| 单词 | 广告 |
| 释义 | 〔billboard〕The advertisement or message posted on such a panel.广告：贴在上述平板上的广告或消息〔concept〕"began searching for an agency to handle a new restaurant concept"(ADWEEK)“开始寻找一个能运用全新餐馆概念的经理人”(广告周刊)〔ballyhoo〕The origin ofballyhoo has been the subject of much speculation. This spelling has actually graced four different words:ballyhoo, "sensational advertising"; ballyhoo, a spelling of balao, a kind of fish; ballyhoo, a part of the name ballyhoo bird, about which more later; andballyhoo, a sailor's epithet for a disliked ship. This lastballyhoo (first recorded in 1836) was thought to be related to, or the same as, the word ballahou, from Spanishbalahú, "a type of schooner common in the Antilles.” First recorded in 1867,ballahou, besides being a term for a specific kind of ship, was also used contemptuously of inferior ships.But the connection between these sailing terms or the name of the fish and our wordballyhoo, first recorded in 1901, has not been established. There may, however, be a tie betweenballyhoo and the creature called a ballyhoo bird. According to a July 1880 article inHarper's, the bird had four wings and two heads and could whistle through one bill while singing through the other.Anyone who has ever hunted a snipe will know what hunting ballyhoo birds was like.单词ballyhoo 的来源一直存在种种推测。 这个词的拼写实际上包含有四个不同的词：ballyhoo， 意为“耸人听闻的广告”； ballyhoo， 是 balao 的一种拼写，是一种鱼； ballyhoo， 是 ballyhoo bird 的一部分,其出现更晚； 还有一个是ballyhoo， 是水手对不喜欢的船的称呼。 这最后一个ballyhoo （最早记载于1836年）被认为与 ballahou 有关或相同， 该词来自西班牙语balahu， 意为“流行于安的列斯群岛的一种纵帆船。” 首次记载于1867年，ballahou 一词除表示一种特殊的船外， 还表示同时代的劣等船。但这些与航海有关的词或鱼类名称的词与我们所使用的、首次记载于1901年的一词ballyhoo 之间尚未建立联系。 然而也许ballyhoo 一词与被称为 ballyhoo bird 的生物之间有某种联系。 根据1880年7月哈帕斯 杂志中一篇文章的描写， 这种鸟有四翅双头，可以用其中一张嘴吹哨，同时用另一张嘴唱歌。任何曾经猎过鹬鸟的人将会知道捕猎“巴里嗬”鸟是怎样的一种情景〔personality〕Personality is often used to mean "celebrity,” particularly in popular journalism,as inThe show features interviews with entertainment personalities. A case can be made for the usage,since many of the persons so described are best known simply for who they are rather than what they have done.Thuspersonality may be an appropriate description of someone who is best known by virtue of his or her frequent appearances as a television host or an advertising spokesperson, but it is slighting when used of people whose renown is based on substantive achievements.Perhaps for this reason,the word was unacceptable to 57 percent of the Usage Panel in an earlier survey.Personality 常用来表示“著名人物”， 特别用在一些大众杂志中，如在电影演员与娱乐圈知名人士对话 中。 一种情形能够用于这种用法，因为许多这样描述的人仅因他们是谁而并不解他们所做的事而著名。所以personality 可能是对因作为电视节目主持人或广告角色频繁出现而著名的一类人的合适称呼， 但如果用于那些凭借实在成绩而著名的人物就显得粗鲁了。可能因为这个原因，在早期调查中有57%用法小组的专家不接受这个词〔air〕"The ad was submitted to CBS . . . which accepted and aired it"(New York)“委托CBS的广告播送了”(纽约)〔adman〕A man who designs, writes, acquires, or sells advertising.广告人：设计、撰写、获取或销售广告的人〔spread〕A story or advertisement running across two or more columns of a magazine or newspaper.报纸、杂志上跨两栏或多栏的文章或广告〔consumerism〕The movement seeking to protect and inform consumers by requiring such practices as honest packaging and advertising, product guarantees, and improved safety standards.保护消费者利益运动：一种通过要求在包装及广告上诚实无欺 、产品保证以及更好的安全标准等商业行为从而设法保护消费者并为他们提供信息的运动〔presell〕To promote (a product not yet on the market) by means of advertising.预售：利用广告的方式促销（未进入市场的产品）〔transpose〕alteration influenced by poser [to put, place] * see pose 1 受 poser的影响 [广告，安置] * 参见 pose1〔personal〕personals A column in a newspaper or magazine featuring personal notices. personals 人事栏，分类人事广告：报纸或杂志上刊登个人简讯的栏目〔coupon〕A detachable part, as of a ticket or advertisement, that entitles the bearer to certain benefits, such as a cash refund or a gift.礼券，优待券：一个可分开的部分，如票或广告中使持有者获得某种利益的部分，如现金返回或礼物〔zappy〕a zappy advertisement.一则生动的广告〔negative〕campaign advertising that was based solely on negatives.以批评为主的广告手法〔slogan〕A phrase used repeatedly, as in advertising or promotion:广告语：（广告或促销中）反复使用的短语：〔themed〕Some have criticized the network for rejecting two gay-themed commercials.Some have criticized the network for rejecting two gay-themed commercials（有些人已经针对拒绝两个同性恋广告的网络提出批评）。