Advertising
free samples
to take a gamble on doing smth (sporting bad boys in advertisements)
to bet the future of the company on a new feature
to take off (about sales)
to gain the consumer’s attention
creative brief
idea generation, to come up with a coommunication idea
USP (unique selling point)
an upmarket perfume
promotional strategy
Phrases common in advertising: attention-grabbing, energy saving, eye-catching, thirst – quenching, money-saving, mouth-watering, brain-teasing
to innovate, innovative
unsurpassed = unsurpassable
to leave smb standing = to put/leave smb in the shade
rock-bottom prices
colossal discounts / price concessions / rebates
prices slashed
bargains galore
to pamper oneself with smth=to indulge oneself with smth=to treat oneself to smth=to spoil
sumptuous = opulent = luxurious
to live in the lap of luxury
state-of-the-art computers
to tantalize, tantalizingly appealing
eye-catchingly elegant
to make smb stand out in the crowd
to outshine the best of the rest
fetching = alluring = attractive
Kinds of advertising: advertisement (advert, ad), TV commercial, classified ads/small ads, posters, billboards/hoardings (BE), jingles, free samples, leaflets, flyers, trailers, sports sponsorship, banners, sky-writing, sandwich-boards, brochures, carrier bags, logos on clothes, TV-interviews, word-of-mouth advertising, blurb, junk mail/direct mail / mailshots, infomercial, teaser, personal ads/lonely hearts (ads), Internet advertising, pop-up ads etc.
Types of advertising: ambient, outdoor, point-of-sale, public transport, subliminal
to launch an advertising campaign
directory
Presentation(formal / informal)
Could I have your attention, please? / Let’s get started. Good to see you all.
On behalf of myself and Focus Advertising …
I’d like to outline the campaign concept … / I’m going to tell you about the ideas we’ve come up with for the ad campaign.
I’ve divided my presentation into three parts (firstly, secondly, finally) / My talk is in three parts (I’ll start with …, move on to …and finish with the storyboard for the commercial)
If you have any questions, please don’t hesitate to interrupt me. / If there’s anything you are not clear about, go ahead and ask any questions you want.
Cultures
Share our similarities, celebrate our differences.
cultural awareness
ideas and beliefs
cuisine
social customs and traditions
trading groups (the EU)
to exchange business cards
to socialize with contacts
small talk before meeting
gift-giving, give similar gifts to people who are at the same level of importance
punctuality, to be punctual / to come on/in time
to be direct (say exactly what you think)
to do business internationally, to have international responsibility, to work overseas
to undertake a task on behalf of the company
to deal with culture shock when you go on (an) assignment (a piece of work that is given to someone as part of their job)
to negotiate contracts
to converse with smb, conversation, suitable / welcome conversation topics, to set the subject of conversation
to manage the audience (different response in different cultures)
to demonstrate an affinity with people (a strong feeling that you like and understand someone or something)
to build relationships with smb in a social environment, a personal relationship
personality traits (flexibility, adaptability etc)
to take an approach with a very positive attitude
facets (aspects) of culture
to have the authority to do smth
to give smb two days’ notice to prepare for smth
to praise hospitality
Idioms
to throw smb in at the deep end
to see eye to eye with smb about smth
to get into hot water with smb for doing smth (wrong)
to break the ice
to put one’s foot in smth
to get on like a house on fire with smb
to be like a fish out of water
to be an eye-opener
“Social” language
Welcome to our headquarters!
Congratulations!
Cheers! / Here’s to our future success!
Make yourself at home.
Help yourself.
I don’t mind.
Excuse me. / Sorry. I didn’t catch your name. / I’m sorry. I really must get going.
It’s on me. / Let me get this (bill).
I’m afraid …
Please… / Could you…?
That sounds good.
Not for me thanks. I’m not very keen on fish.
Business across cultures
company / corporate culture
canteen culture
long-hours culture
macho culture
a culture of presenteeism
distance ≠ familiarity
accessible and approachable managers ≠ distant and remote
to be involved in decision-making as part of a team of equals
hierarchy, hierarchical (with many management layers)
deference, out of/in deference to something (=because you respect someone's beliefs, opinions etc), deferential
business suit, uniform, to wear non-matching jacket and trousers, smart casual
dress-down Fridays = casual Fridays
corporate hospitality, hospitable [≠ inhospitable]
working breakfast
Areas of potential cultural misunderstanding: distance when talking with people, eye contact, gesture, greetings/good-byes, humour, physical contact, presents, rules of conversation and the role of silence