动画设计电视广告论文中英文外文翻译文献.docx
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动画设计电视广告论文中英文外文翻译文献
中英文外文翻译文献
原文:
AdsandPSAs
⑴CopywritingforVisualMedia
Beforetelevision,therewasradioadvertisingandfilmadvertisinginmoviehouses.Youstillseelocaladsinsomemovietheatresbeforetheprogramstarts.Sotheprincipleofsellingtimebetweenprogrammingforcommercialmessagesgrewupwiththevisualmedia.Aformatthatisprobablyuniquetotelevisionwasdevelopedtodelivershortvisualcommercialmessagesveryefficientlyandeffectivelyinbreaksbetweenprograms.Theairtimewassoldtoadvertiserstogeneratetheoperatingrevenueandprofitforthetelevisioncompanies.
Televisionprovidesaccesstothemajorityofhomesand,therefore,tothelargestaudience.Beforetelevision,fewpeoplehaddealtwiththepressuretocommunicateproductorcommercialinformationinarapid,attention-gettingwaythattelevisionneeds.Itwas,andstillis,veryexpensivetobuyairtime.Becausetelevisionisthemostexpensiveadvertisingmedium,ithasdriventhewritersandproducersofcommercialstorefinetheirtechniquessoastodeliveracompletemessageinasmallamountoftime.Thecostofthistimefarexceedstheproductioncostofmakingthemessageitself.
Theshortadhasbecomeakindoftwentieth-centuryartformwithaconstantlyevolvingstyle.Ithasattractedmuchwritinganddirectingtalentfromaroundtheworld,drawnpartlybythemoneytheycanmakeandpartlybytheopportunitytograduatetolongerforms.Adsarespecialbecausetheyaresoshort—usuallyunderaminute.Everyonehasseenthem,whichisnotsotrueforsomeotherformats.
Almostalltelevisionviewershaveseenpublicserviceannouncements(PSAs),whicharemessagesthatarebroadcastforthepublicgood.PSAsaresometimespaidforbysponsoringorganizations,buttheyareusuallyfurnishedtobroadcasterstofillanyemptyspotsinthecommercialbreak.ThisisonewayinwhichtelevisionstationshelpthecommunitytowhichtheybroadcastandfulfillanobligationoftheirFCClicensetobroadcastoverpublicairwaves.Ofcourse,PSAsusuallyrunlateatnightorinotherlesscommerciallydesirabletimeslots.Noteveryonecanwriteafeaturefilmscript,butanyonecanwritea30-or60-secondPSA,soitisagoodplacetostart.
⑵CopywritingVersusScriptwriting
Letusdistinguishbetweencopywritingandscriptwriting.Copywritingincludesprintandmediawriting.Nationaladvertisingcampaignsontelevisionaredevisedandproducedbyadvertisingagenciesretainedbytheclientcompany.Learningaboutthiskindofwritingandthebusinessofadvertisingandpublicrelationsusuallytakesplaceinaspecifictrackandspecializedcoursesincommunicationsstudies.Althoughvisualwritingisinvolvedinsomekindsofcopywriting,therearesomanyotherissuesinvolvedincopywritingthatitisbettertoleavethosededicatedissuesasideanddealwithvisualwritingthathappenstobepartofcopywriting.
However,smallmarketsinthebroadcastingworldservelocalclientswhocannotaffordanadvertisingagency.Somebodyhastowritetheseadsforthestation’sclients.Itcouldbeastaffmember,partofaunitthatsellsthestation’stime,oritcouldbeafreelancewriterpaidbythestationtodothiswritingworkwhenneeded,oralocaladagency.Weneedtokeepinmindthatthesekindsoflocaladsaremadeonsmallbudgets,sometimesatcost,bythestationsellingtheairtimebecausetheirprofitcomesfromsellingthatairtime.Theyoftenhavespareproductioncapacity—astudio,cameras,acameracrew,andaneditingfacility.Thismeansthattheadmustbewrittenforthatbudgetrangewithoutslickeffectsorexpensivegraphics,withouttraveltoexpensivelocations,andwithoutexpensivetalent.Itbringsusbacktotheperennialchallengethateveryscriptwriterfaces:
towritecreativelyandinventoriginalvisualswithinatightbudgetframework.ThesameholdstrueforlocalPSAs,sponsoredbyorganizationswithnobudgettospendonproduction.
PSAsareanexcellenttraininggroundforstudentscriptwriters.TheyareshortandcompleteTVplaylets.Theyrequireallthedisciplinesofscriptwriting.Youcaneasilysettleonapublicserviceissuesuchassmoking,domesticviolence,education,drugs,orracism.Youknowtheissues.Youcantestyourcreativeimagination.Ifyouhavearelatedproductioncoursegoingon,youmightbeabletoproduceyourPSA.YoucanalsotakeafamiliarproductandtrytodeviseaTVspotforit.However,alotofadsrelyonspecializedproductioncompaniestogetpackshotsorcreatecomputer-generatedeffectsthatmightbedifficulttoduplicateinacollegeproductionsetup.
