [45:33.97]神奇般地?fù)]灑你的脂肪。 [45:35.25]The unique MEL TAWAY formula breaks up those stubborn fat cells and melts them away! [45:39.21]獨(dú)特地速溶牌減肥糖的配方分解你體內(nèi)難以去掉的脂肪細(xì)胞并快速的溶解它們。 [45:43.17]MELTAWAY speeds up your body's natural fat burners. [45:45.73]速溶牌減肥糖能快速的產(chǎn)生酶， [45:48.28]Eat as much as you want--you still lose weight! [45:50.93]盡情地吃吧——你的體重仍會(huì)下降。 [45:53.58]SAFE AND EFFECTIVE! [45:55.02]安全而有效。 [45:56.46]Clinical studies have proven MELTAWAYREDUCING CANDY to be safe and effective. [46:00.65]臨床研究顯示速溶牌減肥糖安全有效。 [46:04.84]There are no unpleasant side effects when taken in the recommended doses. [46:08.64]按醫(yī)囑服用，無任何毒副作用。 [46:12.44]Lose 6 pounds in 48 hours! [46:14.51]48小時(shí)減6磅! [46:16.58]Lose 14 pounds in 7 days! [46:18.45]7天減14鎊! [46:20.32]Lose 21 pounds in 14 days! [46:22.55]14天減21磅! [46:24.79]7 Turn burglary into attempted burglary. [46:27.34]使小偷入室行竊的計(jì)劃不能付諸實(shí)現(xiàn) [46:29.90]When 3M Scotchshield UItra Safety and Security Film is applied to windows, [46:34.16]在窗戶上蒙上一層3M Scotchshield超安全薄膜， [46:38.43]it resists penetration and helps keep glass in place through attempted break-ins,storms, [46:43.09]它能在保持玻璃安然無恙的情況下抵抗?jié)B透并有助于抵御行竊的企圖、暴風(fēng)雨、 [46:47.75]even earthquakes. [46:49.07]甚至地震。 [46:50.38]It's another innovative 3M product that helps make your home more safe and comfortable. [46:55.13]本產(chǎn)品是改進(jìn)型的3M產(chǎn)品，能使你的家更安全舒適。 [46:59.89]And one more result of our unique culture,which lets us make the leap from need to 3M innovation. [47:05.29]本產(chǎn)品的另一獨(dú)特之處使我們在對3M的需求中有一個(gè)飛躍。 [47:10.69]8 Diversity works. [47:11.68]8工作多樣化 [47:12.67]It has long made sense to us at IBM to welcome and value individual differences. [47:16.79]在IBM，歡迎并尊重有獨(dú)特個(gè)性的人士是很有道理的。 [47:20.91]We prove this commitment to our workforce every day.Programs such as employee networking groups, [47:26.38]這一點(diǎn)可以在我們每天的工作中得以證實(shí)。許多方案，如果雇用有著共同興趣的人士， [47:31.85]child/elder care, [47:33.60]建立托兒中心，養(yǎng)老院， [47:35.35]domestic partner benefits and flexible work hours help us attract and retain the best and most talented individuals. [47:42.38]家庭成員醫(yī)療和保險(xiǎn)的福利，以及靈活的工作時(shí)間等，都有助公司吸引和留住最好的、最有才能的人士。 [47:49.42]And in our diverse marketplace,that's always good business. [47:52.41]由于我們的市場多樣化，這總是很好的生意。 [47:55.40]Proper Names [47:56.59]名稱 [47:57.77]Evesham [47:59.05](英國地名)伊夫舍姆谷 [48:00.33]Pathfinder [48:01.77]探險(xiǎn)者，開創(chuàng)者 [48:03.21]Sojourner [48:04.27]旅居者，寄居者 [48:05.33]New Words [48:06.56]單詞 [48:07.78]amazed adj [48:08.77]驚奇的，吃驚的 [48:09.76]barley n [48:10.55]大麥，大麥粒 [48:11.35]blankly adv [48:12.14]茫然地，沒有表情地 [48:12.93]break-in n [48:13.83]非法闖入 [48:14.73]bristle n [48:15.56]刷子毛 [48:16.39]burglary n [48:17.32]入戶行竊 [48:18.26]burner n [48:19.01]燃燒物 [48:19.77]crafty adj [48:20.63]狡猾的 [48:21.50]dine v [48:22.13]進(jìn)正餐 [48:22.76]eyebrow n [48:23.39]眉，眉毛 [48:24.02]fluid n [48:24.72]液體 [48:25.42]gently adv [48:26.18]溫柔地，輕柔地，輕輕地 [48:26.93]greaseless adj [48:27.83]無油膩狀物的，不油膩的 [48:28.73]gumline n [48:29.72]牙齦 [48:30.71]hazy adj [48:31.51]有薄霧的，模糊的 [48:32.30]innovative adj [48:33.16]革新的，新穎的 [48:34.03]melt v [48:34.85]融化，變軟，溶解 [48:35.68]millimeter n [48:36.82]毫米 [48:37.95]odometer n [48:38.65](車輛等的)里程計(jì) [48:39.35]panorama n [48:40.22]全景 [48:41.08]pathfinder n [48:41.95]探路者，探索者 [48:42.81]penetration n [48:43.87]穿透，刺穿 [48:44.93]plaque n [48:45.69]齒菌斑 [48:46.45]quizzically adv [48:47.31]帶有疑問地，嘲弄地 [48:48.17]replenish v [48:49.07]補(bǔ)充 [48:49.97]shed v [48:50.80]去掉，除掉 [48:51.63]sheer adj [48:52.46]1)薄得透明的 2)完全的，徹底的，十足的 [48:53.29]silky adj [48:54.28]像絲一樣柔軟光潔的 [48:55.27]sojourner n [48:56.06]逗留者，旅居者 [48:56.85]sonic adj [48:57.84]聲音的，聲波的 [48:58.83]sparkling adj [48:59.69]閃耀的，閃爍的 [49:00.56]stubborn adj [49:01.31]1)難以移動(dòng)、去除的 2)固執(zhí)的，頑固的 [49:02.07]swig n [49:02.74]大喝，吞咽 [49:03.40]traveler n [49:04.07]旅行者，旅游者 [49:04.73]ultra adj [49:05.49]超乎尋常的 [49:06.25]vale n [49:06.88]山谷 [49:07.51]vista n [49:08.37](尤指從狹長通道看出去的)景色，遠(yuǎn)景 [49:09.23]whiskey n [49:09.90]威士忌酒

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