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Lesson 3 The Advertising Game The classic advertisement is one that gives information about finding certain products. It is likely to be just the name of a company, part of which may be a general location. For example, it could be "Shanghai Sewing Machine", or "Tsing Tao Beer Corporation",and you would know what the companies sell, where they are located, and the brand names. However, this kind of advertising might not be suitable when there are products and services in direct competition with each other in the market place. In such situations, advertisements need to attract, and hold the attention of the public. Some advertisements consist of pictures or the words of experts to show people how good the products are. Others try to create advertisements that people simply enjoy looking at. As present-day advertisers often have large budgets,a lot of money is spent on applying modern techniques of design to make these advertisements as visually attractive as possible. However, even this is often not enough to be noticed in a modern city. Because of the advertising boom, people are used to seeing high standards of visual design. Modern advertisements must stand out in a world full of competition by combining the highest standards of design with ideas linked to the products to make them more attractive. For example, some advertisements may suggest that buying a car can make you free. That is, they use the concept of freedom to sell the car. Other common ideas include happiness, wealth and success. In fact, in the world of advertisements, such content is as old as advertising itself. For many of today's advertisers, repeating old ideas is not a successful approach. They realise that it does not matter how attractive the idea linked with the product is - most people know that the main purpose of the advertisement is making customers spend money. Instead, these advertisers look for other ways to make people notice their products. The top advertisers of today believe that using humour as well as new and unusual ideas to surprise people is important in modern advertisements. Their aim is to create something that has never been seen before and is fascinating for people to look at. By doing this, they hope to make people forget that someone is trying to sell them something! However, not all advertising is about selling products and services for a profit. Some contemporary advertisements mainly aim to make contributions to society. There are public advertisements which encourage citizens to participate in improving their neighbourhood, protecting the environment, and helping other people. Over the last decade, the government has worked hard at using advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc. These advertisements have helped to increase public knowledge,which has made our society a better place for everyone. 第3课 广告游戏 传统的广告只为找到某种产品提供信息。 它很可能只是公司的名称，其中可能含有公司的大概位置。 如：“上海缝纫机厂”，或“青岛啤酒厂”，一看你就知道他们卖的产品，地理位置和品牌名称。 然而，这种广告可能就不太适合，如果产品和服务在市场上互相进行直接竞争的时候。 在这种情况下，广告需要吸引和保持公众的注意力。 有些广告中含有一些专家的图片或专家说的话，告诉人们该产品如何好。 还有一些广告的设计只是让人们欣赏其画面。 当今的广告设计者常常拥有大量的资金，他们把大笔的钱用在现代设计技术上，以使广告在视觉上尽可能地吸引人。 然而即使这样，这经常不足以在现代城市中引起关注。 由于广告的繁荣，人们习惯于看到高水准的视觉设计。 现代广告要想在激烈的竞争中胜出，必须把最高水平的设计和产品理念相结合。 比如，有些广告示意买车可以给您自由。 其实，他们是在用自由的理念来卖车。 其他常见的理念包括幸福、财富和成功。 事实上，就广告界而言，这些内容都已很陈旧。 对当今很多广告设计者来说，重复旧的理念已不是有效的办法。 他们意识到，与产品相关联的理念多么吸引人并不重要-多数人知道广告的主要目的就是让消费者花钱。 因此，广告设计者寻找其他方式来使人们关注他们的产品。 当今的顶级广告设计者认为，在现代广告中运用幽默、出其不意和新颖独特的创意很重要。 他们的目的是要创造一种人们以前没有见过的、赏心悦目的东西。 通过这样做，他们希望能使人们忘记有人正在向他们推销商品！ 然而，并非所有的广告都是为了盈利而推销商品和进行服务。 一些当代广告的主要目的使为社会做贡献。 如：公益广告鼓励人们参与改善社区、保护环境和帮助他人的活动。 在过去的十年中，政府努力用公益广告教育公众防范艾滋病、节约用水、扶贫、戒烟等。 这些公益广告有助于增加公众知识，使我们的社会变得更加美好。 |
