打響廣告第一炮

中國有句老話:“酒香不怕巷子深。”就是這一句話，捧出了多少老字號商家，全憑著口口相傳而聲名遠播。但在今天，這句話就不合時宜了。產品再好，不廣而告之一下，總覺得少了幾分名氣和保證。廣告發展到現在，已經成為每個企業公關形象的關鍵一環。許多大型企業的廣告開始有了自己的風格，比如著名的可口可樂和百事可樂。前不久，力士推出的由凱瑟琳·澤塔·瓊斯主演的電影廣告，更是瞬間風靡全球，風頭一時無兩。

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。謝謝你抽時間見我啊。

杰里米:很樂意為你效勞。來看看你都有什么資料?羅德告訴我你在開展一項新工作。我想你們還得負責自己的產品廣告?

史蒂芬妮:嗯，我還在努力適應美國這邊關于市場和公關的操作方式，所以我需要有人可以幫忙指點一下。而眾所周知，你是這里最好的(行內人士)。

杰里米:這個，這個……不用吹捧我啦。我聽到的可都是關于你的好話呢。來，給我看一下提綱。

史蒂芬妮:我們推出了一個新的護膚品系列，現在需要一個新潮前衛的廣告策劃。我們在這方面想法倒是挺開放的，所以請你盡情發揮創意來設計。

杰里米:就現在的市場，唯一的(廣告)途徑就是電視。在紙質媒體上投放廣告基本沒有利潤空間可言。我們一直在研究如何把電視廣告提到一個全新的高度。摒除平常的30秒廣告模式，我們想冒險搞個

創新。

史蒂芬妮:怎么樣?長達兩、三分鐘嗎?

杰里米:我們比較傾向于大約六分鐘的樣子。

史蒂芬妮:哇。呃，那可真的是超強創意了。那廣告大概是怎么樣的?你根據什么來拍呢?

杰里米:廣告業的大環境一直在變。觀眾們如今更追求具有娛樂效果的廣告。要想引起消費者的注意，你就必須讓他們身臨其境。如果廣告長度達六分鐘，我們就可以做成一出小電影，它具備了一部電影應有的全部因素:趣味橫生的故事情節、個性鮮明的人物形象，然后把它拍成一出劇情片或懸疑片，當然，最重要的，是要請到一位家喻戶曉的大明星出演。

史蒂芬妮:這個太完美了!這肯定會成為全城焦

點的。

杰里米:祈禱成功吧。

Smart Sentences

① Glad to be of assistance. 很樂意為你效勞。

Glad to be of assistance. = I’m glad to be of assistance.

glad to be of assistance: used to express willingness to help others(用以表達樂于助人的意愿)。例如:

—Thank you very much for spending two hours polishing my report.

非常感謝你花兩小時幫我潤色報告。

—Glad to be of assistance.

我很樂意幫忙。

② I kinda need someone to lean on. 所以我需要有人可以幫忙指點一下。

lean on (sb.): depend on sb. for support and encouragement(依靠某人的支持與鼓勵)。例如:

Gina leaned on her brother to help her with her car.

吉娜依賴哥哥幫她處理車的事情。

③ The word on the street is that you are the best in town. 眾所周知，你是這里最好的(行內人士)。

the word on the street: what everyone is saying/knows(人盡皆知的事情)。例如:

Be careful with George. He loves to spread rumors about his boss， according to the word on the street.

你得提防著點兒喬治，人人都知道他很喜歡散布上司的謠言。

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(說假話，或夸大其詞)。例如:

You can only believe half of what he says at best， as blowing smoke is what he is known for.

他的話你最多只能信一半，因為他喜歡夸大其詞是出了名的。

⑤ We want to push it. 我們想冒險搞個創新。

push it: do sth. in an excessive or risky way(以過度或冒險的方式做某事)。例如:

Since I won $100 in the last lottery， I’m going to push it and bet $200 this time.

既然我上次買彩票贏了一百美元，這回我要下兩百美元的注。

⑥ Fingers crossed. 祈禱成功吧。

(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結果)。例如:

—If Gabriel doesn’t show up in the next 10 minutes， we’ll miss the train.

如果加布萊爾十分鐘內不出現，我們就要誤車了。

—Keep your fingers crossed.

求上天保佑吧。