外文翻译2(广告)
网络广告外文翻译
ABSTRACTMany have speculated about the current state of Internet advertising (IA), how it compares to advertising in general (GA), and its implications for traditional marketing models and practices. Although many estimates exist regarding who uses the Internet as well as guidelines about how best to design IA, little is known about Internet users’ attitudes toward IA, much less what characterizes these attitudes. To test this, a national sample of over 400 participants with at least some exposure to the Internet was surveyed. The results revealed no majority opinion of IA: approximately a third of respondents liked, disliked, and felt neutrally toward IA, respectively. A regression analysis indicated that enjoyment of looking at Internet advertisements, its informativeness, and its utility for making behavioral (purchasing) decisions contributed to participants’ attitudes toward IA. Enjoyment of looking at IA contributed the most to attitudes toward IA, yet at the same time appears to be one of IA’s weakest features. In order to assess whether attitudes toward and perceptions of IA might reflect attitudes toward advertising in general by this demographic group, rather than attitudes toward IA per se, responses were compared to those of a demographically weighted-to-match national sample of over 1,000 who answered similar questions in regard to advertising in general. The results indicate that more respondents found IA to be informative and trustworthy than a demographically similar sample found GA. Even though the attitudes and perceptions of IA and GA were significantly different, the structure of GA and IA attitudes was the same. Implications for the design of IA are discussed.The Internet as a marketing medium offers many unique challenges to marketers. To assist marketers in their venture on-line, comparisons and contrasts to existing marketing theory have been used to build a conceptual understanding of the current state of the Internet and its implications for consumer transactions (cf., Hoffman and Novak, 1996a;Hoffman, Novak and Chatterjee, 1995; Schlosser and Kanfer, forthcoming). To further understand the commercial possibilities of the Internet, several internet usage surveys have been conducted to document consumers’ behavior online (the most notable being GVU, 1999 and the HERMES project by Gupta, 1995; see Hoffman, Kalsbeek, and Novak, 1996, for a review). Yet, in terms of assessing the commercial effectiveness of the Internet and the value of Internet advertising, most research has concentrated upon the company’s rather than consumers’ point of view (Berthon, Pitt, and Watson, 1996). As a result, many decisions regarding Internet advertising(IA) are being made with relatively little specific knowledge about consumers’ attitudes toward IA and how the structure of these IA attitudes compare to the structure of attitudes toward advertising in traditional media. The aim of the current research is to examine consumers’ perceptions and judgments of IA.Consumers’ attitudes toward advertising have been considered important to track because they likely influence consumers’ exposure, attention, and reaction to individual ads (cf. Alwitt and Prabhakar, 1992) through a variety of cognitive and affective processes (Lutz, 1985). One fundamental difference between Internet and traditional advertising is the degree to which the consumer versus the company has control over advertising exposure. With traditional advertising, consumers play a relatively inactive role in exposure. Advertisements interrupt or intercept consumers’ attention to other information (e.g, a television program, a radio show, or traffic signs). In essence, advertisements are “pushed〞at them. With many forms of IA, however, the consumer has a great deal of control over advertising exposure. The company may request the consumers’ attention (e.g., through banner ads on others’ Web sites or through hyperlinks), but it is up to the consumer to seek additional commercial content. Consumers can select whether, when, and how much commercial content they wish to view. That is, consumers “pull〞for electronic advertising content. Because IA exposure is largely under theconsumer’s volition, it is particularly important to understand the valence and structure of one important driver of advertising exposure: attitudes toward IA.WHAT IS IA?According to consumers, IA includes many forms of commercial content from electronic advertisements that are similar to traditional advertisements (e.g., billboards, banner ads) to formats that are different from traditional advertisements, such as corporate Web sites (Ducoffe, 1996). Thus, it appears that there are idiosyncratic differences in consumers’ perceptions of what constitutes IA such that any specific definition of IA is likely to be a bad fit for measuring IA perceptions. Because the goal of the present research is to assess consumer perceptions of IA, IA is described broadly as any form of commercial content available on the Internet that is designed by businesses to inform consumers about a product or service. Hence, IA can be delivered via any channel (e.g., video clip, print or audio), in any form (e.g., an e-mail message or an interactive game), and provide information at any degree of depth (e.g, a corporate logo or an official Web site).BACKGROUND ON IADespite the limited understanding of how consumers judge IA, there has been substantial commercial growth on the Internet of many forms of advertising, resulting in an estimated 1996 revenue of $301 million, with a projected growth to $7.7 billion by 2002 (Jupiter Communications, 1997). Indeed, spending on IA totaled an estimated $129 million in the first quarter of 1997 (Cyberatlas, 1997), with an estimated 92% increase in IA spending for top 25 industries during the first quarter of 1998 (Cyberatlas, 1998). In addition to anticipating the monetary growth of the Internet, the majority of on-line businesses believe the Internet is here to stay and will generate sales in the future (Grant Thorton, 1997).Furthermore, the adoption curve for the Internet is quite steep, especially in comparison to other media introduced in this century (radio, television, cable; Morgan Stanley Technology research cited in Internet Advertising Bureau, 1997). Thus, as many have predicted, investment in IA is likely to escalate into the billions as we enter the next millennium (cf. Cyberatlas, 1997).Studies of consumers’ reactions to IA typically have quantified customers’ judgments of Web sites in terms of consumers’ behavioral traces at the site (i.e., counting the number of “clicks〞and “hits〞[cf. Berthon, Pitt, and Watson, 1996]). These measures have been shown to both overestimate and underestimate the number of visitors and exposures, however (cf. Internet Advertising Bureau, 1997; Riphagen and Kanfer, 1997). Moreover, the indirect nature of these methods makes it difficult to ascertain the meaning behind the results (e.g., whether clicking on a link was an accident or intended behavior, and whether the loaded site satisfied the consumer’s expectations). Coinciding with the growth in IA, there has been a plethora of guidelines about how to best reach and persuade the consumer market with the Internet (see, for review, Schlosser and Kanfer, 1999a). Many of these recommendations have been based upon assumptions (rather than actual assessments) of how consumers react to IA relative to GA. Relatively little is known about how consumers judge Internet advertising and which components make up these attitudes.ATTITUDESTOWARDS ADVERTISING IN GENERAL Public attitudes toward advertising in general have long been a focus of research (see Mittal, 1994; O’Donohoe, 1995; Pollay and Mittal, 1993; Zanot, 1984; Zanot, 1984 for reviews). According to Zanot (1981, 1984), the first large scale, national surveys of public opinion about advertising date back to the 1950s and 1960s (Bauer and Greyser, 1968; Gallup, 1959). Many recent studies have also been conducted (e.g., Alwitt and Prabhakar, 1992; Alwitt and Prabhaker, 1994; Andrews, 1989; Mittal,1994; Muehling, 1987; O’Donohoe, 1995; Reid and Soley, 1982; Sandage and Leckenby, 1980; ShavittLowrey and Haefner, 1998) but most of these have been more focused upon investigating the structure of advertising attitudes rather than the general ability of overall attitude favorability.Although the studies on advertising attitudes have varied widely in the types of samples used and the data collection methods employed, they have focused upon many of the same dimensions of judgment. Respondents typically have been asked not only about their overall attitudes toward advertisememts but also their perceptions of advertising’s trustworthiness, offensiveness, informativeness, entertainment value, and effect on product prices and value, as well as attitudes toward regulatory issues.Early surveys of advertising attitudes yielded somewhat favorable, albeit mixed, results. Gallup (1959) found that a majority of their respondents generally liked advertising and that most of those respondents liked it because they felt it was informative. They also found that a majority of respondents preferred advertised products over unadvertised products, although most also felt that advertising increased the cost of things they buy. Bauer and Greyser (1968) found that more people held favorable attitudes toward advertising than unfavorable attitudes and that a majority of respondents felt advertising was essential. Still, a majority of their respondents felt that advertisements were misleading and that they resulted in higher prices.Zanot (1981, 1984) argued that, beginning in the 1970s, attitudes toward advertising were becoming increasingly negative. For example, Harris and Associates (1976) found that a majority of respondents felt that most or all of television advertising was seriously misleading and favored a new federal government agency for consumer advocacy. More recent studies have generally focused on attitude structure and, thus, have used smaller and less nationally representative sampling frames to investigate specific hypotheses. These results have typically provided arather unfavorable assessment of public attitudes toward advertising (e.g., Alwitt and Prabhaker, 1992; Alwitt and Prabhaker, 1994; Andrews, 1989; Mittal, 1994; but see Shavitt et al., 1998, for a more favorable picture of public sentiment from a large, national sample).Although some of these studies have provided information about attitudes toward advertising in a particular medium (e.g., television: Alwitt and Prabhaker, 1992; Alwitt and Prabhaker, 1994; Mittal, 1994), none of them specifically addresses attitudes toward advertising on the Internet.CONSUMER RESPONSE TO INTERNET ADVERTISING Most of the direct-response measures administered to consumers have assessed consumers’ perceptions and usage of the Internet and its services. For instance, research has explored consumers’ attitudes toward on-line services (Miller, 1996) and purchasing online (Gupta, 1995; GVU, 1999); Web usage (Gupta, 1995; GVU, 1999; Hammonds, 1997; Hoffman, Kalsbeek and Novak, 1996) and recall of the sites visited (Diaz, Hammond and McWilliam, 1996); actions taken toward intrustive advertising or SPAM (GVU, 1999); effect of banner ads on brand judgments (Briggs and Hollis, 1997); attitudes toward Internet advertising policies (Gordon and De Lima-Turner, forthcoming); and awareness of the Internet itself (Fawcett, 1995). Yet, relatively less is known about consumers’ evaluations of IA specifically.In an important exception, Mehta and Sivadas (1995) assessed Internet user’s attitudes toward advertising on newsgroups and through e-mail. They found that consumers held negative attitudes toward newsgroup and e-mail advertising, even when the message was directly relevant to the special interests of the group. However, their sample was limited to those who posted messages to the group. Those who merely read messages were not included in the sample. As a result, it is possible that these unfavorable attitudes are due to this vocal sample’s perceptionthat they are competing with electronic advertisements for the group’s attention. In addition, attitudes toward newsgroup/e-mail advertising may not generalize to all forms of IA, including less intrusive ads (such as Web sites). Consequently, it is unclear whether the results would generalize to the entire Internet population’s attitudes toward IA in its many forms.Another notable exception is research conducted by Ducoffe (1996) studying the antecedents of consumer’s attitudes toward Web advertising. It was found that a sample of 318 business executives in New York City perceived Web advertising to be generally informative and entertaining, although more informative than entertaining. This is consistent with findings regarding people’s perceptions of the Web in general (Diaz et al., 1996). Furthermore, in contrast to attitudinal findings toward e-mail advertising (Mehta and Sivadas, 1995), the interviewed executives found Web advertising to be useful, valuable and important. Although these previous findings on attitudes toward e-mail and Web advertising shed light upon the Internet population’s attitudes toward specific types of IA, a larger and more representative sample as well as an examination of IA in general would be useful. Indeed, both Ducoffe (1996) and Mehta and Sivadas (1995) call for broader sampling framesUnderstanding the factors that underlie IA attitudes would also be important for both theory development and applied goals. Ducoffe demonstrated that entertainment, informativeness, and irritation influenced attitudes toward Web advertising. The idea that affective (entertainment, irritation) and cognitive (informativeness) experiences with Web advertising contribute to people’s judgments of Web advertising is consistent with other attitudinal models such as the tripartite theory of attitudes. Yet the tripartite theory proposes a third factor, behavioral experiences, which may contribute to people’s attitudes (Katz and Stotland, 1959; Rosenberg and Hovland, 1960; see Eagly and Chaiken, 1993, for a theoretical and historical overview of this model). Hence, theutility of IA for making decisions (a behavioral experience) may also drive people’s attitudes toward IA.Some have assumed that the underlying structure of IA attitudes reflects the structure of attitudes toward advertising in general (Ducoffe, 1995; Eighmey, 1997). Yet it is also plausible that the unique characteristics of the Internet might cause the underlying structure of attitudes toward IA and GA to differ. For instance, because it is used primarily as an information- providing medium (see Schlosser and Kanfer, 1999), IA might elicit attitudes that are mostly comprised of cognitive factors—especially in comparison with attitudes toward advertising in general. Such variations have implications for how practitioners alter Internet ads (as opposed to traditional advertising) in order to improve IA attitudes. Thus, one goal of the present research is to determine which dimensions underlie (and to what degree they explain variance in) attitudes toward IA.INTERNET USER DEMOGRAPHICS AND CONSUMERRESPONSE TOW ARD IADespite the lack of consistency across reports of the Internet population’s demographic profile, there appears to be consensus that the Internet population is predominantly male, young, well educated, and affluent (for a longitudinal study of Internet user demographics beginning in 1994, see GVU, 1999). Such demographic characteristics also appear to affect attitudes toward advertising. That is, previous research has demonstrated that gender, age (Shavitt, et al., 1998), education and income (Alwitt and Prabhaker, 1992; Shavitt et al., 1998) impact consumers’ judgments of and beliefs about advertising. For instance, according to a recent survey, better-educated, wealthier consumers hold less favorable attitudes toward advertising than less-educated, lower-income consumers do (Shavitt, et al., 1998). Based on demographics alone, this would suggest that the Internet population would judge advertising (in general andon the Internet) relativelyunfavorably.In order to gauge whether attitudes toward IA can be attributed to the unique demographic profile of Internet users rather than advertising on the Internet per se, IA judgments will be compared to the GA judgments of a sample weighted to match the demographics of the Internet respondents. If the results are due to the demographic composition of Internet users rather than how IA is uniquely perceived relative to traditional advertising, then the judgments and perceptions of IA and GA should be similar across these demographically matched samples.RESEARCH OBJECTIVESThe objectives of the present research are to address three questions: (1) What are consumers’ attitudes toward IA? (2) How does this compare to a demographically similar samples’ perceptions of advertising in general? and (3) Which dimensions underlie and to what degree do they contribute to IA attitudes? We address these issues with a large and representative (of an Internet population) national sampleMETHODOLOGYSampling ProceduresThe survey was conducted in the summer of 1996. Two nationally representative samples were drawn from a list balanced by estimated telephone households. The survey was conducted via a computer-assisted telephone interviewing (CATI) system. Prospective respondents were called back up to three times if they could not be reached initially. CATI technology provides a number of advantages in survey data collection, enabling the use of randomly ordered questions and complex skip patterns in the survey protocol (Sudman and Bradburn, 1982).Prospective respondents were screened for age and for media usage. Only those between the ages of 18 and 64 were surveyed. The samples were screened for their Internet access and usage. Prospectiverespondents in Sample 1 (N =201) were included if they indicated that they personally had access to and used the Internet or World Wide Web. In order to assure a substantial representation of regular Internet users, prospective respondents in Sample 2 (N =201) were included only if they further indicated that they frequently or regularly used the Internet or Web. Because there were no significant differences between the two samples in terms of how often they look at IA, how often they have used the computer in the week prior to the survey and whether they subscribe to an online service (all ts<1.10, n.s.), the two samples were combined for all analyses (N =402).While all respondents reported having access to and using the Internet, prospective respondents were not screened based on reported exposure to Internet ads. Thus, some survey respondents reported never looking at IA (12% of the sample).Survey ContentRespondents were queried about their IA-related attitudes, their media exposure patterns, and their demographic classifications. The questions asked of the two samples were identical with the exception that respondents in Sample 2, after being screened for their Internet usage, were asked two additional questions about which browsers and search engines they use.The attitudinal questions were next, and were prefaced with a statement defining the types of advertising to which the questions referred. The statement read:This is a survey of your thoughts and feelings about the advertisements you encounter every day. Many of these advertisements include ads you might see on the Internet or World Wide Web when you use a computer. When we ask you about ’advertising’ in this survey, we are only referring to what you see in these electronic ads on the Internet, and not to any other forms of advertising.Following this statement were 17 attitudinal questions. The first asked respondents about their overall evaluation of IA. The rest asked for their views about: (1) the enjoyment and the indignity they associate with IA, (2) the trustworthiness or usefulness of IA content, (3) IA effects on product prices and product value, and (4) the regulation of IA. The items covered several of the evaluative dimensions addressed in previous research, and the content of many of these items was adapted from previously publish edsurveys (see especially Bauer and Greyser, 1968). In an attempt to tap personal attitudes toward and confidence in IA, most of the attitudinal questions were worded to emphasize personal experiences with and reactions to IA. Thus, respondents were asked, for example, to consider how confident they generally feel using IA information to make a purchase decision, or how often they have felt misled by IA.摘要许多人推测网络广告的当前状态,它如何比拟一般广告,和它的含意为传统的营销形式和理论。
离线广告,在线展示广告和付费搜索广告外文文献翻译中英文
Abstract
This research examines the impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value. Using proprietary data on annualized advertising expenditures for 1651 firms spanning seven years, we document that both display advertising and paid search advertising exhibit positive effects on firm performance (measured by sales) and firm value (measured by Tobin's q). Paid search advertising has a more positive effect on sales than offline advertising, consistent with paid search being closest to the actual purchase decision and having enhanced targeting abilities. Display advertising exhibits a relatively more positive effect on Tobin's q than offline advertising, consistent with its long-term effects. The findings suggest heterogeneous economic benefits across different types of advertising, with direct implications for managers in analyzing advertising effectiveness and external stakeholders in assessing firm performance.
