廣告術(shù)語英語大全詞匯表

1、廣告英語詞匯廣告訊息advertising message藝術(shù)art藝術(shù)方向art direction藝術(shù)家artist美術(shù)總監(jiān)art director大創(chuàng)意big idea頭腦風(fēng)暴法brainstorming傳播媒介communications media概念化conceptualization文案人員copywriter創(chuàng)意綱要creative brief創(chuàng)意總監(jiān)creative director創(chuàng)意過程creative process創(chuàng)意金字塔creative pyramid創(chuàng)意creative創(chuàng)造creativity感性訴求emotional appeals控險家explorer事實型

2、思維fact-based thinking信息性informational法官judge指定mandatories訊息戰(zhàn)略message strategy非文字nonverbal產(chǎn)品概念product concept理性訴求rational appeals目標(biāo)受眾target audience技巧technical轉(zhuǎn)換性transformational價值型思維value-based thinking文字的verbal形象化visualization戰(zhàn)士warrior樣片animatic動畫技法animation techniques艾耶1號式Ayer No.1利益式標(biāo)題benefit hea

3、dlines正文body copy粗體boldface照相制版camera-ready art表演綱要casting brief結(jié)尾close命令式標(biāo)題command headlines末稿comprehensive layout/comp演示demonstration設(shè)計design技巧式正文device copy對白/獨白式正文dialog/monolog copy旁白donut標(biāo)題headline吸引技巧hook圖標(biāo)icon插圖畫家illustrators企業(yè)形象式正文institutional copy整合廣告integrated commercial內(nèi)容段落interior para

4、graphs斜體italic歌謠式j(luò)ingles肩題kicker布局圖layout預(yù)備段落lead-in paragraph生活方式式技法lifestyle techniques標(biāo)志logotypes助記手段mnemonic device音樂式廣告musical commercials音樂標(biāo)志musical logo敘述式正文narrative copy新聞/信息式標(biāo)題news/information headlines出鏡頭on camera攝影師photographers圖片說明式正文picture-caption copy方框圖片式布局picture-window layout招貼式格式

5、poster-style format主持人式廣告presenter commercial啟發(fā)式標(biāo)題provocative headlines疑問式標(biāo)題question headlines廣播人物radio personality腳本script印簽seal簽名signature cuts生活片段slice of life口號slogans故事板storyboard故事板草圖storyboard roughs直截了當(dāng)式straight announcement直接推銷式正文straight-sell copy副標(biāo)題subhead標(biāo)題句taglines證言testimonial正文text主題句

6、theme lines小樣thumbnail收尾trial close圖形部分visuals旁白voiceover模擬校樣analog proof動畫animation合成片answer print光圈aperture音控臺audio console底片base art出血版bleeds藍(lán)線blueline照相排版術(shù)camera-ready art字符計算式character-count method電影攝影師cinematographer截止期closing date色基color key分色color separation連續(xù)調(diào)continuous tones控制室control room

7、組排copy cast封面紙cover paper青、黃、紅、黑印刷CYMK printing數(shù)字媒介digital media數(shù)字校樣digital proof數(shù)碼視頻效應(yīng)裝置DVE units導(dǎo)演director特排字體display type復(fù)制帶dubs拷貝dupes電子制作electronic production曬版臺紙flats一套鉛字font四色印刷four-color process網(wǎng)目凸版halfone plate網(wǎng)屏halftone screen互動電視interactive TV任務(wù)夾job jacket出格kerning電腦亭kiosk加空鉛leading硬性軟片li

8、ne film線畫版line plate實景真人live action外景地location制片場lot指令mandatories公共場所mass audience venue母帶master tape合成樣片mixed interlock助記手段mnemonic device多媒體演示multimedia presentation正色投影膠片orthographic film透明塑料膜overlay個人場所personal audience venue平臺使用費platform licensing后期制作階段postproduction phase開印前階段prepress phase預(yù)備階

9、段preproduction phase印刷制作經(jīng)理print production manager印刷制作過程print production process非公開場所private audience venue制片人producer制作階段production phase復(fù)映復(fù)播追加酬金residual fee反差套印reverse knockout無襯線字體sans serif最低合同工資scale襯線字體serif一場session特技special effects插播廣告spots剝版stripping疊supers演播人員talent自動臺詞提示器teleprompter課本紙te

