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1、1广告英语术语广告英语术语创作用语创作用语广告讯息advertising message艺术art艺术方向art direction艺术家artist美术总监art director大创意big idea头脑风暴法brainstorming传播媒介communications media概念化conceptualization方案人员copywriter2创意纲要creative brief创意总监creative director创意过程creative process创意金字塔creative pyramid创意creative创造creativity感性诉求emotional appea
2、ls控险家explorer事实型思维fact-based thinking信息性informational法官judge3指定mandatories讯息战略message strategy非文字nonverbal产品概念product concept理性诉求rational appeals目标受众target audience技巧technical转换性transformational价值型思维value-based thinking文字的verbal形象化visualization4战士warrior样片animatic动画技法animation techniques声频audio艾耶 1
3、号式Ayer No.1利益式标题benefit headlines正文body copy粗体boldface照相制版camera-ready art表演纲要casting brief结尾close5命令式标题command headlines末稿comprehensive layout/comp演示demonstration设计design技巧式正文device copy对白/独白式正文dialog/monolog copy旁白donut标题headline吸引技巧hook图标icon插图画家illustrators6企业形象式正文institutional copy整合广告integrate
4、d commercial内容段落interior paragraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-in paragraph生活方式式技法lifestyle techniques标志logotypes助记手段mnemonic device7音乐式广告musical commercials音乐标志musical logo叙述式正文narrative copy新闻/信息式标题news/information headlines出镜头on camera拼版paste up摄影师photographers图片说明式正文picture-capti
5、on copy方框图片式布局picture-window layout招贴式格式poster-style format主持人式广告presenter commercial8启发式标题provocative headlines疑问式标题question headlines广播人物radio personality脚本script印签seal签名signature cuts生活片段slice of life口号slogans故事板storyboard故事板草图storyboard roughs直截了当式straight announcement9直接推销式正文straight-sell copy副
6、标题subhead标题句taglines证言testimonial正文text主题句theme lines小样thumbnail收尾trial close图形部分visuals旁白voiceover模拟校样analog proof10动画animation合成片answer print光圈aperture音控台audio console底片base art出血版bleeds蓝线blueline照相排版术camera-ready art字符计算式character-count method电影摄影师cinematographer截止期closing date11色基color key分色colo
7、r separation连续调continuous tones控制室control room组排copy cast封面纸cover paper青、黄、红、黑印刷CYMK printing数字媒介digital media数字校样digital proof数码视频效应装置DVE units导演director12特排字体display type复制带dubs拷贝dupes电子制作electronic production晒版台纸flats一套铅字font四色印刷four-color process网目凸版halfone plate网屏halftone screen互动电视interactive
8、TV任务夹job jacket13出格kerning电脑亭kiosk加空铅leading硬性软片line film线画版line plate实景真人live action外景地location制片场lot指令mandatories公共场所mass audience venue母带master tape14合成样片mixed interlock助记手段mnemonic device多媒体演示multimedia presentation正色投影胶片orthographic film透明塑料膜overlay个人场所personal audience venue平台使用费platform licen
9、sing后期制作阶段postproduction phase开印前阶段prepress phase预备阶段preproduction phase印刷制作经理print production manager15印刷制作过程print production process非公开场所private audience venue制片人producer制作阶段production phase复映复播追加酬金residual fee反差套印reverse knockout无衬线字体sans serif最低合同工资scale衬线字体serif一场session特技special effects16插播广告s
10、pots剥版stripping叠supers演播人员talent自动台词提示器teleprompter课本纸text paper正文字体text type合套trap字系type families排印工艺typography网页Web page17单词计算式word-count method工作样片work print书写纸writing paper广告英语术语公共关系用语社论式广告advertorial倡导广告advocacy advertising伏击式营销ambush marketing视听材料audiovisual materials公告牌bulleting boards社会参与com
11、munity involvement企业广告corporate advertising18企业识别广告corporate identity advertising危机管理crisis management娱乐entertainment展品exhibits特写feature articles内部通报house organ以货代款in kind机构广告institutional advertising游说lobbying前期市场企业广告market prep corporate advertising营销公关marketing public relation19新闻简报news/press rel
12、ease意见抽样opinion sampling慈善行为philanthropy招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics20招聘广告recruitment advertising声望经营reputation management撰写讲演稿speechwriting赞助sponsorship赛场营销venue marketing新闻通报录像video news r
13、elease广告英语术语广播媒介用语执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails21一刻平均听众数average quarter-hour audience一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位成本CPP千人成本CPM累积听众数cumulative persons累积收听率cum
14、ulative rating时段组合day-part mix22预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication毛评点gross rating points开机家庭HUT形象移植imagery transfer信息式广告informercial互相连接interconnect存货inventory地方时间local time赔偿条件make-goods23广播电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption
15、 rate黄金时段prime time节目式广告PLA节目收率视program rating节止编排形式programming formats视听率调查服务公司rating services电台指定时间run-of-station赞助sponsorship24点播广播spot announcement点播广播spot radio受众总数total audience总体受众计划total audience plan电视家庭TVHH特高频UHF甚高频VHF广告英语术语互动媒介用语广告网络ad networks广告查询ad request横幅广告banner25阔幅说明书broadsides手册br
16、ochures商业回邮件business reply mail按钮button有线调制解调器cable-modem目录catalogs光驱CD-ROM 分类广告 Web 站classified ad Web site点击率click rate点进率click-throughs编辑名录compiled lists26小甜饼cookies立体创意直邮creative dimensional direct mailing数字互动媒介digital interactive media直接电脑Direct PC直邮广告direct-mail advertising折页folders主页home pages专属名录houselists内部刊物house organs互动电视interactive TV互联网Internet27互联网服务供应商Internet service provider插播广告interstitial关键词keyword电脑亭kiosk信件公司letter shop名录经纪人list broker邮件反应名录mail-response lists明信片po
