New Words

　　广告三新词

　　skyscraper ad

　　摩天大楼广告

　　An advertisement that runs vertically down the side of a Web page.

　　网页边上垂直竖下的广告。

　　“The site is also selling the popular, new skyscraper ad unit, which runs vertically down the right-hand of some interior pages.”

　　——“Breaking News”Advertising Age

　　“这家网站还出售新辟的很受欢迎的摩天大楼广告位置，这种广告位置在某些内页的右方，是竖直的。”

　　——《插播新闻》(《广告时代》)

　　ad creep

　　广告蔓延

　　The gradual expansion of advertising space to non-traditional surfaces such as floors, bathroom walls, cars, and the sides of buildings.

　　广告场地逐渐蔓延到诸如地面、浴室墙壁、汽车和建筑物侧面等非传统层面。

　　Three California start-up companies are racing to turn the average person's car into an advertising vehicle. . . .Not everyone is thrilled with this phenomenon.“It's part of ad creep,”says Gary Ruskin, head of nonprofit awareness group Commercial Alert.“As ad budgets go up and clutter increases, ad firms are trying to find any innovative way to stick ads in front of our noses.”

　　——“Start-Ups Are Wrapping Cars In Ads and Paying the Drivers”

　　The Wall Street Journal

　　加利福尼亚州三家新开办的公司竞相把普通人的汽车变成广告车……对于这种现象，并不是人人都感到激动。一个名叫“商务警觉”的非营利性社团的首脑加里·拉斯金说：“这是广告蔓延的一部分。随着广告预算增加和建筑群数目增多，广告公司正在拼命找出一切创新性的办法把广告贴到我们鼻子跟前。”

　　——《新办公司在用广告覆盖汽车，并给驾车者付费》

　　(《华尔街日报》)

　　on-hold advertising

　　通话间隙的广告

　　Telephone-based advertising directed at consumers while they are waiting on hold.

　　利用电话在消费者通话等待间隙做的广告。

　　“Many HVACR contractors are turning to telephone‘on-hold’advertising as an effective, inexpensive way to market products and services to a captive audience.

　　Listeners on the other end of the line will hear about spring clean-and-check specials, financing on a new air conditioning system, or air cleaners to help them with their allergies.”

　　——“Commercials on hold are music to the ears of HVACR contractors”

　　Air Conditioning, Heating & Refrigeration News

　　“许多供暖、通风、空调及制冷承包商正在采用‘通话间隙的广告’的办法，认为这是一种向受制听众推销产品和劳务的有效而又花费不多的方法。

　　“电话另一端的受话人会听到有关春季清洗和检测特别节目、安装新的空调系统赊售或空气清洁人员帮助他们消除过敏反应的广告。”

　　——《通话间隙的商业广告对供暖、通风、空调及制冷承包商而言是悦耳的音乐》

　　(《空调、供暖与制冷新闻》)

　　　　　　　　(王季良/译）