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I’ve had in the past the opportunity to watch Writer/Creative Directors review the portfolios
of aspiring writers (including my own work). It is amusing at first, but within minutes grows
tedious. The whole exercise is also more than a bit disingenuous. The reviewers are serious
people and I believe it is their intent to offer good, honest advice. But in the end, the only
help offered is insight into their own tastes. If they liked a headline, they smiled and
complimented the writer. If it didn’t amuse them, they confessed their lack of interest, and
suggested ways to revise the work so it better conformed to their liking. In all these
interviews, I’ve never once heard the reviewers ask, “Did this ad work?” Nor did anyone
inquire, “What’s here that compels the reader to choose your client’s product?”
I think it’s fair to say most ads fail. Whether this is true or not is beside the point because
most clients think it to be true. What’s more, few writers or art directors I’ve worked with
believe in their work—except as examples of their creative gifts. Efficacy is seldom an
issue, and then only when an account is in review. So what is the dynamic behind copy that
does succeed? I believe successful copy is the result of two influences. The first
is the tenacity of a campaign. The second, unfortunately, is entirely beyond the control
of the writer, namely the Rightness of the product. By Rightness of the product, I mean
qualities perceived as beneficial to a particular individual, in a particular place, at a
Writers have very limited opportunity to create these places and moments, but they can
capitalize on them. Which is to say, they can express this quality of Rightness. But to do it
they must first want to know the product; want to understand their prospect’s body/mind/
heart; and want to learn the nature of the media employed to make the connection. Clever
ideas and words, mastery of volume and intensity, are never enough. In practical terms,
your work has little chance of succeeding unless it catches and pleases the eye, engages
and persuades the mind, and finally, motivates and guides the hand.
Marshall McLuhan in Understanding Media: The Extensions of Man wrote, “The ads are by
far the best part of any magazine or newspaper. More pains and thought, more wit and art,
go into making of an ad than into any prose feature of press or magazine.”
I think McLuhan got it half right. Good ads, ads that sell, are much smarter, more
entertaining, and infinitely more honest than anything else a reader will find in his or her
newspaper, magazine, or on television or a computer monitor. What ultimately makes copy
work is its ability to make the connection between consumer and product inevitable. In this
way the best copy achieves no less than the most seductive love letter. It persuades your
beloved to love you, and for the foreseeable future, to love only you.
Translation - Chinese 序言
Bachelor's degree - the ceramic institute of Jingdezhen
Years of translation experience: 11. Registered at ProZ.com: Jun 2010.
As an English magor,I practise myself every day.Because I like translating very much,and now I still work on translating.Translating is an challenging job. In my college life, I often spent much more time studying translating. And I often read a book named A Practical Coursebook on Translation.It is written by Feng Qinghua.I have much more experience translating,especially in retail design.I ever finished translating a book within a month.It has about fifty thousand words. However,I don't think I have done my best. Because it has higher requirement of words,the content of translating must be appealing. So I often read some books written by famous writers and translators.Through that,I can improve my writing ,meanwhile I can obtain more knowledge.As a translator,I realise clearly the importance of knowledge.From my work,I see a lot of achievement made by myself.Long time ago,I often did some part-time translation,never realising so much.Although my job is tiring and time-consuming,I always gain a lot from my job.I think it is worth it.In my spare time ,I do some part-time translation,such as automobile,technology and so on.
In my words,I will never give up and strive for my career all my life.Becoming a simultaneous interpreter is my forever goal and I will spare no effort to work on it.Come on!
Keywords: It is a gallery.There contains the world's best graphics.It is a publisher that publishes books and magazines.There are so many skilled and tatented professionals working here.Its name is Baiye company.