〔advertising〕The business of designing and writing advertisements for publication or broadcast.广告业：为出版或广播而设计和创作广告的行业〔bill〕A public notice, such as an advertising poster.广告，海报：公共布告，如广告招贴〔commission〕The Federal Trade Commission investigates false advertising.联邦贸易委员会调查不实广告〔ballyhoo〕Sensational or clamorous advertising.夸大广告：耸人听闻的或大肆宣传的广告〔condo〕condo sales; condo advertisements.分套出售公寓；分套出售公寓广告〔milline〕The cost of a unit of advertising copy.百万行广告费：一个单位的宣传广告品的费用〔newspaper〕A publication, usually issued daily or weekly, containing current news, editorials, feature articles, and usually advertising.报纸：通常是每日或每周发行的出版物，内容包括时事、社评、人物传记和广告〔comprehensive〕Abbr. comp.A preliminary layout showing all the elements planned for an advertisement.缩写 comp.初步设计：显示设计广告所需全部要素的初步轮廓〔place〕place an advertisement in the newspaper.在报纸上登上广告〔copy〕The words to be printed or spoken in an advertisement.文字说明：广告中的印刷文字说明或解说词〔philosophy〕an original philosophy of advertising.有创意的广告理论〔bite〕fished all day without a bite; an ad that got a few bites but no final sales.一整天没半条鱼上钩；这则广告吸引了一些人上钩，但最后还是没有卖出东西〔launch〕launched the new perfume with prime-time commercials on the major networks.依靠在主要的电视台播出黄金时段的广告来推出这种新型香水〔slogan〕"all the slogans and shibboleths coined out of the ideals of the peoples for the uses of imperialism"(Margaret Sanger)“所有的广告短语和陈旧词句都是出于各民族对使用帝国主义的理想而创造出来的”(玛格丽特·桑格)〔coupon〕A printed form, as in an advertisement, to be used as an order blank or for requesting information or obtaining a discount on merchandise.定货单：印刷的表格，如广告中用来作为定货单或用来咨询或卖出后获取贴现〔sale〕sale merchandise; sale advertising.销售产品；经销广告〔plaster〕plaster the walls with advertising.将广告贴满墙壁〔copywriter〕One who writes copy, especially for advertising.广告文字撰稿人：撰写文字说明的人，尤指为广告〔teaser〕An advertisement that attracts customers by offering something extra or free.优惠广告：通过提供额外的或免费的东西来吸引顾客的广告〔unique〕Over the course of the centuryunique has become the paradigmatic example of the class of terms that do not allow comparison or modification by an adverb of degree such as very, somewhat, or quite. Thus, most grammarians believe that it is incorrect to say that something isvery unique or more unique than something else, though phrases such asnearly unique and almost unique are acceptable. In the most recent survey the sentenceHer designs are quite unique in today's fashion scene was unacceptable to 80 percent of the Usage Panel. · Critical objections to the comparison and degree modification of absolute terms date to the 18th centuryand have been applied to a wide group of adjectives includingequal, fatal, omnipotent, parallel, perfect, and unanimous. According to the standard argument, such words denote properties that a thing either does or does not have but cannot have to a qualifiable degree.Thus ifunique is properly used to mean "without equal or equivalent,” something either is unique or it isn't, and phrases such asvery unique and more unique can only betray a weakening of the sense to mean something like "unusual" or "distinctive.” It is true that comparison and modification ofunique are often associated with the style favored by copywriters, as in the advertisement announcing thatOmaha's most unique restaurant is now even more unique or in the claim that a new automobile is So unique, it's patented. But modification ofunique is also found in the work of reputable writers, where it may lack any connotations of hyperbole.A painting is described asthe most unique of Beckman's self-portraits, and a travel writer states thatChicago is no less unique an American city than New York or San Francisco. The relative acceptability of these usages reflects the semantic subtlety ofunique itself. If we were to useunique only according to the strictest criteria of logic, after all, we might freely apply the term to anything in the worldsince nothing is wholly equivalent to anything else.Clearly, then, when we say that a restaurant or painting is unique,we mean that it is worthy of inclusion