kickback,kinetic,kingpin,knack

kickback 回扣；佣金

You get a 2 percent kickback at the end of the year for using this credit card.

kinetic 活躍的；動力的

The excited staff filled the room with kinetic energy.

kingpin 主要人物

He is the kingpin of the operation to abolish animal testing.

knack 訣竅；本領

Once you get the knack of it,the job becomes easy.

jittery,jot,judicious,jurisdiction

jittery 緊張不安的

He always becomes jittery before he speaks in public.

jot 草草記下

Let me jot a few notes down so I won't forget anything.

judicious 明智的；審慎的

The most judicious use of our time is to rerun the data with new tests.

jurisdiction 管轄範圍；司法權

The sales staff is forbidden to market out of their jurisdiction.

illicit,illuminate,immerse,imminent,immunity

illicit 非法的；違禁的

Organized crime is deeply involved in the illicit reselling of concert tickets.

illuminate 闡明；啟發；照亮

illumination
illuminant

He usually illuminates his point by offering analogies(類推) and examples.

immerse 埋首於；沉浸於

I immersed myself in the project for weeks without taking a day off.

imminent 即將發生的；逼近的

imminence;imminency 迫切之事

This much overwork is likely to lead to imminent health problems.

immunity 豁免權；免疫

The witness was quaranteed immunity from prosecution.

haggle,hamper,hapharzardly,havoc,hedge

haggle 爭論不休；討價還價

I refused to haggle over a few thousand dollars in a million-dollar transaction.(交易；辦理)

hamper 牽制；阻礙；束縛

We hampered his actions so that he would not make any more mistakes.

haphazardly 隨意地；偶然的

The documents were thrown haphazardly into the briefcase.

havoc 大破壞；大混亂；浩劫

Such unreasonable demands wreaked(造成) havoc on the collaboration.

hedge 防備措施；籬笆

Most investors see diamonds as an inflation(通貨膨脹) hedge.

gadget,garnish,genial,genteel,germane

gadget 小機件

These small refrigerator gadgets sell for $10.

garnish 裝飾

Pour sauce around steaks and garnish with fresh thyme.(香料)

genial 和藹的

The genial doctor explained to the worker why they needed to be immunized.(注射疫苗)

genteel 有教養的；上流的

His genteel wife is stylish,graceful,and eloquent.

germane 有密切關係的；適當的

John's comments are not even germane to this subject.

fabricate,facilitate,faction,fallout,famish

fabricate 杜撰；編造；製造

They fabricated a story to satisfy the questioning news reporters.

facilitate 促進

Arbitrators(仲裁員) can facilitate mutual understanding and solve many personnel disputes.

faction 派別

One faction of the organization lobbied (遊說) to overhaul (重振) the whole tobacco industry.

fallout 輻射塵

Cancers cases rose sharply in the areas affected by the radioactive fallout.

famish 使挨餓

The food supply quickly dwindled and the refugees became famished.

earmark,edible,edict,eerie,efficacy,eject

earmark 撥款；指定...做特定用途

Mission Bank has earmarked $5000,5000 for new marketing services.

edible 可食的

This flower is edible,but that mushroom is poisonous.

edict 官方命令

The corporate edict forbids us from speaking to our competitors.

eerie 詭異的；令人毛骨悚然的

The eerie atmosphere of the room was unsettling to all of us.

efficacy 效用

eject

The renters were ejected from their apartments when the bank foreclosed(贖回權的取消) on the property(房地產).

dangle,date,daunt,deadlock,debenture

dangle (使)懸蕩；(使)吊著

Prospective employees were left dangling for two weeks before they were notified of their acceptance.

date 過時

novelty 新穎的事物
novel 新穎的

Nothing dates so fast as novelty.

daunt 使氣餒；使畏縮；嚇倒

dauntless 無畏的；勇敢的

The once prominent charity was daunted by the accidental death of two volunteers.

deadlock 使停頓；陷入僵局

Negotiators are still deadlocked with no sign of an aggrement.

debenture 公司債券

Brokers(經紀商) are leery(機警的) of investing funds in foreign debentures.

calamity,caliber,candid,canny,capaciouss

calamity 苦難；災難；大禍

calamitous 災難的

The calamity began two years ago with an antitrust suit that the company never recovered from.

