译林牛津高一英语4UnitAdvertising电子文本、课文注释及翻译

语篇翻译
（一）课文注释
Advertisements
Nowadays，we can find advertisements almost wherever we go。

we are so used to①them that we often do not even realize how many we see and hear in a day。

I did some research on② advertisements, and have
some
very important information to share with you.
What is an advertisement?
An advertisement uses words and pictures to persuade people to ③buy a product or service，or to believe in④ an idea. Newspapers，magazines, the Internet，radio and television are the most common places to find them。

There are two main types of advertisements--commercial advertisements and public service advertisements(PSAs)。

A commercial advertisements is one which someone has paid for⑤to advertise a product or service. PSAs are often run for free⑥，and are meant to⑦educate people about health，safety, or any other problem that affects public welfare⑧.
Does an advertisement tell people the complete truth?
There are laws to protect people from advertisements that cheat⑨people. However，we still must be aware of⑩the skilful methods used
in ads to try and sell us things。

Even if an ad does not lie，It does not mean it is altogether innocent。

⑪One toothpaste ad declares，'Bright-Teeth fights bad breath!' This statement tries to fool you into ⑫assuming that⑬the toothpaste cures bad breath，yet it does not say that！All it says is that it fights it, and that is not the same thing at all. One grocery tells customers，You are proud of your cooking，so shouldn't you buy the very freshest food? 'This ad is very clever，because it tells customers they are good cooks。

However, it never says that this grocery has the freshest food！The grocery just hopes that when you read the ad，you will feel pleased with⑭the nice comment, remember the words ’freshe st food'，and make a mental connection with ⑮the food in the grocery. We must not fall for⑯this kind of trick！
Public service advertisements。

Not all ads play tricks on⑰us though. PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public PSAs aim to teach us and help us lead，better lives. Our government understands this and has been using PSAs to educate people for many years。

China began a nationwide public service advertising campaign⑱in 1996，and since then various types of PSAs have appeared around the country。

You have probably seen or heard some of them yourself, such as, 'Yes to life, no to drugs' and’ Knowledge changes life'. these ads deal with⑲widespread⑳social concerns. There are also PSAs
that encourage people to support public service projects，such as Project Hope。

Its motto is 'Project Hope-—educating every child'。

There are even PSAs to teach us how to live healthy lives。

One of these is, 'when you smoke cigarettes, you are slowly killing yourself'。

All of these ads are meant to benefit错误!the public，and you can often learn a lot by following the advice错误!they give.
Finally，I wish to tell you this think about why you should do the things the ad suggests, or buy the product or service the ad promotes. When it comes to错误!advertisements, we must all use our intelligence and not be a slave to them!
课文注释
①be used to (doing）sth 习惯于
②do some research on 做研究
③persuade sb to do sth 说服某人做某事
④believe in 信任，信仰
⑤pay for 付款，为…付出代价
⑥run… for free免费运营run vi. 经营；奔跑;运转vt. 管理,经营;运行；参赛n. 奔跑;赛跑
⑦be meant to 旨在，打算
⑧welfare n。

福利；福利事业
⑨cheat vt。

欺骗；骗取vi. 欺骗；作弊n. 欺骗，作弊；骗子
⑩be aware of 意识到
⑪innocent adj。

adj. 无辜的；无罪的；无知的
⑫fool sb into哄骗某人干某事
⑬assuming that 假定
⑭feel pleased with 对.。

感到高兴，满意
⑮make a connection with 与.。

.有联系
⑯fall for 上.。

.的当；受。

..的骗
⑰play tricks on捉弄,欺骗
⑱campaign n. 运动;活动；战役
⑲deal with 涉及，论述;处理;应付;做生意
⑳widespread adj。

普遍的，广泛的;分布广的
错误!benefit vt. 有益于，对…有益vi. 受益,得益benefit form n。

利益，好处
错误!follow the advice 听从劝告/忠告
错误!When it comes to 当提到；就……而论
课文译文
广告
如今，无论我们走到哪里，几乎都可以看见广告。