10、xt paper正文字體text type合套trap字系type families排印工藝typography網(wǎng)頁Web page單詞計算式word-count method工作樣片work print書寫紙writing paper廣告英語術(shù)語公共關(guān)系用語社論式廣告advertorial倡導(dǎo)廣告advocacy advertising伏擊式營銷ambush marketing視聽材料audiovisual materials公告牌bulleting boards社會參與community involvement企業(yè)廣告corporate advertising企業(yè)識別廣告corporate

11、 identity advertising危機(jī)管理crisis management娛樂entertainment展品exhibits特寫feature articles內(nèi)部通報house organ以貨代款in kind機(jī)構(gòu)廣告institutional advertising游說lobbying前期市場企業(yè)廣告market prep corporate advertising營銷公關(guān)marketing public relation新聞簡報news/press release意見抽樣opinion sampling慈善行為philanthropy招貼posters傳媒炒作press age

12、ntry傳媒工具press/media kit公共事務(wù)public affairs公共關(guān)系戶public relations公共關(guān)系廣告public relations advertising宣傳publicity公眾publics招聘廣告recruitment advertising聲望經(jīng)營reputation management撰寫講演稿speechwriting贊助sponsorship賽場營銷venue marketing新聞通報錄像video news release廣告英語術(shù)語廣播媒介用語執(zhí)行證明書affidavit of performance受眾構(gòu)成audience comp

13、osition受眾占有率audience share時間表avails一刻平均聽眾數(shù)average quarter-hour audience一刻平均收聽率average quarter-hour rating一刻平均占有率average quarter-hour share交換辛迪加barter syndication無線電視broadcast TV有線電視cable TV單位成本CPP千人成本CPM累積聽眾數(shù)cumulative persons累積收聽率cumulative rating時段組合day-part mix預(yù)定市場區(qū)域designated market areas班車時間dri

14、ve time首播辛迪加first-run syndication毛評點gross rating points開機(jī)家庭HUT形象移植imagery transfer信息式廣告informercial互相連接interconnect存貨inventory地方時間local time賠償條件make-goods廣播電視網(wǎng)networks網(wǎng)外辛迪加off-network syndication協(xié)辦participation basis占位價格preemption rate黃金時段prime time節(jié)目式廣告PLA節(jié)目收率視program rating節(jié)止編排形式programming format

15、s視聽率調(diào)查服務(wù)公司rating services電臺指定時間run-of-station贊助sponsorship點播廣播spot announcement點播廣播spot radio受眾總數(shù)total audience總體受眾計劃total audience plan電視家庭TVHH特高頻UHF甚高頻VHF 廣告英語術(shù)語互動媒介用語廣告網(wǎng)絡(luò)ad networks廣告查詢ad request橫幅廣告banner闊幅說明書broadsides手冊brochures商業(yè)回郵件business reply mail按鈕button有線調(diào)制解調(diào)器cable-modem目錄catalogs光驅(qū)CD-R

16、OM分類廣告Web 站classified ad Web site點擊率click rate點進(jìn)率click-throughs編輯名錄compiled lists小甜餅cookies立體創(chuàng)意直郵creative dimensional direct mailing數(shù)字互動媒介digital interactive media直接電腦Direct PC直郵廣告direct-mail advertising折頁folders主頁home pages專屬名錄houselists內(nèi)部刊物house organs互動電視interactive TV互聯(lián)網(wǎng)Internet互聯(lián)網(wǎng)服務(wù)供應(yīng)商Internet

17、service provider插播廣告interstitial關(guān)鍵詞keyword電腦亭kiosk信件公司letter shop名錄經(jīng)紀(jì)人list broker郵件反應(yīng)名錄mail-response lists明信片postcards推播技術(shù)push technology銷售信函sales letters搜索引擎search engines郵簡self-mailers贊助sponsorship公告書statement stuffersWeb 瀏覽器Web browser網(wǎng)頁Web pageWeb 電視Web TV萬維網(wǎng)World Wide Web 廣告英語術(shù)語戶外媒介用語廣告禮品advert

