广告翻译08175.pptVIP

Advertisers have sometimes created new social impacts by the heavy use of advocacy ads, which persuade the public not about products but about public issues over which companies wish to influence opinion. 广告商有时会通过投放大量宣传广告来产生新的社会影响，这些宣传广告并不是为了说服公众去购买产品，而是公司希望通过公共问题来影响舆论。 Mobil’s ad series in the late 1970s and early 80s, which presented its version of the role of the oil companies in the energy shortage, is a famous example. 20世纪70年代末80年代初的美孚系列广告就是一个很著名的例子，这一系列广告展示了石油公司在能源短缺时代发挥的作用。 Critics say that such ads are unfairly one-sided; advertisers say that the mass media have been equally one-sided in failing to report company views. 评论家认为这样的广告是片面的、不公正的；而广告商则认为，大众媒体一直没有报道公司的观点，同样也是片面的。 Another important social impact stems from advertising’s financial support of the mass media: it provides about two-thirds of print revenue and virtually all broadcast revenue. 另一个重要的社会影响则来自于广告对于大众媒体在资金方面的支持：大约三分之二的纸质媒体收入和几乎全部的广播媒体收入都是由他们提供的。 Media operators thus see the public not as their primary audience, but as mere bait for attracting advertisers; media content, by and large, is designed to attract those citizens whose spending power is great. 因此，媒体运营商并未将公众视为主要的观众，而仅仅把他们看作是吸引广告商的诱饵；但总的来说，媒体内容是为了吸引那些消费能力强的人设计的。 THANKS * *