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1、 牛津译林版的英语模块4牛津高中英语模块4课文翻译 Unit 1 ReadingAdvertisements Nowadays, we can find advertisements almost wherever we go. We are so used to them that we often do not even realize how many we see and hear in a day. I did some research on advertisements, and have some very important information to share with
2、 you. 如今，无论我们走到哪里，几乎都可以看见广告。我们已经对广告习以为常，甚至常常都意识不到在一天中看见或听见多少广告。我对广告进行了一些研究，有一些非常重要的信息要与你分享。 What is an advertisement? 什么是广告? An advertisement uses words and pictures to persuade people to buy a product or a service, or to believe in an idea. Newspapers, magazines, the Internet, radio and television
3、are the most common places to find them. There are two main types of advertisements-commercial advertisements and public service advertisements (PSAs). A commercial advertisement is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educat
4、e people about health, safety, or any other problem that affects public welfare. 广告使用文字、图片来说服人们购买一种产品或服务，或者接受某种观念。报纸、杂志、互联网、广播和电视是最常见到广告的地方。广告有两种主要的形式商业广告和公益广告(简称PSAs)。商业广告是为了推销某种产品或服务而花钱做的广告。公益广告往往是免费投放的，旨在就有关健康、安全或影响到公共福利的任何其他问题教育人们。 Does an advertisement tell people the complete truth? 广告告诉人们全部实情
5、了吗? There are laws toprotect people from advertisements that cheat people. However, we still must be aware of the skilful methods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether innocent. One toothpaste ad declares, Bright-Teeth fights bad breath!
6、 This statement tries to fool you into assuming that the toothpaste cures bad breath, yet it does not say that! All it says is that it fights it, and that is not the same thing at all. One grocery tells customers, You are proud of your cooking, so shouldnt you buy the very freshest food? This ad is
7、very clever, because it tells customers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel pleased with the nice comment, remember the words freshest food, and make a mental connection with the food in
8、the grocery. We must not fall for this kind of trick! 尽管有法律保护人们免受虚假广告的侵害。但是我们仍然应该了解广告中试图向我们兜售东西的常用技巧。即使一则广告没有撒谎，也并不意味着它就是完全“清白”的。 一则牙膏广告宣称 “亮齿牌牙膏挑战口臭!”这一表述试图糊弄你，让你误以为这种牙膏可以治愈口臭，但事实上广告中并没有这样说！广告所说的就是牙膏“挑战”口臭，这和“治愈”根本不是一回事。一家食品杂货店告诉顾客“您为自己的厨艺骄傲，难首您不应该购买最新鲜的食品吗?”这则广告非常聪明，聪明就聪明在它恭维顾客是好厨师。但是，它决不声称本店供应的是最
9、新鲜的食品。这家食品杂货店只是希望当你读到这则广告时，你会很乐于 看到其中的恭维，记住“最新鲜的食品”这个词，在心理上将其与该店里的食品联系起来。我们切莫掉进这类陷阱中。 Public service advertisements 公益广告 Not all ads play tricks on us though. PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public. PSAs aim to teach us
10、and help us lead better lives. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign in 1996, and since then various types of PSAs have appeared around the country. You have probably seen or heard some o
11、f them yourself, such as, Yes to life, no to drugs and Knowledge changes life. These ads deal with widespread social concerns. There are also PSAs that encourage people to support public service projects, such as Project Hope. Its motto is Project Hope-educating every child. There are even PSAs to t
12、each us how to live healthy lives. One of these is, When you smoke cigarettes, you are slowly killing yourself. All of these ads are meant to benefit the public, and you can often learn a lot by following the advice they give. 但并非所有的广告都跟我们玩花招。公益广告使用一些同样的方法，例如用吸引人的图片和巧妙的文字，但是它们的目的是服务公众。公益广告旨在教育我们，并帮助
13、我们过上更好的生活。我们的政府了解这一点，多年来一直用公益广告教育人们。中国于1996年开始一场全国性的公益广告宣传活动，从那时起、多种形式的公益广告在中国出现。你自己可能就看到过或听说过其中的一些，例如“珍爱生命，远离毒品”以及“知识改变命运”。这些广告关注普遍存在的社会问题。还有一些公益广告鼓励人们支持公益事业项目，例如希望工程。希望工程的宣言就是：“希望工程让每一个孩子都可以上学。”甚至还有一些公益广告指导人们如何健康地生活。其中之一是 “吸烟等于慢性自杀。”所有这些广告都旨在使大众受益。遵循这些广告给出的建议，你往往可以学到很多东西。 Finally, I wish to tell y
14、ou this: think about why you should do the things the ad suggests, or buy the product or service the ad promotes. When it comes to advertisements, we must all use our intelligence and not be a slave to them! 最后，我想告诉大家：想想你为什么要做广告建议你做的事情，或者为什么要买广告推销的产品或服务。谈及广告，我们都必须运用自己的智慧，而不要做广告的奴隶。 如何策划广告宣传活动？ 不同于一则
15、单独的广告，广告宣传活动是预先策划的系列广告，利用各种广告形式去影响特定的受众。当你要开始一项成功的广告宣传活动时，你的头脑中必须有明确的目标和受众。重要的是，你得确切弄清楚（figure out）想要告诉受众什么、想让他们做什么。在一场广告宣传活动中，你可能需要运用多种不同的媒体（media），包括海报（poster）、报纸、杂志、广播和电视。 你首先必须考虑三个主要问题： 1.谁是你广告宣传活动的受众？ 你想影响的人群是你的目标（target）受众。为了确定（determine）目标受众，你需要事先做一点研究和分析（analysis）。你需要去探明受众已有的想法。了解受众非常重要，这样你才
16、可以针对合适的对象给出恰当的信息。 2.你希望你的广告宣传活动说什么？ 在确定受众之后，你就该决定你想让他们知道什么或者思考什么了。为了让受众作出预期的 3 反应（react），始终努力去吸引（appeal to）他们是非常重要的。你可以从你的调研中收集此类信息。在策划一场公共福利宣传活动时，你可能需要问自己以下问题： 我的受众对这个问题已经了解了多少？ 他们会关心或者担忧这个问题的哪些方面？ 他们感兴趣的这个问题有没有某种历史背景？ 这个问题如何影响到他们的私人生活？ 3.你如何吸引你的受众？ 当你组织一场广告宣传活动时，有许多不同的方式可用来传达讯息。你必须决定你用哪一种方法。这个决定应该主要取决于你的受众目标和哪一种广告最能吸引这群人。 反对吸烟广告宣传活动 每年全球有成千上万