电子商务 外文翻译
B2B e-marketplace:an e-marketing framework for B2B commercePurpose– The purpose of this paper is to provide a clear understanding of the performance of business-to-business (B2B) e-marketplace in conducting e-marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and competitive advantage, and those who wish to explore the internet technologies for marketing activities.Design/methodology/approach– Literature from the B2B e-marketplaces and operations of e-marketing fields were analysed,and the findings were synthesised to develop a preliminary conceptual model of e-marketing.The conceptual model was tested empirically through an online survey from various industries in China, Malaysia, and Singapore.Findings– With significant online and offline publications from both academia and industry, there is a growing awareness of the contribution of the e-marketing in the global environment.This new marketing paradigm is reported to reshape the business relationships between both consumer marketers and consumers, improving business processes and enhancing the business exposure in the new markets.Research limitations/implications– The major limitation of this paper is associated with the sample selection. Although the literature findings were international,the empirical study was restricted to China,Malaysia,and Singapore.Therefore,the generalizability of the results may not be applicable for other countries.Furthermore, the majority of the respondents participated were SMEs. Hence, the applicability of findings to large-scale organisations may be limited.Practical implications– The framework allows B2B firms to capitalise and understand the e-marketing opportunities provided by B2B e-marketplace.The framework also offers guidance to marketing managers a most appropriate approach to adopt B2B e-marketplace to perform their e-marketing activities.Originality/value–Based on the need for a framework for e-marketing,this study is significance to:SMEs, marketers,information technology practitioners,and all other stakeholders that adopted the internet and other electronic means for marketing purposes.BackgroundThe development of the internet and the world wide web (www) in the 1990s as a tool for the global sharing of information has opened up new opportunities in marketing practices. “The rapid growth of internet users has made the internet an increasingly important and attractive platform for business transactions”According to the Internet World Stats (2007), by March 2008, the internet user population reached 1.40 billions world wide, an increase of 290 percent in the period from 2000 to 2008 (Figure 1). Many academics and practitioners have emphasized that the internet is a major platform for e-marketing to deal with marketing mixes, which include global accessibility (Laudon, 2002), convenience in updating (Sandeep and Singh, 2005), real-time information services (Harridge-March, 2004), interactive communications features (Chaffey, 2004), and unique customisation and personalised capabilities (Teo and Tan, 2002). Additionally,e-marketing also refers to the use of electronic methods or media to build upon and maintain customer relationship through electronic platforms (e.g. business-to-business (B2B) e-marketplaces) that facilitates the exchange of ideas, products, and services to satisfy both buyers and sellers.Strauss and Frost (2001)support the above statement and suggested that,sales,public relations,direct marketing,and advertising are marketing communication that comprises the crucial components of e-marketing strategy.B2B e-marketplace, as one of the major trading platforms brought by the internet technology has made a significant contribution to the e-marketers.The larger organisations are taking advantages from the vast array ofsuppliers/buyers via the B2B e-marketplace (Stockdale and Standing,2004).However,small and medium sized enterprises (SMEs) are also eager to compete in the electronic environment remain concerns as how theirbusinesses can gain benefits from B2B e-marketplace.With significant online and offline publications from both academia and industry there is a growing awareness of the contribution of the e-marketing in the global environment. Nonetheless, there is limitation on how to explore the opportunities for SMEs in benefiting from the emergent e-marketing practices, derive from the B2B e-marketplace.Review of e-marketing performances in B2B e-marketplaceThe internet is the foundation for B2B commerce that provides the technology and platform to enable this business relationships work effectively.B2B transactions over public and private sectors uses the internet as a delivery vehicle for transactions including;financial transfer,on-line exchanges,auctions,delivery of products, and services (O’Reily and Finnegan, 2007). Many pra ctitioners are predicting B2B commerce is expected to have a massive growth and majority of the organisations will have to give consideration to involve with B2B commerce. Referring to Figure 5, B2B consists of three main elements and the e-marketplace performs the main tasks such as sourcing, automated purchasing, processing to facilitate the sellers and buyers to do business transactions.Laudon and Laudon (2000)stated that B2B e-marketplace refers to the exchange of information,products, services,and payment via the internet between buyers and sellers.B2B e-marketplaces are typically defined as inter-organisational IS through which multiple buyers and sellers interact electronically to identify potential trading partners, select them and execute transactions (Rohmtal.2004). Argued that, B2B e-marketplace is able to remove some of the inefficiency of traditional business functionality and allows partners to streamline their marketing activities by sharing information instantaneously.In recent years,B2B e-marketplace have improved/enhanced the extent of e-marketing activities;providing to all marketers especially to SMEs. Recent studies (Narayanasamy ET al.2008; Pavaloia, 2009) are indicative of the fact that SMEs have started to respond positively to the changes brought about by the internet technologies.While the main concerns of SMEs are related to the generic SMEs characteristics of limited time/resources and expertise,B2B e-marketplace provide a favorable environment for SMEs to;lower operating and marketing cost, better opportunity to promote their products/services,and enrich their overall marketing communications mix. Overall,the benefits of B2B e-marketplace as reported by many academics and practitioners include:reducing search costs by facilitating comparison of price, products, and services(Kandampully, 2003; Bakos, 1998; Kaplan and Sawhney, 2000);.improving production and supply capability (Barua et al. , 1997; Albrecht et al. ,2005);.improving personalization and customization of product offerings (Bakos, 1998);.enhancing customers relationships (Kierzkowski et al. 1996);.reducing marketing costs compare to traditional marketing media (Sculley andWoods, 2001);.reducing numbers of marketing staff (Gloor, 2000).However,the current literatures do not fully explore the issues relating to the performances of B2B e-marketplace from an e-marketing perspective. In addition, much of the research is focused on particular research areas of interest often ignoring the links to others dimensions in particular e-marketing services.Hence,there are concerns that the despite the efforts to promote adoption of B2B e-marketplace from an e-marketing perspective, SMEs are not fully aware of the opportunities and benefits (Stockdale and Standing, 2004). The literature provides insights into the current level of internet-enabler marketing technologies from B2B e-marketplace to the marketers. The online and offline publications from both academics and practitioners indicated that,e-marketing via B2B e-marketplace is a modern marketing practice for buying and selling goods/services,exchange information/ideas via the internet associated with communication and promotional purposes.The frameworks suggested by various authors including Chaffey (2004), Gloor (2000),Kierzkowski et al.(1996) makes a significant contribution to knowledge in the areas of e-marketing that has the potential to create competitive advantage and enhance customer value. However, it appears that there is limited exploitation of such frameworks by industry professional. In order to develop a better understanding of the topic under study,this paper will adapt a multidisciplinary approach by integrating;traditional SMEs marketing,e-marketing,IS/IT,and B2B e-marketplace to develop an e-marketing framework that will offer a greater value for SMEs.B2B 电子商务市场：电子营销的 B2B 电子商务框架背景自上世纪 90 年代互联网作为一种全球共享信息的工具，互联网开辟了一种新的营销模式。
外文翻译---通过广告打造品牌资产
（二）标题：Building Brand Equity Through Advertising原文：Learning from Brand Equity Research to Build Ads That Build BrandsYears of research have shown that consumer perceptions and attitudes - measured collectively, and commonly described as consumer Brand Equity - have a direct relationship to a brand's market position and business results. Marketers rely on advertising as one primary tool to develop and nurture Brand Equity. This paper will share some findings that look at advertising, as a contributor to Brand Equity - specifically, how Brand Equity measures can contribute to the development and evaluation of advertising at the pretest stage, in a copytest.Short-Term Impact and _ Long-Term Brand EquityHistorically, pretest (copytest) measures are designed primarily to evaluate an ad's potential impact in the short term. We use standardized measures of the ad's potential to be noticed and remembered; to register the brand name and convey its message or image; to reinforce loyalty or preference among current buyers; and to persuade consumers to buy or use the brand. Previous studies, many of them presented at the ARF over the years, have validated these pretest measures in relation to inmarket results - typically in terms of sales volume or share, and sometimes awareness, for the period during or immediately following the ad's run. So these pretest measures have a demonstrated ability to identify and quantify the short-term effectiveness of individual ads.But marketers also want advertising to build their brands in the long term. Some studies have focused on the long-term effects of advertising, a year or more beyond the ad's run. They show that some ads are effective in the short term and the long term, while some are effective only while they run. However, we have yet to see any evidence of ads that contribute to business results in the long term without any measurable short-term impact. So we could say that short-term effectiveness is necessary, but not sufficient, to produce long-term results.This raises the obvious question, how can we measure an ad's potential to build the brand in the long term - to develop or reinforce Brand Equity? One approach comesfrom our learning about Brand Equity. To show how that applies to copytesting, we have to start at the other end: with measures of consumer Brand Equity, in market. Measuring Brand EquityOur measure of Brand Equity comes from a model that uses a handful of standardized attitude measures that are generalizable across brands, business sectors, and markets. In a study representing 200 different brands from 40 different product and service categories, comprising over 12,000 consumer interviews for over 200,000 individual brand assessments, these measures have been validated in relation to market variables and business outcomes - what we like to call "Brand Health."It is important to understand how the model works to measure Brand Equity. The overall construct that we call "Brand Health" depends on three major factors: Brand Equity perceptions, Consumer Involvement with the category, and Price/Value perceptions. These are derived measures, based on a series of standard rating scales. The Brand Equity measure summarizes consumer perceptions on five dimensions: Familiarity, Uniqueness, Relevance, Popularity, and Quality. Involvement reflects consumers' reported sensitivity to brand differences, how much brands matter to them in this category; and Price represents the perceived price/value relationship. To line up these ratings with business results, we also need to account for brand size.The derived measure of Brand Health shows a strong correlation with consumers' reported brand loyalty, commitment, purchase intent ratings, and price sensitivity. At the brand level, we also find a strong relationship to market share, and to five-year trends in share and profitability.Advertising and _Brand EquityThis begs the question: "If Equity drives the Brand, what drives Equity?"We went looking for answers in a follow-up study, that we reported at last year's Week of Workshops3. This study was more focused than the first one, concentrating on 79 brands from 20 different categories of FMCGs with a relatively high penetration - in all, over 2,700 consumers gave more than 10,000 brand assessments. Each brand was rated on our five Equity dimensions, and also on several factors that we thought should contribute to Brand Equity - including perceptions of theadvertising. Specifically, we asked whether they recalled advertising for the brand and if so, whether they felt the advertising had a favorable impact on their opinion of the brand.Advertising was not the biggest factor contributing to Equity; product and package performance, the "look and feel" of the brand, and the brand name itself, each had a stronger correlation to Equity than advertising had. But favorable ad awareness also had a significant relationship to Equity. In particular, it contributed to ratings for Familiarity and perceived Uniqueness - qualities that have a logical relationship to advertising.But why is advertising correlated with Equity at lower levels than these other variables? One possibility is that advertising influences these other perceptions indirectly, but more strongly than consumers think it does. And of course, the brands would vary in the level and quality of their advertising support. In any case, perceptions of the advertising are correlated with Equity. This confirms our belief that advertising contributes to Brand Equity, or at least, that it can - which points to the need for a way to measure an ad's potential contribution to Brand Equity, in a pretest. Copy Test Measures for_Brand EquityAt around the same time as this study, we began to include the five Equity ratings in the Diagnostic segment of our copy test. Of course, "equity" is not a property of an individual ad; it's a property of the brand. But in a copy test that measures consumers' perceptions and reactions to an ad execution, we should be able to measure its potential to enhance or reinforce brand perceptions. Equity studies typically reference attributes specific to a brand or category, to identify the unique "equities" that position and differentiate individual brands. We often evaluate these in copytests, too. But by adding the validated, generalizable items from the Equity*Builder model, we should be able to assess ads at the pretest stage in terms of their potential to build Brand Equity.Here's a quick summary of the copytest methodology that we call Next*TV: A nationally distributed sample is recruited to the survey by telephone, in the guise of a "program evaluation study." Qualified recruits get a packet in the mail with a VHStape that has a half-hour sitcom, with commercials embedded in the program, and instructions for the study. The next day we contact them again by phone to ask questions about the program, and to collect day-after recall measures for the test ads. After the recall measures, we administer a monadic exposure to selected test ads, which are "hidden" at the end of the tape. From this monadic exposure, we collect communication and reaction measures, Purchase Intent, and Brand Attribute Ratings. Purchase Intent and Attribute Ratings are also collected for a matched Control group that answers the same question about the brand, but without exposure to the test ad. We get ratings for the Equity*Builder items developed in our Brand Equity research-both for the test ad, and for the unexposed Control group. With these data in hand, we can begin to look at the relationships.First, we see that individual ads do tend to produce a positive change in these ratings, compared with Control group data collected for each brand without test ad exposure. Second, we see that the average ratings on these items, across all brands, are similar to the average ratings we've seen in our Brand Equity database. And if we apply the Equity*Builder model to calculate an Equity Index, the copytest Control groups show the same distribution as the brands in our Equity database. Calculating the same index for each test ad, we see a lot of variation across executions - but of course a lot of that variation is due to differences in the brands, to begin with. If we take the difference, the increment above Control group levels, for each ad test, we find consistent discrimination between Test and Control - that is, most ads do produce a positive change from their starting levels. And we see a wide range of variation across ads: some do a lot more than others to enhance Equity perceptions.These results confirm our expectations. The data show that:1 Validated Brand Equity measures can be transferred to the copytest;2 Data distributions indicate we are measuring substantially the same things; so3 We can evaluate and discriminate between individual ads, based on their potential to enhance or reinforce perceptions that drive Brand Equity.This is useful in itself, because it provides an added dimension to the pretestassessment. For individual ads, however, thetraditional measures of immediate impact remain the primary criterion for evaluation. How are these related to the Brand Equity measures?Equity Measures and Ad RecallFirst, let's take a look at our measures for Recall. If we divide the ads into thirds (high, middle, and low), based on their Equity Index, we see that brandassociated Related Recall is higher for ads that get higher Equity ratings.This is day-after Related Recall, on a brand-aided basis, and validation studies tell us it's associated with awareness, or "rate of delivery." There's less difference in Measured Attention, our aided recognition of the creative execution; the difference in overall Recall is mostly due to higher Brand Linkage, a derived measure that represents brandassociated recall among those who notice and remember the ad itself. It's interesting, also, to see how these test measures relate to the individual "components" of Brand Equity. In particular, higher levels of ad Recall and Brand Linkage are associated with higher ratings for perceived Uniqueness, Familiarity, and (to some extent) Relevance of the brand.These are not extremely strong relationships; they are statistically significant, but not primary drivers of Recall. But it's clear that brands that have higher Equity ratings also enjoy at least a small advantage for their ads in being noticed, remembered, and especially, branded. Now let's look at Persuasion.Equity Measures and Persuasive ImpactWe already know, from our Brand Equity studies, that the Equity Index and its components are directly correlated with Purchase Intent (PI) for the brand. In our copytest, we turn Purchase Intent into a Persuasion measure by evaluating the change in PI for the ad, compared to its matched Control group with no ad exposure. Since the Equity measures are already correlated with PI in the Control group, we need to take the Equity ratings for each ad as a change score too, relative to its Control group levels. When we do, we find a direct relationship to persuasion: ads that produce a bigger change in the Brand Equity ratings produce a bigger change in Purchase Intent. This relationship holds for each of the components of the Equity Index: Familiarity,Uniqueness, Relevance, Popularity, and Quality.ConclusionsWe've demonstrated an ability to evaluate and differentiate ads on the basis of their potential to enhance or reinforce Brand Equity. But more than that, the relationship between sales - validated measures of short-term advertising impact, on the one hand, and market-validated measures of Brand Equity, on the other, is both compelling and useful.It shows that immediate and long-term objectives are compatible, and may be mutually supportive. It means the Equity ratings add a new Diagnostic dimension to the copytest, to help advertisers understand and optimize performance on the short-term measures. As some of these tested ads find their way into media schedules and the brands are measured again in our longitudinal studies, we expect to see that ads that move these Equity ratings, in the copytest, will build Brand Equity in the long term.出处：Dave Walker. Building Brand Equity Through Advertising. ARF Week of Workshops, 2002, 8 .（二）标题：通过广告打造品牌资产译文：从品牌资产研究中学习建立广告、打造品牌多年的研究表明，消费者的观念和态度- 通过全体测量，并通常被描述为消费者品牌资产-直接关系到提高到一个品牌的市场定位和经营成果。