⑶ClientNeedsandPriorities
ThePSAandtheTVadareworkscommissionedbyaclient.Theclientneedsasolutiontoacommunicationproblemthatthewritermustprovide.WealludedtothisdisciplineoftheprofessionalwriterinChapters3and4.Youwriteforsomeoneorrathersomeonewhorepresentstheinterestsofanorganizationoracorporation.Laterwewilllookmorecloselyatanotherkindofwritingforaproducerofentertainmentfilmsorprograms.Theentertainmentscriptisdifferentfromcommissionedworksbecauseneithertheproducernorthewritercanknowforsurewhatagoodscriptisuntilitisproduced,showntoanaudience,andvalidatedbyboxofficeoraudienceratings.Commissionedprogrammingdoesn’thaveanaudiencemeasurementexpressedintermsofboxofficerevenue.Successfulcommunicationcanonlybemeasuredbyquantifyingaudienceresponsesaschangesinsalesorbehavior.
Advertisersexpecttomeasuretheeffectofanadinincreasedsales.Otherwise,thereisnobusinesssenseinspendingmoneyonit.APSAoftenaimstochangepeople’sbehavior.ItismuchmoredifficulttogarnerinformationthatpositivelyprovestheeffectivenessofthePSA.Changesinbehavioraremuchmoredifficulttoachievethanchangesinthebuyingchoicesofthepublic.
Writingforclientsisoftenchallengingandexcitingpreciselybecauseyouhaveaproblem,knowthedesiredresult,andhavetodeviseasolution.Theseven-stepmethodofChapter4isanexcellentwaytoapproachtheseassignments.TheprocessofanalysisisreallyimportantforwritingPSAs.Althoughyoudonotnowhaveaclient,youmustpracticewritingasifyouhadaclienttosatisfy.Yourcreativeideasmustdothejob.Oneoftheconstraintsofthiskindofwritingisthatthelengthisfixedbytheclient.Becausetheresultingproductistransmittedincommercialbreaks,itslengthmustbeexacttothesecond,asthatishowairtimeisboughtandsold.
⑷The20-,30-,and60-SecondPlaylets
Adsintheformof20-or30-secondplayletsarealmostanewartform.Theyareapopularartformbornofthetelevisionageandtheneedtocompressvisualmessagesintoveryshort,veryexpensivetimeslots.Thestyleandtempooftheseadscontinuestoevolveatafuriousrate.Thestyleofcamerawork,directing,andeditingisquitespecialized.SomecompaniesproducenothingbutTVcommercialsjustassomedirectorsspendtheirwholecareersmakingthesemini-movies.FromtheirrankshavecomeanumberoffeaturefilmdirectorssuchasRidleyScott,HughHudson,andAlanParker.
SomeTVcommercialsfornationalcampaignsofmajorbrands,basedonmillionsofdollarsworthofairtime,haveveryhighbudgets.Withbiggerbudgetsthanhalf-hourdocumentariesandbudgetsasbigasatelevisionhalf-hourepisode,theseproductionsaremadeon35mmfilmwithproductioncrewsthatsometimesrivalthoseforafeaturefilm.Thelocalmarketspotforacardealerorfurniturestore,however,isoftencheap,downanddirty.Clearlythenationalcampaignsaredevelopedbyadvertisingagencieswhosecopywritersdeveloptheadsincollaborationwithcreativedirectors,artdirectors,andaccountexecutives.Thecopywriterisnotafullrangescriptwriterandalsousuallyhastowriteprintmediaads.Althoughthisbookprimarilyservestheinterestsofscriptwriters,thevisualthinkingthatunderliesbillboardsandtransportadsrelatestobothcopywritingandscriptwriting.
⑸DevicestoCaptureAudienceAttention
Mostofyouhaveengagedinthesubtlewarbetweentheviewerandthetelevisionadvertiser.Handsupeveryonewhohashitthemutebuttonduringtheads,orgonetothebathroom,orgonetothefridge,ormadeatelephonecallduringthecommercialbreak!
Thisnullifiestheadvertiser’seffortandexpense.Sometimes,eitherbyaccidentorbychoice,wefindTVcommercialsentertainingorfuntowatch.Thechallengeisclear.Theadvertiserhasalotofresistancetoovercome.Nowyouareontheothersideofthebox.Youhavetobecreativeandcapturetheaudience’sattentioninspiteofitselfsothatitpaysattentiontoyourmessage.Yourdevicehastoworkforothers.Measuredbyyourownviewingbehavior,noaudiencewillgiveyouanyquarter.Youliveordieinseconds.
Whataresomeofthewaysyouhavenoticedwritersofthesemini-scriptshookingtheaudiencesothatitwillpayattentiontothemessage?
Youcanrecognizedefinitestrategiessuchashumor,shock,suspense,mini-dramas,testimonials,specialgraphiceffects,music,and,ofcourse,sexuality.Thesestrategiesaremoreelaboratelydevelopedincommercialadvertisingbecausefor-profitcompanieshavethedollarstospendonhigh-endproductionvalues.PSAscannotcommandthesameresources.Theyaremadeonlowerbudgetsorcreatedthroughtheprobonoworkofadvertisingagenciesandproductionpersonnel.Workingwithalowbudgetisacreativechallenge.Productiondollarsdon’tautomaticallybuycreativeandeffectivecommunication.SomeofthemostingeniousPSAsarecheapbuteffective.
ConsiderhowaPSAaboutapublicissuesuchasgamblingworks.Inthiscase,theMa