广告英语整理

Unit1

1.At the beginning of the 20th century,Albert Laser,generally regarded as the father of modern advertising，defined advertising as “salesmanship in print，driven by a reason why.”20世纪初，被称为现代广告之父的阿尔伯特·拉斯克尔把广告定义为“由因果关系驱动的印在纸上的推销术。”

2.Advertising is the structured and composed nonpersonal communication of information，usually paid for and usually persuasive in nature，about products（goods，services，and ideas）by identity sponsors through various media.

广告是有组织的、综合的、非个人的信息传播活动，通常是由可识别的赞助商以付费使用的方式通过各种媒体，传达关于产品、服务或观点的说服性信息。

3.Advertising reaches us through a channel of communication referred to as a medium. An advertising medium is any paid means used to present an ad to its target audience.

广告通过一种被称为媒体的传播渠道到达我们，任何付费的可以把广告呈现在其目标受众面前的载体都是广告媒体。

4.Advertising can help get new products off the ground by giving more people more “perfect information”.

广告通过向更多的人提供更多的“完美”的信息，有助于新产品上市。

5.when business cycles are down，advertising may act as a stabilizing force by encouraging more buyers to buy.

当商业周期下降时，广告也许会作为一种稳定的力量鼓励更多的人来购买商品。

6.In countries where consumers have more income to spend after their basic needs are satisfied，advertising stimulates innovation and new products.

在那些消费者的基本需要得到满足后人们还有很多收入的国家，广告鼓励创新和新产品。

7.The American Association of Advertising Agencies（4As）defines an advertising agency as an independent organization of creative people and business people who specialize in developing and preparing marketing and advertising plans ,advertisements，and other promotional tools.

美国广告公司协会（4As）为广告代理公司所下的定义是：广告公司是一个独立的组织，由创意人员和业务人员组成，这些人专门从事制定营销和广告计划、制作广告和其他促销工具。

8.The agency purchases advertising space and time in various media on behalf of different advertisers ，or sellers (its clients) to find customers for their goods and services.

广告代理商代表不同的广告主购买广告时间和空间，或者为卖主（它的客户）的商品和服务寻找消费者。

9.The agency isn’t owned by the advertiser,the media,or the suppliers,so it can bring an outside,objective viewpoint to the advertiser‘s business——a state the advertiser can never attain.

最大的全国性广告公司也是国际性广告公司。他们在世界各地主要的传播中心设有办公室或分部，根据情况，国际广告公司可以帮助他们的客户进行跨国或全球性的销售。

10.One additional advantage of using a media-buying services is that since it buys media in large quantities，it often acquires media time at a much lower cost than an agency or advertiser could.

使用媒体购买公司的另外优点是由于大量购买媒体，它能够以比广告主或广告公司低得多的成本获得媒体的时间。

11.In advertising，the ending of mental concepts into symbols ——is the responsibility of the creative team. While the client is the sponsor of the advertising,the creative team is the author.