我们已经对广告习以为常，甚至常常都意识不到在一天中看见或听见多少广告。

我对广告进行了一些研究,有一些非常重要的信息要与你分享。

什么是广告？
广告使用文字、图片来说服人们购买一种产品或服务，或者接受某种观念.报纸、杂志、互联网、广播和电视是最常见到广告的地方。

广告有两种主要的形式--商业广告和公益广告(简称PSAs)。

商业
广告是为了推销某种产品或服务而花钱做的广告。

公益广告往往是免费投放的，旨在就有关健康、安全或影响到公共福利的任何其他问题教育人们.
广告告诉人们全部实情了吗?
尽管有法律保护人们免受虚假广告的侵害.但是我们仍然应该了解广告中试图向我们兜售东西的常用技巧。

即使一则广告没有撒谎，也并不意味着它就是完全“清白”的。

一则牙膏广告宣称“亮齿牌牙膏挑战口臭！”这一表述试图糊弄你，让你误以为这种牙膏可以治愈口臭，但事实上广告中并没有这样说！广告所说的就是牙膏“挑战”口臭，这和“治愈"根本不是一回事。

一家食品杂货店告诉顾客．“您为自己的厨艺骄傲，难首您不应该购买最新鲜的食品吗?"这则广告非常聪明，聪明就聪明在它恭维顾客是好厨师.但是，它决不声称本店供应的是最新鲜的食品。

这家食品杂货店只是希望当你读到这则广告时，你会很乐于看到其中的恭维，记住“最新鲜的食品”这个词，在心理上将其与该店里的食品联系起来。

我们切莫掉进这类陷阱中！
公益广告
但并非所有的广告都跟我们玩花招。

公益广告使用一些同样的方法，例如用吸引人的图片和巧妙的文字，但是它们的目的是服务公众。

公益广告旨在教育我们，并帮助我们过上更好的生活。

我们的政府了解这一点，多年来一直用公益广告教育人们.中国于1996年开始一场全国性的公益广告宣传活动，从那时起、多种形式的公益广告在中国出现。

你自己可能就看到过或听说过其中的一些，例
如“珍爱生命，远离毒品”以及“知识改变命运”。

这些广告关注普遍存在的社会问题。

还有一些公益广告鼓励人们支持公益事业项目，例如希望工程.希望工程的宣言就是：“希望工程—-让每一个孩子都可以上学。

”甚至还有一些公益广告指导人们如何健康地生活。

其中之一是“吸烟等于慢性自杀。

”所有这些广告都旨在使大众受益。

遵循这些广告给出的建议，你往往可以学到很多东西。

最后，我想告诉大家：想想你为什么要做广告建议你做的事情，或者为什么要买广告推销的产品或服务。

谈及广告，我们都必须运用自己的智慧,而不要做广告的奴隶.
语篇翻译
课文注释
How do you build①an ad campaign？
Unlike a single advertisement, an ad campaign is a planned programme of advertisements using various kinds of②ads to reach③a certain audience. When you start a successful ad campaign，you must have a clear aim and an audience in mind④。

It is important to figure out⑤exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you .may need to employ⑥different kinds of media，including posters, newspapers，magazines，radio and television。

There are three major questions you must first consider：
1. Who is the audience for your ad campaign?
The people you want to reach are your target audience. In order to
determine⑦your audience, you will need to do a little research and analysis ⑧in advance⑨. You will need to explore ⑩what the audience already thinks. It is very important to know your audience so you can create the right message for the right people。

2. What do you want your ad campaign to say？
After you have decided who your audience is，it is time to⑪decide what you want the audience to know or think about。

It is important to always try to appeal to⑫the audience in order to get them to react⑬in a certain way. You can gather this information⑭from your research。

