Hi, my name is Greg. Let’s start by looking at a sample magazine advertisement. Notice that the most importantthing in his ad. is the headline. It gets your attention. Next is the copy. This is the written part of an advertisement. 您好,我的名字是格雷格。让我们先看看样品杂志广告。请注意,在他的广告里最重要的是它的标题。它引起你的注意力。 其次是文本。这是广告的文字部分。 Many ads. have a coupon: This is the removable part of an advertisement where the potential customer can either request more information or order the product or service .Usually this type of ad. will have one or more product pictures, like this. 许多广告有一种连续的图片展示:这是广告的一个移动的组成部分,潜在客户既可以要求更多的资料也可以订购产品或服务。通常这种类型的广告会有像这样的一个或多个产品的图片。 If an ad. has color photos in it ,these pictures will need color separations. A color separation looks like this: notice there are several sheets of film. Each sheet corresponds to one of these 4 basic colors: blue, red, yellow, and black. The top sheet is the matching print. It shows the printer how the final picture should look. 如果广告上有彩色照片,这些照片将需要分色。分色看起来就像这样:注意,有几个薄片组成,每个薄片对应于四种基本颜色之一:蓝色,红色,黄色和黑色。最上层的就是打印出来的效果,它会告诉打印机打印出来的图片应该是什么样的。 When we talk about the way an ad. looks we refer to its layout: This is the plan how all the elements in an advertisement are going to look. For example, this advertisement has a simple layout. Notice the large headline, the eyecatching picture, and the use of only a few words of copy. 当我们谈论广告呈现的方式,我们是指它的布局:就是指如何将广告的所有元素安排在一起的计划。例如,这个广告有一个简单的布局。注意大标题,吸引人眼球的图片,以及仅使用了几句话的文本。 When a company gets a famous person or typical customer to talk about its product or service we call this a testimonial ad. Right now I’m working on this testimonial ad. Notice that I have one testimonial from a man and one from a woman. I also have a product picture and my copy here. 当一家公司用一个名人或典型客户谈论其产品或服务时,我们称这是一个鉴定型的广告。现在我正在制作这种鉴定型的广告。请注意,我做了两个版本:一个是男性,一个是女性。我也有一个产品的图片和文本。 Here is another type of ad. I am working on. When it is run in the newspaper it will look very much like a regular newspaper article. This type of ad. is called an editorial style ad. The copy typically starts out like a regular article and then shifts to ad. copy somewhere near the middle or end of the ad. 这里是另一种类型的广告。我正在制作它。当它投放在报纸上,它看起来就象一种定期的报纸上的文章。这种类型的广告被称为编辑风格的广告。它的文本在开头处就象定期文章,然后转移到了靠近中间某处的地方或广告的结尾。 You might be wondering which type of ad. is the most effective. Actually, nobody knows for sure because there are so many factors to consider in advertising. Sometimes we make comparisons of two different ads. by running them at the same time in the same publication. This is called a split run. Usually you have to key the ad. to know which ad. is getting your customers to respond. One way to do that is to put a special code on the coupon or if the customer is calling you then you can have him ask for a particular person. In this way, you can measure the effectiveness of the two ads. to see which one out pulls the other. 您可能不知道哪种类型的广告是最有效的。其实,没有人确切地知道,因为在做广告时有许多因素需要考虑。有时候我们通过把两种不同的广告在同一时间在同一出版物上投放作一比较,这就是所谓的分裂运行。通常你必须建立广告的信息处理系统才能知道哪个广告能引起客户的反应。其中一个办法就是在移动画面上设置一个特殊的密码,或者如果顾客打电话给你,那么你可以请他去找某一特定的人。这样,您就可以衡量这两个广告的有效性,看看到底谁“优于”谁。 The terms outpull is used in advertising to indicate which ad. was more effective in terms of getting customers to respond. “优于”这个名词用于广告,是为了说明哪些广告能更有效地让客户作出反应。楼上和楼下的,你们说的都是人话吗?还想要分?