常用设计类英语

平面设计graphic design企业识别系统corporate identity system企业视觉形象计划corporate visual identity program标识logo标识图案logo pattern标准字体logotype商标trademark标准色彩house color独特风格house style提案及制定该机构视觉形象计划的*作标准手册corporate design manual视觉辨认力测试legibility test色彩样本条colour swatch提案proposal纸类stationery营业报告书annual report理念识别Mind Identity行为识别Behaviour Identity视觉识别Visual Identity商标、标志trademark and signs标志logo(sign)包装设计packaging design书籍装祯book binding商业美术commercial arts商业摄影commercial photography字体设计literature design橱窗设计window display容器造型container modelling插图illustrations广告advertisement美术字artistic calligraphy广告画、宣传画poster手提袋hand bag购物袋shopping bag美国广告协会AAAA the American Association of Advertising Agencies （在广告公司和广告客户之间起联系作用的）广告负责人account executive 即兴广告adlib广告advertising广告代理人、广告公司advertising agency广告代理人advertising agent广告经纪人advertising broker广告记录表advertising calendar广告周期advertising cycle广告经理advertising manager广告调研advertising research广告中间商agent middlemen销售分析anatomy of a sale（电视、广播广告的）最后定稿answer print美术指导art director广告中的非文字部分art of Art work字母的上半（或下半）出头部分ascender广告初稿的编排草稿asymmetrical layout广告妙语attention getter广告对象audience广告的有声部分audio广告正文body copy商品的品牌名称brand name广播广告broadcast advertising小册子brochure产业出版物business publication购买动机buying motive月历设计calendar商品说明书catalogue分类广告classified advertising商业广告commercial advertising商业广告艺术家commercial artist消费者广告consumer advertising消费者consumers合作广告cooperative advertising广告撰稿负责人copy chief广告（文案）撰稿员copywriter广告语句（文案）创作copy writting公司广告部corporate advertising department （广告）创意大纲creative platform工业广告industrial advertising广告插页insert封面内页inside front cover封底内页inside back cover封底back cover国际广告international advertising广告布局（版式）layout广告时间time spot广告预算task budgeting（一种成本极底的）广告传单throwaways（印有广告商品或广告信息的）小商品specialities 广告口号、标语slogan车站广告牌station poster色彩黑black白white黄yellow洋红（品红）magenta青cyan绿green灰gray紫purple红red深红crimson朱红vermilion粉红pink猩红、鲜明scarlet玫瑰红rose madder胭脂rouge赭石umber橙黄orange古铜色、赤褐色bronze藤黄rattan yellow/light bright yellow柠檬黄lemon yellow土黄yellow ochre赭黄sienna翠绿emerald棕、褐brown淡绿light green深绿dark green/intense green石绿mineral green蓝blue天蓝azure淡蓝light blue深蓝dark blue靛青indigo花青flower blue钴蓝cobalt blue群青ultramarine blue紫罗兰violet金色golden银色silver象牙色、乳白色ivory铅色、铅灰色leaden乳金milk gold铅白lead white色样colour sample你应该知道的广告英文知识1.What is advertising？什么是广告？Build animpression on the consumer’s mind in order to have consumers by certain product。

在消费者脑海中建立一个印象，使得消费者购买某项产品。

The impression is called brand。

这个印象就是品牌。

So advertising is to build up the brand。

所以广告就是建立品牌。

2.How do we come out a piece of advertising我们如何创作广告Client briefing客户简报Research Recommendation市场调研建议SWOT Analysis优劣势分析Advertising Strategy广告策略Presentation提案Creative Development创意发想Creative Presentation创意提案Media Planning媒介计划Media Plan Presentation媒介计划提案Creative Production创意制作Media Placement媒介投放Advertising Tracking广告跟踪3.The terminology of advertising广告业的术语Advertising agency广告代理商Client客户Marketing行销Market行销者Marketing Mix行销组合Product产品Pricing订价Promotion促销Place（Distribution）渠道Marketing Objective行销目标Marketing Strategy行销策略Marketing Programs行销活动Marketing Plan行销计划Marketing Manager市场部经理Marketing Executive市场执行Product Manager产品经理Brand Manager品牌经理Brand Steward品牌管家Full Service Agency全面（整体）服务代理商Account Service客户服务Account Executive业务执行Account Manager业务经理Account Director业务总监Group Account Director客户群总监Client Service Director客户服务总监（协理）Briefing简报Blue Print蓝图Advertising Strategy广告策略Target Audience目标对象Competitor竞争者Consumer Promise消费者承诺Tone&Manner语气与态度Brand Personality品牌个性Positioning定位Segmentation区隔Cannibalization品牌替换Contact Report会议记录Status Report工作进度报告Memo备忘录Cost Estimate，Production Estimate，Quotation估价Job Order工作卡Presentation提案Revision修正Production制作Moni-bring监看Post-buy-analysis购买后分析Media Executive媒介执行Media Planner媒介计划人员Media Buyer媒介购买人员Media Plan媒介计划Media Objective媒介计划Media Strategy媒介策略Media Placement（Exection）媒介投放Reach触机Frequency频率Cue List，Transmission Schedule投放时间表Copy Writing文案撰写Headline标题Tag Line口号Body Copy文案Layout构图Positive正片Negative负片Typeface字体Art Design艺术设计Art Direcion艺术指导（工作）Storyboard脚本Rough草稿Campaign广告运动Campaignable Idea可延展的广告创意Tear Sheet样张Telecast Copy样带Creative创意人员，作品Copy Writer文案撰写Art Director艺术指导Visualizer视觉成型Concept概念Idea点子Concept Development Idea Generation发想Rough Cut初剪带A Copy，Duble-head看片带B Copy Station Copy播出带Umatie Betacam（一种录像带的格式）One Inch Tape一寸带Master Copy原片Soundtrack音轨Censorship送检带Finished Artwork完稿Color Seperation分色Color Proof打样Photograghy摄影Ustration插画Air Brush喷修Typesetting打字（照排）Film菲林、网阳片Market Research市场调查Consumer A & U Study消费者态度，行为调查Central Location Test定点调查Focus Group Discussion座谈会Research Report测试报告Top Line Report摘要报告Research Proposal市调计划Field Work调查Brand Awareness品牌知名度Aided Awareness提示后品牌知名度Local Currency本地货币Hard Currency强势货币Pitch比稿Partenership伙伴关系Hand-outs，Hard Copy硬拷贝（纸上的文件）Proposal企划案Radio broadcasting advertising——广播广告Television advertising——电视广告Yellow page advertising——黄页广告OD广告(Out Door)——户外广告DM（Direct Mail）——直邮广告MD（Managing Director的缩写）——广告公司内的最高统帅，中文惯例译为总经理CD（reative Director的缩写）——创作总监。