隐性广告论文外文翻译.doc

译文（字数 5129）

隐性广告

所谓隐性广告，是相对于“显性广告”而言的，它又称“植入式广告”或“嵌入式广告”。之所以被冠以“隐性”，主要指它隐藏于载体并和载体融为一体，共同构成了受众所真实感受到或通过幻想所感知到的信息内容的一部分，在受众无意识的状态下，将商品或品牌信息不知不觉展现给受众（消费者），进而达到广告主所期望的传播目标。

虽然隐性广告乍看起来不像广告，但它具有广告的本质特征：它有明确的广告主（例如，电影的某品牌产品赞助商），清晰的广告目的（例如，展示新产品功能或提高品牌知名度），具体的广告内容（例如，品牌名称、产品功能展示），较为明确的广告受众（例如，电影观众），而且要支付一定费用给传播载体。这些都是构成“广告”的基本要素。虽然隐性广告乍看起来不像广告，但它具有广告的本质特征：它有明确的广告主（例如，电影的某品牌产品赞助商），清晰的广告目的（例如，展示新产品功能或提高品牌知名度），具体的广告内容（例如，品牌名称，产品功能展示），较为明确的广告受众（例如，电影观众），而且要支付一定费用给传播载体。这些都是构成“广告”的基本要素。

外文原文（字符数 15306）

hidden advertising

   so-called hidden advertising, as opposed to "explicit advertising" is concerned, it is also known as "product placement" or "embedded advertising. The reason was called "hidden", mainly referring to it hidden in the vector and vector integration, together constitute the audience felt the real or perceived through the fantasy part of the information content in the unconscious state of the audience, will show the product or brand information unknowingly to the audience (consumers), thus achieving the desired spread of advertisers target.

Although at first glance does not look like ads hidden advertising, but it has the essential characteristics of advertising: it has a clear advertisers (for example, the film brought a brand product), clearer advertising purposes (for example, demonstrate new product features or to improve brand awareness), the specific ad content (eg, brand names, product function display), the more specific your audience (for example, the film audience), and to pay a fee to the communication carriers.  These are all constitute "advertising" the basic elements.