实用广告英语1.docx

1、实用广告英语1正文字体texttype合套trap字系typefamilies排印工艺typography网页Webpage单词计算式word-countmethod工作样片workprint社论式广告advertorial倡导广告advocacyadvertising伏击式营销ambushmarketing视听材料audiovisualmaterials公告牌bulletingboards社会参与communityinvolvement企业广告corporateadvertising企业识别广告：corporateidentityadvertising危机管理crisismanagement

2、娱乐entertainment展品exhibits特写featurearticles内部通报houseorgan以货代款inkind机构广告institutionaladvertising游说lobbying前期市场企业广告marketprepcorporateadvertising营销公关marketingpublicrelation新闻简报news/pressrelease意见抽样opinionsampling慈善行为philanthropy招贴posters传媒炒作pressagentry传媒工具press/mediakit公共事务publicaffairs公共关系户publicrela

3、tions公共关系广告publicrelationsadvertising宣传publicity公众publics招聘广告recruitmentadvertising声望经营reputationmanagement撰写讲演稿speechwriting赞助sponsorship赛场营销venuemarketing新闻通报录像videonewsrelease广告礼品advertisingspecialty展台booths路牌bulletinstructure车内尾部招贴car-endposters电影贴片广告cinemaadvertising名录directories8张招贴eight-sheet

4、posters电子显示屏electronicsigns陈列品exhibits陈列媒介exhibitivemedia全面登场fullshowing全球定位系统GPS车内广告牌insidecards户外媒介out-of-homemedia车体招贴outsideposters包装packaging奖品premiums产品安插productplacement登场showing看板spectaculars标准户外广告standardizedoutdooradvertising成品招贴stockposters优惠赠券take-ones出租车外壳taxicabexteriors终点站招贴terminalpo

5、sters30张招贴架30-sheetposterpanel整车牌位totalbus商业展示会tradeshows交通广告transitadvertising车站棚广州广告transitshelteradvertising录像手册videobrochure广告印象advertisingimpression广告反应曲线advertisingresponsecurve注意度attentionvalue受众audience受众目标audienceobjectives间歇式排期blinking品牌开发指数branddevelopmentindex集中式bursting品种开发指数categorydev

6、elopmentindex发行量circulation持续性continuity持续式continuousschedule成本效益costefficiency单位成本costperpoint千人成本costperthousand创意组合creativemix分布目标distributionobjectives有效频次effectivefrequency有效到达率effectivereach暴露值exposurevalue市场、资金、媒介、组合、方法:5Ms起伏式flightingschedule频次frequency总印象grossimpressions毛评点grossratingpoints

7、市场markets组合mechanics媒介media媒介策划mediaplanning媒介载体mediavehicles讯息力度messageweight方法methodology组合媒介法mixed-mediaapproach资金money驱动值motivationvalue看见机会opportunitytosee脉冲式pulsingschedule视听率rating到达率reach每册读者数readerspercopy近期策划recencyplanning路障式roadblocking外溢媒介spillovermedia增效效应synergy广告讯息advertisingmessage艺

8、术art艺术方向artdirection艺术家artist美术总监artdirector大创意bigidea头脑风暴法brainstorming传播媒介communicationsmedia概念化conceptualization方案人员copywriter创意纲要creativebrief创意总监creativedirector创意过程creativeprocess创意金字塔creativepyramid创意creative创造creativity感性诉求emotionalappeals控险家explorer事实型思维fact-basedthinking信息性informational法官j

9、udge指定mandatories讯息战略messagestrategy非文字nonverbal产品概念productconcept理性诉求rationalappeals目标受众targetaudience技巧technical转换性transformational价值型思维value-basedthinking文字的verbal形象化visualization战士warrior样片animatic动画技法animationtechniques声频audio艾耶1号式AyerNo.1利益式标题benefitheadlines正文bodycopy粗体boldface照相制版camera-read

10、yart表演纲要castingbrief结尾close命令式标题commandheadlines末稿comprehensivelayout/comp演示demonstration设计design技巧式正文devicecopy对白/独白式正文dialog/monologcopy旁白donut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文institutionalcopy整合广告integratedcommercial内容段落interiorparagraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-i

11、nparagraph生活方式式技法lifestyletechniques标志logotypes助记手段mnemonicdevice音乐式广告musicalcommercials音乐标志musicallogo叙述式正文narrativecopy新闻/信息式标题news/informationheadlines出镜头oncamera拼版pasteup摄影师photographers图片说明式正文picture-captioncopy方框图片式布局picture-windowlayout招贴式格式poster-styleformat主持人式广告presentercommercial启发式标题prov

12、ocativeheadlines疑问式标题questionheadlines广播人物radiopersonality脚本script印签seal签名signaturecuts生活片段sliceoflife口号slogans故事板storyboard故事板草图storyboardroughs直截了当式straightannouncement直接推销式正文straight-sellcopy副标题subhead标题句taglines证言testimonial正文text主题句themelines小样thumbnail收尾trialclose图形部分visuals旁白voiceover模拟校样anal

13、ogproof动画animation合成片answerprint光圈aperture音控台audioconsole底片baseart出血版bleeds蓝线blueline照相排版术camera-readyart字计算式charactr-countmethod电影摄影师cinematographer截止期closingdate色基colorkey分色colorseparation连续调continuoustones控制室controlroom组排copycast封面纸coverpaper青、黄、红、黑印刷CYMKprinting数字媒介digitalmedia数字校样digitalproof数码

