1、 滨江学院 毕业论文 (设计 ) 外文翻译 题 目 微善举公益动画设计 学生姓名 聂佳卉 学 号 20092358032 院 系 滨江学院 专 业 软件工程（动画） 指导教师 郑关胜 二一三年五月二十日 原文： 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 st
2、arts. 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 sol
3、d 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 rap
4、id, 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
5、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 mak
6、e 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
7、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
8、 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. Copywriting Versus Scriptwri
9、ting Let us distinguish between copywriting and scriptwriting. Copywriting includes print and media writing. National advertising campaigns on television are devised and produced by advertising agencies retained by the client company. Learning about this kind of writing and the business of advertisi
10、ng and public relations usually takes place in a specific track and specialized courses in communications studies.Although visual writing is involved in some kinds of copywriting, there are so many other issues involved in copywriting that it is better to leave those dedicated issues aside and deal
11、with visual writing that happens to be part of copywriting. However, small markets in the broadcasting world serve local clients who cannot afford an advertising agency. Somebody has to write these ads for the stations clients. It could be a staff member, part of a unit that sells the stations time,
12、 or it could be a freelance writer paid by the station to do this writing work when needed, or a local ad agency. We need to keep in mind that these kinds of local ads are made on small budgets, sometimes at cost, by the station selling the air time because their profit comes from selling that air t
13、ime. They often have spare production capacity a studio, cameras, a camera crew, and an editing facility. This means that the ad must be written for that budget range without slick effects or expensive graphics, without travel to expensive locations, and without expensive talent. It brings us back t
14、o the perennial challenge that every scriptwriter faces:to write creatively and invent original visuals within a tight budget framework. The same holds true for local PSAs, sponsored by organizations with no budget to spend on production. PSAs are an excellent training ground for student scriptwrite
15、rs. They are short and complete TV playlets. They require all the disciplines of scriptwriting. You can easily settle on a public service issue such as smoking, domestic violence, education,drugs, or racism. You know the issues. You can test your creative imagination. If you have a related productio
16、n course going on, you might be able to produce your PSA. You can also take a familiar product and try to devise a TV spot for it.However, a lot of ads rely on specialized production companies to get pack shots or create computer-generated effects that might be difficult to duplicate in a college production setup. Client Needs and Priorities The PSA and the TV ad are works commissioned by a client. The client needs a solution to a
