北师大版高中英语选择性必修第二册unit6 lesson3课文英汉对照.docxVIP

高中英语北师大版选择性必修第二册 课文英汉对照 Unit6?Lesson3 The Advertising Game The Advertising Game 广告竞赛 The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them. Advertising agencies would create a basic type of advertisement known as a commercial advertisement. Such advertisements have gone through a process of change over the years along with social, economic and technological developments. 广告业的根本目的是向潜在消费者推销商品。广告代理公司创造出一种基本的广告形式，也就是我们所熟知的商业广告。与社会、经济和技术发展过程同步，多年来这些广告经历了一个变化的过程。 Classic advertisements used to give information about finding certain products. It was likely to be the name of a company, part of which might include the name of the place from which the product originated. For example, it could be “Shanghai Sewing Machines”, or “Tsing Tao Beer Corporation”. From the name you would know what the company sells, where they are located, and the name of the product. 以前，经典的广告会给出识别产品的信息。这些信息可能是公司名，其中一部分可能包含产品的原产地，比如，“上海缝纫机厂”或“青岛啤酒公司”。一看名字，你就知道这些公司销售的具体产品、所在地点以及产品名称。 Advertising agencies used to create this kind of advertising and it could be very effective. But?then they realised that it might not be suitable for a marketplace where products and services are in direct competition with each other. Particularly now, in modern times, advertisements need to attract and hold the attention of the public. For this reason, it’s now normal to see advertisements that consist of pictures or words from experts to show people how good the product is. Others try to create advertisements that people simply enjoy looking at. As present-day advertisers often have large budgets, huge amounts of money are spent on applying modern design techniques to make these advertisements as visually attractive as possible. However, even this is often not enough to be noticed in a modern city.? 广告代理公司过去常制作这种广告，而且效果很好。但后来他们意识到，在产品与服务直接竞争的市场上，这种广告类型可能不太适合。特别是在当代社会，广告需要吸引、保持公众的注意力。因此，现在的广告常常引用专家的图片、文字，向人们展示产品有多棒。还有一些广告代理公司尝试制作具有观赏性的广告。现在的广告客户通常预算充足