广告翻译论文

广告翻译论文 个人文档: 欢迎来到我的豆丁文档，请在阅读后给予评价～谢谢～ ============================================================================================ Advertising industry is essentially a triad consisting of advertisers, the media, the advertising agencies that create and place most national and many retail ads. Today the industry employs hundreds of thousands of people and influences the behavior and buying habits of billions of people. In the United States alone about over 6,000 advertising agencies help create and place advertisements in a variety of media, including newspapers, television, direct mail, radio, magazines, the Internet, and outdoor signs. Advertising is so commonplace in the United States that an average person may encounter from 500 to 1,000 advertisements in a single day, according to some estimates.The objective of any advertisement is to convince people that it is in their best interests to take an action the advertiser is recommending. The action may be to purchase a product, go to a showroom to try the product, use a service, vote for a political candidate, make a contribution, or even to join the army.Like any personal salesperson, the advertisement tries to persuade. Advertising as a business developed first and most rapidly in the United States, the country that uses it to the greatest extent. In 1980 advertising expenditures in the United States exceeded 55 billion dollars, or about 2 percent of (6)the gross national product. Canada spent about 1.2 percent of its gross national product on advertising, Brazil 1.1 percent, Japan 0.88 percent, and West Germany 0.87 percent. In 1992 an estimated $131 billion was spent in the United States by about 250,000 national advertisers and 1,750,000 local advertisers — a figure that was almost 4 percent higher than 1990s by Procter and Gamble, Philip Morris, General Motors, and Ford. Others in the top ten include the Chrysler Corp. , Pepsi Co, Sears Roebuck, Toyota, General Mills, and Unilever. Much of the money spent by these firms is on national network and spot television. Advertisers spent a total of $29.5 billion on TV advertising in 1992. In 2000 the United States was the leading advertising market in the world with total advertising spending of $147.1 billion. Japan ranked second with $39.7 billion, followed by Germany with $20.7 billion, the United Kingdom with$16.5billion, and France with $10.7 billion. U. S. Spending growth will increase moderately over the next two years, climbing 5% in 2006 to $174.8 billion and by an additional 4-plus% in 2007 to $182.4 billion. U. S. Ad Spend Slows (10)Wall Street researchers are downgrading the U. S. and worldwide outlook for advertising spending in 2006. However, (11)the new findings indicate the way ad spend inflation relates to economic inflation is changing. (12)Internet advertising is also growing much more quickly than offline ads. Worldwide online advertising is expected to grow over seven times faster than offline advertising in 2007. Online advertising spend worldwide is forecast to reach $11.6 billion, an increase of 35 percent from 2005. Despite such growth, only in 2011 is Internet ad spending forecast to achieve double-digit share globally. Online ad spend share worldwide is anticipated to reach 5.7 percent in 2006 and 7.3 percent in 2008. TV, for example, is projected to contribute 46% of the overall increase in North American ad spending and 50% of worldwide ad spending next year, according to the latest edition of “This Year, Next Year Worldwide Media and Marketing”. Worldwide advertising spend will reach $ 11.35 billion ( 6.1 billion pounds ) by 2011 on mobile 感谢你来到我的生命中,带来了美丽、快乐,感谢你给了我永远珍视的记忆。 =======================================================================欢迎下次再来学 习!!!!!!!!!!!!!! 个人文档: 欢迎来到我的豆丁文档，请在阅读后给予评价～谢谢～ ============================================================================================ channels alone, according to a new report. China’s Ad Market China’s advertising market — worth $10 billion in 2002 — is set for (13)double-digit growth annually in coming years and should overtake Japan to become the world’s second largest by 2010. The country of 340 million TV households is set for an advertising boom, helped by (14)Beijing hosting the 2008 Olympic Games, as local and foreign firms vie for increasingly affluent consumers, (15)America’s top TV ratings company said. Radio advertising in China is growing 39% annually on average, largely due to an increase in car ownership and traffic congestion, leading to longer commutes in major cities. Radio ad revenues in Shanghai alone will reach $38 million in 2006, a 35% increase over last year. Two-thirds of Chinese think ads are “untrustworthy”, according to an online survey among 12,927 people sponsored by the China Consumers’ Association. Ads for pharmaceuticals, medical products and health foods are the least trusted. Between 2005 and 2008, six of the 10 largest contributors to advertising growth will be emerging markets including China, the seventh-largest ad market in 2005. China is expected to grow 66% over the coming three years, overtaking Italy in 2006 and France in 2008, becoming the fifth-largest market by 2008. China’s ad spend in TV and print grew 21% to $37 billion in 2005, making it the third-largest ad market in the world after the U. S. And Japan ( based on published rate cards ). China accounted for 56% of total spending across Asia/ Pacific ( excluding Japan)and is now the second-largest television advertising market globally. 感谢你来到我的生命中,带来了美丽、快乐,感谢你给了我永远珍视的记忆。 =======================================================================欢迎下次再来学 习!!!!!!!!!!!!!!