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中国有句老话:“酒香不怕巷子深。”就是这一句话,捧出了多少老字号商家,全凭着口口相传而声名远播。但在今天,这句话就不合时宜了。产品再好,不广而告之一下,总觉得少了几分名气和保证。广告发展到现在,已经成为每个企业公关形象的关键一环。许多大型企业的广告开始有了自己的风格,比如著名的可口可乐和百事可乐。前不久,力士推出的由凯瑟琳·泽塔·琼斯主演的电影广告,更是瞬间风靡全球,风头一时无两。
Stephanie: Hi, Jeremy. Thanks for meeting with me.
Jeremy: ①Glad to be of assistance. What have you got for me? Rod tells me you are working on a new campaign. I thought you guys took care of your own advertising?
Stephanie: Well, I’m still adjusting to the way marketing and PR is done here in the States, so ②I kinda need someone to lean on. And ③the word on the street is that you are the best in town.
Jeremy: Now, now…④no need to blow smoke. I’ve heard nothing but good things about you, also. So, give me the 1)rundown.
Stephanie: We are launching a new skin care 2)range, and we need an advertising campaign that is really 3)cutting-edge. We are very open-minded about this. Think as far outside of the box as you want.
Jeremy: In the current market, the only way to go is TV. Advertising in printed media really is not profitable at all. Something we have been researching is the concept of taking TV commercials to a whole new level. Instead of your ordinary thirty-second ad, ⑤we want to push it.
Stephanie: What, like two or three minutes?
Jeremy: We are thinking more like six minutes.
Stephanie: Wow. Well, that certainly 4) aligns with the brief of thinking out of the box. So how would it work? And what is the logic behind it?
Jeremy: The advertising campaign environment is changing. People are always looking to be entertained these days. To capture the consumer’s attention you need to draw them in. With a six-minute ad, we make a mini-movie with all the elements: interesting plot, interesting characters, build the drama and mystery, and, most importantly, a big name star.
Stephanie: I love it! It will get everyone talking.
Jeremy: ⑥Fingers crossed.
史蒂芬妮:嗨,杰里米。谢谢你抽时间见我啊。
杰里米:很乐意为你效劳。来看看你都有什么资料?罗德告诉我你在开展一项新工作。我想你们还得负责自己的产品广告?
史蒂芬妮:嗯,我还在努力适应美国这边关于市场和公关的操作方式,所以我需要有人可以帮忙指点一下。而众所周知,你是这里最好的(行内人士)。
杰里米:这个,这个……不用吹捧我啦。我听到的可都是关于你的好话呢。来,给我看一下提纲。
史蒂芬妮:我们推出了一个新的护肤品系列,现在需要一个新潮前卫的广告策划。我们在这方面想法倒是挺开放的,所以请你尽情发挥创意来设计。
杰里米:就现在的市场,唯一的(广告)途径就是电视。在纸质媒体上投放广告基本没有利润空间可言。我们一直在研究如何把电视广告提到一个全新的高度。摒除平常的30秒广告模式,我们想冒险搞个
创新。
史蒂芬妮:怎么样?长达两、三分钟吗?
杰里米:我们比较倾向于大约六分钟的样子。
史蒂芬妮:哇。呃,那可真的是超强创意了。那广告大概是怎么样的?你根据什么来拍呢?
杰里米:广告业的大环境一直在变。观众们如今更追求具有娱乐效果的广告。要想引起消费者的注意,你就必须让他们身临其境。如果广告长度达六分钟,我们就可以做成一出小电影,它具备了一部电影应有的全部因素:趣味横生的故事情节、个性鲜明的人物形象,然后把它拍成一出剧情片或悬疑片,当然,最重要的,是要请到一位家喻户晓的大明星出演。
史蒂芬妮:这个太完美了!这肯定会成为全城焦
点的。
杰里米:祈祷成功吧。
Smart Sentences
① Glad to be of assistance. 很乐意为你效劳。
Glad to be of assistance. = I’m glad to be of assistance.
glad to be of assistance: used to express willingness to help others(用以表达乐于助人的意愿)。例如:
—Thank you very much for spending two hours polishing my report.
非常感谢你花两小时帮我润色报告。
—Glad to be of assistance.
我很乐意帮忙。
② I kinda need someone to lean on. 所以我需要有人可以帮忙指点一下。
lean on (sb.): depend on sb. for support and encouragement(依靠某人的支持与鼓励)。例如:
Gina leaned on her brother to help her with her car.
吉娜依赖哥哥帮她处理车的事情。
③ The word on the street is that you are the best in town. 众所周知,你是这里最好的(行内人士)。
the word on the street: what everyone is saying/knows(人尽皆知的事情)。例如:
Be careful with George. He loves to spread rumors about his boss, according to the word on the street.
你得提防着点儿乔治,人人都知道他很喜欢散布上司的谣言。
④ No need to blow smoke. 不用吹捧我啦。
No need to blow smoke. = You don’t need to blow smoke. = There is no need to blow smoke.
blow smoke: speak deceptively, or exaggerate(说假话,或夸大其词)。例如:
You can only believe half of what he says at best, as blowing smoke is what he is known for.
他的话你最多只能信一半,因为他喜欢夸大其词是出了名的。
⑤ We want to push it. 我们想冒险搞个创新。
push it: do sth. in an excessive or risky way(以过度或冒险的方式做某事)。例如:
Since I won $100 in the last lottery, I’m going to push it and bet $200 this time.
既然我上次买彩票赢了一百美元,这回我要下两百美元的注。
⑥ Fingers crossed. 祈祷成功吧。
(have/keep one’s) fingers crossed: hope for a successful or advantageous outcome. (祈求成功,希望得到成功或有利的结果)。例如:
—If Gabriel doesn’t show up in the next 10 minutes, we’ll miss the train.