14、视频效应装置DVEunits导演director特排字体displaytype复制带dubs拷贝dupes电子制作electronicproduction晒版台纸flats一套铅字font四色印刷four-colorprocess网目凸版halfoneplate网屏halftonescreen互动电视interactiveTV任务夹jobjacket出格、字距调整 kerning实景真人liveaction外景地location制片场lot指令mandatories公共场所massaudiencevenue母带mastertape合成样片mixedinterlock助记手段mnemonicde

15、vice多媒体演示multimediapresentation正色投影胶片orthographicfilm透明塑料膜overlay个人场所personalaudiencevenue平台使用费platformlicensing后期制作阶段postproductionphase开印前阶段prepressphase预备阶段preproductionphase印刷制作经理printproductionmanager印刷制作过程printproductionprocess非公开场所privateaudiencevenue制片人producer制作阶段productionphase复映复播追加酬金resi

16、dualfee反差套印reverseknockout无衬线字体sansserif最低合同工资scale衬线字体serif一场session特技specialeffects插播广告spots剥版stripping叠supers演播人员talent自动台词提示器teleprompter课本纸textpaper电视户televisionhouseholds平面设计 graphic design企业识别系统 corporate identity system企业视觉形象计划 corporate visual identity program标识 logo标识图案 logo pattern标准字体 lo

17、gotype商标 trademark标准色彩 house color独特风格 house style提案及制定该机构视觉形象计划的*作标准手册 corporate design manual视觉辨认力测试 legibility test色彩样本条 colour swatch提案 presentation纸类 stationery营业报告书 annual report理念识别 Mind Identity行为识别 Behaviour Identity视觉识别 Visual Identity商标、标志 trademark and signs标志 logo (sign)包装设计 packaging d

18、esign书籍装祯 book binding商业美术 commercial arts商业摄影 commercial photography字体设计 literature design橱窗设计 window display容器造型 container modelling插图 illustrations广告 advertisement美术字 artistic calligraphy广告画、宣传画 poster手提袋 hand bag购物袋 shopping bag即兴广告 adlib广告 advertising广告代理人、广告公司 advertising agency广告代理人 advertisi

19、ng agent广告经纪人 advertising broker广告记录表 advertising calendar广告周期 advertising cycle广告经理 advertising manager广告调研 advertising research广告中间商 agent middlemen销售分析 anatomy of a sale(电视、广播广告的)最后定稿answer print美术指导 art director广告中的非文字部分 art of Art work字母的上半（或下半）出头部分 ascender广告初稿的编排草稿 asymmetrical layout广告妙语 att

20、ention getter广告对象 audience广告的有声部分 audio广告正文 body copy商品的品牌名称 brand name广播广告 broadcast advertising小册子 brochure产业出版物 business publication购买动机 buying motive月历设计 calendar商品说明书 catalogue分类广告 classified advertising商业广告 commercial advertising商业广告艺术家 commercial artist消费者广告 consumer advertising消费者 consumers合

21、作广告 cooperative advertising广告撰稿负责人 copy chief广告（文案）撰稿员 copywriter广告语句（文案）创作 copy writting公司广告部corporate advertising department（广告）创意大纲 creative platform工业广告 industrial advertising广告插页 insert封面内页 inside front cover封底内页 inside back cover封底 back cover国际广告 international advertising广告布局（版式） layout广告时间 ti

22、me spot广告预算 task budgeting（一种成本极底的）广告传单 throwaways（印有广告商品或广告信息的）小商品 specialities广告口号、标语 slogan车站广告牌 station poster态度 attitude 品牌兴趣 brand interest品牌忠诚 brand loyalty企业市场 business markets影响中心centers of influence有意劝服路径central route to persuation认知 cognition消费行为consumer behavior消费者决策过程consumer decision m

23、aking process消费者市场consumer markets文化 culture现有顾客current customers详尽可能性模型Elaboration Likelihood Model环境因素 environment选择评估 evaluation of alternatives评估标准evaluative criteria参考组evoked set交换exchange政府市场government markets习惯 habit需要层次 hierachy of needs工业市场 industrial markets信息性动机informational motives人际影响in

24、terpersonal influences认知 learning市场 market卖主marketers营销 marketing大脑档案 mental files动机 motivation需要needs被动生成动机negatively originated motives非人员影响 nonpersonal influences舆论领袖 opinion leader集团买主organizational buyers感知 perception感知过滤 perceptual screens无意劝服路径periphial route to persuasion个人过程personal process

25、es劝服 persuasion生理过滤physiological screens主动生成动机positively originated motives购后失调学说postpurchase dissonance购后评估postpurchase evaluation潜在顾客prospective customers心理过滤psychological screens参照人群reference groups经销商市场reseller markets选择性感知 selective perception自我意识self-concept社会阶层social classes刺激 stimulus亚文化subc

26、ulture认知失调学说theory of cognitive dissonance转换性动机transformational motives国际市场transnational markets效用 utility欲望wants地理人口细分geodemographic segmentation地理细分geographic segmentation成长期growth stage隐性差异hidden differenees独立品牌 individual brand诱导性差异induced differences密集分销 intensive distribution引入期 introductory p

27、hase特许品牌licensed brand市场细分market segmentation营销组合marketing mix成熟期maturity stage全国性品牌national brand 网络营销 network marketing非人员传播 nonpersonal communication非人员传播 人员型服务people-based service显性差异perceptible differences人员传播 personal communication定位position价格因素price element初级需求primary demand首要需求趋势 primary demand trend私家品牌private label产品概念product concept产品因素 product element产品生命周期 product life cycle消费心态细分psychographic segmentation消费心态 psychographic宣传publicity