商务广告翻译.docVIP

No.1 The Headline of an Advertisement The headline of an advertisement is there to attract attention and transmit a hint of the key concept, so that your prospect will be provoked to stop and read more of the ad. If they don’t read on, they will at least get some of the idea to be left with a positive perception. The headline must work with the overall ad layout and any illustration to accomplish this. 广告的标题 广告标题的作用是吸引受众的注意力，并对重要信息有所暗示，以让潜在的客户能够驻足留意这条广告。即便他们不看详细内容，至少也会对所宣传的东西留下一个正面印象。因此，广告标题必须与广告整体效果及图片协调一致。 Advertising genius David Ogilvy ,in his book Ogilvy on Advertising, says that on average, five times as many people read the headline as the body copy.“Unless your headline sells your product, you have wasted 90 percent of your money,” he suggests. You want the ones who do read the whole ad to be your prospects and not just passers-by. 广告天才大卫．奥格威曾在《奥格威论广告》一书中指出，人们读广告标题的平均次数是读广告正文的5倍。他说：“要是你的广告标题做臭了，你就浪费90﹪的广告费。”广告的主要目的是让那些读了广告的人成为自己的潜在客户，而不只是看看而已。 No.2 History of Advertising In the ancient and medieval world such advertising as existed was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15th and 16th centuries. In the 17th century weekly newspapers in London began to carry advertisements, and by the 18th century such advertising was flouring. The great expansions of business in the 19th century was accompanied by the growth of an advertising industry; it was that century, primarily in the United States, that saw the establishment of advertising agencies. The first agencies were, in essence, brokers for space in newspapers. But by the early 20th century agencies became involved in producing the advertising message itself, including copy and artwork, and by the 1920s agencies had come into being that could plan and execute complete advertising campaigns, from initial research to copy preparation to placement in various media. 广告的历史 在古代和中世纪，广告是通过口碑进行宣传的。15和16世纪，在印刷业的推动下，广告向现代广告业迈出了第一步。到了