1、语篇翻译（一）课文注释AdvertisementsNowadays, we can find advertisements almost wherever we go. we are so used to them that we often do not even realize how many we see and hear in a day. I did some research on advertisements, and have some very important information to share with you.What is an advertisement?
2、An advertisement uses words and pictures to persuade people to buy a product or service, or to believe in an idea. Newspapers, magazines, the Internet, radio and television are the most common places to find them. There are two main types of advertisements-commercial advertisements and public servic
3、e advertisements(PSAs).A commercial advertisements is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem that affects public welfare.Does an advertisement tell people the complete t
4、ruth?There are laws to protect people from advertisements that cheat people. However, we still must be aware of the skilful methods used in ads to try and sell us things. Even if an ad does not lie, It does not mean it is altogether innocent. One toothpaste ad declares, Bright-Teeth fights bad breat
5、h! This statement tries to fool you into assuming that the toothpaste cures bad breath, yet it does not say that! All it says is that it fights it, and that is not the same thing at all. One grocery tells customers, You are proud of your cooking, so shouldnt you buy the very freshest food? This ad i
6、s very clever, because it tells customers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel pleased with the nice comment, remember the words freshest food, and make a mental connection with the food i
7、n the grocery. We must not fall for this kind of trick!Public service advertisements.Not all ads play tricks on us though. PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public PSAs aim to teach us and help us lead, better lives. Our g
8、overnment understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign in 1996,and since then various types of PSAs have appeared around the country. You have probably seen or heard some of them yourself, such as, Yes to life
9、, no to drugs and Knowledge changes life. these ads deal with widespread social concerns. There are also PSAs that encourage people to support public service projects, such as Project Hope. Its motto is Project Hope-educating every child. There are even PSAs to teach us how to live healthy lives. On
10、e of these is, when you smoke cigarettes, you are slowly killing yourself. All of these ads are meant to benefit the public, and you can often learn a lot by following the advice they give.Finally, I wish to tell you this think about why you should do the things the ad suggests, or buy the product o
11、r service the ad promotes. When it comes to advertisements, we must all use our intelligence and not be a slave to them!课文注释be used to (doing) sth 习惯于do some research on 做研究persuade sb to do sth 说服某人做某事believe in 信任，信仰pay for 付款，为付出代价run for free 免费运营 run vi. 经营；奔跑；运转vt. 管理，经营；运行；参赛 n. 奔跑；赛跑 be mean
12、t to 旨在，打算welfare n.福利；福利事业cheat vt. 欺骗；骗取 vi. 欺骗；作弊 n. 欺骗，作弊；骗子be aware of 意识到innocent adj. adj. 无辜的；无罪的；无知的fool sb into哄骗某人干某事assuming that 假定feel pleased with 对.感到高兴，满意make a connection with 与.有联系fall for 上.的当；受.的骗play tricks on捉弄,欺骗campaign n. 运动；活动；战役deal with 涉及,论述；处理；应付；做生意widespread adj. 普遍的
13、，广泛的；分布广的benefit vt. 有益于，对有益 vi. 受益，得益 benefit form n. 利益，好处 follow the advice 听从劝告/忠告 When it comes to 当提到；就而论课文译文广告如今，无论我们走到哪里，几乎都可以看见广告。我们已经对广告习以为常，甚至常常都意识不到在一天中看见或听见多少广告。我对广告进行了一些研究，有一些非常重要的信息要与你分享。 什么是广告? 广告使用文字、图片来说服人们购买一种产品或服务，或者接受某种观念。报纸、杂志、互联网、广播和电视是最常见到广告的地方。广告有两种主要的形式商业广告和公益广告(简称PSAs)。商业广
