英语翻译所谓公关广告,就是一种设法增进公众对组织的全面了解,提高组织的知名度和美誉度,从而赢得公众信任和合作的广告.是指

英语翻译
所谓公关广告,就是一种设法增进公众对组织的全面了解,提高组织的知名度和美誉度,从而赢得公众信任和合作的广告.是指某企业或组织为增进公众对它的整体性了解,提高其知名度和美誉度而开展的一种宣传活动.这种宣传活动大多是免费的.例如,美国总统里根访华期间,在北京长城饭店举行答谢宴会,到会的五百名外国记者对此作了实况报道,这对长城饭店来说,无疑是作了一次世界性的免费公关广告.而且据国外一项调查显示,公关广告对企业股票价格的正影响率为2%.假定某公司拥有2亿元股票的话,上涨2%,就等于增收400万元.可见,良好的公关广告可给企业或组织带来显著的经济和社会效益.运用公关广告,可以起到塑造组织形象、强化品牌形象、宣传组织宗旨、引导公众观念等作用.公关广告包括观念广告,信誉广告,谢意广告,祝贺广告,致谦广告等,他们的目的各不相同,例如：观念广告是通过提倡或灌输某种观念和意见,试图引导或转变公众的看法,影响公众的态度和行为的一种广告.观念广告是为了宣传组织的宗旨、信念、文化或者是某项政策,也可以是传播社会潮流的某个倾向或热点.如美国西屋电气公司曾在《时代周刊》上刊登岁末广告,把本年度有关公司的各种新闻和报道汇集在一起,并冠以总标题《一年来本公司的一切好消息》.总之,公关广告不像商品广告是直接宣传产品名称或性能,其目的就是诱发消费者的购买力,公关广告则不直接宣传产品,而是传播产品之外的各种与组织形象相关的信息.

What is called PR advertisement is the advertisement that can offer comprehensive knowledge to the public,raise reputation and esteem,in order to gain public trust and cooperation.It is also a publicity to enhance its reputation and esteem to public held by enterprises or organizations.Most of publicity is for free.For instance,during the U.S President Reagon's visit to China,a return banquet was held in Beijing Great Wall Hotel,500 foreign journalists came to send live reports,for Great Wall Hotel,such event,doubtless to say,is equivalent to an international free PR advertisement.A foreign survey shows that the positive influence to enterprise stock from PR ads is 2%.Assuming that an enterprise possesses 200 million yuan stock share,if it raises 2%,it means 4 million profit.Therefore,favarable PR ads can bring significant economic and social benefit.Running PR ads can establish organization image,enhance brand image,publicize organization principal and guide public concepts,etc.PR ads include concept ads,credit ads,appreciation ads,congratulation ads,apology ads,etc,their aims vary,say,concept ad is to guide or transfer public opinions through advocating or conveying some certain concept or suggestion in order to excert influence to public concepts and behaviors.Concept ads focus on publicizing the principal,faith,culture or some policies,or publicizing social trend or hot spots.For example,American Westinghouse Co.,Ltd once posted ads on at the end of the year,combining various news and reports about the company in this year, giving a general tilte 'All Good News in Our Company This Year'.To sum up,PR ads are unlike commercial ads to directly publicize products names and property,the purpose is to trigger consumers' purchase but convey the info about organization image other than products.