英文广告的语言特点及翻译技巧
- 246-校园英语 / 翻译探究英文广告的语言特点及翻译技巧重庆科创职业学院/周云忠 重庆永川卧龙中学/张中芬【摘要】广告是一门艺术，亦是一门学问。
广告语丰富多彩,具有浓郁的生活气息和强大的感染力。
它不仅可以引发读者对商品产生兴趣,而且可以增强广告的鼓动性、说服性,也让人欣赏到广告语言的魅力。
随着时代的发展,广告英语也增添了新的内容，如立意新颖、创意独特、画面优美，定位准确等诸多元素，构成统一的完美性。
有人把主题比作广告的灵魂，那么，广告语就是广告中画龙点睛中的点“睛”，是整个广告的神来之笔。
因此，在翻译时如何从语言、修辞等方面体现广告语的精妙之处，成为广告翻译的难点。
【关键词】英文广告 语言特点 翻译技巧前言广告语言的特征都是与广告的特点紧密相关的，它属于鼓动性的语言，有着强烈的劝说作用，它能影响人们的价值观念，左右人们的生活方式。
随着广告渐渐深入到人们生活的方方面面，尤其是外文广告映入人们眼帘的频率越来越高。
广告的主题再好，语言枯燥无味，也无法打动人心。
广告语总的要求是精炼、准确、通俗、易懂，但在此基础之上，也要做一些美的语言修饰，使广告更能引人入胜，令人过目难忘，抓住读者的心。
广告的优美语言能直接唤起人们的审美情趣。
语言的精美、语言的蕴意、语言的联想，语言的种种形式都能为创造广告的整体美增添色彩。
优美的语言是缎上的珍珠，有智慧的火花，有哲理的闪光，句凝情浓，字炼理深，使人百读不厌，且引人遐想。
一、语言特点语言是一切之根本，用好语言则是非常不易之事。
尤其是在英文广告中，用语一定有所讲究。
1.简洁易懂。
为了使广告通俗易懂，使消费者尽快得到信息，英文广告语多用大众化的口语词汇。
言不在多而已给人朴实的感觉。
如，Nike,just do it.(耐克，想做就做)。
再如，Scots Whiskey Uncommonly smooth.(苏格兰威士忌口感滋润非同凡响)。
从这两个例子中很明显可以看出广告用语简单、易记。
经典外文翻译两篇,中英对照
外文原文 1Building Materials Selection and SpecificationFae'q A. A. RadwanFaculty of Engineering, Near East University, KKTC, Lefkosa, Mersin 10, TurkeyAbstract: The limitations in the selection of the building materials and to the sustainability of any building construction materials that can be used are presented. The practices and techniques that can be used in reducing and minimizing the environmental impacts of building are discussed. Recommendations of using secondary and recycled materials in the construction of buildings are given. Framework for methods of assessment of the sustainability in building construction for environmental performance is presented.Key Words: Limitations, sustainability, environmental impacts, framework, climate.1. IntroductionThere is an apparently unbounded range of possibilities for the selection of building materials for the construction of structures of almost any shape or stature. Its quality will affect the structure function and long life, and requirements may differ with climate, soil, site size, and with the experience and knowledge of the designer. The factors that have the most outstanding solutions are impermeability, control of heat, air, and water flow, and the stability of the structure [1-3].Raw materials extraction, manufacturing processes, and the transportation of the materials to the project site have a multitude of impacts on the environment. These include the disruption of habitats and ecological systems, use of water, and, through energy use, the emissions of air pollutants and climate change gases. Building materials also have major impacts on the building occupants manufacture, construction of buildings and the use of building materials make a significant environmental impact internally, locally and globally. But it is not easy to deliver information to make adequate inclusion decisions considering the whole life cycle of a building. Decisions on sustainable building integrate a number of strategies during the design, construction and operation of building projects. Selection of sustainable building materials represents an important strategy in the design of a building.2.SustainabilityIn recent years, the concept of sustainability has been the subject of much disputation by academics and professionals alike. In 1987, the World Conference on Environment and Development defined sustainable development as development that meets the needs of the present without compromising the ability of future generations to meet their own needs (WCED, 1987).Sustainability must address ecological impacts, regardless of conflicting interpretations of the WCED definition.A good sustainable product must give as much satisfaction as possible for the user. If not, it will be unsuccessful on the market and an economic failure.It is also important to inform people as to what basis a certain product is considered to be sustainable or not and why they should buy it [4- 5].When developing a new product, it is illustrative to move between the three corners Ecology, Equity and Economy in order to obtain a suitable balance so that each category can be fulfilled in the best way.·Ecology (environmental protection).·Equity (social equity).·Economy (economic growth).2.1 Materials Selection and SustainabilityAmong the notable technological developments of the 20th century has been the development of tens of thousands of new materials for use in construction and engineering. The construction industry has also grown to the point where it is a very large consumer of energy and materials. Concern for the environment and the impact of human activity on the Earth's ecological systems has now become clear sighted.We are faced with the problems of material selection and the environmental consequences of their use. Environmentalists have proposed various methods for assessing the impact of materials and energy use, these include ecological foot printing, ecological rucksacks, embodied energy and carbon dioxide values, and so on. Engineers have put forward rational selection methods for the choice of materials. These techniques will be reviewed and explored in an attempt to provide an environmentally-aware, materials selection method- logy for use in construction.Strictly, the term sustainable means that something is capable of being sustained not for an hour, or a day, or a week, month or year, but indefinitely.The implication is that if some process which uses materials and energy is described as sustainable, then the materials and energy which are consumed arecapable of being replaced by natural or other processes as fast as they are consumed. In many cases materials and energy appear to be consumed at a faster rate than they are being replaced. However, to make a judgment, we would need to know what the respective supply and consumption rates are in other words we need some quantitative or numerical index to help us [2].2.2 Environmental CriteriaSince construction uses such large quantities of materials, it has a major impact on the environment. In order to assess and evaluate such impact, a number of criteria or indices have been devised by economists, engineers and environmentalists, and the more important of these are the following [2].2.2.1 Embodied EnergyThis is quite simply the amount of energy consumed in manufacturing a unit quantity of a material, and it is usually expressed in kJ/kg. Its value is determined by the efficiency of the manufacturing plant. Values range from 275 GJ/tonne for aluminum (a high value) to 0.1 GJ/tonne for gravel aggregates (a low value) [2].2.2.2 Embodied Carbon DioxideEmbodied C02 is similar to embodied energy. It is the weight of C02 emitted during manufacture of unit weight of the material, and is usually expressed as kg of C02 per ton.Again, the value will depend upon the efficiency of the manufacturing plant [2].2.2.3 Ecological RucksackThe ecological rucksack concept was devised as a way of assessing material efficiency by F. Schmidt一Bleek [6]. He recognized that many tonnes of raw material could be extracted and processed to make just one kilogram of material. For example, the environmental rucksack for the precious metal platinum is 250,000:1.2.3 Rational Selection MethodThere are various approaches to the problem of selecting materials from the huge numbers now available. Designers can have recourse to materials property charts and data books. Alternatively, they can talk to their colleagues, hoping that by widening the knowledge circle, they will not omit a significant group of materials. Another strategy is simply to specify the same or a similar material to those used in previous, similar designs. All these are valid approaches, but they may result in the specification of a less than ideal material and overall, a less than optimal solution to the problem [3-5].The basis of the rational selection methods devised to date is a recognition that the performance of a component, artifact or structure is limited by the properties of the materials from which it is made. It will be rare for the performance of the item to depend solely on one material property; in nearly all cases, it is a combination of properties, which is important. To give an example, in lightweight design, strength to weight ratio of, and stiffness to weight ratio E/pwill be important. Ref. [3] has put forward the idea of plotting material properties against each other to produce material property maps. On these maps, each class of material occupies a field in material property space, and sub-fields map the space occupied by individual materials.These materials property charts are very information-rich they carry a large amount of information in a compact but accessible form. Interestingly, they reveal correlations between material properties, which can help in checking and estimating data, and they can also be used in performance optimization, in a manner such as that set out as follow.If we consider the complete range of materials, it immediately becomes apparent that for each property of an engineering material there is a characteristic range of values, and this range can be very large. For example, consider stiffness (Young's Modulus E). Materials range from jelly (very low stiffness) up to diamond (very high stiffness). The properties can span five decades (orders of magnitude),A number of conclusions can be drawn, including:(1) A rational selection method such the one put forward by Ashby is capable of incorporating environmental parameters such as embodied energy and C02 or the environmental rucksack concepts, thereby making possible rational selections based on environmental considerations.(2) This method is not as simple to use as the environmental preference method or the environmental profiles method. However, this rational method could be used to generate data for the environmental profiles and preference methods.(3) The construction industry needs to take steps to better integrate itself into the materials cycle. The quantity of demolition waste needs to be reduced, and more of it should be recycled. To this end, the building designers need to keep full records of materials of construction, and buildings need to be designed for easy dismantling at the end of their useful lives.2. 4 Ashby's Materials Selection MethodologyMaterials selection charts一Property interaction (not always causal)一First order optimization●Performance indices●Multiple constrains●Multiple design goals●Shape and material interaction一“Enhanced" performance indicesProcess selection [3, 4].3. Foundations and Construction ComponentIn any consideration of which building materials and alternatives can feasibly be integrated into the foundations of a large-scale development there are several limitations that must be considered.In terms of the actual materials that may be used, there are three main limitations. First, because of the large scale and heavy loads that the foundations must support, strength is imperative. Any materials must be consistently strong and able to effectively distribute the weight of the structure. The second major limitation is climate. In areas with sub-zero winter conditions, frost heave is a major consideration. For this reason, foundations must be deep enough to support the structure despite any changes in near-surface volume; shallow foundations will be insufficient unless certain innovative steps are taken. The limitation of climate also influences any decision on insulating foundations. Finally, there is the consideration of cost. This consideration is reliant on material availability, cost per unit, and building techniques and associated labor. For these reasons, the only materials that can feasibly be used are concrete and steel. Therefore, the alternatives for minimizing impact lie more in the methods of construction and any realistic structural changes that can be made.The three main foundation components of concrete, steel, and insulation will be examined as the only reasonable materials for the construction of a building with limitations such as the foundations [1].3.1 ConcreteIt is the fundamental component of the foundation construction, receiving the building loads through walls or posts and distributes them down and outwards through the footings. Concrete and cement have ecological advantages which include durability, long life, heat storage capability, and (in general) chemical inertness [8].The life cycle concerns of concrete are as follows. First, there is land and habitat loss from mining activities. Furthermore, the quality of both air and water quality suffer from the acquisition, transportation, and manufacture. Carbon dioxide emissions are also a negative environmental impact accrued through the production and use of concrete. Similarly, dust and particulate are emitted at most stages of the concrete life-cycle. $oth carbon dioxide and particulate matter have negative impacts on air quality [1]. Water pollution is also another concern associated with the production of concrete at the production phase. Fly ash is by-product of the energy production from coal-fired plants and increasing its proportion in cement is environmentally beneficial in two ways. First, it helps in reducing the amount of solid waste which requires disposal. As well, fly ash in the cement mixture reduced the overall energy use by changing the consistency of the concrete. Fly ash, increases concrete strength, improves sulfate foundation, decreases permeability, reduced the water ratio required, and improves the pump ability and workability of the concrete [9]. Now in the United States, the Environmental Protection Agency requires that all buildings that receive federa funding contain fly ash and most concrete producer: have access to this industrial waste [9].There are alternative methods of both making concrete and building foundations with this concrete that have environmental benefits, no matter the structure scale or climate. These include Autoclaved Aerated Concrete, the increased integration of fly ash into the cement mixture, and the use of pre-cast foundation systems to reduce resource use. Through consideration and possible integration of these alternatives, impacts could potentially be reduced.3.2 SteelAs wood resources are becoming limited, steel is increasingly popular with builders. In the case of a large-scale building, steel reinforcement is basically a necessity for overall strength and weight distribution.The initial life cycle impacts of steel use are similar to those of concrete. These include land and habitat loss from mining activities, and air and water quality degradation from materials acquisition and manufacture [1]. However, the largest proportion of steel used nowadays contains a percentage of recycled materials. In terms of improving environmental conditions by reducing impacts, this is the only real recommendation for the use of steel in building foundations; to purchase recycled steel products. Not only would this reduce industrial and commercial solid waste,such a decision would also reward the manufacturers of such products.3. 3 InsulationNew and innovative pre-cast building foundations are becoming increasingly available and feasible for implementation. These new systems can reduce the overall raw material use, as well as conserve energy through the creation of an efficient building envelope. A further used of this rigid insulation as a skirt around the building foundations helps to eliminate any potential frost problems, improve drainage, and help further reduce heat loss. A polyethylene air and water vapor barrier is applied above the insulating layer, as is a three to four inch layer of sand. These shallow foundation systems have excellent insulating properties, decreased use of raw materials for concrete, and comparatively low demands for labor. However, the use of rigid insulation is increased. Also, in soils where frost and drainage is a consideration additional piles in the centre of the foundation may be required to prevent movement. This increases the relative land disturbance, although it remains still much less than that of deep foundation systems. Shallow foundations are structurally sound and are becoming increasingly common in colder climates. There are strength considerations associated with these new techniques which must be addressed by someone with the technical ability to do so, before they can be feasibly recommended for the building of the new residence.As discussed above, there are limitations to the sustainability of any foundation construction materials used. In other words, there are environmental impacts associated with all types of foundations. For these reasons, a primary recommendation is the use of secondary materials (fly ash and recycled steel) in the construction of foundations.4. FrameworkThe material components of the building envelope, that is, the foundation, wall construction, insulation and roof, have been analyzed within a framework of primarily qualitative criteria that aim to evaluate the sustainability of alternate materials relative to the materials cited in the current foundation design. This analytical process has enabled the identification of several construction materials that can be feasibly integrated into current design and construction standards of the building envelope.The tools and strategies described below are useful in analyzing the relative benefits of different materials[9-14].Life-Cycle Assessment (LCA). LCA is a comprehensive analysis that takes intoconsideration all aspects of a material over its entire lifetime: raw materials extraction; manufacturing and processing; transport; use; and post-use recycling, reuse, or disposal. This approach enables a true "apples to apples" comparison between materials.The BEES system (Building for Environmental and Economic Sustainability) developed by the National Institute of Standards and Technology is the most widely used methodology. BEES provides materials with a score that can be compared to other similar products. At this time, however, a fairly limited number of materials have completed the BEES analysis.Life-Cycle Costing. Life-Cycle Costing is an analysis of the short- and long-term costs associated with a material, from purchase to ultimate recycling or disposal. This includes frequency of replacement, maintenance costs, and costs that are avoided through use of the material (or system). LCC is useful in looking beyond a comparison based solely on first costs. Similar to LCA, this type of analysis is not available for all materials, but a back-of-the-envelope calculation is usually fairly easy to work up.Certification. Many conventional building products are approved or certified by independent third party or government groups. The Forest Stewardship Council certifies the certifiers (Smart Wood and SCS) that assess whether forestry companies are using sustainable management practices to harvest wood. The Carpet and Rug Institute provides a Green Label for carpets that meet certain low-VOC criteria. Green Guard certifies products that meet strict indoor air quality criteria. The Department of Energy's Energy Star label identifies equipment and appliances that meet or exceed standards for energy efficiency. Scientific Certification Systems and Green Seal certify recycled-content claims and other green product claims made by manufacturers.5. ConclusionOver-consumption, resource utilization, pollution and over-population are examples of the perhaps most basic problems for the environment in the future. A more sustainable future can be achieved by producing more sustainable products causing less environmental impact. Materials and design are and will always be very important areas when developing more sustainable products.The Life Cycle Assessment concept might be the most effective way of determining the environmental impacts for all product stages from extract of material to the product disposal stage. A price must be set for restoration on everyenvironmental impact. Information can be received from official authorities pertaining to the environment in different countries. Renewable and easy recyclable materials are preferably used together with a design for easy recycling and repair of the products. Minimization of the energy connected to the product is also important. Full sustainability can never be achieved for products according to thermodynamic laws. However, the attempt to achieve more sustainability is a requisite if we want to preserve the earth for the coming generations. Education, research and spreading of information will be very important for the future in order to receive more sustainable products especially because the market demand is important in order to develop successful sustainable products.References[1] M. Davison, J. Persmann, J. Reid, J. Stange and T. Weins, Green BuildingMaterials Residence, A WATgreen/ERS 285 study.[2] J. L. Sturges, Construction Materials Selection and Sustainability, School of theBuilt Environment, Leeds Metropolitan University, UK.[3] M. F. Ashby, Materials Selection in Mechanical Design, Pergamon, Oxford, 1992.[4] M. F. Ashby and K. Johnson, Materials and Design: The Art And Science ofMaterials Selection in Product Design, Oxford: Butterworth-Heinemann, 2002 [5] L. Y. Ljungberg, Materials selection and design for development of sustainableproducts, Materials and Design 28(2007)466-479.[6] F. Berkhout and D. Smith, Products and the environment: an integrated approachto policy, Eur. Environ 9 (1999)174-185.[7] F. Schmidt-Bleek, Carnoules Declaration of the FactorTen Club, WuppertalInstitute, Germany, 1994.[8] A．Wilson，Building green on a budget,Environmental Building News8(5)(1999)．[9] G．E．Dieter，Engineering Design，McGraw-Hill，New York，l991．[10] Sandy Patience (Ed．)，The Role of Evidence in The Selection of BuildingProducts and Materials，Constructing Excellence in The Built Environment．[11] M．D．Bovea and R．Vidal，Increasing product value by integrating environmentalimpacts costs and customer valuation，J Resour Conserv Recycling 41(2004) 133-145．[12] N．S．Ermolaeva,M．B．G．Castro and P．V．Kandachar, Materials selectionfor an automotive structure by integrating structural optimization with environmental impact assessment，Materials and Design 25 (2004) 689．698．[13] M．Goedkoop and R．Spiensma，The Eco-Indicator 99：A Dam age OrientedMethod for Life Cycle Impact Assessment，Amersfooft：PRe consultant B．V．，2000．中文翻译 1建材选择和规格Fae'q A. A. RadwanFaculty of Engineering, Near East University, KKTC, Lefkosa, Mersin 10, Turkey摘要：建材选择的限制和可利用的任何建筑物工程材料的持久性显现出来。