18、ising specialty自動取款機(jī)ATM基本巴士單位basic bus展臺booths路牌bulletin structure車內(nèi)尾部招貼car-end posters電影貼片廣告cinema advertising名錄directories8張招貼eight-sheet posters電子顯示屏electronic signs陳列品exhibits陳列媒介exhibitive media全面登場full showing全球定位系統(tǒng)GPS車內(nèi)廣告牌inside cards100露出數(shù)100showing戶外媒介out-of-home media車體招貼outside posters包裝p

19、ackaging獎品premiums產(chǎn)品安插product placement登場showing看板spectaculars標(biāo)準(zhǔn)戶外廣告standardized outdoor advertising成品招貼stock posters優(yōu)惠贈券take-ones出租車外殼taxicab exteriors終點站招貼terminal posters30張招貼架30-sheet poster panel整車牌位total bus商業(yè)展示會trade shows交通廣告transit advertising車站棚廣州廣告transit shelter advertising錄像手冊video broc

20、hure廣告英語術(shù)語媒介策劃用語廣告印象advertising impression廣告反應(yīng)曲線advertising response curve注意度attention value受眾audience受眾目標(biāo)audience objectives間歇式排期blinking品牌開發(fā)指數(shù)brand development index集中式bursting品種開發(fā)指數(shù)category development index發(fā)行量circulation持續(xù)性continuity持續(xù)式continuous schedule成本效益cost efficiency單位成本cost per point千人成本

21、cost per thousand創(chuàng)意組合creative mix分布目標(biāo)distribution objectives有效頻次effective frequency有效到達(dá)率effective reach暴露值exposure value市場、資金、媒介、組合、方法5Ms起伏式flighting schedule頻次frequency總印象gross impressions毛評點gross rating points市場markets組合mechanics媒介media媒介策劃media planning媒介載體media vehicles訊息力度message weight方法method

22、ology組合媒介法mixed-media approach資金money驅(qū)動值motivation value看見機(jī)會opportunity to see脈沖式pulsing schedule視聽率rating到達(dá)率reach每冊讀者數(shù)readers per copy近期策劃recency planning路障式roadblocking外溢媒介spillover media增效效應(yīng)synergy電視戶television households廣告英語術(shù)語媒介運用用語發(fā)行量審核局ABC出血bleed批量折扣bulk discounts行業(yè)雜志business magazines發(fā)行量審核cir

23、culation audit分類廣告classified ads紐約分類廣告網(wǎng)絡(luò)CANNY分類圖片廣告classified display ads截稿日期closing date彩色樣品紙條color strip混合收費制combination rates消費者雜志consumer magazines合同收費制contract rate贈閱發(fā)行controlled circulation聯(lián)合形式cooperative/co-op programs千人成本CPM封面日期cover date封面位置cover position購物雜志custom magazine日報daily newspaper

24、s人口版demographic editions圖片廣告display advertising實際收費earned rates農(nóng)業(yè)刊物farm publications統(tǒng)一收費制度flat rate香味紙條fragrance strips頻率折扣frequency discounts黃金版位full position門式折頁gatefold地理版geographic editions基本發(fā)行量guaranteed circulation橫向刊物horizontal publication獨立購物指南independent shopping guide插頁insert加插刊登通知insertio

25、n order島形半版island halves小單元junior unit地方城市雜志local city magazine雜志出版人協(xié)會MPA媒介采購員media buyer媒介標(biāo)尺調(diào)查有限公司MRI全國性雜志national magazines全國性價格national rate美國報業(yè)協(xié)會NAA報紙版面庫NSB上市日期on-sale date公開收費制度open rate訂閱發(fā)行paid circulation自動彈啟式廣告pop-up ad.自選版位費preferred-position rates預(yù)印廣告插頁preprinted inserts初級發(fā)行量primary circul

26、ation清樣proof copy公告public notice費率基準(zhǔn)rate base價目表rate card閱讀告示reading notice地區(qū)性刊物regional publications任意版位費制ROP advertising rates二級讀者量secondary/pass-along readership欠資收費制short rate賽蒙斯市場調(diào)查局SMRB多胞胎版split runs標(biāo)準(zhǔn)廣告單位SAU標(biāo)準(zhǔn)收費與數(shù)據(jù)服務(wù)公司SRDS標(biāo)準(zhǔn)型報紙standard-size newspaper周日增刊Sunday supplement小報型報紙tabloid newspaper

