語篇翻譯（一）課文注釋AdvertisementsNowadays,wecanfindadvertisementsalmostwhereverwego.wearesousedto①themthatweoftendonotevenrealizehowmanyweseeandhearinaday.Ididsomeresearchon②advertisements,andhavesomeveryimportantinformationtosharewithyou.Whatisanadvertisement?Anadvertisementuseswordsandpicturestopersuadepeopleto③buyaproductorservice,ortobelievein④anidea.Newspapers,magazines,theInternet,radioandtelevisionarethemostcommonplacestofindthem.Therearetwomaintypesofadvertisements--commercialadvertisementsandpublicserviceadvertisements(PSAs).Acommercialadvertisementsisonewhichsomeonehaspaidfor⑤toadvertiseaproductorservice.PSAsareoftenrunforfree⑥,andaremeantto⑦educatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare⑧.Doesanadvertisementtellpeoplethecompletetruth?Therearelawstoprotectpeoplefromadvertisementsthatcheat⑨people.However,westillmustbeawareof⑩theskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,Itdoesnotmeanitisaltogetherinnocent.?Onetoothpasteaddeclares,'Bright-Teethfightsbadbreath!'Thisstatementtriestofoolyouinto?assumingthat?thetoothpastecuresbadbreath,yetitdoesnotsaythat!Allitsaysisthatitfightsit,andthatisnotthesamethingatall.Onegrocerytellscustomers,Youareproudofyourcooking,soshouldn'tyoubuytheveryfreshestfood?'Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwith?thenicecomment,rememberthewords'freshestfood',andmakeamentalconnectionwith?thefoodinthegrocery.Wemustnotfallfor?thiskindoftrick!Publicserviceadvertisements.Notalladsplaytrickson?usthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublicPSAsaimtoteachusandhelpuslead,betterlives.OurgovernmentunderstandsthisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwidepublicserviceadvertisingcampaign?in1996,andsincethenvarioustypesofPSAshaveappearedaroundthecountry.Youhaveprobablyseenorheardsomeofthemyourself,suchas,'Yestolife,notodrugs'and'Knowledgechangeslife'.theseadsdealwith?widespread?socialconcerns.TherearealsoPSAsthatencouragepeopletosupportpublicserviceprojects,suchasProjectHope.Itsmottois'ProjectHope--educatingeverychild'.ThereareevenPSAstoteachushowtolivehealthylives.Oneoftheseis,'whenyousmokecigarettes,youareslowlykillingyourself'.Alloftheseadsaremeanttobenefiteq\o\ac(○,21)thepublic,andyoucanoftenlearnalotbyfollowingtheadviceeq\o\ac(○,22)theygive.Finally,Iwishtotellyouthisthinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes.Whenitcomestoeq\o\ac(○,23)advertisements,wemustalluseourintelligenceandnotbeaslavetothem!課文注釋①beusedto(doing)sth習(xí)慣于②dosomeresearchon做研究③persuadesbtodosth說服某人做某事④believein信任，信仰⑤payfor付款，為…付出代價(jià)⑥r(nóng)un…forfree免費(fèi)運(yùn)營runvi.經(jīng)營；奔跑；運(yùn)轉(zhuǎn)vt.管理，經(jīng)營；運(yùn)行；參賽n.奔跑；賽跑⑦bemeantto旨在，打算⑧welfaren.福利；福利事業(yè)⑨cheatvt.欺騙；騙取vi.欺騙；作弊n.欺騙，作弊；騙子⑩beawareof意識(shí)到?innocentadj.adj.無辜的；無罪的；無知的?foolsbinto哄騙某人干某事?assumingthat假定?feelpleasedwith對(duì)..感到高興，滿意?makeaconnectionwith與...有聯(lián)系?fallfor上...的當(dāng)；受...的騙?playtrickson捉弄,欺騙?campaignn.運(yùn)動(dòng)；活動(dòng)；戰(zhàn)役?dealwith涉及,論述；處理；應(yīng)付；做生意?widespreadadj.