英语翻译Devices to Capture Audience AttentionMost of you have en

英语翻译
Devices to Capture Audience Attention
Most of you have engaged in the subtle war between the viewer and the television advertiser.Hands up everyone who has hit the mute button during the ads,or gone to the bathroom,or gone to the fridge,or made a telephone call during the commercial break!This nullifies the advertiser’s effort and expense.Sometimes,either by accident or by choice,we find TV commercials entertaining or fun to watch.The challenge is clear.The advertiser has a lot of resistance to overcome.Now you are on the other side of the box.You have to be creative and capture the audience’s attention in spite of itself so that it pays attention to your message.Your device has to work for others.Measured by your own viewing behavior,no audience will give you any quarter.You live or die in seconds.
What are some of the ways you have noticed writers of these mini-scripts hooking the audience so that it will pay attention to the message?You can recognize definite strategies such as humor,shock,suspense,mini-dramas,testimonials,special graphic effects,music,and,of course,sexuality.These strategies are more elaborately developed in commercial advertising because for-profit companies have the dollars to spend on high-end production values.PSAs cannot command the same resources.They are made on lower budgets or created through the pro bono work of advertising agencies and production personnel.Working with a low budget is a creative challenge.Production dollars don’t automatically buy creative and effective communication.Some of the most ingenious PSAs are cheap but effective.
Consider how a PSA about a public issue such as gambling works.In this case,the Massachusetts Council on Compulsive Gambling needs to communicate to a population that suffers the destructive consequences of this kind of addictive behavior.How do you solve the communication problem?Let’s apply the seven-step method we learned in Chapter 4.

吸引观众注意的设备
你们中的大多数都参与了观众与登电视广告的人之间的微妙的战争.在广告时间按静音按钮的,或去洗手间的,或去开冰箱的,或在广告时间打一个电话的人,请举起手来!这否定了广告客户的精力和花费.有时,无论是偶然的还是选择的,我们发现电视广告很娱乐化或很有乐趣去观赏.目前的挑战是显而易见的.广告客户有很多阻力需要去克服.现在从另一面讲,你必须要勇于创新去吸引观众的注意力,以致他们注重你的信息.你的设备得为他人工作.通过自己的收视行为来衡量,没有观众会给你任何一刻钟的机会.在几秒钟之内就能定夺你是成功还是失败.
你已经注意到的这些小脚本作家钩住观众以致他们会注重信息的一些方法是什么呢?你能知道明确的战略,如幽默,休克,悬念,迷你剧集,推荐,特殊图形效果,音乐,当然,还有性倾向.这些战略是在商业广告上更为精心的开发的,因为为了营利的公司有美元用来花费在高端产品的价值上.公益广告不能指挥相同的资源.它们是用较低的预算或通过无偿广告公司和生产人员的工作创造.
用低预算工作是一个创造性的挑战.美元不会自动生产购买创意和有效的沟通.
最巧妙的公益广告是便宜而且有效的.
试想关于公众议题例如赌博,公益广告是怎么样奏效的.在这种情况下,争对强迫性赌博,马萨诸塞安理会需要与会遭受毁灭性结果的有上瘾行为的人沟通.你是怎么解决这个沟通问题的呢?让我们套用我们在第四章学的七步法吧.