When planning a public welfare campaign, you may want to ask yourself：•What does my audience already know about this problem?
•What aspects of this problem would they care about or be concerned with⑮？
•Is there some history behind the problem that they would be interested in？
•How does the problem personally⑯affect their lives？
3。

How do you reach your audience？
There are lots of different ways to get your message across⑰when you are putting together⑱an ad campaign. You must decide what, approach ⑲you want to use. This decision should depend mainly on⑳your target audience and which kinds of ads reach that group best，
课文注释
①build vt. 策划；建立，创立；构筑vi. 建筑;建造
②various kinds of 各种各样的，多种多样的
③reach vt. 影响；达到；抵达;伸出vi. 达到；延伸;伸出手;传开n。

范围;延伸;河段
④have sth in mind 心中想着，想到;记得某事，想要做某事;
⑤figure out 弄清楚,弄懂；计算出
⑥employ vt. 运用,使用,采用；雇用;使忙于，使从事于
⑦determine vt. 决定，确定；判定,判决；vi。

确定；决定
⑧analysis n. 分析
⑨in advance 预先，提前
⑩explore vt. 探明,探索；探测；探险vi. 探索;探测；探险
⑪it is time to do sth。

是做某事的时候了，该做某事的时候了
⑫appeal to v. 对…有吸引力;呼吁，恳求,要求；诉诸,上诉
⑬react vi。

做出反应；回应
⑭gather information 搜集信息
⑮be concerned with 关心;相干；涉及
⑯personally adv。

亲自地;当面；个别地；就自己而言
⑰get sth across 把。

.。

表达清楚；使.。

.被理解
⑱put sth together组织,组合;放在一起;装配
⑲approach n. 方法；途径；接近vt。

接近；着手处理vi。

靠近
⑳depend on 取决于；依赖;依靠
Anti①-smoking ad campaign
Every year millions of people around the world die due to②smoking。

Every pocket of contains poisonous chemicals that can result in③lung Cancer and heart disease. This costs countries a lot of money and causes great damage to④the welfare of the people。

There are huge numbers of ⑤smokers in Asia，This is why we have chosen anti—smoking as the subject⑥of our ad campaign。

The target audience is high—school teenagers. Our main aim is to discourage young people from⑦smoking。

Our research shows that young people care about their health and future。

We will educate them about the bad physical effects of smoking and how smoking affects those people around them. We will explain all the advantages of not smoking，such as⑧saving money which can then be spent on other things。

Our interviews also indicate⑨that young people are concerned about⑩what is cool and what their friends like. We will show how smoking is not cool or attractive，because it makes people smell terrible，and gives them bad teeth，skin and fingernails⑪. If we can convince young people not to⑫start, they might then urge their parents and other people to ⑬give up smoking，too。

Our campaign will start on 31 May，World No Tobacco Day。

We will put large poster s⑭around the school with our logo and slogan。

Our website will provide students with⑮more information about smoking. We will also publish an article in the school magazine informing students about⑯the dangers of smoking，and we will organize an essay
competition as well⑰.
Our slogan: Smoking kill s⑱！
Many people think that smoking is cool or enjoyable，but they are not fully aware of⑲the damage that it does to their health。

This is why we choose this picture as our logo. We want to shock people into ⑳realizing that many smokers die all too soon from illnesses and diseases related to smoking.
课文注释
①Anti- pref. 表示“反对，抵抗”之义anti—smoking ad campaign 反吸烟广告宣传活动
②due to由于due: adj。

到期的；预期的；应付的；应得的
③result in 导致, 引起= lead in=contribute to=cause=bring about ［反义] result form：由于
④cause/do great damage to 对…造成巨大损害
⑤huge numbers of 数量极多的
⑥subject n. 主题；科目
⑦discourage sb. from 劝阻某人做某事；阻止某人做某事
⑧such as比如；诸如
⑨indicate vt. 表明；指出；预示；象征
⑩be concerned about 关心;担心，挂念
⑪fingernail n. 指甲；手指甲
⑫convince sb. not to do sth说服某人不做某事
⑬urge sb. to do sth 敦促某人做某事;强烈要求某人做某事
⑭poster n。

