Lesson 3
第3课
The Advertising Game
广告游戏
The classic advertisement is one that gives information about finding certain products.
传统的广告只为找到某种产品提供信息。
It is likely to be just the name of a company, part of which may be a general location.
它很可能只是公司的名称，其中可能含有公司的大概位置。
For example, it could be "Shanghai Sewing Machine", or "Tsing Tao Beer Corporation",
如：“上海缝纫机厂”，或“青岛啤酒厂”，
and you would know what the companies sell, where they are located, and the brand names.
一看你就知道他们卖的产品，地理位置和品牌名称。
However, this kind of advertising might not be suitable
然而，这种广告可能就不太适合，
when there are products and services in direct competition with each other in the market place.
如果产品和服务在市场上互相进行直接竞争的时候。
In such situations, advertisements need to attract, and hold the attention of the public.
在这种情况下，广告需要吸引和保持公众的注意力。
Some advertisements consist of pictures or the words of experts to show people how good the products are.
有些广告中含有一些专家的图片或专家说的话，告诉人们该产品如何好。
Others try to create advertisements that people simply enjoy looking at.
还有一些广告的设计只是让人们欣赏其画面。
As present-day advertisers often have large budgets,
当今的广告设计者常常拥有大量的资金，
a lot of money is spent on applying modern techniques of design
他们把大笔的钱用在现代设计技术上，
to make these advertisements as visually attractive as possible.
以使广告在视觉上尽可能地吸引人。
However, even this is often not enough to be noticed in a modern city.
然而即使这样，这经常不足以在现代城市中引起关注。
Because of the advertising boom, people are used to seeing high standards of visual design.
由于广告的繁荣，人们习惯于看到高水准的视觉设计。
Modern advertisements must stand out in a world full of competition
现代广告要想在激烈的竞争中胜出，
by combining the highest standards of design with ideas linked to the products to make them more attractive.
必须把最高水平的设计和产品理念相结合。
For example, some advertisements may suggest that buying a car can make you free.
比如，有些广告示意买车可以给您自由。
That is, they use the concept of freedom to sell the car.
其实，他们是在用自由的理念来卖车。
