有声英文阅读-登广告

Advertising¹
登广告

     Advertising is only part of the total sales effort ,but it is the part that attracts the most attention. This is natural enough because advertising is designed for just that purpose. In newspapers, in mail, on radio and television, we constantly² see and hear the messages for hundreds of different products and services. For the most part, they are the kinds of things that we can be persuaded to buy - food and drinks, cars and television sets, furniture and clothing, travel and leisure³ time activities.
     The simplest kind of advertising is the classified⁴ ad. Every day the newspapers carry a few pages of these ads; in the large Sunday editions there may be several sections of them. A classified ad is usually only a few lines long. It is really a notice or announcement that something is available.
     Newspapers also carry a large amount of display advertising. Most of it is for stores or for various forms of entertainment. Newspapers generally reach an audience only in a limited area. To bring their message to a larger audience, many who want to put out their ads use national magazines. Many of the techniques of modern advertising were developed in magazine ads. The use of bright colors, attractive⁵ pictures, and short messages is all characteristic⁶ of magazine ads. The most important purpose is to catch the eye. The message it self is usually short, often no more than a slogan⁷ which the public identifies with the product.
     The same techniques have been carried over into television advertising. Voices and music have been added⁸ to color and pictures to catch the ear as well as the eye. 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. Commercial⁹ television has mixed entertainment and advertising. 
     
     登广告仅仅是整个促销活动的一部分，但却是最能吸引人们注意的一部分，这是十分自然的。因为设计出某一广告正是为了达到这一目的。我们在报刊杂志上和邮件上，在收音机里和电视里，会不断地看到或听到数以百计的不同的产品和服务项目的信息。其中绝大部分都是那种要劝我们去购买食物和饮料、汽车和电视机、家俱和衣着，去参加旅游和业余活动的信息。
     最简单的一种广告就是分类广告。每天各种报纸都刊登有几页这种分类广告。每逢星期天的扩大版上可能有好几大类的分类广告。每一则分类广告的长度通常只有三两行，这实际上就是通知某种东西或某种服务现在已经有了。
     报纸上也刊登大量图文并用的广告。其中绝大部分是为商店或各种娱乐活动而刊登的。报纸只能涉及到在一定地区内的读者。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。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。杂志广告的特征是善于运用鲜艳的色彩，迷人的图片和短小精辟的词句，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。
     同样的技巧也被应用到电视广告当中。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。电视广告反复再三重播，以便让观众和听众多次看多次听。商业电视广告把娱乐和广告内容融为一体。

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 constantly   

adv.不变地，不断地，时常地

参考例句：

• The two countries have been warring constantly for years.这两国多年来一直交战。
• We should constantly urge ourselves on to study hard.我们要经常鞭策自己努力学习。

3 leisure   

n.空闲时间，空暇；悠闲，安逸

参考例句：

• I am seldom at leisure.我很少有空。
• He read books at his leisure.他在空闲时读一些书。

4 classified   

a.分类的

参考例句：

• The books in the library are classified according to subject. 图书馆的书按学科分类。
• This information has been classified top secret. 这一情报被归为绝密类别。

5 attractive   

adj.有吸引力的；引起注意的

参考例句：

• Bright colours are attractive to children.鲜艳的颜色对儿童有吸引力。
• The food has an attractive taste.这食品的味道很诱人。

6 characteristic   

adj.特有的，典型的；n.特性，特征，特色

参考例句：

• Bananas have their own characteristic smell.香蕉有其特有的香味。
• Some animals possess the characteristic of man.有些动物具有人类的特征。

7 slogan   

n.呐喊声，标语，口号

参考例句：

• Such a slogan will bind our hand and foot.这个口号会约束我们的手脚。
• "service with a smile”is the store's slogan.“微笑服务”是那家商店的口号。

8 added   

adj.更多的，附加的，额外的

参考例句：

• They have added a new scene at the beginning.在开头他们又增加了一场戏。
• The pop music added to our enjoyment of the film.片中的流行音乐使我们对这部电影更加喜爱。

9 commercial   

adj.商业的，商用的，商品化的；n.广告节目

参考例句：

• He has gained a footing in the commercial world.他已在商界取得立足之地。
• The plane did not fly the usual commercial route.飞机没有沿通常的商业航线飞。