PLC外文翻译 (2)
外文资料翻译Everyone knows there's only one constant in the technology world, and that's change. This is especially evident in the evolution of Programmable Logic Controllers (PLC) and their varied applications. From their introduction more than 30 years ago, PLCs have become the cornerstone of hundreds of thousands of control systems in a wide range of industries.At heart, the PLC is an industrialized computer programmed with highly specialized languages, and it continues to benefit from technological advances in the computer and information technology worlds. The most prominent of which is miniaturization and communications.The Shrinking PLCWhen the PLC was first introduced, its size was a major improvement - relative to the hundreds of hard-wired relays and timers it replaced. A typical unit housing a CPU and I/O was roughly the size of a 19 television set. Through the 1980s and early 1990s, modular PLCs continued to shrink in footprint while increasing in capabilities and performance (see Diagram 1 for typical modular PLC configuration).In recent years, smaller PLCs have been introduced in the nano and micro classes that offer features previously found only in larger PLCs. This has made specifying a larger PLC just for additional features or performance, and not increased I/O count, unnecessary, as even those in the nano class are capable of Ethernet communication, motion control, on-board PID with autotune, remote connectivity and more.PLCs are also now well-equipped to replace stand-alone process controllers in many applications, due to their ability to perform functions of motion control, data acquisition, RTU (remote telemetry unit) and even some integrated HMI (human machine interface) functions. Previously, thesefunctions often required their own purpose-built controllers and software, plus a separate PLC for the discrete control and interlocking.The Great CommunicatorPossibly the most significant change in recent years lies in the communications arena. In the 1970s Modicon introduction of Modbus communications protocol allowed PLCs to communicate over standard cabling. This translates to an ability to place PLCs in closer proximity to real world devices and communicate back to other system controls in a main panel.In the past 30 years we have seen literally hundreds of proprietary and standard protocols developed, each with their own unique advantages.Today's PLCs have to be data compilers and information gateways. They have to interface with bar code scanners and printers, as well as temperature and analog sensors. They need multiple protocol support to be able to connect with other devices in the process. And furthermore, they need all these capabilities while remaining cost-effective and simple to program.Another primary development that has literally revolutionized the way PLCs are programmed, communicate with each other and interface with PCs for HMI, SCADA or DCS applications, came from the computing world.Use of Ethernet communications on the plant floor has doubled in the past five years. While serial communications remain popular and reliable, Ethernet is fast becoming the communications media of choice with advantages that simply can't be ignored, such as: * Network speed. * Ease of use when it comes to the setup and wiring. * Availability of off-the-shelf networking components. * Built-in communications setups.Integrated Motion ControlAnother responsibility the PLC has been tasked with is motion control. From simple open-loop to multi-axis applications, the trend has been to integrate this feature into PLC hardware and software.There are many applications that require accurate control at a fast pace, but not exact precision at blazing speeds. These are applications where the stand-alone PLC works well. Many nano and micro PLCs are available with high-speed counting capabilities and high-frequency pulse outputs built into the controller, making them a viable solution for open-loop control.The one caveat is that the controller does not know the position of the output device during the control sequence. On the other hand, its main advantage is cost. Even simple motion control had previously required an expensive option module, and at times was restricted to more sophisticated control platforms in order to meet system requirements.More sophisticated motion applications require higher-precision positioning hardware and software, and many PLCs offer high-speed option modules that interface with servo drives. Most drives today can accept traditional commands from host (PLC or PC) controls, or provide their own internal motion control. The trend here is to integrate the motion control configuration into the logic controller programming software package.Programming LanguagesA facet of the PLC that reflects both the past and the future is programming language. The IEC 61131-3 standard deals with programming languages and defines two graphical and two textual PLC programming language standards: * Ladder logic (graphical). * Function block diagram (graphical). * Structured text (textual).Instruction list (textual).This standard also defines graphical and textual sequential function chart elements to organize programs for sequential and parallel control processing.Based on the standard, many manufacturers offer at least two of these languages as options for programming their PLCs. Ironically, approximately 96 percent of PLC users recently still use ladder diagrams to construct their PLC code. It seems that ladder logic continues to be a top choice given it's performed so well for so long.Hardware PlatformsThe modern PLC has incorporated many types of Commercial off the Shelf (COTS) technology in its CPU. This latest technology gives the PLC a faster, more powerful processor with more memory at less cost. These advances have also allowed the PLC to expand its portfolio and take on new tasks like communications, data manipulation and high-speed motion without giving up the rugged and reliable performance expected from industrial control equipment.New technology has also created a category of controllers called Programmable Automation Controllers, or PACs. PACs differ from traditional PLCs in that they typically utilize open, modular architectures for both hardware and software, using de facto standards for network interfaces, languages and protocols. They could be viewed as a PC in an industrialPLC-like package.Overall, PLC users are satisfied with the products currently available, while keeping their eye on new trends and implementing them where the benefits are obvious. Typically, new installations take advantage of advancing technologies, helping them become more accepted in the industrial world.众所周知，科技世界里只有一个永恒真理，那就是变化。
外文资料翻译不少于4000外文印刷字符
<A HREF="page2.asp">Page 2</A>
</body>
</html>
<% ELSE %>
Error in username or password
<% END IF %>
<% END IF %>
1
2
3
4
5
6
7
8
9
Password: <input type="password" name="password" size="15"><BR>
<input type="Submit" value="Submit">
</form>
</body>
</html>
<%ELSE%>
<%
IF Request.form("username")="Joe" AND Request.form("password")="please" THEN
Application.Unlock
This page is empty at the moment, but it will be very interesting in the next future
</body>
</html>
汉英翻译(chapter four)
2、因所宣传的商品不同，或推销的 对象不同，而雅俗各异。
所谓“雅”，是指幽雅而正式的书面语，常用于 高科技产品、豪华汽车、高档化妆品以及名烟名 酒的广告宣传，
投射科技阳光(爱普生液晶投影仪广告)，
国酒茅台，相伴辉煌(茅台酒广告)
悟其韵，品其味，闻其香，观其色(云南七子饼茶)
防水，防震，防磁
waterproof, shock-resistant and anti-magnetic
驰名中外
popular both at home and abroad
除湿散寒，祛风定痛
relieving rheumatism, chills and pains
穿着舒适轻便
琼州学院外国语学院 13
英语广告文体特点
简洁明了，避免大话或空话；西方企业对 外推介广告更注重将来，简介的信息对读 者而言具有可操作性。西方企业的推介广 告仅告诉读者社会对它的评价、名流欢聚 的信息以及地址、电话等，十分简单；推 介广告灵活轻松，以人(服务对象)为本，让 读者觉得切实可行。
琼州学院外国语学院
琼州学院外国语学院
22
3、多用缩略词
现代广告费用十分昂贵，为降低成本，只好节省篇幅。而省 篇幅又不影响表意的最好办法莫过于使用缩略语。 To Let Or For Sale Furnished Edinburgh Court, 426 Argyle St, 2nd floor, 1, 550 sq, ft. 4 bedrooms with dining and living room, private garage. Sale at $130, 000. Rent: $1, 400. Tel: 338954 office time or 823784. 房屋出租或出售 Argyle街426号爱丁堡公寓大厦二楼全层，配备家具，面积1 500平方英尺，4间卧房并带饭厅、客厅，有自备车库。售价 130 000美元。月租价1400美元。请于办公时间拨打823787 或338954。
网络广告营销中英文对照外文翻译文献
网络广告营销中英文对照外文翻译文献(文档含英文原文和中文翻译)网络广告网络广告时代已经到来。
我们现在看到的广告标志了网络广告业务快速增长的开始。
根据互联网广告局的数据，1997年，共有9.065亿美元用在美国互联网广告，根据Jupiter Communications LLC公司的数据，2002年美国网络广告总量将上升到77亿美元。
网上广告公司的成功提供了进一步的证据。
Double-Click公司，目前网络广告的领导者，它的网络广告覆盖了多个大型网络公司，包括AltaVista公司、Travelocity公司和Dilbert公司。
华尔街已经发出通知表明，1998年2月20日，Double-Click公司爆炸性的首次公开募股，在其首个交易日之后，它的股价就提升了57%。
同样，在1998年4月8日，主要的门户网站之一的Yahoo，宣布了一个难以置信的结果，那就是它们在过去的一个季度，股价疯狂飙升了15％，其中广告收入贡献了巨大的力量，它几乎以一己之力促成了这次提升，更令人吃惊的是雅虎出售的广告空间居然只有其总量的14％。
尽管有这些令人鼓舞的数字，怀疑论者依旧坚持认为：从长远来看，网络广告依然不能够成为一个可行的模式。
很显然，大型的互联网门户网站，包括Netscape, Yahoo, Excite, AltaVista和Lycos,，能从巨大的访问量中创造广告收入。
例如，Yahoo 在1998年3月平均每天能够达到惊人的9500万的页面浏览量。
但是，对其他一些浏览量不够令人满意的网站来说是无法取得这样的成功的。
例如，美国在线最近决定提高订阅收费率，每月提升2美元，从根本上来说是因为他们的广告收入无法弥补成本的增加。
一、一个新的广告媒介网络广告从根本上同传统的电视，电台和印刷广告媒体不同，至少表现在三个重要的方面：1.每一个网络广告都可以看成是一个单独的广告，而不是一组广告。
因此，广告商可以根据个人的认知程度来单独制定广告，或者通过延续以往的广告制定方式来制定广告。
植入式广告外文文献翻译参考资料
文献出处：Williams K, Petrosky A, Hernandez E, et al. Product placement effectiveness: revisited and renewed[J]. Journal of Management and Marketing Research, 2016, 7(1): 16-24.原文Product placement effectiveness: revisited and renewed Product placement is the purposeful incorporation of commercial content into non- commercial settings, that is, a product plug generated via the fusion of advertising and entertainment (Ginosar and Levi-Faur, 2010). Product placement--also known as product brand placement, in-program sponsoring, branded entertainment, or product integration--is a marketing practice in advertising and promotion wherein a brand name, product, package, signage, or other trademark merchandise is inserted into and used contextually in a motion picture, television, or other media vehicle for commercial purposes. In product placement, the involved audience gets exposed to the brands and products during the natural process of the movie, television program, or content vehicle. (Panda, 2004; Cebrzynski, 2006) That is, product placement in popular mass media provides exposure to potential target consumers and shows brands being used or consumed in their natural settings (Stephen and Coote, 2005).In terms of the Internet, consumers want to communicate with companies and brands so that they can get the information they want or need. So, companies need to listen to online conversations and establish what interests their online community. Then, they can provide that information in an engaging format including storytelling, articles, images, and video. For example, Yahoo! has produced branded video content – 5-10 minute “webisodes” that usually feature story lines around a specific product such as a show about someone driving cross country in a Toyota Hybrid, sponsored by Toyota. (Falkow, 2010) “Being able to creatively brand interesting and valuable online content that attracts readers and viewers might just turn out to be the shortest way to consumer’s hearts and minds.” (Falkow, 2010, p. 1)Product placement can be very useful. Ultimately, product placements among entertainment firms, corporate brands, and agencies are all monetarily driven, either directly or indirectly. At the very least, entertainment firms and independentproduction companies are hoping to reduce their budgets so that more dollars can be invested elsewhere. (Chang, Newell, and Salmon, 2009) Its purposes include achieving prominent audience exposure, visibility, attention, and interest; increasing brand awareness; increasing consumer memory and recall; creating instant recognition in the media vehicle and at the point of purchase; changing consumers' attitudes or overall evaluations of the brand; changing the audiences' purchase behaviors and intent; creating favorable practitioners' views on brand placement; and promoting consumers' attitudes towards the practice of brand placement and the various product placement vehicles. (Panda, 2004; Kureshi and Sood, 2010) As noted by van Reijmersdal, Neijens, and Smit (2009), a substantial part of the effects and interactions of product placement is still unknown.Various empirical studies conducted within the field of product placement conclude by claiming its efficacy in influencing media consumers to develop positive brand attitude and boost brand recognition as such it has become a vital marketing communication tool and strategy (Brennan and Babin, 2004; Karrh, McKee and Pardun, 2003; Delorme, and Reid, 1999; Gupta and Lord, 1998).In an attempt to measure the efficacy of product placement in marketing communication, Balasubramanian, Karrh and Patwardhan (2006) developed a model that comprises of four factors that impact the efficacy of product placement:1) Stimulus factors such as placement modality or programme type as well as execution flexibility. Various theorists underline different modes of stimulating behaviour. While Bandura (1989) strongly contends that “most of the cognitive process that regulate behaviour are primarily verbal rather than visual”. There are also theorists such as Paivio who argue otherwise by claiming the superiority of visual stimuli over verbal stimuli (Balasubramanian, Karrh and Patwardhan, 2006). Whatever the case may be, such arguments reflect the need for product placement strategies to revolve around individual specific factors that have impact on individuals processing style, hence in addition to processing styles and individual specific factors, the efficacy of product placement is a function is also a function of modality.2) Individual Specific factors including brand familiarity, attitudes andperceptions towards the brand and involvement with the programme where product is placed highly determine the efficacy of product placement and accomplishment of brand holders’ intent (Russell, 1998).3) Processing depth which refers to the level of conscious processing by individuals who are exposed to product placement can highly affect the efficacy of product placement. Recent studies identify most product placements as practices that are best suited for low involvement products and or services rather than high involvement brands that require extensive knowledge regarding a brand (La Ferle and Edwards, 2006).4) Message outcomes which would measure whether individuals recall and identify a brand from product placement and as to what level that would affect their purchase decisions are also essential factors that help determine the efficacy of product placement strategies and techniques (La Ferle and Edwards, 2006; Balasubramanian, Karrh and Patwardhan, 2006).According to Steortz (1987), successful product placement is one which would allow for a minimum of 20% of population to develop awareness towards a brand and its identity and today based on positive attitude scores and recall and recognition levels, many researchers within the field highlight the huge success that product placement entails in terms of enhancing the image and identity of a brand and entrusting positive brand perception among audience (Cowley and Barron, 2008; Pride and Ferell, 2011). Researchers also focus in highlighting the advantages that it offers which over score traditional communication mix:A study conducted by 1st Place in 2010 in the U.S shows that 90% of media consumers with digital recorders skip T.V commercials, this in turn highlights the need for advertisers to get inside the content of the show that people prefer to see, thus through product placement, the product placed in any media cannot be ignored as it is an integral part of the movie or show that people wish to view hence zapping is reduced.People would develop better association with the brand depending on the person who is promoting or endorsing it; and thus bring the brand to life. Referring to thestudy conducted by 1st Place (2010) 60% of sample interviewed reported to have felt positive about the brands they recognized in placements and 45% claimed to be more likely to make purchase.Product placement is helpful in offsetting costs as it allows brand holding companies to share costs with artists, programme producers and other parties involved (Cowley and Barron, 2008).The other major advantage of product placement over traditional media is the advertiser faces no competition in promoting the brand. This is because purchase of space within a programme or sponsorship diminishes interfering messages from other competitors including message clutter which audiences may find exhausting and can have negative impact on the message that a brand holding company is trying to get across (Cowley and Barron, 2008).However, product placement as a marketing communication tool is not without flaws and critiques; according to Daugherty and Gangadharabatle (2005) product placement entails major hindering factors related to:1) Lack of control: the brand holding company has little control over the way the brand is incorporated or portrayed into a story line or a scene.2) Risk of negative association: there are high chances for a product or a brand to be misinterpreted, criticized or linked to negative values depending on the medium that the product is placed on. Moreover, uncertainties regarding the success rate of a programme or a movie could also have relatively huge impact on product placement decisions.3) Pricing: Accepted placement fees are usually dependent on standard scales of audience size of media vehicle. Thus it is assumed that a the placed brand is going to gain equal exposure across scenes and events, however this strategy completely ignores time and modality thus pricing still remains somewhat of a vague concept in product placement (Pokrywczynski, 2005).4) Product Placement ethics: Critiques of product placement continuously debate the ethics of product placement in exposing viewers to marketing by drawing light to the fact that it reflects an intrusive approach to communicating with audience;aggressive commercialization. And perhaps one of the major obstacles in the field of product placement is its vulnerability to strict rules and regulations. For instance in U.K, it was not until end of February 2011 that the government allowed product placements on mass media communication platforms. Prior to that, OFcom, which is the communications regulator in U.K, regarded product placement as illegal marketing communication tactic. The ban was lifted to compensate for the loss that the media and entertainment companies were facing under the condition that viewers were made aware of the fact that the content they were viewing also included product placements by including ‘P’ as an identification mark and that product placement was editorally justified. (BBC, 2011) Although highly popular in the United States, Product placement is also subject to many rules and regulations as identified by the CSM (Centre for the Study of Commercialism) in Washington. There are still continuous debates on whether product placement should be disclosed to audiences or not, mainly to protect children from being exposed to unnecessary contents. More over, although not applicable to movies and video games, when it comes to television product placements, programme producers are by law obliged to disclose the presence of product placement to audience prior to receiving payments.译文植入式广告营销效果:回顾和更新Williams K, Petrosky A, Hernandez E植入式广告是指商业内容有目的地编入进非商业性的设置中,也就是说,一个产品通过广告和娱乐的插入融合产生(吉罗撒和利瓦伊-福尔,2010)。
