Lesson 3: DISCUSSING A NEW AD CAMPAIGN
[Bài 3: Thảo luận về một chiến dịch quảng cáo mới]
Ted works for an advertising agency. He’s presenting to Sam and Lisa, who work for Pacific Beer Company.
Ted làm việc cho một đại lý quảng cáo. Anh ta đang trình bày chiến dịch cho Sam và Lisa, là nhân sự của công ty Pacific Beer.
Lisa: Ted would like to run some ideas by us (thảo luận một số ý kiến) for our new ad campaign.
Ted: Please keep an open mind (hãy thoải mái) . Remember that nothing is set in stone (chưa có gì được quyết định) yet. We’re still just brainstorming (động não).
Sam: I hope that doesn’t mean we’re about to hear a lot of half-baked ideas (ý tưởng không thực tế)!
Ted: I think you’re going to like this. Our idea is to use a black bear as our mascot. Our tagline can be: “Strong enough to satisfy a bear.”
Lisa: It would be great if people would associate our brand with a bear — strong and independent. That would really improve our brand equity.
Sam: I don’t want to throw cold water over (tạt gáo nước lạnh, bác bỏ) your idea, but where did you get the idea for a bear?
Ted: Didn’t you hear about that bear at a campground a couple weeks ago? He entered a tent and drank two dozen Pacific beers! What a great endorsement for Pacific beer!
Lisa: I think we’re on the right track with (đi đúng hướng) this campaign. The bear should generate lots of buzz (tạo một cơn sốt). Everybody will be talking about the bear who loves Pacific beer!
Ted: And here’s the icing on the cake (lợi ích cặp theo): he won’t demand an arm and a leg (nhiều tiền) to plug our product (quảng bá sản phẩm). In fact, we can probably pay him in beer!
Sam: Okay, you’ve twisted my arm (thuyết phục được ai). Let’s run with the idea.(tiến hành ý tưởng)
Ted: Great. I’ll flesh it out (thêm chi tiết/ thêm da thêm thịt cho dự án) some more and touch base with you (liên lạc với ai) in a couple of days.