廣告專業(yè)畢業(yè)論文外文翻譯

1 外文資料 Can the iPad Save the Advertising Industry? One of the big questions surrounding the iPad is whether it will do for the publishing industry what the iPod/iTunes combination did for the music industry. The quick answer is probably, but keep in mind the fact that the iPod didnt save the music industry as much as radically change it. In terms of sales, the iPod unquestionably helped. However, it also profoundly affected the balance of power of those within it; musicians, music companies and consumers. A better question is whether the iPad can save the advertising industry, and the answer is that it probably will. With the iPad revolution, the change in the balance of power this time is between advertisers, publishers and consumers. Even at this point, it seems likely the biggest winners will be advertisers, and for several reasons. A whole new ballgame The iPad is the first e-reader to offer a full color display and a screen close in size to the standard magazine page size. This by itself is major milestone, but when combined with the Apple online iTunes store business model, it becomes a game changing innovation. Add the potential the iPad has to link to ad servers to offer ads customized for the individual reader, and you have a full blown technological revolution. The iPad format revolution 2 One of the key aspects of the iPad is that it will allow advertisers to use their existing standard size marketing material, drastically reducing the cost of launching an iPad based campaign. Until now, any advertiser wanting to reach consumers on the move had to contend with a very small screen size and a variety of layouts with which to display their advertising and catalogs. This not only limited the effectiveness of the advertising, it also added the additional cost of creating or modifying existing material to fit an assortment of screen sizes and layouts. The iPad changes the entire layout cost equation in advertisers favor. Expect a new diversity of magazines When the Apple iBookstore goes live we can expect to see a wide variety of new magazines, some on topics we never considered likely, or even possible. Advertisers will be able to target many consumers groups not economically reachable now. The expected increase in variety will be similar to the increase that resulted from desktop publishing 25 years ago. Before DTP came along typesetting a single page could run $50. This could add up to well over $2,000 for a 48 page magazine, an amount equal to the cost of printing a limited edition of the magazine. When typesetting became commodity priced it made a lot of publications economically viable that werent viable before. The same will happen due to the iPad eliminating the cost of printing from the equation. 3 The catalog revolution With its large color display, the iPad will be a great way to distribute catalogs in Acrobat PDF format. Companies have been doing this for years, but the catch is that consumers had to be in front of their computer to use the catalog. The iPads main attraction is its portability. Anywhere you could read a printed catalog, in your bed, on your sofa, on the commuter train, you can read an iPad. Its not too hard to imagine the Apple iBook store having a section just dedicated to catalogs. Mixed news for publishers While advertisers may benefit from the iPad, the iPad is definitely a mixed blessing for the publishing industry. The iPad will offer publishers a new distribution channel for full color publications, at the same cost as black and white, offering unprecedented time and money savings. However, those same qualities will act to lower the cost of entering the publishing industry, significantly increasing the competition. An increase in the number of advertising supported magazines will likely have a downward pressure of ad rates, something our industry really needs at this time. Good news for consumers While Apple is positioning the iPad as a multipurpose product, capable of running many different types of programs, its likely most 4 early purchasers will buy it for its e-book capability. Even avid Kindle readers will find the iPad color and greater screen size hard to resist. Unlike the Kindle, with the right software the iPad should be able to display many off the shelf magazine collections currently available in DVD, like National Geographic, The New Yorker, or even Mad magazine. However, new collections of magazines might go even further by offering interactive ads tailored to the reader. Future iPad ad server capabilities Its only a matter of time before someone develops a content publishing system that will allow customized ads embedded in iPad books and magazines. Even if Apple isnt working on this, which is a very big if, chances are other people are working on it, and that it will be available soon. With the Kindle, it was a moot point because the relatively small B/W display of the Kindle is not really suited for more than the most basic ads. The virtual book of the future The iPad will just be the first of a class of products that combine the format of a magazine with the ability to be electronically updated and the ability to present ads targeting the current reader. Interactive books are on the way, and so are interactive catalogs, and just in time. With the radio audience lost to iPods, newspapers dying by the dozen, and TV markets eroding faster than Toyotas reputation for quality, 5 advertisers need a new way to reach consumers. The iPad just might fill the bill. The iPad can provide the sound of radio, the visuals of TV, the text of newspapers and the vast resources of the Internet, in one portable device thats as easy to use as a Mac. Its hard to imagine the advertising industry having a better tool. Now, we just have to learn how to use it. 6 譯文 iPod 可以拯救廣告業(yè)？ 周輝 譯 困擾 ipod 的一大問題是，它是否會像 iPod / iTunes 組合為音樂行業(yè)所做的一樣，為出版業(yè)盡一份力。簡單的回答是可能會，但請記住這一事實，與其說 iPod 拯救了音樂產(chǎn)業(yè)不如說是徹底改變了它。在銷售方面，毫無疑問 iPod 是有幫助的。然而，它也深刻地影響了其內(nèi)部各因素 (音樂家，唱片公司和消費者）之間的平衡。 進一步的問題是， ipod 是否可以拯救廣告業(yè)，答案是可能會。隨著 ipod 的這次改革，這些權利平衡是在廣告商、發(fā)行商和消費者之間變化的。即使在這一點上，由于某一些原因，廣告商似乎成為最大的贏家。 一個全新的局面 ipod 是首個電子書供應商，它所提供的電子書具有標準雜志頁面同樣大小完整的彩色顯示屏幕。這本身就是一個重要的里程碑，但當它與蘋果的 iTunes 網(wǎng)上商店商業(yè)模式相結合時，它成為一個改變游戲規(guī)則的創(chuàng)新。將 ipod 的所具有的潛能與廣告服務商相連接，為每一個讀者提供個性化服務，從而形成一個完整成熟的技術革命。 ipod 格式革命 在 ipod 的主要方面之一是，它將允許廣告客戶使用現(xiàn) 有的標準尺寸的營銷材料，大大減少了 ipod 公司推出基于運動成本。到現(xiàn)在為止，任何廣告客戶想要迎合的移動消費者就不得不用一個非常小的 7 屏幕尺寸和布局，來展示他們的廣告和產(chǎn)品目錄品種。這不僅限制了廣告的有效性，同時也增加了創(chuàng)建或修改現(xiàn)有的材料，以適應屏幕尺寸和品種布局的額外費用。 ipod 改變了其所有產(chǎn)品的布局成本，等同于幫助了廣告商節(jié)省了開支。預計新的多樣化的雜志只要蘋果iBookstore 存在，我們可以期望看到一個新的、各種各樣的雜志，有些議題我們可能沒考慮到，甚至認為不可能。這樣，廣告商就能夠為那些沒有能 力支付雜志費用的消費群體服務。 預期的多樣性的增長將會與 25 年前桌面出版所引起的增長相似。 在桌面排版取得 進展以前，一個單頁的排版需要 50$。照這樣計算，出版一本 48 頁的雜志需要 2000$而這相當于出版一本限量版雜志的費用。當排版成為一種標價商品時，大量發(fā)行變得十分經(jīng)濟，而這在以前是不可能的。如果 ipod 消減印刷成本，這種情形也有可能發(fā)生。 目錄革命 憑借寬大的彩色顯示屏， ipod 將擁有一個很好的平臺來發(fā)行Acrobat PDF 格式目錄。公司一直在從事這項活動，但前提條件是，消費者不得不在他們的電腦前是使用該 目錄。該產(chǎn)品的主要吸引力是它的可攜性。你可以隨時隨地通過 iPod 閱讀擬定的目錄，可以在您的床上，沙發(fā)上或者通勤列車上?？梢韵胂筇O果 iB