Other common ideas include happiness, wealth and success.
其他常见的理念包括幸福、财富和成功。
In fact, in the world of advertisements, such content is as old as advertising itself.
事实上，就广告界而言，这些内容都已很陈旧。
For many of today's advertisers, repeating old ideas is not a successful approach.
对当今很多广告设计者来说，重复旧的理念已不是有效的办法。
They'realise that it does not matter how attractive the idea linked with the product is
他们意识到，与产品相关联的理念多么吸引人并不重要
- most people know that the main purpose of the advertisement is making customers spend money.
-多数人知道广告的主要目的就是让消费者花钱。
Instead, these advertisers look for other ways to make people notice their products.
因此，广告设计者寻找其他方式来使人们关注他们的产品。
The top advertisers of today believe that
当今的顶级广告设计者认为，
using humour as well as new and unusual ideas to surprise people is important in modern advertisements.
在现代广告中运用幽默、出其不意和新颖独特的创意很重要。
Their aim is to create something that has never been seen before and is fascinating for people to look at.
他们的目的是要创造一种人们以前没有见过的、赏心悦目的东西。
By doing this, they hope to make people forget that someone is trying to sell them something!
通过这样做，他们希望能使人们忘记有人正在向他们推销商品！
However, not all advertising is about selling products and services for a profit.
然而，并非所有的广告都是为了盈利而推销商品和进行服务。
Some contemporary advertisements mainly aim to make contributions to society.
一些当代广告的主要目的使为社会做贡献。
There are public advertisements which encourage citizens
如：公益广告鼓励人们
to participate in improving their neighbourhood, protecting the environment, and helping other people.
参与改善社区、保护环境和帮助他人的活动。
Over the last decade, the government has worked hard at using advertisements
在过去的十年中，政府努力用公益广告
to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.
教育公众防范艾滋病、节约用水、扶贫、戒烟等。
These advertisements have helped to increase public knowledge,
这些公益广告有助于增加公众知识，
which has made our society a better place for everyone.
使我们的社会变得更加美好。