海报,广告；招贴
⑮provide sb。

with sth。

=provide sth for sb. 提供某人某物
⑯inform sb. about/of sth 告知某人某事
⑰as well也；同样地
⑱kill vi. 导致死亡；杀死vt. 杀死;扼杀；使终止；抵消
⑲be fully aware of 充分意识到
⑳shock sb。

into doing sth 使受震惊而……
课文译文：
如何策划广告宣传活动？
不同于一则单独的广告，广告宣传活动是预先策划的系列广告，利用各种广告形式去影响特定的受众。

当你要开始一项成功的广告宣传活动时，你的头脑中必须有明确的目标受众。

重要的是，你得确切弄清楚想要告诉受众什么,想让他们做什么。

在一场广告宣传活动中，你可能需要运用多种不同的媒体,包括海报,报纸，杂志，广播和电视。

你首先必须考虑三个主要问题：
1 谁是你广告宣传活动的受众？
你想影响的人群是你的目标受众。

为了明确目标受众,你需要事先做一些研究和分析。

你需要去探明受众已有的想法。

了解受众非常重要，这样你才可以针对合适的对象给出适当的信息.
2你希望你的广告宣传活动说什么？
在确定受众之后，你就该决定你想让他们知道什么或者思考什么了.为了让受众作出预期的反应，始终努力去吸引他们是非常重要的。

你可以从你的调研中收集此类信息.在策划一场公共福利宣传活动时，你可能需要问自己以下问题:
●我的受众对这个问题已经了解了多少?
●他们会关心或者担忧这个问题的哪些方面？
●他们感兴趣的这个问题有没有某种历史背景?
●这个问题如何影响到他们的个人生活？
3。

你该如何吸引你的受众？
当你组织一场广告宣传活动时，有许多不同的方式可用来传达讯息。

你必须决定你想用哪一种方法。

这个决定应该主要取决于你的目标受众和哪一种广告最能吸引这群人。

反吸烟广告宣传活动
每年全球有成千上万人死于吸烟。

每一包香烟都含有可以导致肺癌和心脏病的有毒化学物质。

这让许多国家花费了大量的钱，给人民的福祉造成了极大的损害。

在亚洲有大量的吸烟者。

这就是为什么我们选择反吸烟作为我们广告宣传活动的主题。

我们的目标受众是高中的青少年。

我们的主要目的是劝阻年轻人，要他们不要吸烟。

我们的研究表明年轻人关注他们的健康和未来。

我们将告诉他们吸烟对身体造成的不良后果，以及吸烟如何影响他们身边的人。

我们将说明不吸烟的各种好处，例如省下钱来花在其他地方。

我们的采访还表明年轻人在乎什么是酷以及他们的朋友喜
欢什么。

我们会告诉他们吸烟为什么不酷，为什么没有吸引力，因为吸烟会让人们身上有难闻的气味,让他们的牙齿腐蚀，皮肤变差，指甲变黄。

如果我们可以说服年轻人不要开始吸烟,他们也有可能会监督他们的父母和其他人戒烟。

我们的广告宣传活动将于5月31日世界无烟日开始。

我们将在学校周边张贴大幅海报，海报上有我们的标志和口号.我们的网站将为学生提供更多有关吸烟的信息.我们还会在学校杂志上发表一篇文章告诉学生们吸烟的害处，并组织一次作文竞赛.
我们的口号：吸烟导致死亡！
许多人认为吸烟很酷或者很享受，但是他们没有充分认识到吸烟对健康造成的伤害。

这就是为什么我们选择这幅图作为我们的标志。

我们希望警醒人们，让他们认识到许多吸烟者过早地死于与吸烟有关的疾病。