普遍的，廣泛的；分布廣的eq\o\ac(○,21)benefitvt.有益于，對(duì)…有益vi.受益，得益benefitformn.利益，好處eq\o\ac(○,22)followtheadvice聽從勸告/忠告eq\o\ac(○,23)Whenitcomesto當(dāng)提到；就……而論課文譯文廣告如今，無論我們走到哪里，幾乎都可以看見廣告。我們已經(jīng)對(duì)廣告習(xí)以為常，甚至常常都意識(shí)不到在一天中看見或聽見多少廣告。我對(duì)廣告進(jìn)行了一些研究，有一些非常重要的信息要與你分享。什么是廣告?廣告使用文字、圖片來說服人們購買一種產(chǎn)品或服務(wù)，或者接受某種觀念。報(bào)紙、雜志、互聯(lián)網(wǎng)、廣播和電視是最常見到廣告的地方。廣告有兩種主要的形式——商業(yè)廣告和公益廣告(簡稱PSAs)。商業(yè)廣告是為了推銷某種產(chǎn)品或服務(wù)而花錢做的廣告。公益廣告往往是免費(fèi)投放的，旨在就有關(guān)健康、安全或影響到公共福利的任何其他問題教育人們。廣告告訴人們?nèi)繉?shí)情了嗎?盡管有法律保護(hù)人們免受虛假廣告的侵害。但是我們?nèi)匀粦?yīng)該了解廣告中試圖向我們兜售東西的常用技巧。即使一則廣告沒有撒謊，也并不意味著它就是完全“清白”的。一則牙膏廣告宣稱“亮齒牌牙膏挑戰(zhàn)口臭!”這一表述試圖糊弄你，讓你誤以為這種牙膏可以治愈口臭，但事實(shí)上廣告中并沒有這樣說！廣告所說的就是牙膏“挑戰(zhàn)”口臭，這和“治愈”根本不是一回事。一家食品雜貨店告訴顧客．“您為自己的廚藝驕傲，難首您不應(yīng)該購買最新鮮的食品嗎?”這則廣告非常聰明，聰明就聰明在它恭維顧客是好廚師。但是，它決不聲稱本店供應(yīng)的是最新鮮的食品。這家食品雜貨店只是希望當(dāng)你讀到這則廣告時(shí)，你會(huì)很樂于看到其中的恭維，記住“最新鮮的食品”這個(gè)詞，在心理上將其與該店里的食品聯(lián)系起來。我們切莫掉進(jìn)這類陷阱中!公益廣告但并非所有的廣告都跟我們玩花招。公益廣告使用一些同樣的方法，例如用吸引人的圖片和巧妙的文字，但是它們的目的是服務(wù)公眾。公益廣告旨在教育我們，并幫助我們過上更好的生活。我們的政府了解這一點(diǎn)，多年來一直用公益廣告教育人們。中國于1996年開始一場全國性的公益廣告宣傳活動(dòng)，從那時(shí)起、多種形式的公益廣告在中國出現(xiàn)。你自己可能就看到過或聽說過其中的一些，例如“珍愛生命，遠(yuǎn)離毒品”以及“知識(shí)改變命運(yùn)”。這些廣告關(guān)注普遍存在的社會(huì)問題。還有一些公益廣告鼓勵(lì)人們支持公益事業(yè)項(xiàng)目，例如希望工程。希望工程的宣言就是：“希望工程——讓每一個(gè)孩子都可以上學(xué)?！鄙踔吝€有一些公益廣告指導(dǎo)人們?nèi)绾谓】档厣?。其中之一是“吸煙等于慢性自殺?！彼羞@些廣告都旨在使大眾受益。遵循這些廣告給出的建議，你往往可以學(xué)到很多東西。最后，我想告訴大家：想想你為什么要做廣告建議你做的事情，或者為什么要買廣告推銷的產(chǎn)品或服務(wù)。談及廣告，我們都必須運(yùn)用自己的智慧，而不要做廣告的奴隸。語篇翻譯課文注釋Howdoyoubuild①anadcampaign?Unlikeasingleadvertisement,anadcampaignisaplannedprogrammeofadvertisementsusingvariouskindsof②adstoreach③acertainaudience.Whenyoustartasuccessfuladcampaign,youmusthaveaclearaimandanaudienceinmind④.Itisimportanttofigureout⑤exactlywhatyouwanttotelltheaudienceandwhatyouaretryingtogetthemtodo.Inanadcampaignyou.mayneedtoemploy⑥differentkindsofmedia,includingposters,newspapers,magazines,radioandtelevision.Therearethreemajorquestionsyoumustfirstconsider:1.Whoistheaudienceforyouradcampaign?Thepeopleyouwanttoreachareyourtargetaudience.Inordertodetermine⑦youraudience,youwillneedtodoalittleresearchandanalysis⑧inadvance⑨.Youwillneedtoexplore⑩whattheaudiencealreadythinks.Itisveryimportanttoknowyouraudiencesoyoucancreatetherightmessagefortherightpeople.2.Whatdoyouwantyouradcampaigntosay?Afteryouhavedecidedwhoyouraudienceis,itistimeto?decidewhatyouwanttheaudiencetoknoworthinkabout.Itisimportanttoalwaystrytoappealto?theaudienceinordertogetthemtoreact?inacertainway.Youcangatherthisinformation?fromyourresearch.Whenplanningapublicwelfarecampaign,youmaywanttoaskyourself:? Whatdoesmyaudiencealreadyknowaboutthisproblem?? Whataspectsofthisproblemwouldtheycareaboutorbeconcernedwith??? Istheresomehistorybehindtheproblemthattheywouldbeinterestedin?? Howdoestheproblempersonally?affecttheirlives?3.Howdoyoureachyouraudience?Therearelotsofdifferentwaystogetyourmessageacross?whenyouareputtingtogether?anadcampaign.Youmustdecidewhat,approach?youwanttouse.Thisdecisionshoulddependmainlyon?yourtargetaudienceandwhichkindsofadsreachthatgroupbest，課文注釋①buildvt.