14、告是为了推销某种产品或服务而花钱做的广告。公益广告往往是免费投放的，旨在就有关健康、安全或影响到公共福利的任何其他问题教育人们。 广告告诉人们全部实情了吗? 尽管有法律保护人们免受虚假广告的侵害。但是我们仍然应该了解广告中试图向我们兜售东西的常用技巧。即使一则广告没有撒谎，也并不意味着它就是完全“清白”的。一则牙膏广告宣称 “亮齿牌牙膏挑战口臭!”这一表述试图糊弄你，让你误以为这种牙膏可以治愈口臭，但事实上广告中并没有这样说！广告所说的就是牙膏“挑战”口臭，这和“治愈”根本不是一回事。一家食品杂货店告诉顾客“您为自己的厨艺骄傲，难首您不应该购买最新鲜的食品吗?”这则广告非常聪明，聪明就聪明在它
15、恭维顾客是好厨师。但是，它决不声称本店供应的是最新鲜的食品。这家食品杂货店只是希望当你读到这则广告时，你会很乐于看到其中的恭维，记住“最新鲜的食品”这个词，在心理上将其与该店里的食品联系起来。我们切莫掉进这类陷阱中!公益广告 但并非所有的广告都跟我们玩花招。公益广告使用一些同样的方法，例如用吸引人的图片和巧妙的文字，但是它们的目的是服务公众。公益广告旨在教育我们，并帮助我们过上更好的生活。我们的政府了解这一点，多年来一直用公益广告教育人们。中国于1996年开始一场全国性的公益广告宣传活动，从那时起、多种形式的公益广告在中国出现。你自己可能就看到过或听说过其中的一些，例如“珍爱生命，远离毒品”以
16、及“知识改变命运”。这些广告关注普遍存在的社会问题。还有一些公益广告鼓励人们支持公益事业项目，例如希望工程。希望工程的宣言就是：“希望工程让每一个孩子都可以上学。”甚至还有一些公益广告指导人们如何健康地生活。其中之一是 “吸烟等于慢性自杀。”所有这些广告都旨在使大众受益。遵循这些广告给出的建议，你往往可以学到很多东西。 最后，我想告诉大家：想想你为什么要做广告建议你做的事情，或者为什么要买广告推销的产品或服务。谈及广告，我们都必须运用自己的智慧，而不要做广告的奴隶。 语篇翻译课文注释How do you build an ad campaign?Unlike a single advertis
17、ement, an ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience. When you start a successful ad campaign, you must have a clear aim and an audience in mind. It is important to figure out exactly what you want to tell the audience and what you are
18、 trying to get them to do. In an ad campaign you .may need to employ different kinds of media, including posters, newspapers, magazines, radio and television.There are three major questions you must first consider:1. Who is the audience for your ad campaign?The people you want to reach are your targ
19、et audience. In order to determineyour audience, you will need to do a little research and analysis in advance. You will need to explore what the audience already thinks. It is very important to know your audience so you can create the right message for the right people.2. What do you want your ad c
20、ampaign to say?After you have decided who your audience is, it is time to decide what you want the audience to know or think about. It is important to always try to appeal to the audience in order to get them to react in a certain way. You can gather this information from your research. When plannin
21、g a public welfare campaign, you may want to ask yourself:What does my audience already know about this problem?What aspects of this problem would they care about or be concerned with?Is there some history behind the problem that they would be interested in?How does the problem personally affect the
22、ir lives?3. How do you reach your audience?There are lots of different ways to get your message across when you are putting together an ad campaign. You must decide what, approach you want to use. This decision should depend mainly on your target audience and which kinds of ads reach that group best
23、，课文注释build vt. 策划；建立,创立；构筑 vi. 建筑；建造 various kinds of 各种各样的,多种多样的reach vt. 影响；达到；抵达；伸出 vi. 达到;延伸;伸出手;传开n. 范围;延伸;河段 have sth in mind 心中想着，想到；记得某事，想要做某事; figure out 弄清楚，弄懂；计算出employ vt. 运用，使用，采用；雇用；使忙于，使从事于determine vt. 决定，确定；判定，判决； vi. 确定；决定analysis n. 分析in advance 预先，提前explore vt. 探明，探索；探测；探险 vi. 探索
24、；探测；探险it is time to do sth. 是做某事的时候了，该做某事的时候了appeal to v. 对有吸引力；呼吁, 恳求，要求；诉诸，上诉 react vi. 做出反应；回应gather information 搜集信息be concerned with 关心；相干；涉及personally adv. 亲自地；当面；个别地；就自己而言get sth across 把.表达清楚；使.被理解put sth together组织，组合；放在一起；装配approach n. 方法；途径；接近 vt. 接近；着手处理 vi. 靠近depend on 取决于；依赖；依靠Anti-smo
