A【实例】The English Advertisements Amazed You 令人瞠目结舌的英文广告
人们常抱怨国内学英语非常不方便，至少不能学到地道的英语表达。可是，是否英语国家里人们的语言表达就非常标准，非常地道了呢？任何人看了下面几则绝对真实的英文广告，我想都会瞠目结舌，因为广告者给我们的是模棱两可的信息。此时，语法绝对已被践踏，唯一可依赖的只有直觉！
裁缝广告
We do not tear your clothing with machinery We do it carefully by hand
我们不使用机器撕毁您的衣服。我们会小心翼翼地用手撕。
(原意是要表达：我们不使用机器，以避免撕毁您的衣服。我们会用手工小心地修补衣服。)
家政广告
Tired of cleaning yourself Let me do it
厌倦自己洗澡了吗？让我来帮你洗吧。
(原意是要表达：厌倦自己打扫房间了吗？让我来帮你做吧。)
宠物广告
Dog for sale: eats anything and is fond of children
出售小狗：不挑食，喜欢吃小孩。
(原意是要表达：出售小狗：不挑食，喜欢与儿童相处。)
二手车广告
UsedCars: Why go elsewhere to be cheated Come here first!
UsedCars公司：为什么要去其它地方受骗呢？还是先来这里吧！
(原意是要表达：UsedCars公司：为什么要选择去别的地方？当心受骗！还是先来我们这里看看吧！)
招聘广告
3-year-old teacher need for pre-school Experience preferred
幼儿园招聘3岁大的老师。有经验者优先。
(原意：幼儿园招聘照看3岁幼童的老师。有经验者优先。)
公益广告
Illiterate Write today for free help
不识字吗？今天就写信请求得到免费帮助吧。
(原意是要表达：我们可以为不识字的人提供免费帮助。）
B【一份英文杂志的广告，可供参考】
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C【招聘广告缩略语中英文对照】
admim administrative 行政的
Jr junior 初级
ad/adv advertising 广告
K 1000元
agcy agency 经销商
knowl knowledge 知识
appt appointment 约会、预约
loc location 位置、场所
asst assistant 助理
Lv/lvl level 级/层
attn attention 给, 与…联系
mach machine 机器
bkgd background 背景
manuf/mf manufacturing 制造
bldg building 建筑物、大楼
mech mechanic 机械的
bus business 商业、生意
mgr manager 经理
clk clerk (办公室)职员
m-f monday-friday 从周一到周五
co company 公司
mo month 月
coll college 大专(学历)
nec necessary 必要的
comm commission 佣金
oppty opportunity 机会
corp cororation (有限)公司
ot overtime 超时
data pro data processing 数据处理
perm permanent 永久性的
dept department 部
pls please 请
dir director 董事
pos position 职位
div division 分工、部门
pref preference (有经验者)优先
eqpt equipment 装备
prev previous 有先前(经验)
etc and so on 等等
P/T part time 非全日制
eves evenings 晚上
refs references 推荐信
exc excellent 很好的
rel reliable 可靠的
exp experience 经验
reps Representative (销售)代表
exp’d experienced 有经验的
req required 需要
ext extension 延伸、扩展
sal salary 工资
fr ben fringe benefits 额外福利
secty secretary 秘书
F/T full time 全日制
sh shorthand 人手不足
gd good 好
sr senior 资深
grad graduate 毕业
stdnt student 学生
hosp hospital 医院
stmts statements 报告
hqtrs headquarters 总部
tech technical 技术上
hr hour 小时
tel/ph telphone 电话
hrly hourly 每小时
temp temporarily 临时性(工作)
HS high school 高中(学历)
trans transportation 交通
immed immediate 立即
trnee trainee 实习生
incl including 包括
typ typing/typist 打字/打字员
ind industrial 工业的
wk week/work 周/工作
inexp inexperienced 无经验的
Wpm words per minute 打字/每分钟
int’l international 国际性的
yr(s) Year(s) 年
D【常用的广告词汇一览 】
A
Acetate - Transparent plastic sheet available in a number of trade names, such as Mylar of Cronar Used primarily for copy overlays
Advertising - A non-personal, paid sales presentation directed to a mass of potential customers by an identified sponsor
Agate Line - unit of measurement used in newspapers to calculate column space 14 agate lines + 1 column inch Agate was originally the name of a 5-1/2 point type
Airbrush - An instrument used primarily for retouching continuous tone art Small droplets of paint of dyes are sprayed through a gun to create tones on half tone art
B
Blanket Ghosting - Occurs during offset and results during a previously used blanket having a swollen or depressed image area caused by use on another printing job
Bleed - Area of plate or print that extends ("bleeds" off) beyond the edge of the actual size of the advertisement or trimmed sheet When a design involves a bleed image, the designer allows an additional 1/8" or 1/4" beyond the trim page size for trimming
Body Copy
Main copy of the advertisement which provides the details and benefits of the product/service
C
Chemical Ghosting
Occurs as a result of the chemical property of inks as they go through normal drying phases Ghosts appear because of differentials in ink-drying times These differentials cause ink films to level to various degrees of gloss
Chromalin
A reproduction of a printed piece which is used as a standard to compare colours with the actual ad Chromalins are approximately 95% accurate in colour
CNU's (Canadian Newspaper Units)
A standardized newspaper format which divides a 13" wide broadsheet into 6 columns and 10 1/4" tabloid into 5 columns Each unit is measured 1 column wide by 30 MAL's (modular agate lines) deep (2-1/8") A full page broadsheet consists of 60 DNU's while a full page tabloid consists of 30 CNU's
Colour Key
Consists of four overlaid pieces of acetate (one of each colour separation) which is used as a standard to compare colour in a printed ad or printed piece Colour keys are approximately 75% accurate in colour reproduction
Colour-Matching System
A system of matching a colour to a specific printing ink formula Numbers are assigned to colours and keyed to colour swatches and ink formulas in order for the printer to match the colour in final reproduction The most common system is the "Pantone Matching System" - PMS
Column Inch
