Практикум по синхронному переводу с русского языка на английский

Recently, advertising has been in the limelight/in the forefront/ taking center stage as a marketing tool/instrument which puts across/ presents/pushes the bank's products and the bank's image. Just look at how the "image" advertising/publicity of banks has changed: abstract slogans such as "A speck of gold in a sea of sand" are things we don't hear anymore. And just think of/remember/all those symbols of the power of banks at the beginning of the 90s — a (heavy) oak/ wooden/desk, a cellular phone, a Swiss watch. Since then the market has really gone/turned professional. The banks are/are becoming ever more demanding/raising the ante/getting very picky/choosy. In response to that there are new ads with very specific and clear business ideas/notions.
There's also that powerful weapon, meaningful silence. That's also an advertising tool/trick/thing. However, you/shouldn't overdo that/have to go easy on that/take care not to abuse that one. Being silent for too long is just as bad as talking about yourself too often. Particularly in tough/tight situations/hot spots on the financial markets. 1 think that some of the silent banks should state/come out with/their positions not just indirectly/ obliquely, but through direct advertising.
The major goal of the advertising department is to provide advertising in support of the bank's development/to help develop the bank. I don't have any abstract goals. Like/Say,/to get/getting/ attracting a hundred billion. There's a plan to sell/push the image. There's a timetable/calendar/schedule to provide ads for/the products the bank is selling/pushing, and, by the way, that's/that accounts for/ a quarter of the estimate.
As I see it/I think that/all in all, getting information/to public opinion/to the public/through publications and stories by experienced journalists is a lot better than using direct advertising/than going the direct advertising route. After all/You see, a good journalist is looked on/seen as/an expert by the public. People have less belief in direct advertising, but that doesn't mean it should be rejected/dropped/ dumped. Public opinion/awareness, in addition to information from all kinds of articles and TV programs, needs something more/else. And also, a major bank just can't/talk about itself in some kind of indirect way/beat around the bush.
A few words about the creative side of all this. Here the biggest problem is just/finding/coming up with/an idea. A good ad idea works on its own/doesn't need anything else/is self-sufficient and pays for itself is well worth it. It's got its own worth, in addition to the publicity value it has for a commercial organization. Like a work of art. In the bank world, of course/naturally, /everyone wants to talk about/his own strength and power/how great he is and how much he's got/toot his own horn. For example, look at the ad for our Visa card, an elephant with a caption/text on the side "Buy an elephant," and the other side of the moon with the text "Go/reach/shoot/for/the moon." It got a prize at several festivals; the number of sales of the card after the ad campaign really shot up/soared. In fact, there are already a lot of credit cards like this/of this kind on the market, and they're all about the same/do the same thing/are pretty much alike; here the turning point/decisive factor/most important thing/key to it all could be the ad. Though/you've got to admit/in fact/it's true/that many things in advertising are intuitive, and it's not so easy to hook them up with/link them to/the final result.
163
This text is a good example of colloquial language used in an interview, and of business terminology. The interpretation into English should retain the flavor of the spoken language; this is an oral interview, not a written statement.