動畫設(shè)計電視廣告中英文外文翻譯文獻

中英文翻譯原文：AdsandPSAs⑴CopywritingforVisualMediaBeforetelevision,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.⑵CopywritingVersusScriptwritingLetusdistinguishbetweencopywritingandscriptwriting.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.⑶ClientNeedsandPrioritiesThePSAandtheTVadareworkscommissionedbyaclient.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-SecondPlayletsAdsintheformof20-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.⑸DevicestoCaptureAudienceAttentionMostofyouhaveengagedinthesubtlewarbetweentheviewerandthetelevisionadvertiser.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,theMassachusettsCouncilonCompulsiveGamblingneedstocommunicatetoapopulationthatsuffersthedestructiveconsequencesofthiskindofaddictivebehavior.Howdoyousolvethecommunicationproblem?Let’sapplytheseven-stepmethodwelearnedinChapter4.AnthonyFriedmannAcquisitionsEditor:AmyJollymoreProjectManager:AndrewTherriaultAssistantEditor:CaraAndersonMarketingManager:ChristineDegon-VeroulisCoverDesigner:CateBarrFocalPressisanimprintofElsevier英文翻譯：廣告和公益廣告⑴文案的視覺媒體在電視出現(xiàn)以前，我們可以在收音機里聽到廣播形式的廣告和在電影院里觀看電影時在影片開始播放之前一些廣告。因此，隨著視覺媒體對商業(yè)信息影響的擴大，它開始被拿來銷售。電視產(chǎn)生以后，在電視播放的時候被插入了很多有商業(yè)信息的廣告。通過經(jīng)營和銷售這些帶有商業(yè)信息的廣告時間，廣告公司和電視臺都得到了一筆價值可觀的收入。大部分家庭都擁有電視，因此，它得到了最多的觀眾。電視廣告在傳遞產(chǎn)品或者商業(yè)信息時不會讓人產(chǎn)生壓力。因此，電視廣告的時間在過去和未來都是非常昂貴的。因為，電視廣告帶動了廣告作者和廣告公司改進技術(shù)，以提供盡量緊湊和簡短的廣告，廣告所帶來的價值遠(yuǎn)遠(yuǎn)超過了制作廣告本身的成本。在二十世紀(jì)，簡短廣告已經(jīng)成為了一門有獨特風(fēng)格的藝術(shù)。它吸引了很多來自世界各地的編劇，導(dǎo)演和人才，因為，它可以帶來相當(dāng)可觀的金錢。大家都看過廣告，雖然很短，但他卻能表達一連串完成的信息。幾乎所有的電視觀眾都看到公益廣告，這是，這對于公共利益的廣播消息。公益廣告所有的費用由主辦單位承擔(dān)，但它們通常在廣播電臺播放，以填補未被商業(yè)利用的空白時間。這是一種形式，電視臺幫助社區(qū)廣播和履行他們的義務(wù)，其聯(lián)邦通信委員會許可在公共廣播的無線電波。當(dāng)然，管理公司通常運行在深夜或其他較商業(yè)利益的時段。不是每個人都可以寫一個專題片腳本，但任何人都可以寫一個30-或60秒的公益廣告，因此它是一個良好的開端。⑵版權(quán)與編劇讓我們區(qū)分版權(quán)和編劇。版權(quán)問題包括出版和媒體寫作。在電視上國家的廣告活動都是設(shè)計和生產(chǎn)中保留的廣告機構(gòu)客戶的公司。學(xué)習(xí)這種寫作的經(jīng)營和廣告和公關(guān)通常發(fā)生在一個特定的跟蹤和專業(yè)課程在通信方面的研究。雖然視覺寫作涉及一些種類的版權(quán)問題,還有很多其他的問題涉及版權(quán)問題,最好離開那些奉獻問題放在一邊,處理視覺寫作,而且恰好是版權(quán)問題的一部分。然而,小市場為當(dāng)?shù)乜蛻舻膹V播世界那些承擔(dān)不起一家廣告代理公司。有人來寫,這些廣告為電臺的客戶。它可能是一個工作人員,部分單位出售該電臺的時間,也可能是一名自由撰稿人支付的寫作素材站來做這事,如有需要,或當(dāng)?shù)氐膹V告代理公司。我們需要記住這些類型的當(dāng)?shù)貜V告了,有時微小預(yù)算成本,按車站的銷售空氣時間,因為這些金融機構(gòu)的利潤來自向銷售,空氣的時間。他們往往擁有閑置生產(chǎn)capacity-a工作室、照相機、攝像機船員隊伍,同時一種編輯設(shè)施。這意味著廣告必須寫的,不影響預(yù)算范圍內(nèi)的光滑,沒有旅行或昂貴的圖形昂貴的地點,和沒有昂貴的人才。它讓我們回到多年生的挑戰(zhàn),每一個編劇的面貌:創(chuàng)造性和發(fā)明原來寫的視覺在預(yù)算吃緊的框架。這同樣適用于當(dāng)?shù)氐膲好裟z制造而成,由組織沒有預(yù)算花費在生產(chǎn)。psa是一名優(yōu)秀的訓(xùn)練場地為學(xué)生的編導(dǎo)。他們很短和完整的電視playlets。他們要求所有的學(xué)科的戲劇。你可以很容易地在一個公共服務(wù)問題解決諸如吸煙、家庭暴力、教育、毒品或種族主義。你知道這些問題。你可以測試你的創(chuàng)造性的想象力。如果你有一個相關(guān)的生產(chǎn)過程進行的時候,你可能會產(chǎn)生你的PSA。你也可以將一個熟悉產(chǎn)品,試圖想出一個電視廣告。然而,很多廣告憑借專業(yè)的生產(chǎn)企業(yè)把包球或創(chuàng)造的電腦效果很難復(fù)制,在一所大學(xué)生產(chǎn)的設(shè)置。⑶客戶需求和優(yōu)先事項電視廣告作品可以委托一個客戶。業(yè)主需要解決溝通問題,作者必須提供。我們提到這門學(xué)科的職業(yè)作家在第3、4章。你寫的人代表某人或更確切地說,一個組織的利益或公司。之后我們會更近一步來看另一種寫一個電影制片人的工作或娛樂節(jié)目。不同于娛樂電影劇本是生產(chǎn)者委托作品也因為沒有一個作家能確切知道什么好的劇本是直到它正在制作、展示給觀眾,并用實例驗證了票房或觀眾收視率。委托編程沒有觀眾的測量來表達的票房收入。衡量成功的交流只能通過