A unit of publication space one column wide and 1" deep Space in a newspaper equal to an area one column wide and one inch deep (14 agate line = 1 column inch)
CMP (cost-per-thousand)
The cost incurred in delivering a message to 100 individuals It facilitates the comparison of different print media's cost effectiveness Calculation is based on the cost of a one-page, black and white advertisement-multiplied by 1000 and divided by the average circulation Ideally CPM's should be converted into relevant CPM's-the calculation using the circulation which reaches your target audience
Crop Marks
The short rules marked on border or overlays to indicate where the art should be cropped
D
Donut
The silent space (usually lasting 4 to 12 seconds) within a corporate radio of television
commercial which allows dealers or retailers to include details such as their location and store hours
Duotone
A two-colour halftone made from a black and white of colour photograph
F
Film
Sheet coated with light-sensitive material used for making photographs
Fighting
Periodic waves of advertising, separated by periods of inactivity (as opposed to continuous
advertising) Normally referred to in broadcast media plans
Four-Colour Process
Method of reproducing by separating the colour image into red (magenta), yellow, blue (cyan)
and black to create four printing plates, which - when combined - produce the full-colours of
the original
Frequency
The average number of times the same audience will be exposed to the same message Frequency
figures are generally stated in terms of a one-week period
G
Galley Proof
An impression of type, usually not presented as it will appear when fully assembled, that allows the typographer or client to see if the copy has been properly set Used to check spelling, editing, layout size and fit, etc
Ghosting
An unplanned and unwanted image resulting in the printing process See Mechanical Ghosting and
Chemical Ghosting
Gripper
A mechanism which grips the paper to feed it into the press The image area cannot be
extended into the gripper area Only sheetfed presses use a gripper
GRP's (Gross Rating Point)
A measure used to evaluate media GRP's are an aggregate of the total ratings of a given
schedule, usually in a weekly period, against a predetermined target group G R P's = Reach X
Frequency
H
Halftone
A continuous tone image which must be photographed through a screen in order to be
reproduced Through this screen the tones are translated into a series of small dots for
printing These dots are densely or sparsely placed depending on the quality desired so that
when seen from the illustration or stopper to the copy or message
I
Illustration
A drawing, graphic element of photograph used to clarify or explain a specific concept, point or to capture attention
J
Jingle
Verse or words with simple catchy rhymes or repetitive sounds used in producing radio or
television commercials
L
Layout
Preliminary drawing made by the designer to indicate the proposed plan for the final design
Layouts may range from thumbnails, to roughs, to comprehensives, each made with increasing
attention to detail and accuracy as a guide to the client, studio and/or film house
M
Market Segmentation
Dividing the heterogeneous marketplace of a product into subgroups which are homogeneous in
regards to select variables
Marketing Concept
All company plans are based on analysis of the consumer and the profitable satisfaction of
their needs
Mechanicals (Paste-up)
The pasting of copy, including type and design elements, on an artboard in an accurate position
to make it camera-ready, Instructions for the printer are hand written either in the margins
of on a tissue overlay Often clear plastic overlays will be used to separate colours or for
common elements
Mechanical Ghosting
Caused by starvation ghost, plate ghost or blanket ghost See definitions of each
N
Niche
An area within the marketplace that you can carve out wherein you are perceived by the
consumers to offer the best combination of product, distribution and price To be effective
your niche must be large enough to financially warrant the effort
Nonreproducing Pencil
A blue pencil or pen which does not register on film house or printer on the mechanical board
O
Overlay
A transparent of translucent sheet place over a mechanical A tissue overlay is used to indicate simple instructions for the printer while a copy overlay-generally on acetate sheet carries camera-ready copy to be photographed by the printer
P
Personal Selling
A person-to-person presentation whereby the sales person and the potential buyer can benefit
from two-way communication
Photomechanical
Complete assembly or type, line art, and halftone art in the form of film positives onto
a transparent film base
Photostat
Commonly referred to as a "stat", this is an inexpensive photoprint made by a camera capable
of generating images with or without a paper negative Stats are used by the studio to
