译林版牛津高中英语(必修4):Unit1 Advertising-Project(1)

How do you build an ad campaign¹?

你怎样做广告计划？

Unlike² a single advertisement, an ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience.

与单一广告不同，广告计划是使用各种广告类型来影响某类特定受众的有组织的广告系列。

When you start a successful ad campaign, you must have a clear aim and an audience in mind.

开始一个成功的广告计划时，你心里必须有明确的目标和广告受众。

It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do.

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。

In an ad campaign you may need to employ different kinds of media³, including posters, newspapers, magazines, radio and television.

在广告计划中，你可能需要利用各种不同的媒体来做广告，其中包括海报、报纸、杂志、广播和电视。

There are three major questions you must first consider:

首先你必须考虑三个问题：

1 Who is the audience for your ad campaign?

1 你的广告计划的受众是谁？

The people you want to reach are your target audience.

你想要影响的人就是你的目标受众。

In order to determine your audience, you will need to do a little research and analysis⁴ in advance.

要确定你的受众，就必须做一些调查，提前分析。

You will need to explore what the audience already thinks.

你应该要发掘广告受众的想法。

It is very important to know your audience so you can create the right message for the right people.

了解你的广告受众非常重要，这样你才能为合适的人群提供恰当的信息。

1 campaign   

n.运动；竞选活动；战役；vi.参加运动；进行竞选；作战

参考例句：

• The election campaign heated up in that state.该州竞选运动激烈起来了。
• The campaign had begun during his absence.在他不在期间运动已经开始了。

2 unlike   

adj.不同的，不相似的；prep.不像，和...不同

参考例句：

• She's very unlike her mother.她一点也不像她母亲。
• It's unlike him to be late;he's usually on time.他不是会迟到的那种人，他通常很准时。

3 media   

n.(medium的复数)媒体，新闻媒介，传播媒介

参考例句：

• The local media reported rioting across the country.当地媒体报道了全国范围的骚乱。
• His latest movie is being hyped up by the media.他新近的电影正被媒体大肆炒作。

4 analysis   

n.分解，分析，解析

参考例句：

• He made a very thorough analysis on the situation.他对形势的分析很透彻。
• Analysis showed that water was present in the mixture.分析的结果表明混合物中含有水。