in a class by itself according to certain implicit but generally accepted criteria.Thus a legitimately unique painting might be one that realizes an unparalleled aesthetic vision,but not one that is rendered only in pigments whose names begin with the lettero; and a legitimately unique restaurant might be one that serves 18th-century French cuisine according to the original recipes,not one that has been installed in a converted sardine cannery.Given this understanding, it is not inherently impossible to think of uniqueness as a matter of degree,in the sense that one painting or restaurant may be more or less worthy of inclusion in a class by itself than some other. ·What is troubling about the copywriters' use ofunique is not that the word has become a synonym for unusual. Rather, it is the copywriters who are using the word in conformity with strict logic.Uniqueness is claimed for a restaurant in virtue of some trivial properties of its decor or menu,or for a resort hotel that simply happens to have a singularly picturesque view of the bay.Though it may be true that such properties render these thingslogically unique, they do not constitute legitimate grounds for putting the things into a class by themselves according to the criteria ordinarily invoked when things are sorted into classes.In fact, the abuse ofunique can be cloying even when no modification or comparison is involved; when we read an advertisement for a line of sportswear that featuresa unique selection of colors, we may suspect that the distinctive properties of the color selection are not so remarkable as the advertiser would have us believe. But it is not surprising that these uses ofunique should lend themselves to promiscuous modification and comparison; for once it is granted that uniqueness can be claimed for any product or service that is somehow distinctive from all its competitors,it is inevitable that an increase in uniqueness will be seen in every minor innovation.See Usage Note at equal ,infinite ,parallel ,perfect 在本世纪整个过程中unique 已成为不能由程度副词，例 very、somewhat 或 quite， 比较或修饰的一类术语的例证。 因此，多数语法学家认为说某事是very unique 或 more unique than 是不正确的， 虽然短语例如nearly unique 和 almost unique 是可接受的。 在最近的调查中，句子Her designs are quite unique in today's fashion scene （她的设计在现今流行样式的场面中是很独特的） 对用法专题使用小组的百分之八十成员是不可接受的。 对纯粹术语的比较和程度修饰的主要异议可追述到18世纪，并已广泛用到许多形容词中，包括equal, fatal, omnipotent, parallel, perfect 和 unanimous。 根据标准论据，这些单词表示一事有或没有但不能有可修饰的程度的性质。于是如果unique 适当地用于表示“没有相等或相当的”，则某事是唯一的或不是唯一的， 而短语像very unique 和 more unique 仅能表露出说明某事像“不寻常的”或“独特的”的意义的减弱。 的确，unique 的比较和修饰常与撰稿人喜欢的文体相联系， 如在广告中称Omaha's most unique restaurant is now even more unique（奥马哈城的最独特的餐馆现在甚至是更加独特） 或声称新汽车是 So unique, it's patented（如此独特，它取得了专利权）。 但是unique 的修饰也在著名作家的作品中发现， 那里可能缺乏夸张法的任何涵义。描述一张油画为the most unique of Beckman's self-portraits（最独特的贝克曼的自画像）， 一位旅游作家叙述Chicago is no less unique an American city than New York or San Francisco（芝加哥比纽约或旧金山是不逊独特的美国城市）。 这些用法的相对可接受性反映unique 自身语义的巧妙。 如果我们仅按照逻辑的严格标准使用unique ， 则我们终于会自由地把此术语使用于世界上的任何事，因为没有完全等同于另一事的事。于是，显然当我们说餐馆或油画是独特的时，我们意味着根据某种隐含的但可普遍接受的判据它是值得包含在一个等级内的。于是合理独特的油画可能是实现空前未有的审美型的，而不是仅给予名字以字母O开始的颜料； 合理独特的餐馆可能根据原来的食谱提供18世纪法国菜肴的餐馆，而不是配备转换的沙丁鱼罐头食品的餐馆。按这样了解，将独特性视为程度问题不是本来就不可能的，在这个意义上一张油画或一个餐馆或多或少可能是极好的有价值的内涵物而不是其他。关于撰稿人使用unique 的困惑不是此单词已成为 unusual 的同义词。 相反地，正是撰稿人使用此单词与严密的逻辑相一致。对餐馆声称独特性是由于它的布置或菜单的某些不重要的性质，或者对于人们常去的旅馆仅因为有海湾的独一无二地别致的景象。虽然这样的性质使得这些事logically 独特的可能是真实的， 但是当事情进行了分类，根据平常实行的判据把这些事情自身放到一类，他们不组成正常的基础。事实上unique 的滥用会使人发腻，即使在没有涉及修饰或比较的时候； 当我们读运动服装的unique selection of colors（颜色的独特选择） 的一行广告时， 我们会怀疑颜色选择的独特性质并非广告商希望我们所认为的那么明显。但不必惊讶于unique 的这些用法应当适用于杂乱的修饰和比较； 就这一次可以承认，独特性能用来指任何产品或服务，它们与所有的竞争者相比较有某种程度的特色，在每一小的创新中可以看到独特性的增加是必然会发生的 参见 equal,infinite,parallel,perfect〔cry〕An advertising of wares by calling out:叫卖声：通过叫喊为货物所作的广告：〔sign〕a motel with a flashing neon sign outside.一个外面有块闪闪发亮的霓红灯广告招牌的汽车旅馆〔lose〕Failure to reply to the advertisement lost her the job.未能对广告作出答复使她失去了工作〔display〕An advertisement or headline designed to catch the eye.夸张的广告：为引人注意而设计的广告或大标题 |
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