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（形容词作定语）2. In（介词固定搭配，与situation连用，表示在…情况下）3. to attract（need作实意动词，后接动词作宾语，主动使用动词不定式to do结构，被动使用动名词主动形式doing或用动词不定式被动形式to be done）4.of（短语动词，意思是由…组成）5. looking（enjoy后接动词用动名词作宾语）6. is spent（一般现在时被动语态）7. attractive（make something adj.结构，形容词作宾语补足语）

8. to be noticed（enough 后面接动词不定式，被动使用to be done结构）9. seeing（be used to 表示被用于做某事时，后面接动词不定式原形；表达习惯于做某事时，使用动名词，主动用doing，被动用being done）10.by（by doing结构，表达通过某种方式做某事）11. linked（be linked to 意思是与…有联系，与…相结合，过去分词表示被动关系，此处作定语）12. buying（buying a car动名词短语作主语）

译文：然而，当产品和服务在市场上互相进行直接竞争时，这种广告就不合适了。在这种情况下，广告需要吸引和控制公众的注意力，有些广告含有一些专家的图片或专家说的话，告诉人们该产品如何好。 还有些广告的设计者试着创造让人们赏心悦目的广告。 广告设计者常常拥有大量的资金， 他们把大笔的钱用在现代设计技术上， 以使广告在视觉上尽可能的吸引人。

然而即使这样，也经常不能在现代城市中引起足够的重视，由于广告的繁荣，人们习惯于搞到高水平的视觉设计， 现代广告必须把高水平的设计和产品的理念相结合， 才能在激烈的竞争中胜出，比如，有些广告示意买车可以给你自由。其实，他们是在用自己的理念来卖车。其他常见的理念还包括：幸福，财富和成功，事实上，就广告界而言，这些内容简直和广告一样陈旧。

就划线的部分改错

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（动名词短语作主语）2.linked（过去分词短语作后置定语）3.well（as well as意思是既…又…; 除…之外（也）; 此外;）4.to create（动词不定式作目的状语）5.forget（make sb do结构）6.mainly（副词修饰动词作状语）7.which/that（定语从句，先行词指物）8.in（participate in短语动词）9.has worked（Over the last decade短语用完成时）10.fighting（介词后面接名词或动名词作宾语）

注释：make contributions to为…做贡献

译文；

对当今很多广告设计者来说，重复旧的理念已不是有效的办法，他们意识到，与产品的广告宣传多么吸引人并不重要——多数人都知道广告的主要目的就是让消费者花钱，因 此，广告设计者寻找其他的方式来使人们关注他们的产品，当今的顶级广告设计者认为，在现代广告设计运用幽默和新颖独特的创意很重要， 他们的目的是要创造一种人们以前没有见过的，赏心悦目的东西，他们希望采用这种方法能使人们忘记有人正在向他们推销商品！

然而，并非所有的广告都是为了盈利而推销商品和进行服务，一些当代广告的主要目的是为了社会做贡献，如：公益广告鼓励人们参加改善社区，保护环境和帮助他人的活动。 在过去的 10 年中，政府努力用公益广告教育公众防范艾滋病，节约用水，扶贫，戒烟等， 这些公益广告有助于增加公众知识，使社会更加美好。