策劃；建立,創(chuàng)立；構(gòu)筑vi.建筑；建造②variouskindsof各種各樣的,多種多樣的③reachvt.影響；達(dá)到；抵達(dá)；伸出vi.達(dá)到;延伸;伸出手;傳開n.范圍;延伸;河段④havesthinmind心中想著，想到；記得某事，想要做某事;⑤figureout弄清楚，弄懂；計(jì)算出⑥employvt.運(yùn)用，使用，采用；雇用；使忙于，使從事于⑦determinevt.決定，確定；判定，判決；vi.確定；決定⑧analysisn.分析⑨inadvance預(yù)先，提前⑩explorevt.探明，探索；探測；探險(xiǎn)vi.探索；探測；探險(xiǎn)?itistimetodosth.是做某事的時(shí)候了，該做某事的時(shí)候了?appealtov.對(duì)…有吸引力；呼吁,懇求，要求；訴諸，上訴?reactvi.做出反應(yīng)；回應(yīng)?gatherinformation搜集信息?beconcernedwith關(guān)心；相干；涉及?personallyadv.親自地；當(dāng)面；個(gè)別地；就自己而言?getsthacross把...表達(dá)清楚；使...被理解?putsthtogether組織，組合；放在一起；裝配?approachn.方法；途徑；接近vt.接近；著手處理vi.靠近?dependon取決于；依賴；依靠Anti①-smokingadcampaignEveryyearmillionsofpeoplearoundtheworlddiedueto②smoking.Everypocketofcontainspoisonouschemicalsthatcanresultin③lungCancerandheartdisease.Thiscostscountriesalotofmoneyandcausesgreatdamageto④thewelfareofthepeople.Therearehugenumbersof⑤smokersinAsia,Thisiswhywehavechosenanti-smokingasthesubject⑥ofouradcampaign.Thetargetaudienceishigh-schoolteenagers.Ourmainaimistodiscourageyoungpeoplefrom⑦smoking.Ourresearchshowsthatyoungpeoplecareabouttheirhealthandfuture.Wewilleducatethemaboutthebadphysicaleffectsofsmokingandhowsmokingaffectsthosepeoplearoundthem.Wewillexplainalltheadvantagesofnotsmoking,suchas⑧savingmoneywhichcanthenbespentonotherthings.Ourinterviewsalsoindicate⑨t(yī)hatyoungpeopleareconcernedabout⑩whatiscoolandwhattheirfriendslike.Wewillshowhowsmokingisnotcoolorattractive,becauseitmakespeoplesmellterrible,andgivesthembadteeth,skinandfingernails?.Ifwecanconvinceyoungpeoplenotto?start,theymightthenurgetheirparentsandotherpeopleto?giveupsmoking,too.Ourcampaignwillstarton31May,WorldNoTobaccoDay.Wewillputlargeposters?aroundtheschoolwithourlogoandslogan.Ourwebsitewillprovidestudentswith?moreinformationaboutsmoking.Wewillalsopublishanarticleintheschoolmagazineinformingstudentsabout?thedangersofsmoking,andwewillorganizeanessaycompetitionaswell?.Ourslogan:Smokingkills?!Manypeoplethinkthatsmokingiscoolorenjoyable,buttheyarenotfullyawareof?thedamagethatitdoestotheirhealth.Thisiswhywechoosethispictureasourlogo.Wewanttoshockpeopleinto?realizingthatmanysmokersdiealltoosoonfromillnessesanddiseasesrelatedtosmoking.課文注釋①Anti-pref.表示“反對(duì)，抵抗”之義anti-smokingadcampaign反吸煙廣告宣傳活動(dòng)②dueto由于due:adj.到期的；預(yù)期的；應(yīng)付的；應(yīng)得的③resultin導(dǎo)致,引起=leadin=contributeto=cause=bringabout[反義]resultform:由于④cause/dogreatdamageto對(duì)…造成巨大損害⑤hugenumbersof數(shù)量極多的⑥subjectn.主題；科目⑦discouragesb.from勸阻某人做某事；阻止某人做某事⑧suchas比如；諸如⑨indicatevt.表明；指出；預(yù)示；象征⑩beconcernedabout關(guān)心；擔(dān)心，掛念?fingernailn.指甲；手指甲?convincesb.nottodosth說服某人不做某事?urgesb.todosth敦促某人做某事；強(qiáng)烈要求某人做某事?postern.海報(bào)，廣告；招貼?providesb.withsth.=providesthforsb.提供某人某物?informsb.about/ofsth告知某人某事?aswell也；同樣地?killvi.導(dǎo)致死亡；殺死vt.殺死；扼殺；使終止；抵消?befullyawareof充分意識(shí)到?odoingsth使受震驚而……課文譯文：如何策劃廣告宣傳活動(dòng)？不同于一則單獨(dú)的廣告，廣告宣傳活動(dòng)是預(yù)先策劃的系列廣告，利用各種廣告形式去