caliber 水準；才幹；口徑；直徑

I can assure you that Ms. Allen's credentials are of the highest caliber.

candid 直言不諱的；坦率的；公正的

His candid comments about the poor functionality of the machine brought much needed changes.

canny 謹慎的；精明的；節儉的；狡詐的

He handles all of his affairs in a canny manner.

capacious 寬敞的、寬大的

capacitate 使可能
capaciousness 寬敞

The capacious office suites could easily accommodate the company's expansion.

backlash,backlog,baffle,bailout,balk

backlash 後座力；強烈反彈
After the coal mine's owners refused to allow safety inspectors into the mine,a worker backlash quickly shut down the mine.

backlog 積壓

The telecommunications system went down for two hours,causing a serious message backlog.

baffle 阻撓

Mr. Meltzer's caviler attitude toward employee concerns baffles a resolution to the problem.

bailout 緊急救助

Many banks began to detail their bailout requests as their profits began to tumble.

balk 止步不前；畏怯

Customers balked at the bank's new service charges and fees.

2007台北國際廣告影展筆記 ─Leo Burnett and Arc

李奧貝納/Tan Kien Eng

專長：互動行銷

講題：Big screen→Small screen→Printing screen

內容：

一、TVC部分

Malaysia是一個多種族國家，廣告必須考量此因素，才不至於冒犯某一族群。例如：對某一民族而言，用左手是不禮貌的。此外，在馬來西亞，廣告就有多達105條的不成文規定，李奧貝納嘗試在這些規定中尋求一些突破，而事實上，在海外獲得各大廣告獎項也足以說明李奧貝納突破了這些規範，並且大放異彩。

以下就以Leo為馬來西亞當地的一家石油公司PETRONAS所作的廣告為例：

1.Broke the 30 minutes barrier 10 years ago.
這支廣告旨在建立PETRONAS的品牌形象。首先，他們企圖扭轉石油公司就是向地球取資源的負面印象，而塑造一種「取之於大地，就要回饋於大地」的正面形象。另外，他們打破了廣告的時間限制，此廣告配合感性口白，已超越一般廣告時間平均的30秒、60秒，將觀眾置入彷彿在觀賞discovery頻道，一種關懷大地的感性訴求。

2.突破Malaysia總是用膚色淡的廣告演員情境

第一支廣告是為了馬來西亞獨立日所作的，廣告中大膽採用印度人為主角，而不是膚色淡的馬來人。要告訴觀眾本土(Local)並非不好，要以自己的國家和文化為傲。

第二支採用幽默訴求，在馬來西亞的黑人有不同世代的認同價值。老一代的黑人認為自己是英國人，因為他們曾經被英國統治；而年輕一代的以為他們是美國黑人，普遍喜歡Hip Hop文化。故事是說一群年輕黑人在街上把年輕美女，卻在此時看到自己的阿嬷迎面而來，阿嬷的嘮叨讓孫子覺得很尷尬，而美眉卻是在一旁覺得很有趣。和上一支要傳達的訊息相同：要告訴觀眾，本土(Local)並非不好，要以自己的國家和文化為傲。

3.突破語言限制

Malaysia主要語言是馬來語、英語、華語和一些些福建話。以下兩支廣告皆採用比較不同的方言，來吸引觀眾注意。因為觀眾在看電視時，會被自己聽不懂的語言所吸引，是一種反向操作。

第一支是一群歐巴桑用各種不同的方言在討論自己的兒孫，是多麼地有成就。只有一個歐巴桑說他們兒子沒什麼，只是會來接他玩而已，說時遲，那時快，他們兒子就開著轎車，一家人和樂融融地來迎接阿嬷。其他的歐巴桑都噤聲不語，看著對方在車裡幸福地向自己說再見，卻是一股心酸在心頭。又幽默、又充滿情感，略帶一些諷刺，更重要的是帶出了廣告所要傳達的訊息：年輕人不忘本、多和家人團聚。這也是替石油公司打造的一波強烈形象攻勢。


第二支採用一鏡到底的形式，拍一個人一邊唱印度歌，一邊剪草的畫面，最後觀眾才看到這個人原來是個華人。原來華人也會這麼可愛的唱著印度歌。從而帶出Malaysia多元文化的反映。

