特别广播英语第 12 课：Advertising 登广告-2

Newspapers generally reach an audience only in a limited area. 报纸只能涉及到在一定地区内的读者。

To bring their message to a larger audience, many who want to put out their ads use national magazines. 为了把信息传达到更多的读者，很多想刊登广告的人都利用全国性的杂志。

Many of the techniques of modern advertising were developed in magazine ads. 在杂志上刊登的各类广告中运用了许多现代制作广告的技巧。

The use of bright colors, attractive pictures, and short messages is all characteristic of magazine ads. 杂志广告的特征是善于运用鲜艳的色彩，

The most important purpose is to catch the eye. 迷人的图片和短小精辟的词句，

The message it self is usually short, often no more than a slogan which the public identifies with the product. 一般只有一条标语口号，要让人民大众认为这句口号与你宣传的产品是等同的。

The same techniques have been carried over into television advertising. 同样的技巧也被应用到电视广告当中。

Voices and music have been added to color and pictures to catch the ear as well as the eye. 广告赏的声音和伴奏的音乐再加上鲜艳的色彩和画面既能吸引人们来看也能吸引人们来听。

Television ads are shore -usually only 15,30,or 60seconds, but they are repeated over and over again so that the audience sees and hears them many times. 电视广告反复再三重播，以便让观众和听众多次看多次听。

Commercial television has mixed entertainment and advertising. 商业电视广告把娱乐和广告内容融为一体。