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Lesson 3
第3課
The Advertising Game
廣告游戲
The classic advertisement is one that gives information about finding certain products.
傳統的廣告只為找到某種產品提供信息。
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稱，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：“上海縫紉機廠”，或“青島啤酒廠”，
and you would know what the companies sell, where they are located, and the brand names.
一看你就知道他們賣的產品，地理位置和品牌名稱。
However, this kind of advertising might not be suitable
然而，這種廣告可能就不太適合，
when there are products and services in direct competition with each other in the market place.
如果產品和服務在市場上互相進行直接競爭的時候。
In such situations, advertisements need to attract, and hold the attention of the public.
在這種情況下，廣告需要吸引和保持公眾的注意力。
Some advertisements consist of pictures or the words of experts to show people how good the products are.
有些廣告中含有一些專家的圖片或專家說的話，告訴人們該產品如何好。
Others try to create advertisements that people simply enjoy looking at.
還有一些廣告的設計只是讓人們欣賞其畫面。
As present-day advertisers often have large budgets,
當今的廣告設計者常常擁有大量的資金，
a lot of money is spent on applying modern techniques of design
他們把大筆的錢用在現代設計技術上，
to make these advertisements as visually attractive as possible.
以使廣告在視覺上盡可能地吸引人。
However, even this is often not enough to be noticed in a modern city.
然而即使這樣，這經常不足以在現代城市中引起關注。
Because of the advertising boom, people are used to seeing high standards of visual design.
由于廣告的繁榮，人們習慣于看到高水準的視覺設計。
Modern advertisements must stand out in a world full of competition
現代廣告要想在激烈的競爭中勝出，
by combining the highest standards of design with ideas linked to the products to make them more attractive.
必須把最高水平的設計和產品理念相結合。
For example, some advertisements may suggest that buying a car can make you free.
比如，有些廣告示意買車可以給您自由。
That is, they use the concept of freedom to sell the car.
其實，他們是在用自由的理念來賣車。