物流分拣中英文对照外文翻译文献
物流分拣中英文对照外文翻译文献(文档含英文原文和中文翻译)由一个单一的存储/检索机服务的多巷道自动化立体仓库存在的拣选分拣问题摘要随着现代化科技的发展，仓库式存储系统在设计与运行方面出现了巨大的改革。
自动化立体仓库（AS / RS）嵌入计算机驱动正变得越来越普遍。
由于AS / RS 使用的增加对计算机控制的需要与支持也在提高。
这项研究解决了在多巷道立体仓库的拣选问题，在这种存储/检索（S / R）操作中，每种货物可以在多个存储位置被寻址到。
提出运算方法的目标是，通过S/R系统拣选货物来最大限度的减少行程时间。
我们开发的遗传式和启发式算法，以及通过比较从大量的问题中得到一个最佳的解决方案。
关键词：自动化立体仓库，AS / RS系统，拣选，遗传算法。
1.言在现今的生产环境中，库存等级保持低于过去。
那是因为这种较小的存储系统不仅降低库存量还增加了拣选货物的速度。
自动化立体仓库（AS / RS），一方面通过提供快速响应，来达到高操作效率；另一方面它还有助于运作方面的系统响应时间，减少的拣选完成的总行程时间。
因此，它常被用于制造业、储存仓库和分配设备等行业中。
拣选是仓库检索功能的基本组成部分。
它的主要目的是，在预先指定的地点中选择适当数量的货物以满足客户拣选要求。
虽然拣选操作仅仅是物体在仓储中装卸操作之一，但它却是“最耗时间和花费最大的仓储功能。
许多情形下，仓储盈利的高低就在于是否能将拣选操作运行处理好”。
（Bozer和White）Ratliff和Rosenthal，他们关于自动化立体仓库系统（AS/RS）的拣选问题进行的研究，发明了基图算法，在阶梯式布局中选取最短的访问路径。
Roodbergen 和de Koster 拓展了Ratliff 和Rosenthal算法。
他们认为，在平行巷道拣选问题上，应该穿越巷道末端和中间端进行拣选，就此他们发明了一种动态的规划算法解决这问题。
就此Van den Berg 和Gademann发明了一种运输模型(TP)，它是对于指定的存储和卸载进行测算的仪器。
水利专业中外语对比翻译2
河北工程大学中外文翻译中外语对比翻译学院水电学院专业农业水利工程班级农水1001姓名徐伟学号100270133importance of waterWater is best known and most abundant of all chemical compounds occurring in relatively pure form on the earth’s surface.Oxygen,the most abundant chemical element,is present in combination with hydrogen to the extent of89percent in water.Water covers about three fourths of the earth's surface and permeates cracks of much solid land.The Polar Regions(原文polar regions)are overlaid with vast quantities of ice,and the atmosphere of the earth carries water vapor in quantities from0.1percent to2percent by weight.It has been estimated that the amount of water in the atmosphere above a square mile of land on a mild summer day is of the order of50,000tons.All life on earth depends upon water,the principal ingredient of living cells.The use of water by man,plants,and animals is universal.Without it there can be no life.Every living thing requires water.Man can go nearly two months without food,but can live only three or four days without water.In our homes,whether in the city or in the country,water is essential for cleanliness and health.The average American family uses from65,000to75,000gallons of water per year for various household purposes.Water can be considered as the principal raw material and the lowest cost raw material from which most of our farm produces is made.It is essential for the growth of crops and animals and is a very important factor in the production of milk and eggs.Animals and poultry, if constantly supplied with running water,will produce more meat,more milk,and more eggs per pound of food and per hour of labor.For example,apples are87%water.The trees on which they grow must have watered many times the weight of the fruit.Potatoes are75%water.To grow an acre of potatoes tons of water is required.Fish are80%water.They not only consume water but also must have large volumes of water in which to k is88%water.To produce one quart of milk a cow requires from3.5to5.5quarts of water.Beef is77%water.To produce a pound of beef an animal must drink many times that much water.If there is a shortage of water,there will be a decline in farm production,just as a shortage of steel will cause a decrease in the production of automobiles.In addition to the direct use of water in our homes and on the farm,there are many indirectways in which water affects our lives.In manufacturing,generation of electric power, transportation,recreation,and in many other ways,water plays a very important role.Our use of water is increasing rapidly with our growing population.Already there are acute shortages of both surface and underground waters in many locations.Careless pollution and contamination of our streams,lakes,and underground sources has greatly impaired the quality of the water which we do have available.It is therefore of utmost importance for our future that good conservation and sanitary measures be practiced by everyone.In nature,water is constantly changing from one state to another.The heat of the sun evaporates water from land and water surfaces,this water vapor(a gas),being lighter than air, rises until it reaches the cold upper air where it condenses into clouds.Clouds drift around according to the direction of the wind until they strike a colder atmosphere.At this point the water further condenses and falls to the earth as rain,sleet,or snow,thus completing the hydrologic cycle.The complete hydrologic cycle,however,is much more complex.The atmosphere gains water vapor by evaporation not only from the oceans but also from lakes,rivers,and other water bodies,and from moist ground surfaces.Water vapor is also gained by sublimation from snowfields and by transpiration from vegetation and trees.Water precipitation may follow various routes.Much of the precipitation from the atmosphere falls directly on the oceans.Of the water that does fall over land areas,some is caught by vegetation or evaporates before reaching the ground,some is locked up in snowfields or ice-fields for periods ranging from a season to many thousands of years,and some is retarded by storage in reservoirs,in the ground,in chemical compounds,and in vegetation and animal life.The water that falls on land areas may return immediately to the sea as runoff in streams and rivers or when snow melts in warmer seasons.When the water does not run off immediately it percolates into the soil.Some of this groundwater is taken up by the roots of vegetation and some of it flows through the subsoil into rivers,lakes,and oceans.Because water is absolutely necessary for sustaining life and is of great importance in industry men have tried in many ways to control the hydrologic cycle to their own advantage. An obvious example is the storage of water behind dams in reservoirs,in climates where there are excesses and deficits of precipitation(with respect to water needs)at different times in the year.Another method is the attempt to increase or decrease natural precipitation by injecting particles of dry ice or silver iodide into clouds.This kind of weather modification has had limited success thus far,but many meteorologists believe that a significant control ofprecipitation can be achieved in the future.Other attempts to influence the hydrologic cycle include the contour plowing of sloping farmlands to slow down runoff and permit more water to percolate into the ground,the construction of dikes to prevent floods and so on.The reuse of water before it returns to the sea is another common practice.Various water supply systems that obtain their water from rivers may recycle it several times(with purification)before it finally reaches the rivers mouth.Men also attempt to predict the effects of events in the course of the hydrologic cycle.Thus, the meteorologist forecasts the amount and intensity of precipitation in a watershed,and the hydrologist forecasts the volume of runoff.The first hydraulic project has been lost in the mists of prehistory.Perhaps some prehistoric man found that pile of rocks across a stream would raise the water level sufficiently to overflow the land that was the source of his wild food plants and water them during a drought. Whatever the early history of hydraulics,abundant evidence exists to show that the builders understood little hydrology.Early Greek and Roman writings indicated that these people could accept the oceans as the ultimate source of all water but could not visualize precipitation equaling or exceeding stream-flow.Typical of the ideas of the time was a view that seawater moved underground to the base of the mountains.There a natural still desalted water,and the vapor rose through conduits to the mountain tops,where it condensed and escaped at the source springs of the streams.Marcus Vitruvius Pollio(ca.100B.C.)seems to have been one of the first to recognize the role of precipitation as we accept it today.Leonardo da Vinci(1452-1519)was the next to suggest a modern view of the hydrologic cycle,but it remained for Pierre Perrault(1608-1680)to compare measured rainfall with the estimated flow of the Seine River to show that the stream-flow was about one-sixth of the precipitation.The English astronomer Halley(1656-1742)measured evaporation from a small pan and estimated evaporation from the Mediterranean Sea from these data.As late as1921, however,some people still questioned the concept of the hydrologic cycle.Precipitation was measured in India as early as the fourth century B.C.,but satisfactory methods for measuring stream-flow were a much later development.Frontinus,water commissioner of Rome in A.D.97,based estimates of flow on cross-sectional area alone without regard to velocity.In the United States,organized measurement of precipitation started under the Surgeon General of the Army in1819,was transferred to the Signal Corps in1870, and finally,in1891,to a newly organized U.S.Weather Bureau,renamed the National Weather Service in1970.Scattered stream-flow measurements were made on the Mississippi River as early as1848,but a systematic program was not started until1888,when the U.S.GeologicalSurvey undertook this work.It is not surprising,therefore,that little quantitative work in hydrology was done before the early years of the twentieth century,when men such as Hortan, Mead,and Sherman began to explore the field.The great expansion of activity in flood control, irrigation,soil conservation,and related fields which began about1930gave the first real impetus to organized research in hydrology,as need for more precise design data became evident.Most of today’s concepts of hydrology date from1930.Hydrology is used in engineering mainly in connection with the design and operation of hydraulic structures.What flood flows can be expected at a spillway or highway culvert or in a city drainage system?What reservoir capacity is required to assure adequate water for irrigation or municipal water supply during droughts?What effects will reservoirs,levees,and other control works exert on flood flows in a stream?These are typical of questions the hydrologist is expected to answer.Large organization such as federal and state water agencies can maintain staffs of hydrologic specialists to analyze their problems,but smaller offices often have insufficient hydrologic work for full-time specialists.Hence,many civil engineers are called upon for occasional hydrologic studies.It is probable that these civil engineers deal with a larger number of projects and greater annual dollar volume than the specialists do.In any event,it seems that knowledge of the fundamentals of hydrology is an essential part of the civil engineer’s training.Hydrology deals with many topics.The subject matter as presented in this book can be broadly classified into two phases:data collection and methods of analysis.Chapter2to6deals with the basic data of hydrology.Adequate basic data are essential to any science,and hydrology is no exception.In fact,the complex features of the natural processes involved in hydrologic phenomena make it difficult to treat many hydrologic processes by rigorous deductive reasoning.One can not always start with a basic physical law and from this determine the hydrologic result to be expected.Rather,it is necessary to start with a mass of observed facts, analyze these facts,and from this analysis to establish the systematic pattern that governs these events.Thus,without adequate historical data for the particular problem area,the hydrologist is in a difficult position.Most countries have one or more government agencies with responsibility for data collection.It is important that the student learn how these data are collected and published,the limitations on their accuracy,and the proper methods of interpretation and adjustment.Typical hydrologic problems involve estimates of extremes not observed in a small data sample,hydrologic characteristic at locations where no data have been collected(such locations are much more numerous than sites with data),or estimates of the effects of man’s actions onthe hydrologic characteristics of an area.Generally,each hydrologic problem is unique in that it deals with a distinct set of physical conditions within a specific river basin.Hence,quantitative conclusions of one analysis are often not directly transferable to another problem.However,the general solution for most problems can be developed from application of a few relatively basic concepts.Of all the earth’s water97%is found in the oceans,2%in glaciers and only1%on land.Of this1%almost all(97%)is found beneath the surface and called sub-surface or underground water.Most of this water eventually finds its way back to the sea either by underground movement or by rising into surface streams and lakes.These vast underground water deposits provide much needed moisture for dry areas and irrigated districts.Underground water acts in similar ways to surface water,also performing geomorphic work as an agent of gradation.Even though man has been aware of sub-surface water since earliest times,its nature, occurrence,movement and geomorphic significance have remained obscure.Recently,however, some answers have been found to the perplexing questions about underground water’s relationship to the hydrological cycle.Since the days of Vitruvius at the time of Christ,many theories have been presented to explain the large volume of water underneath the earth’s surface.One theory was that only the sea could provide such large quantities,the water moving underground from coastal areas. Vitruvius was the first to recognize that precipitation provided the main source of sub-surface water,although his explanations of the mechanics involved were not very scientific.His theory,now firmly established,is termed the infiltration theory,and states that underground water is the result of water seeping downwards from the surface,either directly from precipitation or indirectly from streams and lakes.This form of water is termed meteoric.A very small proportion of the total volume of sub-surface water is derived from other sources. Connate water is that which is trapped in sedimentary beds during their time of formation. Juvenile water is water added to the crust by diastrophic causes at a considerable depth,an example being volcanic water.During precipitation water infiltrates into the ground,under the influence of gravity,this water travels downwards through the minute pore spaces between the soil particles until it reaches a layer of impervious bedrock,through which it cannot penetrate.The excess moisture draining downwards then fills up all the pore spaces between the soil particles,displacing the soil air.During times of excessive rainfall such saturated soil may be found throughout the soil profile,while during period of drought it may be non-existent.Normally the upper limit ofsaturated soil,termed the water table,is a meter or so below the surface,the height depending on soil characteristics and rainfall supply.According to the degree of water-occupied pore space,sub-surface moisture is divided into two zones:the zone of aeration and zone of saturation,as illustrated in Fig4.1.This area extends from the surface down to the upper level of saturation-the water table. With respect to the occurrence and the circulation of the water contained in it,this zone can be further divided into three belts:the soil water belt,the intermediate belt and the capillary fringe (Fig.4.1)Assuming that the soil is dry,initial rainfall allows water to infiltrate,the amount of infiltration depending on the soil structure.Soils composed mainly of large particles,with large pore spaces between each particle,normally experience a more rapid rate of infiltration than do soils composed of minute particles.No matter what the soil is composed of some water is held on the soil particles as a surface film by molecular attraction,resisting gravitational movement downwards.The water held in this manner is referred to as hygroscopic water.Even though it is not affected by gravity,it can be evaporated,though not normally taken up by plants.This belt occurs during dry periods when the water table is at considerable depth below the surface.It is similar to the soil water belt in that the water is held on the soil particles by molecular attraction,but differs in that the films of moisture are not available for transpiration or for evaporation back to the atmosphere.In humid areas,with a fairly reliable rainfall,this belt may be non-existent or very shallow.Through it,gravitational or vadose water drips downwards to the zone of saturation.Immediately above the water table is a very shallow zone of water which has been drawn upwards from the ground-water reservoir below by capillary force.The depth of this zone depends entirely on soil texture,soils with minute pore spaces being able to attract more water from below than soils with large pore spaces.In the latter types of soil the molecular forces are not able to span the gaps between soil particles.Thus,sandy soils seldom exhibit an extensive capillary fringe,merging from soil water through to the zone of saturation.The zone of saturation is the area of soil and rock whose pore spaces are completely filled with water,and which is entirely devoid of soil air.This zone is technically termed ground water even though the term broadly includes water in the zone of aeration.The upper limit of the zone of saturation is the water table or phreatic surface.It is difficult to know how deep the ground-water zone extends.Although most ground water is found in the upper3km of the crust, pore spaces capable of water retention extend to a depth of16km.this appears to be the upper limit of the zone of rock flowage where pressures are so great that they close any interstitialspaces.The upper level of the saturated zone can be completely plotted by digging wells at various places.Studies suggest two quite interesting points(Fig.4.2).1)The water table level is highest under the highest parts of the surface,and lowest under the lowest parts of the surface.Hills and mountains have a higher level phreatic surface than valleys and lakes.The reason for this is that water continually percolating through the zone of aeration lifts the water table,while seepage from the ground-water zone into creeks and lakes lowers the level.2)The depth of the water table below the land surface is greatest in upland areas where the water moves quite freely downhill under gravity.Close to streams,lakes and swamps the water table is close to,if not at the surface,as water from the higher areas builds it up.What causes flooding?The basic cause is excessive runoff from catchment s into river systems incapable of carrying this extra volume.Can science and technology prevent flooding or,at least,reduce its severity?Unfortunately,this is a complex problem to which as yet there is no very satisfactory solution.Let us consider first the reduction of runoff from catchment areas.Some regions have soils which have low absorbing capacity.In a heavy rainstorm such soil is quickly saturated and all additional rainfall then runs off into the river.A seasonal variable is the moisture status of the soil at the commencement of a rainstorm.If the soil is already moist,a relatively minor storm could still cause heavy runoff because the soil is incapable of retaining additional moisture. These factors are not easily influenced by man.However,man’s utilization of the catchment area can have an important influence on rge scale cleaning of trees and scrub greatly reduces the capacity of the soil