动画设计电视广告论文中英文外文翻译文献

中英文外文翻译文献

原文：

Ads and PSAs

⑴Copywriting for Visual Media

Before television, there was radio advertising and film advertising in movie houses.Y ou still see local ads in some movie theatres before the program starts. So the principle of selling time between programming for commercial messages grew up with the visual media. A format that is probably unique to television was developed to deliver short visual commercial messages very efficiently and effectively in breaks between programs. The air time was sold to advertisers to generate the operating revenue and profit for the television companies.

Television provides access to the majority of homes and, therefore, to the largest audience. Before television, few people had dealt with the pressure to communicate product or commercial information in a rapid, attention-getting way that television needs. It was, and still is, very expensive to buy air time. Because television is the most expensive

advertising medium, it has driven the writers and producers of commercials to refine their techniques so as to deliver a complete message in a small amount of time. The cost of this time far exceeds the production cost of making the message itself.

The short ad has become a kind of twentieth-century art form with a constantly evolving style. It has attracted much writing and directing talent from around the world, drawn partly by the money they can make and partly by the opportunity to graduate to longer forms. Ads are special because they are so short—usually under a minute. Everyone has seen them, which is not so true for some other formats.

Almost all television viewers have seen public service announcements (PSAs),which are messages that are broadcast for the public good. PSAs are sometimes paid for by sponsoring organizations, but they are usually furnished to broadcasters to fill any empty spots in the commercial break. This is one way in which television stations help the community to which they broadcast and fulfill an obligation of their FCC license to broadcast over public air waves. Of course, PSAs usually run late at night or in other less commercially desirable time slots. Not everyone can write a feature film script, but anyone can write a 30- or 60-second PSA, so it is a good place to start.

⑵Copywriting V ersus Scriptwriting

Let us distinguish between copywriting and scriptwriting.

Copywriting includes print and media writing. National advertising campaigns on television are devised and produced by advertising agencies retained by the client company. Learning about this kind of writing and the business of advertising and public relations usually takes place in a specific track and specialized courses in communications studies.Although visual writing is involved in some kinds of copywriting, there are so many other issues involved in copywriting that it is better to leave those dedicated issues aside and deal with visual writing that happens to be part of copywriting.

However, small markets in the broadcasting world serve local clients who cannot afford an advertising agency. Somebody has to write these ads for the station’s clients. It could be a staff member, part of a unit that sells t he station’s time, or it could be a freelance writer paid by the station to do this writing work when needed, or a local ad agency. We need to keep in mind that these kinds of local ads are made on small budgets, sometimes at cost, by the station selling the air time because their profit comes from selling that air time. They often have spare production capacity—a studio, cameras, a camera crew, and an editing facility. This means that the ad must be written for that budget range without slick effects or expensive graphics, without travel to expensive locations, and without expensive talent. It brings us back to the perennial challenge that every scriptwriter faces:to write creatively and invent original visuals