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 今日主題：Public-information films  公共資訊電影廣告

 康康精選GRE&GMAT會考的主題，堅持每天精讀一定會進步的哦!!
 MP3音檔 (按右鍵可下載聽)：喜歡的同學，幫忙推或按讚哦~~
http://xia2.kekenet.com/Sound/2015/…/ecow0116_4030961kQ9.mp3

 只有音檔怎夠，聽不懂地方，不用怕，康康幫你準備好中英文稿了：

 中英文稿：
Public-information films
公共資訊電影廣告

Don't stop, don't look, don't listen
莫停留，莫張望，莫聽信

Scary adverts don't work, yet they are everywhere
駭人的廣告如同雞肋卻無處不在

CHATTERING schoolchildren don colourful anoraks; clutching hands, they depart for a woodland picnic. Elsewhere a young man leaps into his car and speeds off to work. Moments later he careers off the road and his spinning car kills each one of the cheery youngsters. The camera lingers on their dead hands and the now-empty classroom. A grim voice explains that they represent the children killed as a result of speeding in Northern Ireland since 2000.
凍得瑟瑟發抖的孩子們穿著鮮豔的厚夾克，手把手去森林野餐。在另一處一個年輕人跳上車加速行駛趕去工作。片刻之後道路上猛衝的車子失去控制撞向了那一群孩 童，孩子們在這場車禍中無一倖免。鏡頭停留在他們毫無生命力的小手上以及如今空蕩蕩的教室裡。一個恐怖的聲音解釋道，他們呈現的是自2000年起北愛爾蘭 因超速受害的兒童。

British road-safety adverts are more shocking than those broadcast in America, says Anne McCartt of the Insurance Institute for Highway Safety, an independent research group there. The British penchant for horror might reflect the nation's long tradition of public-service broadcasting, which seeks to entertain and inform at once. But do the ads work?
英國道路安全廣告比在美國道路安全廣告效果要震撼的多，當地一家獨立研究機構——公路安全保險學會的安妮•麥克卡特如是說。傾向於使用恐怖元素的英國廣告或許反映了國家公共服務廣播的悠久傳統，即能立刻起到娛樂兼資訊發佈的作用。但這真的有用嗎？

Though gory, shocking public-information films linger in people's heads, they seem not to alter behaviour much. If the consequences seem too extreme, the threat may seem too far-fetched, says Josh Bullmore, who has both made and studied such adverts. Few may believe that disaster could befall them or adjust their behaviour accordingly. Tessa Langley of the University of Nottingham has compared the impact of smoking campaigns that showed tumours erupting disgustingly out of cigarettes with more positive ones that also urged people to quit. The former proved more memorable, but the latter led more people to ring the national smoking helpline.
儘管血淋淋的、震撼人心的公共資訊電影廣告停留在觀眾腦海裡揮散不去，但人們似乎並沒有從中受到多大教育。如果這些電影廣告的結局太過極端，那麼廣告所起 到的教育震懾作用就顯得過於牽強附會了，喬希•布林莫如是評價。他也曾參與制作和學習這類廣告片。沒幾個人會相信災難會降臨到自己頭上，他們也不會真的通 過廣告片來審視自己的行為。諾丁漢大學的泰薩•朗利將兩種反吸煙運動的影響進行對比，一種是展示出因香煙造成的惡性腫瘤，另一種也是積極的卻說人們戒煙。 前者被證實更加難忘，但後者則引導了更多人拿起電話撥打全國戒煙熱線。

The budget for public-information films is shrinking. The Central Office of Information, the government's marketing department, was closed in 2011. In 2008-09 the Department for Transport (DfT) spent almost ￡3m on its drink-drive advertising campaign. In 2013-14 spending fell to less than ￡1m. Unable to afford as many spots on television, the scaremongers hope their films will be shared on social media. And that is encouraging them to churn out the gory kind. In a recent advert from the DfT, men washing their hands in a pub toilet are startled by the face of a mannequin smashing bloodily through the mirror. The ad suggests a hashtag, publooshocker, for online sharing. Less shocking adverts might work better, but fewer people would see them.
公共資訊電影廣告的預算正在縮水。中央資訊辦公室，即政府的市場行銷部門，早在2011年就關閉了。在2008至2009年間交通部門（DfT）在它的反 酒駕廣告運動上花費了近300萬英鎊。而在2013至2014年間在此花費卻不到100萬英鎊。這種廣告的製作商由於無法負擔過多電視頻道的費用，從而希 望他們的電影廣告可以通過社會媒體傳播。並且那也促使他們大量炮製這種駭人的廣告。DfT最近的一部廣告中，人們在一個酒吧的洗手間洗手時被打碎鏡子、滿 臉是血的人體模型的臉嚇到。這個廣告線上上分享時帶有一個標籤酒吧洗手間驚魂。少一些血腥元素的廣告或許更有用，但那就沒什麼人會去看了。