to retain water.It also tends to cause soil erosion which aggravates flooding by chocking rivers and streams with deposited silt.Correct management of catchment areas is therefore one important approach to the problem of flood control.More direct approach which is used in an emergency is the construction of levee s.when rising floodwaters threaten a township the citizens form work-parties to build barricade s of sandbags along the river bank,hoping that those barricades will hold back the flood waters until the emergency passes.It may be wandered why levees are not usually built as permanent structures to which the town is protected at all times.The reason is that levees are an unsatisfactory solution to the problem.If a levees collapses,the floodwaters escape as a sudden deluge with increased capacity for destruction.Levees as they divert the floodwater from one area frequently create or aggravate problems in another.They can be a cause of enmity between communities for this reason.Anther approach is the construction of dams so that floodwaters can be retained in a reservoir until the crisis is over,slow release of the water during the succeeding weeks or months would then be bined purpose irrigation and flood control dams would seem to be a logical solution.Unfortunately,a reservoir which is to be used for irrigation needs to be kept nearly full in winter,while one which is to be used for flood control needs to be kept empty,so that it is available as a water store when needed.This conflict of operating requirements means that combined purpose dams are rarely feasible.Separate dams would be required for flood control and their very high cost makes this an impractical solution.The next approach to the problem is that of improving the capacity of the river to carry larger volumes of water without overflowing its banks.A number of measures are available,some simple,some complex.They all have widespread effects on the river so any of these measures should be used as part of a comprehensive plan.Work of this kind is known as“river improvement”or“river management”.One simple,but important step is to ensure that the water course of a river is kept free of obstruction s.These frequently consist of dead trees which have fallen into the river,where they remain to impede the flow of water.They are called“snags”and the removal work“snagging”. Many of the trees that line Australian River banks are hardwoods,which are too heavy to float so they remain where they fall.Furthermore,hardwoods are very durable;large red gum logs have been known to survive over a hundred years under water.Another method of increasing the capacity of the river is to remove choking plant growth. Early settlers introduced willow trees to many of our river banks,partly for shade,partly to recall old England and hopefully to reduce the erosion of the river banks.Unfortunately,these trees are difficult to control and willow infestation is now quite commonly a problem. Protection of the banks of a river from erosion by the stream of water is another measure.Rivers which follow a meandering,or winding course tend to erode their banks along the outer curves. This can mean a loss of valuable soil from the eroded bank area and is also a cause of local flooding.Means of protecting banks from erosion have been devised.The simplest device used for this purpose is that of anchored or tied tree trunks along the eroded bank.The trunks protect the bank and encourage the deposition of silt on the bank so that it is gradually built up.Water,one of man’s most precious resources,is generally taken for granted until its use is threatened by reduced availability or quality.Water pollution is produced primarily by the activities of man,specifically his mismanagement of water resources.The pollutants are any chemical,physical,or biological substances that affect the natural condition of water or itsintended use.Because water pollution threatens the availability,quality and usefulness of water, it is of worldwide critical concern.The increase in the number and variety of uses for water throughout the world has produced a wide range of standards of water quality that must be satisfied.These demands include:①preservation of rivers in their natural state;②potability of the water supply;③preservation and enhancement of fish and wildlife;④safety for agricultural use;⑤safety for recreational use including swimming;⑥accommodation to a great variety of industrial purpose;⑦freedom from nuisance;⑧generation of power for public utilities;⑨dilution and transport of wastes.Besides the specific chemical,biological,and physical requirements for the multitude of uses noted above,there are constraints reflecting public health requirements, aesthetics,economics,and short and long-term ecological impacts.Consequently,there is no rigid or specific definition of water pollution,since the intended use or uses of the water must be taken into consideration in any definition of what constitutes polluted water.One method of classifying the gaseous,liquid and solid constituents of water that constitute pollution depends on the intended use of the water.The pollutants are then grouped as not permissible,as undesirable and objectionable,as permissible but not necessarily desirable, or as desirable.For example,if water is to be used immediately for animal consumption,toxic compounds are not desirable,whereas a certain amount of oxygen is not objectionable.On the other hand,if the water is to be used in a power plant for steam generation,toxic materials might be allowable or even perhaps desirable,whereas oxygen that could possibly corrode equipment would be objectionable.Another method of classifying pollutants that enter water as a result of man’s domestic, industrial or other activities is to distinguish between conservative and non-conservative pollutants.Conservative pollutants are those that are not altered by the biological processes occurring in natural waters.These pollutants are for the most part inorganic chemicals,which are diluted in receiving water but are not appreciably changed in total quantity.Industrial wastes contain numerous such pollutants,including metallic salts and other toxic,corrosive,colored, and taste-producing materials.Domestic pollution and return flow from irrigation may contain numerous such pollutants,including chlorides and nitrates.Non-conservative pollutants,on the other hand,are changed in form of reduced in quantity by chemical and physical processes involved in biological phenomena occurring in water.The most common source of non-conservative pollutants is domestic sewage－highly putrescible organic waste that can be converted into inorganic materials such as bicarbonates,sulfates,and phosphates by the bacteria and other microorganism in the water.If the water is not too heavily laden with wastes,it will undergo“self-purification”.This process involves the action of aerobic bacteria,that is,bacteria that require free oxygen to break down wastes,and it produces no offensive odors.If,however,the water is laden with wastes beyond a certain amount,the process of biological degradation becomes anaerobic.That is,it proceeds by the action of bacteria that do not require free oxygen.In the process,noxious hydrogen sulphide gas,methane,and other gases are produced.The aerobic and anaerobic processes that occur naturally in streams are used in sewage treatment plants and are,in fact,major elements in sewage treatment.The problem of water pollution has been and is almost worldwide.Planning can be defined as the orderly consideration of a project from the original statement of purpose through the evaluation of alternative s to the final decision on a course of action.It includes all the work associated with the design of a project except the detailed engineering of the structures.It is the basis for the decision to proceed with(or to abandon)a proposed project and is the most important aspect of the engineering for the project.Because each water-development project is unique in its physical and economic setting,it is impossible to describe a simple process that will inevitably lead to the best decision.There is no substitute for“engineering judgment”in the selection of the method of approach to project planning,but each individual step toward the final decision should be supported by quantitative analysis rather than estimates or judgment whenever possible.One often hears the phrase“river-basin planning”,but the planning phase is no less important in the case of the smallest project.The planning for an entire river basin involves a much more complex planning effort than the single project,but the difficulties in arriving at the correct decision may be just as great for the individual project.The term“planning”carries another connotation which is different from the meaning described above.This is the concept of the regional master plan which attempts to define the most desirable future growth pattern for an area.If the master plan is in reality the most desirable pattern of development,then future growth should be guided toward this pattern. Unfortunately,the concept of“most desirable”is subjective,and it is difficult to assure that any master plan meets this high standard when first developed.Subsequent changes in technology, economic development,and public attitude often make a master plan obsolete in a relatively short time.Any plan is based on assumptions regarding the future,and if these assumptions are not realized the plan must be revised.Plan generally must be revised periodically.An overall regional water-management plan,developed with care and closely coordinated with other regional plans,may be a useful tool in determining which of many possible actions。
建筑设计论文外文翻译-(2)
实用文档设计（论文）外文参考资料及译文译文题目：Discussion on The Planning and Designof Commercial Buildings学生姓名：XXX学号：09******83专业：建筑学所在学院：XX学院指导教师： XX职称：副教授201X年XX月XX日实用文档原文：Discussion on The Planning and Designof Commercial BuildingsAbstract: the commercial building in residential buildings has become, most attract sb.'s attention, the largest building is influenced by the type of energy and landscape of the city planning, design of commercial buildings will face more problems. This paper discusses how to carry on planning and design of commercial buildings, the construction of a rational, reasonable, appropriate business building, so as to create a good social and economic benefits. Keywords: construction planning; commercial buildings; architectural designPrefaceComprehensive is the development trend of modern commercial buildings, architects in the design of commercial buildings and functions are changing, different positioning of planning, business characteristics and local cultural influence commercial building mode, which requires us to continuously improve our project products, create more in line with the business needs of the best plan and design works, and finally let investors and consumers feel a constant value, so that they feel superior combination of spatial continuous operation, let the customer feel shopping pleasure, feel the beauty of life and the world.mercial architectural schemeCommercial buildings are generally large investment, high risk, long cycle, the successful operation of returns, different commercial patterns determine different commercial building form, and commercial pattern is determined and market positioning, the positioning accuracy of the architect, to commercial building various functions, property, facilities should have full understanding and effective organization, and different commercial construction planning ideas to produce commercial architectural design works are different, economic benefits of investment has great difference. Good architectural planning has decided the success or failure of architectural design.1.Market survey of commercial building design must be based on the market survey results. Based on the characteristics and trend of foreign consumption, economic conditions, traffic conditions, the surrounding commercial pattern, city infrastructure, city development planning, full market research business situation, on the project itself, choose format, format portfolio, the distribution of industrial chain and area proportion, industry selection, distribution and area ratio to the shops, division, architectural form, area and the floor function, people oriented system, project environment and supporting facilities are set in advance. Provide design basis for the architect to design.2.Mode demand regardless of commercial building is rental, sale or rental run combination, the most important is to determine the main format, for commercial buildings,different types of decision model is different, its business scale, function flow, and so on are designed by itself to determine, different formats have different functional requirements, and design the use is required by the business decisions rather than the developer to advocate. The lack of directional design basis, the design appears to be universal, but shoot at random. Once the function with the shop owner conflict, the design must be from the beginning. Language planning can increase the early unnecessary cost and later investment difficulty. Therefore, architects should design according to different formats of different architectural space mode analysis and recommendations.3.In commercial buildings in the process of planning, commercial real estate is the key to grasp the global experts and architects. Commercial real estate planner requires multidisciplinary personnel coordination ability of organization, according to the project of regional history and culture characteristic, according to local consumer preferences, in particular, the design project of the overall concept, culture orientation and market orientation is determined. At present, the commercial real estate projects generally organized by developers to overall planning, the investment in the project needs and business management experts, business format store managers and retail marketing planner, planner, communication landscape planners, architects, etc. In the implementation of construction plan, still need to urban planner, computer talented person to participate, to form a complete construction plans. Neither side may be arranged to replace, the architectural design is inclusive and absorbing these opinions, solutions and professional values of materialized labor and can form a complete architectural planning and design.4.Sustainable development and the characteristics of commercial building is a public place, with the development of business, commercial buildings in 5-6 years will be to do a decoration, simple and durable quality, less as far as possible need to repair and maintenance, and at the same time, according to the different project environment and commercial content is flexible to adapt and ultimately the value of investors and consumers are continuous. Complete function, rich forms, and space is varied, characteristic, design must be the contemporary tendency of time again at the same time, in all sorts of culture and the differences between s resonate.mercial building designCommercial building design is for the purpose of the construction project to produce a good and lasting economic benefits, the architect in commercial building design is to realize project to achieve a dynamic model of investment return, is to complete a final acceptance by consumers and continuous use of building products. Prophase planning orientation, investment, operation and management, each situation is very complex, has brought great influence, architecture design is an important link. And architects for commercial architecture design is inclusive and absorbing these opinions, solutions and professional values of materialized labor and can form a complete works of architectural design.(1)Formats combination designThe composition of commercial complex is decided by the business itself industry value chain, what kind of business combination is better for business. Architects should accordingto the preliminary planning and positioning, the first investment, operation and management of the planning scheme, starting from the basic function and practical application of building, clear the relationship between the function, space, environment, in line with The Times to design not only requires a new breath, also requires a reasonable and clear arrangement of the whole space functional requirements, and actively guide the passenger flow, manufacturing flow, different articles require different forms of space and location, reasonable distribution area, the partition of floor paving segmentation and supporting facilities design can avoid all kinds of goods mixed Chen, mixed traffic situation, the architect should create rich, flexible, comply with the appropriate space to contain different aspects of business combination technology needs. Must do to make it a complex, the industrial chain, industrial chain out after the value chain came out, can produce all kinds of benefits.(2)Pattern designPlanning, design of commercial building in different commercial real estate development mode, have completely different results. Rent is not only sales, emphasizing on management and value-added shops, if considering concurrently, also consider the preferences and requirements of the buyer shops. Commercial buildings due to the different requirements for merchants function layout is different, also different brands to the layout of the same forms are different. By the limit of commercial buildings, or different development cycle, or running effect is different. Those who do not conform to the business law of commercial building design, although space modeling is rich, has implied the bad management of hidden trouble. Therefore, meet the demand of merchants, digest the negative influence of all kinds of changes, architects in the design of the flexible space combination, providing different pattern design, to the use of a variety of forms do fully consider function of balance and coordination. Commercial building itself the function of the combination is very complex, for commercial, residential, office each mixed complex project, the process will be more difficult. Commercial and apartment part often deployed in a low-end, office and hotel in the high-end. The advantages of this design can facilitate the building line layout; Low-end flat layer in the core tube location is advantageous to the toilet set up; High-end part of the landscape advantage is more advantageous to project high value products. But in the concrete project, but should also fully consider building itself the vertical transportation efficiency of the impact on business. In the design of architectural plane layout, space efficiency will approach combined with architectural form and structure. For example, many senior project adopted the practice of Angle, when the design according to the economy, it can increase economic returns of about 30%, but in the specific project be careful not to damage to the corner form.(3)The guidance system designStream of people, logistics, decision function layout reasonable guidance system is the key to the success of commercial building design. Make sure people line, logistics, inward and outward, channel form, to make the layout of the commercial function, consumer groups have a wide range of interest and today free time, thus providing rich architectural space, integrating shopping, entertainment, leisure and so on need comprehensive shopping mall is their needs. Rich function as much as possible to meet the requirements of the customers, but also satisfy the buyers (pavement investors, business investors) needs to provide convenient logistics channel. And express more interest in the construction details. And then to createnew business environment. Let the consumer feel the pleasure shopping consumption, feel the beauty of life and the world at the same time, create more economic benefits for store operators.(4)Green building and characteristicGreen building on the one hand can save energy, on the other hand the sustainable of benefits will far outweigh the prophase investment so as to achieve the value of overall implementation, green buildings gives the possibility of ability of sustainable development and alteration, when architects in the design of commercial buildings so there is no need to do best, do it right, and not have to do much more luxurious style reflected is the commercial buildings, stronger in proper. Commercial buildings tend to be the center of the city commercial culture, different cities have different style, therefore, the architects in the use of his style and technique, need deep understanding urban commercial culture characteristics, extract the essence of the regional culture, architectural design make commercial buildings should have cultural features, local feature, more want to highlight the characteristics of the formats, spatial characteristics, cultural characteristics used in commercial buildings, not only can sense the material shell, are showing strong commercial buildings.3.ConclusionModern commercial architecture planning and design major programs, including the investment purpose and the understanding of the business environment for investors, commercial content on the project, the location of the business environment of consumer behavior, commercial buildings, the understanding of the business concept research, commercial building project planning, design process and method of design, for project construction total plane design and auxiliary space design professional design, space form and form design, the project design space and form of management main body,property requirements,facilities and equipment requirements,architectural engineering and construction of the professional requirement.中文译文：浅谈商业建筑规划设计摘要：商业建筑现已成为除居住建筑以外，最引人注目的，对城市活力和景观影响最大的建筑类型，商业建筑规划设计将面临更广泛的问题。
