广告宣传活动常用词汇

 　　广告是一种有偿的产品和服务推介或促销形式。一般不是个人行为，做广告者的身份必须在广告中显示出来。广告的作用是通过为一种产品或一项服务创造一个正面积极的形象来影响目标消费者的行为。要进行广告宣传活动，首先需确定以下项目：

　　Form 形式

　　National: advertising¹ a copyrighted product or service across the national footprint. Identifies brand name and emphasizes national presence.

　　Retail²: advertising by outlet³ emphasizing image and variety.

　　Direct: advertising directly to customers to avoid middlemen and response delivery costs.

　　Advocacy: public communication that uses a perspective on a recognized controversial issue.

　　Style 风格

　　Humorous: light-hearted.

　　Comparative: compares one product to another, highlighting strengths and benefits over a competing product.

　　Emotional: creates a mood, arouses feelings, tries to meet psychological needs.

　　Lifestyle: associates brand/product/service with the way people live and work.

　　Testimonial: affidavit⁴ of support by a customer or celebrity⁵.

　　Reason why: touts⁶ the benefit and necessity of a product to avoid adverse⁷ situations.

　　Slice of life: typically focuses on an average family and everyday or common setting.

　　Media传播媒介

　　Television: most expensive, audio-visual impact, reaches a mass audience, easily and effectively targeted based on well-known viewer demographics.

　　Newspaper: most widely used medium, rapid and flexible coverage⁸, ads easily changed, less expensive than television. Short attention span, poor reproduction quality, usually no color, not easily targeted.

　　Direct mail: less expensive than TV or newspaper but higher advance costs, audience easily selected, demographics of percentage of serious recipients⁹ can be predicted in advance.

　　Radio: fairly inexpensive, mass audience, audiences are largely segmented and easily targeted. Only audio, brevity doesn't allow for educating viewers about complex products, audience less attentive¹⁰.

　　Magazine: relatively¹¹ inexpensive, huge variety provides a high level of market segmentation, lots of space for detailed¹² product information, excellent graphical reproduction, long life span, repeat exposure to multiple readers. Not quickly modifiable, long lead time before printing, no guarantee of placement within the magazine.

　　Outdoor: inexpensive, little competition for customer attention, high repeat exposure. Limited information, little control over target audience.

　　Internet: potential mass audience, but no control and little targeting capability¹³. Difficult to control reader's attention, some delivery problems.

1 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

2 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

3 outlet   

n.出口/路；销路；批发商店；通风口；发泄

参考例句：

• The outlet of a water pipe was blocked.水管的出水口堵住了。
• Running is a good outlet for his energy.跑步是他发泄过剩精力的好方法。

4 affidavit   

n.宣誓书

参考例句：

• I gave an affidavit to the judge about the accident I witnessed.我向法官提交了一份关于我目击的事故的证词。
• The affidavit was formally read to the court.书面证词正式向出席法庭的人宣读了。

5 celebrity   

n.名人，名流；著名，名声，名望

参考例句：

• Tom found himself something of a celebrity. 汤姆意识到自己已小有名气了。
• He haunted famous men, hoping to get celebrity for himself. 他常和名人在一起, 希望借此使自己获得名气。

6 touts   

n.招徕( tout的名词复数 )；（音乐会、体育比赛等的）卖高价票的人；侦查者；探听赛马的情报v.兜售( tout的第三人称单数 )；招揽；侦查；探听赛马情报

参考例句：

• Many vouchers are returned for cash, allowing touts and middle men to make a healthy margin. 许多月饼券都被兑换成现金，这让券贩子和中间商赚取了不蜚的利润。 来自互联网
• Spotting prey, the customary crowd of hustlers and touts swarmed around, jostling for my business. 照例有大群的拉客黄牛在寻觅猎物，他们争相过来抢我的生意。 来自互联网

7 adverse   

adj.不利的；有害的；敌对的，不友好的

参考例句：

• He is adverse to going abroad.他反对出国。
• The improper use of medicine could lead to severe adverse reactions.用药不当会产生严重的不良反应。

8 coverage   

n.报导，保险范围，保险额，范围，覆盖

参考例句：

• There's little coverage of foreign news in the newspaper.报纸上几乎没有国外新闻报道。
• This is an insurance policy with extensive coverage.这是一项承保范围广泛的保险。

9 recipients   

adj.接受的；受领的；容纳的；愿意接受的n.收件人；接受者；受领者；接受器

参考例句：

• The recipients of the prizes had their names printed in the paper. 获奖者的姓名登在报上。 来自《简明英汉词典》
• The recipients of prizes had their names printed in the paper. 获奖者名单登在报上。 来自《现代英汉综合大词典》

10 attentive   

adj.注意的，专心的；关心(别人)的，殷勤的

参考例句：

• She was very attentive to her guests.她对客人招待得十分周到。
• The speaker likes to have an attentive audience.演讲者喜欢注意力集中的听众。

11 relatively   

adv.比较...地，相对地

参考例句：

• The rabbit is a relatively recent introduction in Australia.兔子是相对较新引入澳大利亚的物种。
• The operation was relatively painless.手术相对来说不痛。

12 detailed   

adj.详细的，详尽的，极注意细节的，完全的

参考例句：

• He had made a detailed study of the terrain.他对地形作了缜密的研究。
• A detailed list of our publications is available on request.我们的出版物有一份详细的目录备索。

13 capability   

n.能力；才能；(pl)可发展的能力或特性等

参考例句：

• She has the capability to become a very fine actress.她有潜力成为杰出演员。
• Organizing a whole department is beyond his capability.组织整个部门是他能力以外的事。