如果加布莱尔十分钟内不出现,我们就要误车了。
—Keep your fingers crossed.
求上天保佑吧。
Stephanie: Hi, Jeremy. Thanks for meeting with me.
Jeremy: ①Glad to be of assistance. What have you got for me? Rod tells me you are working on a new campaign. I thought you guys took care of your own advertising?
Stephanie: Well, I’m still adjusting to the way marketing and PR is done here in the States, so ②I kinda need someone to lean on. And ③the word on the street is that you are the best in town.
Jeremy: Now, now…④no need to blow smoke. I’ve heard nothing but good things about you, also. So, give me the 1)rundown.
Stephanie: We are launching a new skin care 2)range, and we need an advertising campaign that is really 3)cutting-edge. We are very open-minded about this. Think as far outside of the box as you want.
Jeremy: In the current market, the only way to go is TV. Advertising in printed media really is not profitable at all. Something we have been researching is the concept of taking TV commercials to a whole new level. Instead of your ordinary thirty-second ad, ⑤we want to push it.
Stephanie: What, like two or three minutes?
Jeremy: We are thinking more like six minutes.
Stephanie: Wow. Well, that certainly 4) aligns with the brief of thinking out of the box. So how would it work? And what is the logic behind it?
Jeremy: The advertising campaign environment is changing. People are always looking to be entertained these days. To capture the consumer’s attention you need to draw them in. With a six-minute ad, we make a mini-movie with all the elements: interesting plot, interesting characters, build the drama and mystery, and, most importantly, a big name star.
Stephanie: I love it! It will get everyone talking.
Jeremy: ⑥Fingers crossed.
史蒂芬妮:嗨,杰里米。谢谢你抽时间见我啊。
杰里米:很乐意为你效劳。来看看你都有什么资料?罗德告诉我你在开展一项新工作。我想你们还得负责自己的产品广告?
史蒂芬妮:嗯,我还在努力适应美国这边关于市场和公关的操作方式,所以我需要有人可以帮忙指点一下。而众所周知,你是这里最好的(行内人士)。
杰里米:这个,这个……不用吹捧我啦。我听到的可都是关于你的好话呢。来,给我看一下提纲。
史蒂芬妮:我们推出了一个新的护肤品系列,现在需要一个新潮前卫的广告策划。我们在这方面想法倒是挺开放的,所以请你尽情发挥创意来设计。
杰里米:就现在的市场,唯一的(广告)途径就是电视。在纸质媒体上投放广告基本没有利润空间可言。我们一直在研究如何把电视广告提到一个全新的高度。摒除平常的30秒广告模式,我们想冒险搞个
创新。
史蒂芬妮:怎么样?长达两、三分钟吗?
杰里米:我们比较倾向于大约六分钟的样子。
史蒂芬妮:哇。呃,那可真的是超强创意了。那广告大概是怎么样的?你根据什么来拍呢?
杰里米:广告业的大环境一直在变。观众们如今更追求具有娱乐效果的广告。要想引起消费者的注意,你就必须让他们身临其境。如果广告长度达六分钟,我们就可以做成一出小电影,它具备了一部电影应有的全部因素:趣味横生的故事情节、个性鲜明的人物形象,然后把它拍成一出剧情片或悬疑片,当然,最重要的,是要请到一位家喻户晓的大明星出演。
史蒂芬妮:这个太完美了!这肯定会成为全城焦
点的。
杰里米:祈祷成功吧。
Smart Sentences
① Glad to be of assistance. 很乐意为你效劳。
Glad to be of assistance. = I’m glad to be of assistance.
glad to be of assistance: used to express willingness to help others(用以表达乐于助人的意愿)。例如:
—Thank you very much for spending two hours polishing my report.
非常感谢你花两小时帮我润色报告。
—Glad to be of assistance.
我很乐意帮忙。
② I kinda need someone to lean on. 所以我需要有人可以帮忙指点一下。
lean on (sb.): depend on sb. for support and encouragement(依靠某人的支持与鼓励)。例如:
Gina leaned on her brother to help her with her car.
吉娜依赖哥哥帮她处理车的事情。
③ The word on the street is that you are the best in town. 众所周知,你是这里最好的(行内人士)。
the word on the street: what everyone is saying/knows(人尽皆知的事情)。例如:
Be careful with George. He loves to spread rumors about his boss, according to the word on the street.
你得提防着点儿乔治,人人都知道他很喜欢散布上司的谣言。
④ No need to blow smoke. 不用吹捧我啦。
No need to blow smoke. = You don’t need to blow smoke. = There is no need to blow smoke.
blow smoke: speak deceptively, or exaggerate(说假话,或夸大其词)。例如:
You can only believe half of what he says at best, as blowing smoke is what he is known for.
他的话你最多只能信一半,因为他喜欢夸大其词是出了名的。
⑤ We want to push it. 我们想冒险搞个创新。
push it: do sth. in an excessive or risky way(以过度或冒险的方式做某事)。例如:
Since I won $100 in the last lottery, I’m going to push it and bet $200 this time.
既然我上次买彩票赢了一百美元,这回我要下两百美元的注。
⑥ Fingers crossed. 祈祷成功吧。
(have/keep one’s) fingers crossed: hope for a successful or advantageous outcome. (祈求成功,希望得到成功或有利的结果)。例如:
—If Gabriel doesn’t show up in the next 10 minutes, we’ll miss the train.
如果加布莱尔十分钟内不出现,我们就要误车了。
—Keep your fingers crossed.
求上天保佑吧。