记者：我明白了，不过有一个问题，我们每天都看到广告，可是我们当中没几个人了解广告是怎么制作的？
Reporter:I see, and there's a problem，for it's something we all encounter daily, but few of us know much about how it is put together.
Interpreter：我是公司的客户业务经理，我可以回答合格问题。一个广告公司分为有趣的广告3个部门。第一个是宣传媒介部。它负责向客户建议在哪家报刊、杂志或者电视台刊登广告，做出计划，并且代客户购买报刊版面或电视播放时间。第二个是创意部。我想这可能是广告社里最重要的部门。在这里，你可以见到实际创造广告的撰稿人员和美术家。还有就是适合我本人工作的客户业务部。我的工作是保证所做的广告针对性很强，把恰当的信息传达给恰当的对象，开支则要在允许的范围内。要开始新的广告计划的时候，所谓广告计划就是一整套的广告宣传，我的任务就是向客户尽可能多地了解情况，然后通过创意小结的形式把这些情况转达给创意部门。
    Pamela: I’m the account director of this company. An agency is divided into three main sections: One is the media department,which advises and plans which newspapers, magazi
nes or television stations  a client should use and also buys the space or TV time for the client. The creative department: This is possibly the most important section of the agency, I suppose, as here you would find the copywriters and artists who actually create the ads. And then there is the account service department, which is where I fit in.My job is to ensure that the work being produced is giving the right message to the right people, and that it is within budget. When we are starting a new advertising campaign--and by campaign, I mean a series of adverts, it is my responsibility to get as much information from the client as possible and then to convey this to the creative department in the form of a creative brief.
Interpreter：当然也需要客户的帮助。客户自然要求广告社为他做出最好的广告，既要宣传得力，符合他开拓市场的战略要求，又要富于感染力，有助于增加他的产品的市场份额。要使我们达到这些要求，他在向我们介绍情况之前，得先做些深入调查。我们不仅需要了解有关产品的各种情况，还要知道做广告想收到什么效果，产品销售对象是些什么人，这样我们才能知道要针对哪一部分人做广告，是13岁到19岁的少男少女，25岁到35岁的家庭主妇，还是30岁以上的职业妇女?究竟是哪些人?我们还需要知道客户愿意在这份商业广告
上花多少钱，因为这将决定我们是采用电视还是图片做广告，是黑白两还是彩等等。
Pamela: Of course，we also need help from the customer.The client wants to get the best work from his agency in terms of ads that are effective, meet the marketing strategy, full of impact, and increase the market share of the product. But to enable us to achieve this, the client should have done some thorough research before he briefs us. We will need to know not just all about the product, but what the advertising is supposed to achieve, who exactly the product is aimed at, so that we know which part of the general public we are talking to--is it teenagers, housewives aged between 25 to 35, or professional women over 30, etc.? Also we must know what the client wants to spend on the commercial, because this will determine whether we use TV or print, black and white or color, etc.
Reporter: Oh, I see, and you do so big companies, must be good advertising design.,So ，（）as the chief architect of the advertising company, what do you insist on the design concept for a long time?
记者：哦，我明白了，还有你们做到如今这么大的公司，一定是广告设计的好，那么，作为广告公司首席设计师，请问您长期坚持的设计理念是什么？
设计师：所有设计师都期待人们一看见他们的广告就喜欢它的产品，我也不例外。即使是信息性很强的广告，也可以做得很有人情味、富有情趣。比方说，有个豪华小汽车的图片广告，上面两个汽车发动机并列，每个发动机上摆着一满杯鸡尾酒，一个酒杯摇摇晃晃，另一个酒杯纹丝不动。这就立刻引起你的注意。于是广告文字就告诉你，宝马牌的发动机出厂前就是用这种办法来检验它的平稳性能的。这是一份属于信息性和技术性的广告，但却有人情味。此外，客户和广告公司还想方设法使产品的牌子带有一种个性，使消费者对这种个性产生好感，感到亲切，从而变成只买这个牌子的忠实买主。
另外，您知道，英国人很喜爱动物，特别是狗和猫。Andrex是一种名牌卫生纸。它总是用一只金的小狗做广告，往往还给你来个小小的表演。比如说，那只小狗在楼上浴室里玩卫生纸卷，把自己给缠住了，它往楼下跑，纸卷打开了，拖在它的后边，它经过厨房，一直跑到花园里。背景是一套整洁明亮的房子。小狗柔顺可爱，它这些小淘气动作立刻受到了广大观众的喜爱。我们喜欢观看这段情节和小狗，同时也得到了这样一个信息：这种纸质地坚韧，又长又软。于是我们便开始把Andrex这个牌子和小狗广告联系了起来。
我们就是一直秉着这种想法，做有趣的，令人喜欢的广告。 
  All designers expect people to see their ads like their products, and I'm not an exception. Even very informative ads can be delivered in such a way as to have human appeal and interest. For instance, a print ad for a luxury car, if it shows two ear engines side by side, a full cocktail glass on each, one vibrating and one still, then your attention is immediately captured. The copy or the wording, then explains that this is the way the smoothness of a BMW engine is tested before it leaves the factory. The ad is informative, technical and yet has a human touch. Also clients and agencies will try to develop a personality for the brand of their products so that the customer will come to like the personality and feel it's a friend and therefore become a loyal purchaser of that brand only.
    In addition, you know how fond the British are of animals, especially dogs and cats, well, Andrex is a well-known brand of toilet paper and it always uses a golden-colored puppy in its ads. Usually a little scene is shown. It could be that the puppy is playing with the toilet roll in the upstairs bathroom, and wraps himself up in it and runs downstairs, unrolling the paper behind him right through the kitchen and into the garden.
The setting is always a clean and bright house, the puppy is sweet and soft and his mischievousness endears him immediately to all the viewers. We enjoy watching the story and the puppy, and the message comes across that this product is strong, long and soft. We start to associate the puppy ads with the name Andrex.
    We are always with this idea, do an interesting and pleasing ad.