(完整版)外文翻译
(完整版)外文翻译外文文件原稿和译文原稿logistics distribution center location factors:(1)the goods distribution and quantity. This is the distribution center and distribution of the object, such as goods source and the future of distribution, history and current and future forecast and development, etc. Distribution center should as far as possible and producer form in the area and distribution short optimization. The quantity of goods is along with the growth of the size distribution and constant growth. Goods higher growth rate, the more demand distribution center location is reasonable and reducing conveying process unnecessary waste.(2)transportation conditions. The location of logistics distribution center should be close to the transportation hub, and to form the logistics distribution center in the process of a proper nodes. In the conditional, distribution center should be as close to the railway station, port and highway.(3)land conditions. Logistics distribution center covers an area of land in increasingly expensive problem today is more and more important. Is the use of the existing land or land again? Land price? Whether to conform to the requirements of the plan for the government, and so on, in the construction distribution center have considered.(4)commodities flow. Enterprise production of consumer goods as the population shift and change, should according to enterprise's better distribution system positioning. Meanwhile, industrial products market will transfer change, in order to determine the raw materials and semi-finished products of commodities such as change of flow in the location of logistics distribution center should be considered when the flow of the specific conditions of the relevant goods.(5)other factors. Such as labor, transportation and service convenience degree, investment restrictions, etc.(完整版)外文翻译How to reduce logistics cost，enhance the adaptive capacity and strain capacityof distribution center is a key research question of agricultural product logisticsdistribution center．At present，most of the research on logistics cost concentrates offtheoretical analysis of direct factors of logistics cost, and solves the problem ofover-high logistics Cost mainly by direct channel solution ． This research stresseson the view of how to loeate distribution center, analyzes the influence of locatingdistribution center on logistics cost ．and finds one kind of simple and easy locationmethod by carrying on the location analysis of distribution center through computermodeling and the application of Exeel．So the location of agricultural productlogistics distribution center can be achieved scientifically and reasonably, which willattain the goal of reducing logistics cost, and have a decision．making supportfunction to the logisties facilities and planning of agricultural product．The agricultural product logistics distribution center deals with dozens andeven hundreds of clients every day, and transactions are made in high-frequency. Ifthe distribution center is far away from other distribution points，the moving andtransporting of materials and the collecting of operational data is inconvenient andcostly. costly．The modernization of agricultural product logistics s distribution center is acomplex engineering system， not only involves logistics technology, informationtechnology, but also logistics management ideas and its methods，in particular thespecifying of strategic location and business model is essential for the constructing ofdistribution center. How to reduce logistics cost ，enhance the adaptive capacity andstrain capacity of distribution center is a key research question of agricultural productlogistics distribution center. The so— called logistics costs refers to the expendituresummation of manpower, material and financial resources in the moving process of thegoods．such as loading and unloading，conveying，transport，storage，circulating，processing, information processing and other segments. In a word。
外文翻译---广告理论
外文翻译原文Advertising TheoryAwareness→Consideration→ Reaffirmation→Confirmation→Action →Reinforcement Devising a theory of how advertising is effective within a consumer’s mind is difficult because consumers struggle with every decision they make. The process in which consumers choose a brand and/or a product is extremely complicated. Advertising message s must be tailored and relevant during each stage of a consumer’s buying or decision making process.Advertising initiatives can be viewed as effective on many different levels within this pattern. Advertising messages are created in order to change the awareness, knowledge, and attitude of consumers towards a specific brand offered.These changes take place all throughout the buying a decision making pattern.Stage 1 – AWARENESSThe initial step within the buying or decision making pattern is a basic awareness of the product or service. The pure notion that a product is available to the consumer, whether they need or can afford it at any specific moment within their life, creates some form of awareness.This stage represents the initial introduction a consumer has with a brand. The degree of awareness at this point is obsolete due to the necessity of an advertising message’s need to have some sort of presence with a consumer’s environment. Once a brand becomes part of a consumer’s environment, or better yet k nowledge base, the possibility of purchase is increased. The time a product stays in the awareness stage varies depending on the current stage in life a person is in. The stage in life a person is in is defined by their financial status and current needs. The awareness stage could lead directly into the follow consideration stage or remain in that stage inevitably. The chance of remaining in the awareness stage does not mean that the advertising initiatives were ineffective or wasteful. Many times consumers influence each other, and a brand in one consumer’s awareness stage could lead to the introduction of the brand to another consumer. One of the most influential sources of information regarding products comes from the consumers themselves, passing the word along through daily conversation. However, the initial introduction must be made through advertising in order to have the possibility of consumers influencing each other.Stage 2 – CONSIDERATIONOnce an advertising message has moved past the awareness stage, the consumer begins to consider the message. This stage represents the point in which a personal connection must begin to be made.Consideration of whether this is a product that will meet a need of the consumer is the most crucial point within the buying and decision making process. This is the stage where the consumer is weighing the facts. These facts are from the advertising message itself and from their current environment not related to the message, including other ad messages.The main point to consider regarding this stage is that here is where advertisers are wanting to establish a connection with the consumer. Research on the target market and profiling on the target help to ensure that a message will resonate with the consumer in a positive way. The connection would then push them to later purchase or develop an affinity for a certain brand.Stage 3 – REAFFIRMATIONOnce the consumer has had time to evaluate the message and the product or service, a connection must be made in order to move onto the next stage. The next stage involves reaffirming the consumer that the connection does exist. This stage is where they fully understand the connection which has been made and see a place in their lives for the advertised product or brand. This stage is similar to the consideration stage but involves a additional awareness of competitors and evaluation of preference. This stage can lead back to the consideration phase if not enough positive associations are made with the product or brand. These positive associations can come from influential friends and relatives and additional advertising messages in varying forms of media.Stage 4 – CONFIRMATIONAfter the consumer has been reaffirmed by additional advertising messages and influence from other consumers, the connection and relevance in the consumer’s life exists. The consumer then enters the confirmation stage. This stage is where the brand and product are viewed in a positive light and there is increased chance of recommendation to other consumers or action. The confirmation stage does not always lead to action. Consumers can stay in the confirmation stage for a long time before any initiatives to buy actually take place. This mostly involves the level of involvement the consumer has with the product or brand. Higher cost items might have to remain in the confirmation stage until available funds are available to the consumer.In this case, the consumer could go back into the consideration and reaffirmation stages. More likely, confirmation will take place again at a later time where the product or brand is more appropriate within the consumer’s time in life. Stage 5 – ACTIONAfter a confirmation of a brand or product is made, hopefully an action will take place. This stage is where the consumer has found a need and a connection, and believes it is the right time for them to purchase the product.Within this stage, reaffirmation and consideration come back into play both prior to the purchase and after. There is a constant need to convince oneself that this decision is the correct one. Advertising messages from competitors are still playing a large role in the consumer’s decision making. This consideration and reaffirmation occurs as the consumer is bombarded with competitor messages and the messages of the brand or product now preferred. However, it is important that once a consumer decides to initially purchase a product, they go back and forth between the reaffirmation stage and confirmation stage until the actual purchase takes place.Once the purchase takes place, the consumer must have reinforcement in order to defer dissonance with the product or brand. Stage 6 – REINFORCEMENTThe reinforcement stage involves continuing advertising initiatives to maintain the positive association the consumer initially had. This stage is where the consumer decides if the product actually did fulfill the need to be met as promised. This reinforcement comes from additional advertising initiatives and the actual experience with the product or brand after purchase. If the consumer is satisfied with the product or brand, a continuation of use will be established. Advertising initiatives are not developed to have the targeted consumer purchase or try the brand once; these messages are designed to become part of the consumer’s lifest yle and induce repeat usage and purchasing behavior.译文广告理论认识→考虑→重申→确认→行动→加强想出一个在一种消费者的心内如何有效广告的理论是难的，因为消费者同他们所做的每个决定作着斗争。
换热器外文翻译 (2)
Heat ExchangersKey Terms Baffles—evenly spaced partitions in a shell and tube heat exchanger that support the tubes, prevent vibration, control fluid velocity and direction, increase turbulent flow, and reduce hot spots. Channel head—a device mounted on the inlet side of a shell-and-tube heat exchanger that is used to channel tube-side flow in a multipass heat exchanger.Condenser—a shell-and-tube heat exchanger used to cool and condense hot vapors.Conduction—the means of heat transfer through a solid, nonporous material resulting from molecular vibration. Conduction can also occur between closely packed molecules.Convection—the means of heat transfer in fluids resulting from currents. Counterflow—refers to the movement of two flow streams in opposite directions; also called countercurrent flow.Crossflow—refers to the movement of two flow streams perpendicular to each other.Differential pressure—the difference between inlet and outlet pressures; represented as ΔP, or delta p.Differential temperature—the difference between inlet and outlet temperature; represented as ΔT, or delta t.Fixed head—a term applied to a shell-and-tube heat exchanger that has the tube sheet firmly attached to the shell.Floating head—a term applied to a tube sheet on a heat exchanger that is not firmly attached to the shell on the return head and is designed to expand (float) inside the shell as temperature rises. Fouling—buildup on the internal surfaces of devices such as cooling towers and heat exchangers, resulting in reduced heat transfer and plugging.Kettle reboiler—a shell-and-tube heat exchanger with a vapor disengaging cavity, used to supply heat for separation of lighter and heavier components in a distillation system and to maintain heat balance. Laminar flow—streamline flow that is more or less unbroken; layers of liquid flowing in a parallel path.Multipass heat exchanger—a type of shell-and-tube heat exchanger that channels the tubeside flow across the tube bundle (heating source) more than once.Parallel flow—refers to the movement of two flow streams in the same direction; for example, tube-side flow and shell-side flow in a heat exchanger; also called concurrent.Radiant heat transfer—conveyance of heat by electromagnetic waves from a source to receivers.Reboiler—a heat exchanger used to add heat to a liquid that was onceboiling until the liquid boils again.Sensible heat—heat that can be measured or sensed by a change in temperature.Shell-and-tube heat exchanger—a heat exchanger that has a cylindrical shell surrounding a tube bundle.Shell side—refers to flow around the outside of the tubes of ashell-and-tube heat exchanger. See also Tube side.Thermosyphon reboiler—a type of heat exchanger that generates natural circulation as a static liquid is heated to its boiling point.Tube sheet—a flat plate to which the ends of the tubes in a heat exchanger are fixed by rolling, welding, or both.Tube side—refers to flow through the tubes of a shell-and-tube heat exchanger; see Shell side.Turbulent flow—random movement or mixing in swirls and eddies of a fluid. Types of Heat Exchangers换热器的类型Heat transfer is an important function of many industrial processes. Heat exchangers are widely used to transfer heat from one process to another.A heat exchanger allows a hot fluid to transfer heat energy to a cooler fluid through conduction and convection. A heat exchanger provides heating or cooling to a process. A wide array of heat exchangers has been designed and manufactured for use in the chemical processing industry. In pipe coil exchangers, pipe coils are submerged in water or sprayed with water to transfer heat. This type of operation has a low heat transfer coefficient and requires a lot of space. It is best suited for condensing vapors with low heat loads.The double-pipe heat exchanger incorporates a tube-within-a-tube design. It can be found with plain or externally finned tubes. Double-pipe heat exchangers are typically used in series-flow operations in high-pressure applications up to 500 psig shell side and 5,000 psig tube side.A shell-and-tube heat exchanger has a cylindrical shell that surrounds a tube bundle. Fluid flow through the exchanger is referred to as tubeside flow or shell-side flow. A series of baffles support the tubes, direct fluid flow, increase velocity, decrease tube vibration, protect tubing, and create pressure drops.Shell-and-tube heat exchangers can be classified as fixed head, single pass; fixed head, multipass; floating head, multipass; or U-tube.On a fixed head heat exchanger (Figure 7.1), tube sheets are attached to the shell. Fixed head heat exchangers are designed to handle temperature differentials up to 200°F (93.33°C). Thermal expansion prevents a fixed head heat exchanger from exceeding this differential temperature. It is best suited for condenser or heater operations.Floating head heat exchangers are designed for high temperature differentia is above 200°F (93.33°C).During operation, one tube sheet is fixed and the other “floats” inside the shell.The floatingend is not attached to the shell and is free toexpand.Figure 7.1 Fixed Head Heat ExchangerReboilers are heat exchangers that are used to add heat to a liquid that was once boiling until the liquid boils again. Types commonly used in industry are kettle reboilers and thermosyphon reboilers.Plate-and-frame heat exchangers are composed of thin, alternating metal plates that are designed for hot and cold service. Each plate has an outer gasket that seals each compartment. Plate-and-frame heat exchangers have a cold and hot fluid inlet and outlet. Cold and hot fluid headers are formed inside the plate pack, allowing access from every other plate on the hot and cold sides. This device is best suited for viscous or corrosive fluid slurries. It provides excellent high heat transfer. Plate-and-frame heat exchangers are compact and easy to clean. Operating limits of 350 to 500°F (176.66°C to 260°C) are designed to protect the internal gasket. Because of the design specification, plate-and-frame heat exchangers are not suited for boiling and condensing. Most industrial processes use this design in liquid-liquid service.Air-cooled heat exchangers do not require the use of a shell in operation. Process tubes are connected to an inlet and a return header box. The tubes can be finned or plain. A fan is used to push or pull outside air over the exposed tubes. Air-cooled heat exchangers are primarily used in condensing operations where a high level of heat transfer is required.Spiral heat exchangers are characterized by a compact concentric design that generates high fluid turbulence in the process medium. As do otherexchangers, the spiral heat exchanger has cold-medium inlet and outlet and a hot-medium inlet and outlet. Internal surface area provides the conductive transfer element. Spiral heat exchangers have two internal chambers.The Tubular Exchanger Manufacturers Association (TEMA) classifies heat exchangers by a variety of design specifications including American Society of Mechanical Engineers (ASME) construction code, tolerances, and mechanical design:●Class B, Designed for general-purpose operation (economy and compactdesign)●Class C. Designed for moderate service and general-purpose operation(economy and compact design)●Class R. Designed for severe conditions (safety and durability) Heat Transfer and Fluid FlowThe methods of heat transfer are conduction, convection, and radiant heat transfer (Figure 7.2). In the petrochemical, refinery, and laboratory environments, these methods need to be understood well. A combination of conduction and convection heat transfer processes can be found in all heat exchangers. The best conditions for heat transfer are large temperature differences between the products being heated and cooled (the higher the temperature difference, the greater the heat transfer), high heating or coolant flow rates, and a large cross-sectional area of the exchanger.ConductionHeat energy is transferred through solid objects such as tubes, heads,baffles, plates, fins, and shell, by conduction. This process occurs when the molecules that make up the solid matrix begin to absorb heat energy from a hotter source. Since the molecules are in a fixed matrix and cannot move, they begin to vibrate and, in so doing, transfer the energy from the hot side to the cooler