The Advertising Game

However, this kind of advertising might not be suitable when there are products and services in _____1______(directly) competition with each other in the market place. _____2_____such situations, advertisements need_____3____（attract）, and hold the attention of the public. Some advertisements consist _____4____ pictures or the words of experts to show people how good the products are. Others try to create advertisements that people simply enjoy ____5____（look）at. As present-day advertisers often have large budgets，a lot of money _____6_____（spend）on applying modern techniques of design to make these advertisements as visually _____7_____（attract）as possible.

However, even this is often not enough _____8______（notice）in a modern city. Because of the advertising boom, people are used to ______9_____（see）high standards of visual design. Modern advertisements must stand out in a world full of competition_____10____ combining the highest standards of design with ideas _____11_____（link）to the products to make them more attractive. For example, some advertisements may suggest that _____12_____（buy）a car can make you free. That is, they use the concept of freedom to sell the car. Other common ideas include happiness, wealth and success. In fact, in the world of advertisements, such content is as old as advertising itself.

Key：1. direct（形容詞作定語(yǔ)）2. In（介詞固定搭配，與situation連用，表示在…情況下）3. to attract（need作實(shí)意動(dòng)詞，后接動(dòng)詞作賓語(yǔ)，主動(dòng)使用動(dòng)詞不定式to do結(jié)構(gòu)，被動(dòng)使用動(dòng)名詞主動(dòng)形式doing或用動(dòng)詞不定式被動(dòng)形式to be done）4.of（短語(yǔ)動(dòng)詞，意思是由…組成）5. looking（enjoy后接動(dòng)詞用動(dòng)名詞作賓語(yǔ)）6. is spent（一般現(xiàn)在時(shí)被動(dòng)語(yǔ)態(tài)）7. attractive（make something adj.結(jié)構(gòu)，形容詞作賓語(yǔ)補(bǔ)足語(yǔ)）

8. to be noticed（enough 后面接動(dòng)詞不定式，被動(dòng)使用to be done結(jié)構(gòu)）9. seeing（be used to 表示被用于做某事時(shí)，后面接動(dòng)詞不定式原形；表達(dá)習(xí)慣于做某事時(shí)，使用動(dòng)名詞，主動(dòng)用doing，被動(dòng)用being done）10.by（by doing結(jié)構(gòu)，表達(dá)通過某種方式做某事）11. linked（be linked to 意思是與…有聯(lián)系，與…相結(jié)合，過去分詞表示被動(dòng)關(guān)系，此處作定語(yǔ)）12. buying（buying a car動(dòng)名詞短語(yǔ)作主語(yǔ)）

譯文：然而，當(dāng)產(chǎn)品和服務(wù)在市場(chǎng)上互相進(jìn)行直接競(jìng)爭(zhēng)時(shí)，這種廣告就不合適了。在這種情況下，廣告需要吸引和控制公眾的注意力，有些廣告含有一些專家的圖片或?qū)＜艺f的話，告訴人們?cè)摦a(chǎn)品如何好。 還有些廣告的設(shè)計(jì)者試著創(chuàng)造讓人們賞心悅目的廣告。 廣告設(shè)計(jì)者常常擁有大量的資金， 他們把大筆的錢用在現(xiàn)代設(shè)計(jì)技術(shù)上， 以使廣告在視覺上盡可能的吸引人。

然而即使這樣，也經(jīng)常不能在現(xiàn)代城市中引起足夠的重視，由于廣告的繁榮，人們習(xí)慣于搞到高水平的視覺設(shè)計(jì)， 現(xiàn)代廣告必須把高水平的設(shè)計(jì)和產(chǎn)品的理念相結(jié)合， 才能在激烈的競(jìng)爭(zhēng)中勝出，比如，有些廣告示意買車可以給你自由。其實(shí)，他們是在用自己的理念來賣車。其他常見的理念還包括：幸福，財(cái)富和成功，事實(shí)上，就廣告界而言，這些內(nèi)容簡(jiǎn)直和廣告一樣陳舊。

就劃線的部分改錯(cuò)

For many of today's advertisers，repeat old ideas is not a successful approach.

They realise that it does not matter how attractive the idea link with the product is - most people know that the main purpose of the advertisement is making customers spend money.

Instead, these advertisers look for other ways to make people notice their products. The top advertisers of today believe that using humour as good as new and unusual ideas to surprise people is important in modern advertisements. Their aim is create something that has never been seen before and is fascinating for people to look at. By doing this, they hope to make people to forget that someone is trying to sell them something!

However, not all advertising is about selling products and services for a profit. Some contemporary advertisements main aim to make contributions to society. There are public advertisements what encourage citizens to participate on improving their neighbourhood, protecting the environment, and helping other people. Over the last decade, the government worked hard at using advertisements to educate the public on fight AIDS, saving water, helping the poor, giving up smoking, etc. These advertisements have helped to increase public knowledge,which has made our society a better place for everyone.

Key：1.repeating（動(dòng)名詞短語(yǔ)作主語(yǔ)）2.linked（過去分詞短語(yǔ)作后置定語(yǔ)）3.well（as well as意思是既…又…; 除…之外（也）; 此外;）4.to create（動(dòng)詞不定式作目的狀語(yǔ)）5.forget（make sb do結(jié)構(gòu)）6.mainly（副詞修飾動(dòng)詞作狀語(yǔ)）7.which/that（定語(yǔ)從句，先行詞指物）8.in（participate in短語(yǔ)動(dòng)詞）9.has worked（Over the last decade短語(yǔ)用完成時(shí)）10.fighting（介詞后面接名詞或動(dòng)名詞作賓語(yǔ)）

注釋：make contributions to為…做貢獻(xiàn)

譯文；

對(duì)當(dāng)今很多廣告設(shè)計(jì)者來說，重復(fù)舊的理念已不是有效的辦法，他們意識(shí)到，與產(chǎn)品的廣告宣傳多么吸引人并不重要——多數(shù)人都知道廣告的主要目的就是讓消費(fèi)者花錢，因 此，廣告設(shè)計(jì)者尋找其他的方式來使人們關(guān)注他們的產(chǎn)品，當(dāng)今的頂級(jí)廣告設(shè)計(jì)者認(rèn)為，在現(xiàn)代廣告設(shè)計(jì)運(yùn)用幽默和新穎獨(dú)特的創(chuàng)意很重要， 他們的目的是要?jiǎng)?chuàng)造一種人們以前沒有見過的，賞心悅目的東西，他們希望采用這種方法能使人們忘記有人正在向他們推銷商品！

然而，并非所有的廣告都是為了盈利而推銷商品和進(jìn)行服務(wù)，一些當(dāng)代廣告的主要目的是為了社會(huì)做貢獻(xiàn)，如：公益廣告鼓勵(lì)人們參加改善社區(qū)，保護(hù)環(huán)境和幫助他人的活動(dòng)。 在過去的 10 年中，政府努力用公益廣告教育公眾防范艾滋病，節(jié)約用水，扶貧，戒煙等， 這些公益廣告有助于增加公眾知識(shí)，使社會(huì)更加美好。