4.挑戰族群議題

這一系列廣告是導演到學校訪問小學生，採用interview的方式來告訴觀眾：我們的小孩是種族色盲，那為何不讓他們繼續保有這樣的純真呢？像是第一支的小孩被問到race是什麼，他卻說race? racing cars嗎？第二支的小男孩害羞地陳述自己喜歡一個女孩，最後我們才知道他是印度人，但他們還是手牽手地跑掉了。

以上就是Leo為石油公司PETRONAS所作的形象廣告，形象廣告訴求的並不是要賣什麼東西或服務，強調的是一種認同感。Leo Burnett在深入了解Malaysia的背景文化，有著什麼樣的特質，且成功挑戰了許多敏感議題，用漂亮的手法陳述。相信觀眾不只是單向接收到廣告所要傳達的一些訊息，也在廣告裡看到了自己國家社會文化的再現(representation)。


二、網路廣告

1.McDonald's和NOKIA的合作

客戶的brief：要如何讓觀眾記住麥當勞的外送號碼呢？
Solution：用NOKIA的開機畫面(兩隻手相握)置入麥當勞的漢堡圖片，當NOKIA的開機畫面音樂出現時，也帶出麥當勞外送的號碼與優惠，並可立即播打。

2.婦女保護協會

運用Internet的介面，讓觀眾看到畫面上一個男人激動的神情與暴躁的肢體動作，但聽不到他在說什麼。下方有一拉桿，寫著"drag to raise volume"。當觀眾真正拖曳了之後，畫面上的男人就相對地變得越來越小，最後寫著：the more we speak up , the less the abuse. 點選之後就可留下information或者轉寄給其他網友。


三、Direct Marketing

很多人想作廣告就是想做TVC，但是Direct Marketing也是一塊大餅，只要有創意，不管怎樣形式的廣告都可能成功，甚至獲獎。而且相較於TVC，Direct Marketing的競爭更小，Kien鼓勵有心想要從事廣告業的人可以多嘗試不同媒介來發揮創意。

這一方面的精采例子有：
1.為酒商寫給VIP客戶的生日卡，但是空的包裝裡，酒被外送小弟喝掉了，酒商給客戶的訊息就是：別擔心，我們早該料到，現在只要填寫回函，我們就會給你六瓶裝的罐裝啤酒。

2.醒獅秘笈：正值中國年，醒獅秘笈裡有許多舞龍舞獅的招示說明，這些頁面都被粘在一起，想拆開嗎？最後一頁告訴你：不要那麼費心研究招式了，只要多進貨，舞龍舞獅就會免費到你家。

3.best of both world's：一般航空公司訓練機師的地方都在偏僻的，比方說沙漠。馬來西亞航空訓練地卻在接近市中心，可以休閒的好地點。為了傳達這個訊息，Leo burnett設計了一系列告訴機師正反兩面的好功用，例如機師的制服反穿就是度假休閒花襯衫。

此外，還有作成金魚泡在水袋裡的紙張，強調印刷的精美與紙張的耐用；西門子的購物袋可以作成檯燈；抽獎券可以作成鳥的形狀插在聖誕樹上，或者作成魚的形狀投進鯊魚的嘴巴裡；或者飯店為了慶祝聖誕節，在停車位放了被醉倒了的聖誕老人之手，提醒客人開車勿喝酒。這些都是無聊的東西，最後卻變成有趣的創意。再次證明創意無所不在，任何形式都可發揮創意。

abbreviate,abdomen,abhor,abide,ablaze

abbreviate 縮寫

1.Mr.Murdock typically abbreviates his middle name by using his initial.
象徵性的

abdomen 腹部

2.The malignant tumor quickly spread through his abdomen.
惡性的

abhor 厭惡

3.Though he abhors sales meetings,he acts very cheerful and enthusiastic.

abide by 遵守、承擔...後果
abide 忍受、持續

4.Shipping department personnel must abide by many postal rules and regulations.
人員

you must abide by the results of your mistakes.

I cannot abide the cacophony anymore.

He abided here for a month.

ablaze 著火

5.The warehouse was set ablaze by a disgruntled employee.
倉庫 不滿的