適合背誦的雙語文章:小廣告、大學問

Advertising is only part of the total sales effort ,but it is the part that attracts the most attention. This is natural enough because advertising is designed for just that purpose. In Newspapers, in mail, on radio and television, we constantly see and hear the messages for hundreds of different products and services. For the most part, they are the kinds of things that we can be persuaded to buy - food and drinks, cars and television sets, furniture and clothing, travel and leisure time activities.
登廣告僅僅是整個促銷活動的一部分，但卻是最能吸引人們注意的一部分，這是十分自然的。因爲設計出某一廣告正是爲了達到這一目的。我們在報刊雜誌上和郵件上，在收音機裏和電視裏，會不斷地看到或聽到數以百計的不同的產品和服務項目的信息。其中絕大部分都是那種要勸我們去購買食物和飲料、汽車和電視機、傢俱和衣着，去參加旅遊和業餘活動的信息。

The simplest kind of advertising is the classified ad. Every day the newspapers carry a few pages of these ads; in the large Sunday editions there may be several sections of them. A classified ad is usually only a few lines long. It is really a notice or announcement that something is available.
最簡單的一種廣告就是分類廣告。每天各種報紙都刊登有幾頁這種分類廣告。每逢星期天的擴大版上可能有好幾大類的分類廣告。每一則分類廣告的長度通常只有三兩行，這實際上就是通知某種東西或某種服務現在已經有了。

Newspapers also carry a large amount of display advertising. Most of it is for stores or for various forms of entertainment. Newspapers generally reach an audience only in a limited area. To bring their message to a larger audience, many who want to put out their ads use national magazines. Many of the techniques of modern advertising were developed in magazine ads. The use of bright colors, attractive pictures, and short messages is all characteristic of magazine ads. The most important purpose is to catch the eye. The message it self is usually short, often no more than a slogan which the public identifies with the product.
報紙上也刊登大量圖文並用的廣告。其中絕大部分是爲商店或各種娛樂活動而刊登的。報紙只能涉及到在一定地區內的讀者。爲了把信息傳達到更多的讀者，很多想刊登廣告的人都利用全國性的雜誌。在雜誌上刊登的各類廣告中運用了許多現代製作廣告的技巧。雜誌廣告的特徵是善於運用鮮豔的色彩，迷人的圖片和短小精闢的詞句，一般只有一條標語口號，要讓人民大衆認爲這句口號與你宣傳的產品是等同的。

The same techniques have been carried over into television advertising. Voices and music have been added to color and pictures to catch the ear as well as the eye. Television ads are shore -usually only 15,30,or 60 seconds, but they are repeated over and over again so that the audience sees and hears them many times. Commercial television has mixed entertainment and advertising.
同樣的技巧也被應用到電視廣告當中。廣告賞的聲音和伴奏的音樂再加上鮮豔的色彩和畫面既能吸引人們來看也能吸引人們來聽。電視廣告反覆再三重播，以便讓觀衆和聽衆多次看多次聽。商業電視廣告把娛樂和廣告內容融爲一體。