indicate size and position of the original art in the layout or sometimes for line art as
original art Sats may be reversed or flopped, matte or glossy, depending on the specific
requirements of the studio
Pica
Typographic unit of measurement: 12 points = 1 pica
Six picas = 1 inch Also used to designate typewriter type spacing
Plate Ghosting
Occurs on multicolor presses where the form on one of the colour units sensitizes the plate of
the following colour unit
PMS (Pantone Matching System)
Most widely used colour matching systems
Point
Smallest typographical unit of measurement: 12 point-pica, and 1 point = approximately 1/72 of
an inch Type is measured in terms of points, the standard sizes being , 6,7,8,9,10,11,12,14, 18,24,30,36,42,48,60, and 72 points
Process Colour - see four-colour process
Public Relations
A firm's communications and relationships with its various publics, including customers,
suppliers, stockholders, employees, the government, and the society in which it
operatesMedia space is neither paid for, nor guaranteed
Publicity
Non-personal stimulation of demand by placing commercially significant news in a published
medium of by having this news favorably presented on radio, television, or stage by
means that are not paid for by the sponsor
Pull Strategy
A promotional effort by the manufacturer to stimulate demand for a specific product by the
end user This demand then focuses on channel members to request the product The theory being
that retailers are much more likely to give "pre-sold" products shelf space
Push Strategy
A promotional effort made towards channel members These strategies are designed to sell
each member on the product offering A sold member is more apt to focus on sell your product
over competing products
R
Reach
The number of different homes, people, or prospects reached by one or more-commercial
advertisements In broadcasting 'reach" is a synonym for cumulative net audience Reach is
also a measurement of the total unduplicated target audience potentially exposed to you
message at laser once during a given time frame Reach is usually expressed as a percentage of
the target population in a geographically defined area
Registration Marks
Marks, generally crosses or circles, placed on paste-ups and overlays so that two or more
images may be positioned accurately for alignment purposes
S
Sales Promotion
All short-term incentives designed to encourage the purchase or sale of a product or service
except advertising, public relations or personal selling Includes direct mail, sampling,
coupons, catalogues and price lists, contests, incentive programs, exhibits, special events,
open houses, packaging, signs, displays, point-of-purchase merchandise displays, premiums, gifts, sales aids and presentations
San Serifs
Type-face designed without serifs
Screen
A finely cross-ruled sheet of glass that is placed in a process camera Art is photographed
with a screen in order to translate tones into dots for the reproduction process
Serifs
Short cross-strokes in the letter-forms of some type-faces which appear at the tops and bottoms
of letters These curls are designed to lead the reader's eye from letter to letter
Starvation Ghosting
Caused by the form combined with the overtaxing of the press's inking capability
Subcaption
Subheadings which are short yet informative, leading into of through the body copy An
effective subcaption means one does not need to read the body copy to obtain the overall meaning of the ad
T
Target Audience
A specific segment of the total potential market for which a specific marketing campaign is
catered to
Thumbnails
Small, rough sketches used to show conceptual layouts
Tissue Overlay
An overlay, generally of visualizer paper, on which simple instructions are written to the
printer
Trim Size
Final size of a printed piece after it has been trimmed
Typography
The art and process of working with printed type
U
USP (Unique Selling Proposition)
A characteristic/feature of a company or its product/service which differentiates it from its
competition, thereby creating a competitive advantage To be effective the USP must present
a benefit which is perceived as a relevant by the target audience
V
Van Dyke
A photocopy of a negative prepared by the film house or printer as a proof The chemical
process employed renders the image in a blue or brown tone Also called "blue sheets" or "brown
prints"
Varnish
A sealer that overprints ink and paper; protecting paper from scratches and scuffing, making a sheet appear smooth and satiny
Voice-Over
Narration by a voice not accompanied by a picture or speaker
W
Working Film
Pieces and elements required to create final film, which is then used to produce the final
printed item Working film is the raw stage of preparing the material It is not suitable for
sending to a printer or publication
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