hold the attention of sb.保持某人的注意力

　　⑬consist of由......组成　

　　make up组成　be made up of由......组成

　　⑭as 引导原因状语从句。

　　⑮advertiser/'ædvətaIzə/n.广告人

　　advertise/'ædvətaIz/vt.为......做广告，登广告

　　advertisement n．广告　⑯budget/'bʌdʒIt/n.预算

　　⑰apply v．申请，应用　apply for申请　apply to应用于，适用

　　⑱visually/'vIʒʊəli/adv.外表上；视觉地

　　⑲句中to make ... possible为动词不定式短语作目的状语。

　　[第1～2段译文]

　　传统的广告只为找到某种产品提供信息。它很可能仅是一个公司的名称，其中可能含有公司的大概位置。例如，一则广告可能是"上海缝纫机厂"或"青岛啤酒厂"，你一看就知道它们卖什么，位置在哪里，是什么牌子。

　　然而，当产品和服务在市场上互相进行直接竞争时，这种广告可能就不适合了。在这种形势下，广告需要吸引和保持公众的注意力。有些广告中含有一些图片或专家说的话，以向人们展示该产品如何好。还有一些广告的设计只是让人们欣赏其画面。当今的广告商常常拥有大量的预算，所以他们把许多钱用在现代设计技术上，以使这些广告在视觉上尽可能地吸引人。

　　However, even this is often not enough to be⑳ noticed in a modern city. Because of\s\up1(21(21) the advertising boom\s\up1(22(22)， people are used to\s\up1(23(23) seeing high standards of visual\s\up1(24(24) design. Modern advertisements must stand out\s\up1(25(25) in a world full of competition by combining\s\up1(26(26) the highest standards of design with ideas linked to\s\up1(27(27) the products to make them more attractive\s\up1(28(28). For example, some advertisements may suggest\s\up1(29(29) that buying a car\s\up1(30(30) can make you free. That is\s\up1(31(31)， they use the concept\s\up1(32(32) of freedom to sell the car. Other common ideas include happiness, wealth and success. In fact, in the world of advertisements, such content is as old as advertising itself.

For many of today's advertisers, \s\up1(33(33)repeating old ideas is not a successful approach\s\up1(34(34). They realise that it does not matter how attractive the idea linked with the product is\s\up1(35(35) - most people know that the main purpose of the advertisement is making customers spend money. Instead, these advertisers look for other ways to make people notice their products.