人教全日制普通高中英语（必修）高三UNIT5-2

（单词翻译）

Talk is cheap, but in the world of advertising¹, the right word at the right time can make millions. The language used in ads differs from ordinary language. Ad-makers choose words and brand names very carefully in order to create a positive image of the product they are promoting. A good ad often uses words to which people attach positive meanings.
 
      Choosing the name for a product is of course extremely important. Company or product names can have different functions: they can tell the consumer about the advantages of the product or company. A battery might be given a name that includes the words long or last to tell customers that it lasts for a long time. If a company chooses a funny or unusual name, customers will remember the name better. Some companies prefer a well-known word, while others choose names from old stories or legends. There are also companies that invent new words for their brand or product names.
 
       A product will also sell better if it is promoted with a slogan. One of the most famous and successful slogans is "Just Do It!" And there are many others. For example, "the choice of the new generation", or "Coke Is It". A good slogan should be "catchy²", or easy to remember, and should convey³ a message or idea that will make consumers form a positive image of the company and product.
 
       People read advertisements partly for information and partly because they are interesting. Today's advertisements often start with a question, or a puzzle, with the purpose of attracting the readers' attention. Of course, most advertisements contain information, but it is usually presented in an interesting and funny way. Humour is very important. Sometimes advertisements tell a story, or the story may be continued over a series of advertisements. However, there is a danger in this. It is possible that the reader or viewer will remember the advertisement but not the name of the product.
 
      There are other dangers. If you are selling your product in a foreign market, you must check that the translation is correct. A company that sold hair cream wanted to say "X puts life into dry hair." They took some photographs of a beautiful actress, and the advertisements appeared on large boards by the side of the road. Nobody bought the product, however, because when translated it meant "X puts living things into dry hair."
 
       In the 1960s, a British car company which made very expensive cars was about to sell its latest car in Germany. However, the company had to change the name of the car at the last moment. A German speaker at the factory pointed⁴ out to the sales manager that the British name of the car meant "animal waste" in German.
 
       Some of the most powerful words that sell are those that refer to the cost. Stores promise us discounts and tell us that they have the "biggest bargains" and "the lowest prices". Sometimes, the promises do not make sense. We should think twice when we are offered a "free gift" or an "added bonus". And, of course, the best-seller is that simple, magical word that seems to pull us into a store even if we really do not need to buy anything: "SALE!"