acrid,adamant,adept,advent,adversity

acrid 刺激的 刻薄的

The acrid smell filled the room,making it difficult to breathe.

There is an acrid tone to your remarks.

adamant 堅定無疑的

He is adamant that a global financial panic is about to occur.

adept 內行的 熟練的

She is adept at cooking

advent 到來 出現

The advent of genetic-engineering has spawned many powerful ,disease-fighting vaccines.

adversity 逆境 時運不濟

Adversities are not uncommon to those who play stock market.

whimsical,whisk,wring

whimsical 反覆無常的 古怪的

He has a whimsical nature and changes his routine daily.

whisk 拂 揮動

The secretary whisked the papers off the desk and left the room.

wring 強迫取得

Try as he might,he could not wring a confession from her.

vehement,ventilation,verbatim,verbose,veritable

vehement 激烈的

The vehement debate lasted for three hours.

ventilation 通風 公開

Poor ventilation caused the workers to become sick.

verbatim 逐字地

I was quoting his words verbatim.

verbose 冗長的

Such a verbose reply to a simple request is really not called for.

veritable 真正的 名副其實的

Scientists discovered that the signature was veritable.

ultimatum,unleash,unnerve,unrest,upbeat

ultimatum 最後通牒

We issued an ultimatum and gave them three days to response.

unleash 解除...的束縛 發動

Region Three is expected to unleash its new operating system in March.

unnerve 使喪失信心 使氣餒

He has the ability to unnerve even the most confident applicant.

unrest 動盪

Shutting down the giant corporations will bring large-scale unemployment and possibly civil unrest.

upbeat 令人鼓舞的 樂觀的

Doctors were upbeat today as they submitted their vaccine for FDA approval.

tabulate,tailor,taint,tantalize,tantamount

tabulate 製表 列表顯示

Tabulate these expenses on an accounts payable form,please.

tailor 為...而設計修改 作裁縫

Children need schools that tailor teaching to their indivisual learning styles.

taint 腐壞 變質

The friendship was tainted by jealousy.

tantalized 因渴望但不可及而乾著急 期待 難熬 逗弄 折磨

I have been tantalized by the permission of entering an top graduate school for more than four years.

tantamount 等同於

Setting numerical targets would be tantamount to managed trade.

salutary,sane,sanguine,savor,savvy

salutary 有益健康的

Eight hours of sleep every night will have a salutary effect on her health.

sane 頭腦清楚的

sanity 明智

No sane person would propose to build six stores in the course of one year.

sanguine 樂觀的

His sanguine speech led many of us to believe that new stores will boost brand identity.

savor 品嘗 享受 使有風味

I want to savor every second of my success in this joint venture.(合資企業)

savvy 見解 悟性 理解能力

His political savvy impressed the directors as well as the chairman.

rampage,ransack,ratify,rebate,rebuff

rampage 盛怒 暴跳如雷

The boss' rampage over the loss was predictable.

ransack 徹底搜查 洗劫

The thieves decided to ransack his office and find the money.

ratify 批准 認可

I refuse to ratify this agreement until all criteria(標準)have been met.

rebate 折扣 貼現

We wil mail out rebate checks of about $50 each to customers at the end of May.

rebuff 斷然拒絕 冷落

Don't rebuff me like that again in public.

quadruple,quagmire,quaint,qualms,quash

quadruple 成為四倍

We have quadrupled our investment on this stock.

quagmire 困境

We are not sure how the company got into such a quagmire.

quaint 奇特的

The main street is lined with quaint boutiques,art galleries,and antique shops.

qualms 不安 暈眩

He was overwhelmed with qualms after he made the decision.

quash 壓碎 平息

Our hopes were quashed after the announcement.

pacify,pamper,par,paradoxical,paralysis

pacify 平撫 撫慰

We can pacify them by replacing their lost luggage with new luggage.

pamper 縱容 寵愛

Many people pamper pet cats and dogs like children.

par 同等 同價

This work is not on a par with the work of your colleagues.

paradoxical 自相矛盾的 似是而非的

It is paradoxical that the wealthy young executive dressed in worn clothes.

paralysis 癱瘓 停頓

Many insurance plans don't cover prolonged treatment for paralysis of a limb.

全球化

試以全球在地化的概念，論述對跨國企業廣告/行銷策略觀察

根據社會學家Giddens所說：「全球化是指世界社會關係的緊密化，據此連結了原本相隔遙遠的地方，進而使得本地事務由千里之外所發生的事件所形塑，反之亦然。」

如何找出世界各地消費者需求與欲望的一致性，使得企業或組織所要形塑價值觀能夠有效傳達，廣告與行銷的構思與執行是希望能在不同文化下引起共鳴的。

因此，有學者主張企業面臨全球化市場的來臨，宜採取「thinking global,acting local」的手法，亦即用全球化的思維，在地化的執行，使得效率最大化，同時兼顧回應當地市場的需求。

例如：麥當勞在世界各地所設立的分公司，皆執行標準化程序，大至企業識別系統、組織管理結構，小至店內裝潢、服務態度以及食物料理的方式，都呈現相當的一致性，廣告大部分也走歡樂、溫馨、色彩奔放、活潑的tone調。然而，卻因為某些地區的文化不同，麥當勞會在各地賣起不同的漢堡，找不同地區的代言人；在廣告表現的手法、使用的語言也會略為調整。

主張全球化廣告的學者，提出一些適用於全球化廣告的廣告訊息，及其特有的產品特徵：(Engel,Blackwell,Miniard,1995)

1. 廣告需提供基於相似生活型態的溝通訊息。
2. 廣告內容所訴求的是人類基本的需要與感情。
3. 廣告中所販售的產品能滿足全球的需要與渴望。

Marieke de mooij提出六個不同的全球化廣告策略：

1. 完全標準化─
同一商品或品牌廣告，以同一語言呈現，鮮少或甚至沒有文案，多用於同依品牌傘下的活動，附加至當地廣告上。

2. 半標準化─
One brand，同一廣告形式，使用旁白解釋廣告中演員的對話互動，做到形式上的去地化。

3. 因地制宜的執行元素
One brand,，one form，廣告形式包含許多不同的執行元素。(內容上的去地化)
4. 統一的廣告形式，因地制宜的執行
P&G寶僑家品旗下有很多品牌，通常在廣告不同品牌的相似商品時，會使用一貫的基本廣告形式。例如比較式廣告、試用型廣告。在同一廣告形式中，為不同國家打造不同的執行元素，反應各國文化價值的差異。

5. 全球通行的概念，因地制宜的執行
以一抽象概念或綱領(platform)為基礎，去發展不同的在地化執行。例如麥當勞的I’M LOVIN’ IT。

6. 概念在地化，執行全球化
(think local ,act global )
這種策略的廣告內容通常呈現出全球觀眾皆可瞭解的廣告元素與劇情，重點是，廣告會呈現出一種唯有當地才能瞭解的文化價值，或是目前正流行於當地的價值。

oblique,obliterate,obnoxious,offspring,onerous

oblique 拐彎抹角的 不光明正大的

Everyone felt manipulated because he spoke in such an oblique manner.

obliterate 刪除 消滅

All of the files were accidentally obliterated from the hard drive.

obnoxious 令人厭惡的

After a few drinks he became obnoxious and rude.

offspring 產物 成果 後代

The offspring of our efforts to creat smaller film was the disposable camera.

onerous 繁重的

Such an onerous task will take the whole day to accomplish