25、king ad campaignEvery year millions of people around the world die due to smoking. Every pocket of contains poisonous chemicals that can result in lung Cancer and heart disease. This costs countries a lot of money and causes great damage to the welfare of the people. There are huge numbers of smoker
26、s in Asia, This is why we have chosen anti-smoking as the subject of our ad campaign.The target audience is high-school teenagers. Our main aim is to discourage young people from smoking. Our research shows that young people care about their health and future. We will educate them about the bad phys
27、ical effects of smoking and how smoking affects those people around them. We will explain all the advantages of not smoking, such as saving money which can then be spent on other things. Our interviews also indicate that young people are concerned about what is cool and what their friends like. We w
28、ill show how smoking is not cool or attractive, because it makes people smell terrible, and gives them bad teeth, skin and fingernails. If we can convince young people not to start, they might then urge their parents and other people to give up smoking, too.Our campaign will start on 31 May, World N
29、o Tobacco Day. We will put large posters around the school with our logo and slogan. Our website will provide students with more information about smoking. We will also publish an article in the school magazine informing students about the dangers of smoking, and we will organize an essay competitio
30、n as well.Our slogan: Smoking kills!Many people think that smoking is cool or enjoyable, but they are not fully aware of the damage that it does to their health. This is why we choose this picture as our logo. We want to shock people into realizing that many smokers die all too soon from illnesses a
31、nd diseases related to smoking.课文注释Anti- pref. 表示“反对，抵抗”之义 anti-smoking ad campaign反吸烟广告宣传活动due to由于 due: adj. 到期的；预期的；应付的；应得的result in 导致, 引起= lead in=contribute to=cause=bring about 反义 result form:由于cause/do great damage to 对造成巨大损害huge numbers of 数量极多的subject n. 主题；科目discourage sb. from 劝阻某人做某事；阻止
32、某人做某事such as比如；诸如indicate vt. 表明；指出；预示；象征be concerned about 关心；担心，挂念fingernail n. 指甲；手指甲convince sb. not to do sth说服某人不做某事urge sb. to do sth 敦促某人做某事；强烈要求某人做某事poster n. 海报，广告；招贴provide sb. with sth.=provide sth for sb. 提供某人某物inform sb. about/of sth 告知某人某事as well也；同样地kill vi. 导致死亡；杀死 vt. 杀死；扼杀；使终止；抵消
33、be fully aware of 充分意识到shock sb. into doing sth 使受震惊而课文译文：如何策划广告宣传活动？ 不同于一则单独的广告，广告宣传活动是预先策划的系列广告，利用各种广告形式去影响特定的受众。当你要开始一项成功的广告宣传活动时，你的头脑中必须有明确的目标受众。重要的是，你得确切弄清楚想要告诉受众什么，想让他们做什么。在一场广告宣传活动中，你可能需要运用多种不同的媒体，包括海报，报纸，杂志，广播和电视。你首先必须考虑三个主要问题： 1 谁是你广告宣传活动的受众？你想影响的人群是你的目标受众。为了明确目标受众，你需要事先做一些研究和分析。你需要去探明受众已有的
34、想法。了解受众非常重要，这样你才可以针对合适的对象给出适当的信息。 2你希望你的广告宣传活动说什么？在确定受众之后，你就该决定你想让他们知道什么或者思考什么了。为了让受众作出预期的反应，始终努力去吸引他们是非常重要的。你可以从你的调研中收集此类信息。在策划一场公共福利宣传活动时，你可能需要问自己以下问题： 我的受众对这个问题已经了解了多少？ 他们会关心或者担忧这个问题的哪些方面？ 他们感兴趣的这个问题有没有某种历史背景？ 这个问题如何影响到他们的个人生活？3. 你该如何吸引你的受众？当你组织一场广告宣传活动时，有许多不同的方式可用来传达讯息。你必须决定你想用哪一种方法。这个决定应该主要取决于你
35、的目标受众和哪一种广告最能吸引这群人。反吸烟广告宣传活动每年全球有成千上万人死于吸烟。每一包香烟都含有可以导致肺癌和心脏病的有毒化学物质。这让许多国家花费了大量的钱，给人民的福祉造成了极大的损害。在亚洲有大量的吸烟者。这就是为什么我们选择反吸烟作为我们广告宣传活动的主题。我们的目标受众是高中的青少年。我们的主要目的是劝阻年轻人，要他们不要吸烟。我们的研究表明年轻人关注他们的健康和未来。我们将告诉他们吸烟对身体造成的不良后果，以及吸烟如何影响他们身边的人。我们将说明不吸烟的各种好处，例如省下钱来花在其他地方。我们的采访还表明年轻人在乎什么是酷以及他们的朋友喜欢什么。我们会告诉他们吸烟为什么不酷，为什么没有吸引力，因为吸烟会让人们身上有难闻的气味，让他们的牙齿腐蚀，皮肤变差，指甲变黄。如果我们可以说服年轻人不要开始吸烟，他们也有可能会监督他们的父母和其他人戒烟。我们的广告宣传活动将于5月31日世界无烟日开始。我们将在学校周边张贴大幅海报，海报上有我们的标志和口号。我们的网站将为学生提供更多有关吸烟的信息。我们还会在学校杂志上发表一篇文章告诉学生们吸烟的害处，并组织一次作文竞赛。我们的口号：吸烟导致死亡！许多人认为吸烟很酷或者很享受，但是他们没有充分认识到吸烟对健康造成的伤害。这就是为什么我们选择这幅图作为我们的标志。我们希望警醒人们，让他们认识到许多吸烟者过早地死于与吸烟有关的疾病。