Unit 2

　　Text B

　　advertising¹ 登广告

　　Advertising is only part of the total sales effort， but it is the part that attracts the most attention. This is natural enough because advertising is designed for just that purpose. In newspapers， in magazines， in the mail， on radio and television， we constantly see and hear the messages for hundreds of different products and services. For the most part， they are the kinds of things that we can be persuaded to buy——food and drinks， cars and television sets， furniture and clothing， travel and leisure² time activities.

　　登广告仅仅是整个促销活动的一部分，但却是最能吸引人们注意的一部分，这是十分自然的。因为设计出某一广告正是为了达到这一目的。我们在报刊杂志上和邮件上，在收音机里和电视里，会不断地看到或听到数以百计的不同的产品和服务项目的信息。其中绝大部分都是那种要劝我们去购买食物和饮料，汽车和电视机，家俱和衣着，去参加旅游和业余活动的信息。

　　The simplest kind of advertising is the classified³ ad. Every day the newspapers carry a few pages of these ads； in the large Sunday editions there may be several sections of them. A classified ad is usually only a few lines long. It is really a notice or announcemaent that something is available.

　　最简单的一种广告就是分类广告。每天各种报纸都刊登有几页这种分类广告。每逢星期天的扩大版上可能有好几大类的分类广告。每一则分类广告的长度通常只有三两行，这实际上就是通知某种东西或某种服务现在已经有了。

　　Newspapers also carry a large amount of display advertising. Most of it is for stores or for various forms of entertainment. Newspapers generally reach an audience only in a limited area. To bring their message to a larger audience， many who want to put out their ads use national magazines. Many of the techniques of modern advertising were developed in magazine ads. The use of bright colors， attractive pictures， and short messages is all characteristic of magazine ads. The most important purpose is to catch the eye. The message itself is usually short， often no more than a slogan which the public identifies with the product.

　　报纸上也刊登大量图文并用的广告。其中绝大部分是为商店或各种娱乐活动而刊登的。报纸只能涉及到在一定地区内的读者。为了把信息传达到更多的读者，很多想刊登广告的人都利用全国性的杂志。在杂志上刊登各类广告中运用了许多现代制作广告的技术。杂志广告的特征是善于运用鲜艳的色彩，迷人的图片和短小精辟的词句，一般只有一条标语口号，要让人民大众认为这句口号与你宣传的产品是等同的。

　　The same techniques have been carried over into television advertising. Voices and music have been added to color and pictures to catch the car as well as the eye. Television ads are short——usually only 15， 30， or 60 seconds， but they are repeated over and over again so that the audience sees and hears them many times. Commercial television has mixed entertainment and advertising. If you want the entertainment， you have to put up with the advertising——and millions of people want the entertainment.

　　同样的技巧也被应用到电视广告当中。广告赏心悦目的声音和伴奏的音乐再加上鲜艳的色彩和画面既吸吸引人们来看也能吸引人们来听。电视广告反复再三重播，以便让观众和听众多次看多次听。商业电视把娱乐和广告内容融为一体。如果你想娱乐，那你就必须让播广告——千百万人都想娱乐。

　　The men and women in the sales departmen are responsible for the company's advertising. They must decide on the audience they want to reach. They must also decide on the best way to get their message to their particular audience. They also make an estimate⁴ of the costs before management approves the plan.In most large companies management is directly involved in planning the advertising.

　　销售部门的男女员工要负责公司的广告业务。他们必须决定要针对哪些人做广告。他们必须制定出最佳方案能让他们选定的观众能够得到他们散发的广告信息。他们还得在经理部门批准广告计划之前就估计出各项费用。绝大部分的大公司当中，经理部门都是直接参与广告的策划工作的。