廣告策劃第二彈：老板買賬嗎？

對于企業來說，廣告是最能宣傳和塑造企業形象的。因此，大多數已成規模的企業每年都有一定的廣告費用支出。但在這個創意和效應并重的時代，做出一個好廣告并不容易。一個廣告策劃方案出來后，必須先交由老板過目。老板買不買賬，直接關系到這個廣告策劃能否得以實施。Stephanie就成功地向老板推介了“迷你小電影”這一廣告創意，我們一起來看看她是如何做到的。

Mr. Jacobs: ①Hit me with it.

Stephanie: Now， I’m pretty sure the nerves must be reading all over my face， because what I’m about to say may sound a bit out there， but ②please hear me out. I worked closely with Jeremy on this campaign and what we came up with is ③something that really pushes the boundaries.

Mr. Jacobs: ④I’m all ears.

Stephanie: Mr. Jacobs， I present to you， a breakthrough in the advertising arena. The new television advertisement for BZ’s latest range of skin care products—a six and a half minute mini-movie featuring A-list Hollywood celebrity， Angelina Jolie. To sum up， the ad features Angelina as an unlucky-in-love， 1)tomboy car mechanic. In an effort to

2)woo a handsome male client， she makes a wish on a magic

3)hubcap for the confidence to approach her white knight. The next morning she awakes to find BZ’s complete range of skin care products pouring out of her bathroom. The products transform her into the beauty that is beneath all the oil and 4)grime and Prince Charming comes to drives her off into the sunset.

Mr. Jacobs: Wow! That is a lot to 5)digest. Six and a half minutes， that certainly is innovative. Is it going to work for all platforms? I don’t know.

Stephanie: We have toyed with the idea of one， two and three minute formats for network television and the long version would be targeted at cable television.

Mr. Jacobs: Sounds fair. The use of a Hollywood star is a remarkable idea. I just hope it didn’t come with a

6)hefty price tag.

Stephanie: Actually， when Ms. Jolie heard about the environmental benefits of our products， she jumped at the chance to be involved， and at a very affordable price， ⑤might I add.

Mr. Jacobs: The only other issue I have is with the storyline. I’m no expert on the matter， and I trust you have given it your best， but I would like to have some of my people look it over and perhaps 7)tweak it a little. Other than that， great job.

Stephanie: Thanks， Mr. Jacobs.

Mr. Jacobs: Now get out of here and go and enjoy that weekend retreat of yours.

雅各布斯先生(下稱“雅各布斯”):你可以說了。

史蒂芬妮:好，我相信此刻我的臉上肯定寫滿了“緊張”兩個字，因為我接下來要說的，可能有些不同尋常，不過請您從頭到尾聽我說完。我跟杰里米仔細研究了整個廣告方案，打算做一個超越以往思維極限的東西。

雅各布斯:洗耳恭聽。

史蒂芬妮:雅各布斯先生，我要向您推薦一個廣告領域的新突破。有關BZ最近推出的護膚系列產品的電視廣告，將是一部長達6分30秒的迷你電影，由好萊塢一線明星安吉莉娜·朱莉主演。概括來說，安吉莉娜在影片中將飾演一個在愛情路上屢受挫折、男孩子氣十足的汽車機修工。為了追求一個英俊的男顧客，她向一個擁有魔力的輪轂罩許愿，希望輪轂罩能給她信心去接近她的白馬王子。第二天早上，她醒來發現她的浴室里鋪滿了BZ的整套護膚產品。使用了產品的她不再是那個滿身汽油和污垢的女孩，而成了一個真正的美女。白馬王子來了，邀她共同欣賞落日美景。

雅各布斯:哇!我得先消化一下。六分半鐘，這的確是個創新。它能在各個媒體平臺上播放嗎?我不明白。

史蒂芬妮:我們還草擬了可以在電視廣播網上播放的一分鐘、兩分鐘和三分鐘長度的版本，而最長的版本只在有線電視網絡上播放。

雅各布斯:聽起來還行。邀請好萊塢明星出演是很好的想法。我只是希望它不會是一筆天文數字。

史蒂芬妮:實際上，朱莉小姐在聽說了我們產品的環保優勢之后，她馬上表示愿意出演，并且，請容我補充一下，她提出的報酬水平完全是我們可以承受的。

雅各布斯:我的另一個疑問是關于故事情節的。我不是這方面的專家，而且我也相信你已經盡了全力做到最好，不過我還是希望能讓我指定的人再看一下，然后可能再修正一些地方。至于其他的，你做得很好。

史蒂芬妮:謝謝您的夸獎，雅各布斯先生。

雅各布斯:現在你可以出去了，好好享受你的周末。

Smart Sentences

① Hit me with it. 你可以說了。

hit me with it: used to express that you are ready for what’s coming(用以表示你準備好面對即將發生的一切)。例如:

—John， I have some very bad news about the loan.

約翰，關于貸款我有一個非常壞的消息。

—Go ahead. Hit me with it.

說吧，我準備好了。

② Please hear me out. 請您從頭到尾聽我說完。

hear sb. out: listen to sb. without interrupting them until they have finished saying everything that they want to say(聽完某人要說的話)。例如:

Thank you for hearing me out. I really appreciate it.

謝謝你耐心地聽我說完，太感謝了。

③ something that really pushes the boundaries 一個超越以往思維極限的東西

push the boundaries: reach or almost go over the ordinary limits of certain things(達到或幾乎越過一般可接受的限制)。例如:

The fast-increasing bad debts in the NF bank are really pushing the boundaries.

NF銀行急劇上升的壞賬已經達到極限了。

④ I’m all ears. 洗耳恭聽。

all ears: ready and eager to listen(洗耳恭聽)。例如:

I’m all ears for your suggestions any time.

我隨時準備恭聽你的建議。

⑤ …， might I add. 請容我補充一下，……

might I add/I might add: used to emphasize the statement you are making(用以強調你正在說的話)。例如:

It was totally unexpected， might I add.

我要補充的是，這完全是意料之外的。