side.ConvectionConvection occurs in fluids when warmer molecules move toward cooler molecules. The movement of the molecules sets up currents in the fluid that redistribute heat energy. This process will continue until the energy is distributed equally. In a heat exchanger, this process occurs in the moving fluid media as they pass by each other in the exchanger. Baffle arrangements and flow direction will determine how this convective process will occur in the various sections of the exchanger.Radiant Heat TransferThe best example of radiant heat is the sun’s warming of the earth. The sun’s heat is conveyed by electromagnetic waves. Radiant heat transfer is a line-of-sight process, so the position of the source and that of the receiver are important. Radiant heat transfer is not used in a heat exchanger.Laminar and Turbulent FlowTwo major classifications of fluid flow are laminar and turbulent (Figure 7.3). Laminar—or streamline—flow moves through a system in thin cylindrical layers of liquid flowing in parallel fashion. This type of flow will have little if any turbulence (swirling or eddying) in it. Laminar flow usually exists atlow flow rates. As flow rates increase, the laminar flow pattern changes into a turbulent flow pattern. Turbulent flow is the random movement or mixing of fluids. Once the turbulent flow is initiated, molecular activity speeds up until the fluid is uniformly turbulent.Turbulent flow allows molecules of fluid to mix and absorb heat more readily than does laminar flow. Laminar flow promotes the development of static film, which acts as an insulator. Turbulent flow decreases the thickness of static film, increasing the rate of heat transfer. Parallel and Series FlowHeat exchangers can be connected in a variety of ways. The two most common are series and parallel (Figure 7.4). In series flow (Figure 7.5), the tube-side flow in a multipass heat exchanger is discharged into the tubeside flow of the second exchanger. This discharge route could be switched to shell side or tube side depending on how the exchanger is in service. The guiding principle is that the flow passes through one exchanger before it goes to another. In parallel flow, the process flow goes through multiple exchangers at the same time.Figure 7.5 Series Flow Heat ExchangersHeat Exchanger EffectivenessThe design of an exchanger usually dictates how effectively it can transfer heat energy. Fouling is one problem that stops an exchanger’s ability to transfer heat. During continual service, heat exchangers do not remain clean. Dirt, scale, and process deposits combine with heat to form restrictions inside an exchanger. These deposits on the walls of the exchanger resist the flow that tends to remove heat and stop heat conduction by i nsulating the inner walls. An exchanger’s fouling resistance depends on the type of fluid being handled, the amount and type of suspended solids in the system, the exchanger’s susceptibility to thermal decomposition, and the velocity and temperature of the fluid stream. Fouling can be reduced by increasing fluid velocity and lowering the temperature. Fouling is often tracked and identified usingcheck-lists that collect tube inlet and outlet pressures, and shell inlet and outlet pressures. This data can be used to calculate the pressure differential or Δp. Differential pressure is the difference between inlet and outlet pressures; represented as ΔP, or delta p. Corrosion and erosion are other problems found in exchangers. Chemical products, heat, fluid flow, and time tend to wear down the inner components of an exchanger. Chemical inhibitors are added to avoid corrosion and fouling. These inhibitors are designed to minimize corrosion, algae growth, and mineral deposits.Double-Pipe Heat ExchangerA simple design for heat transfer is found in a double-pipe heat exchanger.A double-pipe exchanger has a pipe inside a pipe (Figure 7.6). The outside pipe provides the shell, and the inner pipe provides the tube. The warm and cool fluids can run in the same direction (parallel flow) or in opposite directions (counterflow or countercurrent).Flow direction is usually countercurrent because it is more efficient. This efficiency comes from the turbulent, against-the-grain, stripping effect of the opposing currents. Even though the two liquid streams never come into physical contact with each other, the two heat energy streams (cold and hot) do encounter each other. Energy-laced, convective currents mix within each pipe, distributing the heat.In a parallel flow exchanger, the exit temperature of one fluid can only approach the exit temperature of the other fluid. In a countercurrent flowexchanger, the exit temperature of one fluid can approach the inlet temperature of the other fluid. Less heat will be transferred in a parallel flow exchanger because of this reduction in temperature difference. Static films produced against the piping limit heat transfer by acting like insulating barriers.The liquid close to the pipe is hot, and the liquid farthest away from the pipe is cooler. Any type of turbulent effect would tend to break up the static film and transfer heat energy by swirling it around the chamber. Parallel flow is not conducive to the creation of turbulent eddies. One of the system limitations of double-pipe heat exchangers is the flow rate they can handle. Typically, flow rates are very low in a double-pipe heat exchanger, and low flow rates are conducive to laminar flow. Hairpin Heat ExchangersThe chemical processing industry commonly uses hairpin heat exchangers (Figure 7.7). Hairpin exchangers use two basic modes: double-pipe and multipipe design. Hairpins are typically rated at 500 psig shell side and 5,000 psig tube side. The exchanger takes its name from its unusual hairpin shape. The double-pipe design consists of a pipe within a pipe. Fins can be added to the internal tube’s external wall to increase heat transfer. The multipipe hairpin resembles a typical shell-and-tube heat exchanger, stretched and bent into a hairpin.The hairpin design has several advantages and disadvantages. Among its advantages are its excellent capacity for thermal expansion because of its U-tube type shape; its finned design, which works well with fluids that have a low heat transfer coefficient; and its high pressure on the tube side. In addition, it is easy to install and clean; its modular design makes it easy to add new sections; and replacement parts are inexpensive and always in supply. Among its disadvantages are the facts that it is not as cost effective as most shell-and-tube exchangers and it requires special gaskets.Shell-and-Tube Heat ExchangersThe shell-and-tube heat exchanger is the most common style found inindustry. Shell-and-tube heat exchangers are designed to handle high flow rates in continuous operations. Tube arrangement can vary, depending on the process and the amount of heat transfer required. As the tube-side flow enters the exchanger—or “head”—flow is directed into tubes that run parallel to each other. These tubes run through a shell that has a fluid passing through it. Heat energy is transferred through the tube wall into the cooler fluid. Heat transfer occurs primarily through conduction (first) and convection (second). Figure 7.8 shows a fixed head,single-pass heat exchanger.Fluid flow into and out of the heat exchanger is designed for specific liquid–vapor services. Liquids move from the bottom of the device to the top to remove or reduce trapped vapor in the system. Gases move from top to bottom to remove trapped or accumulated liquids. This standard applies to both tube-side and shell-side flow.Plate-and-Frame Heat ExchangersPlate-and-frame heat exchangers are high heat transfer and high pressure drop devices. They consist of a series of gasketed plates, sandwiched together by two end plates and compression bolts (Figures 7.20 and 7.21). The channels between the plates are designed to create pressure drop and turbulent flow so high heat transfer coefficients can be achieved.The openings on the plate exchanger are located typically on one of the fixed-end covers.As hot fluid enters the hot inlet port on the fixed-end cover, it is directed into alternating plate sections by a common discharge header. The header runs the entire length of the upper plates. As cold fluid enters the countercurrent cold inlet port on the fixed-end cover, it is directed into alternating plate sections. Cold fluid moves up the plates while hot fluid drops down across the plates. The thin plates separate the hot and cold liquids, preventing leakage. Fluid flow passes across the plates one time before entering the collection header. The plates are designed with an alternating series of chambers. Heat energy is transferred through the walls of the plates by conduction and into the liquid by convection. The hot and cold inlet lines run the entire length of the plate heater and function like a distribution header. The hot and cold collection headers run parallel and on the opposite side of the plates from each other. The hot fluid header that passes through the gasketed plate heat exchanger is located in the top. This arrangement accounts for the pressure drop and turbulent flow as fluid drops over the plates and into the collection header. Cold fluid enters the bottom of the gasketed plate heat exchanger and travels countercurrent to the hot fluid. The cold fluid collection header is located in the upper section of the exchanger.Plate-and-frame heat exchangers have several advantages and disadvantages. They are easy to disassemble and clean and distribute heat evenly so there are no hot spots. Plates can easily be added or removed. Other advantages of plate-and-frame heat exchangers are their low fluid resistance time, low fouling, and high heat transfer coefficient. In addition, if gaskets leak, they leak to the outside, and gaskets are easy to replace.The plates prevent cross-contamination of products. Plate-and-frame heat exchangers provide high turbulence and a large pressure drop and are small compared with shell-and-tube heat exchangers.Disadvantages of plate-and-frame heat exchangers are that they have high-pressure and high-temperature limitations. Gaskets are easily damaged and may not be compatible with process fluids.Spiral Heat ExchangersSpiral heat exchangers are characterized by a compact concentric design that generates high fluid turbulence in the process medium (Figure 7.22). This type of heat exchanger comes in two basic types: (1) spiral flow on both sides and (2) spiral flow–crossflow. Type 1 spiral exchangers are used in liquid-liquid, condenser, and gas cooler service. Fluid flow into the exchanger is designed for full counterflow operation. The horizontal axial installation provides excellent self-cleaning of suspended solids.Type 2 spiral heat exchangers are designed for use as condensers, gas coolers, heaters, and reboilers. The vertical installation makes it an excellent choice for combining high liquid velocity and low pressure drop on the vapor-mixture side. Type 2 spirals can be used in liquid-liquid systems where high flow rates on one side are offset by low flow rates on the other.Air-Cooled Heat ExchangersA different approach to heat transfer occurs in the fin fan or air-cooled heat exchanger. Air-cooled heat exchangers provide a structured matrix of plain or finned tubes connected to an inlet and return header (Figure 7.23). Air is used as the outside medium to transfer heat away from the tubes. Fans are used in a variety of arrangements to apply forced convection for heattransfer coefficients. Fans can be mounted above or below the tubes in forced-draft or induced-draft arrangements. Tubes can be installed vertically or horizontally.The headers on an air-cooled heat exchanger can be classified as cast box, welded box, cover plate, or manifold. Cast box and welded box types have plugs on the end plate for each tube. This design provides access for cleaning individual tubes, plugging them if a leak is found, and rerolling to tighten tube joints. Cover plate designs provide easy access to all of the tubes. A gasket is used between the cover plate and head. The manifold type is designed for high-pressure applications.Mechanical fans use a variety of drivers. Common drivers found in service with air-cooled heat exchangers include electric motor and reduction gears, steam turbine or gas engine, belt drives, and hydraulic motors. The fan blades are composed of aluminum or plastic. Aluminum blades are d esigned to operate in temperatures up to 300°F (148.88°C), whereas plastic blades are limited to air temperatures between 160°F and 180°F(71.11°C, 82.22°C).Air-cooled heat exchangers can be found in service on air compressors, in recirculation systems, and in condensing operations. This type of heat transfer device provides a 40°F (4.44°C) temperature differential between the ambient air and the exiting process fluid.Air-cooled heat exchangers have none of the problems associated with water such as fouling or corrosion. They are simple to construct and cheaper to maintain than water-cooled exchangers. They have low operating costs and superior high temperature removal (above 200°F or 93.33°C). Their disadvantages are that they are limited to liquid or condensing service and have a high outlet fluid temperature and high initial cost of equipment. In addition, they are susceptible to fire or explosion in cases of loss of containment.。
广告种类的英文作文带翻译
广告种类的英文作文带翻译英文回答：When it comes to advertising, there are a multitude of options available to businesses to promote their products or services. Each type of advertising has its own unique advantages and disadvantages, so it's important to choose the right one for your specific needs.Television advertising: Television advertising is a great way to reach a large audience, but it can be expensive. A 30-second commercial can cost hundreds of thousands of dollars to produce and air. However,television advertising can be very effective in building brand awareness and driving sales.Radio advertising: Radio advertising is a more affordable option than television advertising, but it has a smaller reach. However, radio advertising can be very effective in targeting specific demographics, such aspeople who commute to work or listen to specific radio stations.Print advertising: Print advertising is a tried-and-true method of reaching consumers, but its popularity has declined in recent years due to the rise of digital advertising. However, print advertising can still be effective in reaching certain audiences, such as people who read newspapers or magazines.Online advertising: Online advertising is a rapidly growing industry, and it offers a variety of ways to reach consumers. Some of the most popular forms of online advertising include search engine marketing, display advertising, and social media advertising.Social media advertising: Social media advertising is a great way to reach a large audience of potential customers, and it's relatively affordable. However, social media advertising can be difficult to measure, and it's important to create ads that are relevant and engaging.中文回答：广告类型多种多样，企业可以选择不同的方式来推广其产品或服务。
外文翻译 2
附件1：外文资料翻译译文WCDMA系统Ahmed Hassan2.1背景GSM系统最初设计是提供语音和低速率的数据业务。
用户数据速率的无线接口使用单个物理信道，即一个时隙一个TDMA帧，最初速率是9.6 kbps.在第二期GSM系统中，两种新业务通过允许MS占用多个时隙来提高用户数据速率，就是所谓的2.5G。
这两种业务是高速电路交换数据（HSCSD）和通用分组无线服务（GPRS）。
为了在GSM网络上获得更高的数据访问，HSCSD允许个人占用多个连续时隙，而不是限制在GSM TDMA标准中每个用户只占用特定的时隙。
HSCSD为了数据传输放松了GSM标准中原先指定的差错编码控制算法，使可用的应用数据速率达到14.4kbps。
HSCSD让用户通过占用四个连续时隙使传输速率达到57.6kbps。
相比之下，GPRS在无线端口上使用分组连接，仅仅当信息传送时，用户占用一个或多个通信信道。
HSCSD是一种理想的实时互动网络会议，而GPRS 是非实时性的网络应用，包括检索电子邮件、传真、不对称网络浏览。
当GSM 无线信道的八个时隙都分给GPRS时，用户的最高速率可以达到171.2kbps(八个时隙乘以21.4kbps).另一个增加用户数据速率的方法是采用更高层次的调制方案:增强型数据速率GSM演进技术（EDGE）。
EDGE的加强GSM数据速率的背后驱动力是提高调制方法。
EDGE可以根据不同的信道条件在两种调制方式中转换。
EDGE在质量差信道使用GMSK调制方式，在质量好的信道使用8-PSK调制方式。
这是通过借助链路适配功能允许MS和BS根据需要选择这两种不同的调制方式。
因此，调制方式的选择应根据无线链路的质量来提供更高的速率。
EDGE在单一的GSM信道为一个独立专用用户提供高达384kbps的数据速率。
这些选择为通过GSM技术接入网络和支持各种创新手机提供了重大的改善。
然而，所有这些选择对多媒体和巨大的速率依然有限制，这导致了3G系统的改革。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
第３４卷 第１期石家庄经济学院学报Ｖｏｌ畅３４Ｎｏ畅１２０１１年２月ＪｏｕｒｎａｌｏｆＳｈｉｊｉａｚｈｕａｎｇＵｎｉｖｅｒｓｉｔｙｏｆＥｃｏｎｏｍｉｃｓＦｅｂ．２０１１收稿日期：２０１０－０９－１６基金项目：河北省科学技术研究与发展指导计划项目：“基于网络的跨文化广告传播研究”（０７４５７２１０５）。
作者简介：李金英（１９６８—），女，河北藁城人，石家庄经济学院外国语学院教授，主要从事跨文化广告与网络广告等研究。
网络化背景下的跨文化广告传播研究李金英，刘 芳（石家庄经济学院外国语学院，河北石家庄０５００３１）摘 要：随着全球化及信息化的迅猛发展，网络这一广告的新媒体，在跨文化广告的传播中占据着很重要的地位。
分析网络广告跨文化传播研究现状及动态，探讨网络广告的概念、分类与特点，解析网络广告与文化的关系，指出网络跨文化广告传播应遵守网络广告道德规范，重视当地消费者的价值观、消费习惯及宗教信仰，在传播民族文化的同时避免文化冲突等。
关键词：网络广告；跨文化；广告传播中图分类号：Ｇ１１４ 文献标识码：Ａ 文章编号：１００７－６８７５（２０１１）０１－０１１２－０４ 一、网络化背景下研究跨文化广告传播的意义及国内外研究现状（一）研究意义以网络为媒介的信息传播在现代社会中占据着越来越重要的地位，网络在广告传播中已经成为不可替代的媒体。
但是，网络在传播广告中也出现了一些问题，如：虚假广告、不道德广告、违背社会伦理、有悖于社会文化的广告等。
怎样利用网络的交互性、实时性与传播范围广等优势进行广告传播是个值得深思的问题。
在商品经济发达的今天，广告的制作不单单局限于商品的介绍，必须在广告中注入文化的内容，满足受众对文化的需求。
广告与文化息息相关，但是世界各民族的文化由于地理位置、历史的发展过程不同而呈现出形态各异的文化，因此，在广告的跨文化传播中，应避免因为广告的失败而导致商品营销失败的悲剧发生，这是广告营销和策划的一个具有理论意义和实践意义的问题。
（二）国内外学者对网络广告都给予了关注ＪｕｌｉａｎｎＳｉｖｕｌａｋａ（１９９８）分析了网络广告的发展优势，探讨了其发展趋势。
其他学者ＴｏｍＨｙａｎｄ（１９９８），ＲｉｃｋＢｏｙｅ（１９９８），ＭｉｃｈａｅｌＢａｙｅ＆ＪｏｈｎＭｏｒｇａｎ（２００５），ＪｏｈｎＪａｃｏｖａｋｉｓ（２００６），ＤａｅｇａｎＳｍｉｔｈ（２００４），ＪｏｎＷｕｅｂｂｅｎ（２００６）等从网络广告的信息价值、具体操作、作用、营销及未来的发展趋势等方面对网络广告进行了论述。
国内学者对网络广告业进行了广泛的研究。
杨坚争、李大鹏（２００２）针对当前网络广告蓬勃发展的现状，从广告、营销和网络技术三个角度，对网络广告的理论和实践问题进行了深入的探讨。
高力，王晓清，黎明（２００５）剖析了网络广告所涉及的各个理论问题，阐述了网络广告的制作流程、成本、效益以及需要处理的各种法律关系。
郭娅丽，王兵（２００４），王士龙（２００６），林媛媛（２００１），李健，肖友国（２００２），徐秀勇（２００１），曹益军（２００４）等从网络广告的法律责任，网络广告的现状、发展障碍、发展模式，网络广告的应用范围、广告效果，网络广告的信息传递等方面对网络广告进行了研究。
对于广告的跨文化传播，ＰａｕｌＡ畅Ｈｅｒｂｉｇ（１９９８），ＭａｒｉｃｋｅｄｅＭｏｏｉｊ（１９９８），Ａｎｈｏｌｔ畅Ｓｉｍｏｎ（２０００），ＲｏｄｅｒｉｃｋＷｈｉｔｅ（２０００），Ｖａｒｄａｒ畅Ｎｕｋｈｅｔ（１９９２）等国外学者借鉴人类学家对文化的研究成果，对广告的跨文化传播进行了较深入的研究，指出文化在广告的跨文化传播中起着重要作用。
广告在跨文化的传播中不论是采取国际化原则还是本土化原则，都应与受众国文化相符合，才能被受众接受。
如果与受众国文化相悖，很可能会引起当地受众的反感，甚至会引起国家间争端。
不同国家的广告由于受其所处的文化环境的制约，反映在广告中的文化也有所不同。
有些学者将巴西（Ｔａｎｓｅｙ，１９９０），印度（Ｓｒｉｋａｎｄａｔｈ，１９９１），日本（Ｂｅｌｋ和Ｐｏｌｌａｙ，１９８５；Ｌｉｎ，１９９３；Ｍｕｅｌｌｅｒ，１９９２），英国（Ｆｒｉｔｈ等，１９９１；Ｋａｔｚ等，１９９２），中国（ＨｏｎｇＣｈｅｎｇ等，１９９６）等国广告与美国广告进行比较，发现不同国家的广告在反映文化方面具有差异。
我李金英等：网络化背景下的跨文化广告传播研究国的广告研究者也从文化的角度对广告的跨文化传播与交流进行了研究，阮卫（２００４）、贺雪飞（２００６）、陈培爱等（２００５）、任秀芹（２００１）、肖薇（２００４）、林景英（２００５）、徐德珍（２００３）、韦璐等（２００６）、马永军（２００３）等，分析了中外广告中反映的文化不同，认为透过广告可以看到中西文化中不同的道德观念、价值取向、思维模式。
因此在进行跨文化传播时，应该重视文化差异，避免广告失误。
二、网络广告的概念、分类及其特点（一）网络广告及其分类在网络的整个发展历史中，西方世界对网络的控制与影响远远超过其它国家与地区，互联网就发源于美国；网络广告是由著名传播学者霍金斯提出来的；第一则网络广告于１９９４年１０月１４日出现在美国。
美国学者霍金斯认为：网络广告即电子广告。
它是指通过电子信息服务传播给消费者的广告。
也有人认为：网络广告是指在因特网（Ｉｎｔｅｒ－ｎｅｔ）上播发的广告。
还有人认为，所谓网络广告，是指在互联网的站点上发布的以数字代码为载体的各种经营性广告。
概括地说，网络广告就是以互联网为媒体，利用数字技术制作，并通过网络发布、传播的商业广告。
网络广告是实现网络营销的基本手段之一。
网络广告的形式多种多样，而且随着技术的发展，新的网络广告形式也不断出现，学者们对网络广告从不同角度进行了分类，主要有：１．按照网络广告的形式分类，可以分为：（１）静态的或动画似的旗帜广告，此类广告一般为长方形，类似旗帜散布在网页上；（２）漂移广告，此类广告不停的在网页上漂浮，以引起网页浏览者的注意；（３）全屏广告，此类广告覆盖全屏，具有强烈的感召力；（４）按钮（ｂｕｔｔｏｎ）广告，此类广告类似于旗帜广告和标志（ｌｏｇｏ）广告，但经常表现为不同的图形。
点击按钮广告，将会引导浏览者进入到一个广阔的天地。
（５）游戏广告，此类广告游戏是利用互动游戏技术将嵌入其中的广告信息传达给受众的广告形式，它直接把品牌信息融合在游戏环境当中，产生了更强的广告效果。
（６）声音广告，此类广告采用网络自动声音广告的全新方式播出，只要一打开网页，广告会自动播放。
２．按照网络站点的功能分类，可以分为两种类型：一是网络服务门户站点广告，指在网络服务提供者与网络内容提供者的门户网站上做广告。
由于门户网站的访问者较多，所以有较高的广告价值，但门户网站所能提供的广告空间有限；另一类是广告主门户站点广告，一般是企业（广告主）在自己的信息门户站点发布网络广告，这类广告专业化程度较高，而且广告信息量可以有相当的扩充优势。
３．按照网络广告的对象分类，可以分为定向广告与分类广告。
定向广告有特定的受众，它可以根据广告客商的不同目标用户和投放的需要，根据用户的基本信息、上网习惯和兴趣取向等因素，选择最符合客户需求的网络用户进行广告的定向投放。
定向广告发布技术可以将广告传送给最有可能购买相应产品的网民。
定向广告还可以使广告主及时了解广告的运作细节等信息。
所谓分类广告，是指在版面位置相对固定的一组短小广告的集合，它把广告按性质分门别类地进行有规则的排列，以便读者查找。
分类广告内容多为租让、出售、招商、家政、搬迁、招聘等与老百姓日常生活紧密相关的小规模商业信息。
（二）网络广告的优势及特点网络广告与传统广告（如报纸杂志广告、广播电视广告、以及户外广告）相比，具有以下明显的优势和特点：１．成本低。
网络广告费用相对较低。
因此，网络成为个人和企业发布广告信息的重要平台。
２．速度快。
在传统媒体上发布广告都需要一定的等待时间。
而利用网络发布广告不仅便利，而且时间短，速度快，传播区域与范围广。
３．针对性。
网络广告的受众往往是比较年轻、受教育程度较高、而且有一定购买力的群体。
４．交互性。
网络媒体不同于传统媒体的信息单向传播，而是信息互动传播，用户可以获取他们认为有用的信息，企业或商家也可以及时得到用户反馈的信息。
５．便利性。
网络广告往往与电子商务、网上营销相结合。
因此，网络广告及网络营销具有灵活、便利等特点。
６．时空无限性。
网络广告的传播不受时间和空间的限制，它通过国际互联网络把广告信息全天２４小时不间断地传播到全球。
只要具备上网条件，任何人，在任何地点都可以阅读。
这是传统媒体不可比拟的。
三、网络跨文化广告传播（一）网络广告与网络文化近年来，网络广告已经深入到人们生活的方方・３１１・石家庄经济学院学报第３４卷第１期面面，只要人们打开计算机上网，网络广告就会出现。
可以说网络在告知人们产品信息的同时，刺激着网民（消费者）购买产品或服务。
语言是文化的承载和反映，网络广告语言不可避免地反映了现代网络文化。
在现代社会，由于社会的进步，经济的发展，人们的价值观，生活方式和消费习惯等都发生着变化，网络广告的语言不可避免地反映了这一变化，而且，网络广告语言对于这种变化的反映也应该符合网络广告受众的文化，这是网络跨文化广告成败的关键因素。
学者们历来认为，文化是个复杂的系统，包括人们衣食住行等各个方面。
不同领域的学者从不同的角度对文化进行了定义。
文化人类学家爱德华・泰勒在其枟原始文化枠一书中，将文化定义为包括知识、信仰、艺术、道德、法律、习俗以及包括作为社会成员的个人而获得的其他任何能力、习惯在内的一种综合体。
然而网络文化是网络这一现代科技与文化结合的产物，是一种社会亚文化，随着网络的快速发展，网络文化越来越受到人们的重视。
网络文化是指网络上的具有网络社会特征的文化活动及文化产品，是以网络物质的创造发展为基础的网络精神创造。
广义的网络文化是指网络时代的人类文化，它是人类传统文化、传统道德的延伸和多样化的展现。
而狭义的网络文化是指建立在计算机技术和信息网络技术以及网络经济基础上的精神创造活动及其成果，是人们在互联网这个特殊世界中，进行工作、学习、交往、沟通、休闲、娱乐等所形成的活动方式及其所反映的价值观念和社会心态等方面的总称，包含人的心理状态、思维方式、知识结构、道德修养、价值观念、审美情趣和行为方式等方面。
在现代网络占重要地位的社会，网络广告丰富的语言体现了现代社会深刻的文化内涵。
大致来说，网络广告所要传递的信息蕴含于广告的三个不同层次：①网络广告的表层含义。
其表层含义即网络广告受众在看到广告时对其中的人或物所产生的最初印象。
②网络广告的销售信息。
这是广告人在发布网络广告时的主要目的。
通过将商品的信息与所涉及的服务或生活方式相联系，广告人可以很巧妙地将商品的信息传达给受众。