27、撕樣tear sheets三維廣告3-D ads縱向刊物vertical publication數(shù)量折扣volume discounts周報weekly newspapers 廣告英語術(shù)語銷售用語廣告津貼advertising allowance回購津貼buyback allowance目錄catalog減價促銷cents-off promotion套裝贈送combination offer公司大會與經(jīng)銷商聚會company conventions & dealer meetings消費者銷售推廣consumer sales promotion競賽contest聯(lián)合廣告cooperative/

28、co-op advertising優(yōu)惠券coupons顧客終身價值customer lifetime value數(shù)據(jù)進(jìn)入data access數(shù)據(jù)管理data management數(shù)據(jù)庫database數(shù)據(jù)庫營銷database marketing直接營銷direct marketing直接反應(yīng)廣告direct-response advertising直接銷售戰(zhàn)略direct-sales strategy直接銷售direct selling陳列津貼display allowance易地銷售diverting電子優(yōu)惠券electronic coupons提前購買forward buying廣告插

29、頁free-standing inserts游戲game店內(nèi)樣品試用in-store sampling聯(lián)絡(luò)媒介linkage media人員銷售personal selling售點材料point-of-purchase materials什錦袋裝樣品polybagging獎品premiums拉式戰(zhàn)略pull strategy推銷獎金push money/spiffs推式戰(zhàn)略push strategy部分退款rebates近期、頻次、貨幣方程RFM formula銷售推廣sales promotion樣品試用sampling貨位津貼slotting allowance抽獎sweepstake電話

30、營銷telemarketing貿(mào)易廣告trade advertising貿(mào)易集中trade concentration貿(mào)易折扣trade deals貿(mào)易推廣trade promotion 廣告英語術(shù)語行政用語明確表示affirmative disclosure美國廣告聯(lián)盟AAF美國廣告公司協(xié)會AAAA全國性廣告主協(xié)會ANA商業(yè)促進(jìn)局BBB停止/中止令cease-and-desist order比較廣告comparative advertising服罪判決書consent decree消費者保護(hù)團(tuán)體consumer advocate消費者信息網(wǎng)絡(luò)consumer information netw

31、orks消費者保護(hù)主義consumerism版權(quán)copyright更正廣告corrective advertising欺騙性廣告deceptive advertising推薦endorsements道德廣告ethical advertising聯(lián)邦通訊委員會FCC聯(lián)邦貿(mào)易委員會FTC食品與藥品管理局FDA知識產(chǎn)權(quán)intellectual property長期宏觀論long-term macro arguments全國廣告處NAD國家廣告審查局NARB國家廣告審查委員會NARC非產(chǎn)品事實nonproduct facts營養(yǎng)標(biāo)識與教育法Nutritional Labeling and Educat

32、ion Act專利patent隱私權(quán)privacy rights夸大puffery短期操縱論short-term manipulative arguments社會責(zé)任social responsibility潛意識廣告subliminal advertising證據(jù)substantiation證實testimonials商標(biāo)trademark不正當(dāng)廣告unfair advertising美國專利與商標(biāo)署U.S.Patent and Trademark Office 網(wǎng)絡(luò)廣告名詞解釋一、以下是網(wǎng)絡(luò)廣告中常用名詞的解釋1.Banner ：橫幅廣告，一個表現(xiàn)商家廣告內(nèi)容的圖片，放置在廣告商的頁面上，是互聯(lián)網(wǎng)廣告中最基本的廣告形式，尺寸是480*60像素，或233*30像素，一般是使用GIF 格式的圖像文件，可以使用靜態(tài)圖形，也可用多幀圖像拼接為動畫圖像。Banner 一般翻譯為網(wǎng)幅廣告、旗幟廣告、橫幅廣告等。2.Button:其實是從banner 廣告演變過來的一種廣告形式，圖形尺寸比banner 要小。一般是120*60像素，甚至更小。由于圖形尺寸小，故可以被更靈活的