英语翻译Writing for Visual MediaS E C O N D E D I T I O NAds and

英语翻译
Writing for Visual Media
S E C O N D E D I T I O N
Ads and PSAs:
Copywriting for Visual Media
Before television,there was radio advertising and film advertising in movie houses.You still see local ads in some movie theatres before the program starts.So the principle of selling time between programming for commercial messages grew up with the visual media.A format that is probably unique to television was developed to deliver short visual commercial messages very efficiently and effectively in breaks between programs.The air time was sold to advertisers to generate the operating revenue and profit for the television companies.
Television provides access to the majority of homes and,therefore,to the largest audience.Before television,few people had dealt with the pressure to communicate product or commercial information in a rapid,attention-getting way that television needs.It was,and still is,very expensive to buy air time.Because television is the most expensive advertising medium,it has driven the writers and producers of commercials to refine their techniques so as to deliver a complete message in a small amount of time.The cost of this time far exceeds the production cost of making the message itself.
The short ad has become a kind of twentieth-century art form with a constantly evolving style.It has attracted much writing and directing talent from around the world,drawn partly by the money they can make and partly by the opportunity to graduate to longer forms.Ads are special because they are so short—usually under a minute.Everyone has seen them,which is not so true for some other formats.
Almost all television viewers have seen public service announcements (PSAs),which are messages that are broadcast for the public good.PSAs are sometimes paid for by sponsoring organizations,but they are usually furnished to broadcasters to fill any empty spots in the commercial break.This is one way in which television stations help the community to which they broadcast and fulfill an obligation of their FCC license to broadcast over public air waves.Of course,PSAs usually run late at night or in other less commercially desirable time slots.Not everyone can write a feature film script,but anyone can write a 30- or 60-second PSA,so it is a good place to start.

写了视觉媒体
附议
广告和公益广告:
版权为视觉媒体
之前,有广播电视广告和电影广告在家电影院.你仍然能看到当地广告在一些电影院在课程开始之前.所以出售时间之间的原则在商业信息规划与视觉媒体中长大的.格式所特有的电视被开发来搭救短视觉商业信息的效率很低,有效地在课间休息时程序之间.空气的时间被卖给广告商来产生营业收入和利润的电视公司.
电视提供了访问大多数的家庭,所以,最多的观众.电视,很少有人思考过前处理产品的压力或商业信息交流方式,能迅速,电视的需要.这是并仍然是非常昂贵的购买空气的时间.因为电视是最昂贵的广告媒介,它已驱动作家和生产者的广告来提炼他们的技术,提供一个完整的信息在少量的时间.这一次的成本远远超过生产的制造成本信息本身.
短暂的广告已经成为20世纪的一种艺术形式,一个不断发展的风格.它引起了很多编导与人才,吸引来自世界各地的部分是由于金钱使他们能够,部分是由于机会毕业生不再形式.广告是一种特殊的,因为它们是如此下一分钟.每个人都已经看到他们,但这并不是如此的其他格式.
几乎所有的电视观众们看到公共服务宣言,在此消息,这些消息广播对公众有益.有时是资助公益广告主办机构,不过它们通常是家具的广播公司来填充所有的空的斑点在广告时段.这是一条道路,在这条电视台帮助社区