广告用语英文指导

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1、广告讯息advertisingmessage艺术art艺术方向artdirection艺术家artist美术总监artdirector大创意bigidea头脑风暴法brainstorming传播媒介communicationsmedia概念化conceptualization文案人员copywriter创意纲要creativebrief创意总监creativedirector创意过程creativeprocess创意金字塔creativepyramid创意creative创造creativity感性诉求emotionalappeals控险

2、家explorer事实型思维fact-basedthinking信息性informational法官judge指定mandatories讯息战略messagestrategy非文字nonverbal产品概念productconcept理性诉求rationalappeals目标受众targetaudience技巧technical转换性transformational价值型思维value-basedthinking文字的verbal形象化visualization战士warrior样片animatic动画技法animationtechniq

3、ues声频audio艾耶1号式AyerNo.1利益式标题benefitheadlines正文bodycopy粗体boldface照相制版camera-readyart表演纲要castingbrief结尾close命令式标题commandheadlines末稿comprehensivelayout/comp演示demonstration设计design技巧式正文devicecopy对白/独白式正文dialog/monologcopy旁白donut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文i

4、nstitutionalcopy整合广告integratedcommercial内容段落interiorparagraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-inparagraph生活方式式技法lifestyletechniques标志logotypes助记手段mnemonicdevice音乐式广告musicalcommercials音乐标志musicallogo叙述式正文narrativecopy新闻/信息式标题news/informationheadlines出镜头oncamera

5、拼版pasteup摄影师photographers图片说明式正文picture-captioncopy方框图片式布局picture-windowlayout招贴式格式poster-styleformat主持人式广告presentercommercial启发式标题provocativeheadlines疑问式标题questionheadlines广播人物radiopersonality脚本script印签seal签名signaturecuts生活片段sliceoflife口号slogans故事板storyboard故事板草图storyboa

6、rdroughs直截了当式straightannouncement直接推销式正文straight-sellcopy副标题subhead标题句taglines证言testimonial正文text主题句themelines小样thumbnail收尾trialclose图形部分visuals旁白voiceover模拟校样analogproof动画animation合成片answerprint光圈aperture音控台audioconsole底片baseart出血版bleeds蓝线blueline照相排版术camera-readyart字符计算

7、式character-countmethod电影摄影师cinematographer截止期closingdate色基colorkey分色colorseparation连续调continuoustones控制室controlroom组排copycast封面纸coverpaper青、黄、红、黑印刷CYMKprinting数字媒介digitalmedia数字校样digitalproof数码视频效应装置DVEunits导演director特排字体displaytype复制带dubs拷贝dupes电子制作electronicproduction晒版

8、台纸flats一套铅字font四色印刷four-colorprocess网目凸版halfoneplate网屏halftonescreen互动电视interactiveTV任务夹jobjacke