广告和公益广告外文翻译.docVIP

滨江学院 毕业论文(设计) 外文翻译 题 目 微善举公益动画设计 学生姓名 聂佳卉 学 号 20092358032 院 系 滨江学院 专 业 软件工程（动画） 指导教师 郑关胜 二Ｏ一三年五月二十日 原文： Ads and PSAs ⑴Copywriting for Visual Media Before television, there was radio advertising and film advertising in movie houses.You 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 p