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  • Since the birth of free enterprise, American’s have always had a choice between a wide array

    此從自由企業出現以後開始有各式各樣的產品可供美國人選擇

  • of products. This idea of free enterprise led to fierce corporate competition in our

    自由企業系統導致國內企業間的激烈競爭

  • nation’s economy. Soon companies began huge marketing campaigns, hoping to entice American

    很快地,各公司便開始進行大型行銷活動,希望能誘使美國人

  • households into purchasing their product. As a result, American’s began to favor certain

    購買他們的產品,美國人也因此開始有了產品的偏好

  • goods over othersbeginning to even resent those who disliked their preferred product.

    甚至開始討厭那些不喜歡他們所偏好產品的人

  • Today we classify this ideology as a “brand community.” Now a brand community is described

    今天我們稱這種意識形態為「品牌社群」,品牌社群在今日被描述為

  • as “a community formed on the basis of attachment to a product or marque.” Essentially, it

    「一個根基於對一個產品或品牌的依附所形成的社群」,本質上

  • is a group of people, connected together by a product, who have shared traditions, values,

    它是一群人,因著一個商品而聯繫起來,有著共同的風俗、價值觀、和道德觀

  • and moral ideals. Yet, like any group of people, brand communities often find themselves into

    就如同其他的團體,品牌社群常常與其他團體發生衝突

  • conflict with one another. Probably one of the most recognizable brand conflicts is between

    其中一個最明顯的品牌衝突大概就屬

  • Coca-Cola and Pepsi-Colatwo popular soft drinks that emerged in the late 1800’s.

    可口可樂與百事可樂間的衝突,兩者皆是崛起於1800年代的軟性飲料

  • Coca-Cola was created first, hitting the shelves in the year 1886; a little over a decade later,

    可口可樂是先被研發出來並在1886年上市的,十年多後

  • in 1898, Pepsi-Cola was introduced into the market. However, these two drinks gained more

    百事可樂在1898年進入了市場,然而兩個品牌賺得的不只是營利

  • than just profits, they gained dedicated fans. Through their advertising and quick entrance

    他們還獲得許多鐵粉。藉由廣告與迅速進入社會環境

  • into society, “Cokebecame a symbol of happiness, community, and even theAmerican

    可口可樂成了快樂、社群以及「美國夢」的象徵

  • Dream.” In response to this, “Pepsiadvertised towards the younger members of

    百事可樂則以社會中的年輕族群為廣告目標

  • our societyusing famous celebrities to broadcast the brand as cool, dynamic, and

    利用名人代言塑造品牌酷炫、活力和創新的形象

  • innovative. As a result, society is now split between these two brands. And if you don’t

    由此,社會被這兩個品牌一分為二,如果你不信

  • believe mewatch and listen next time you go out to dinner with your friends, youll

    下次你跟朋友在外共進晚餐時好好觀察他們

  • see ether a sigh of disappointment, or a smile of contentment whenever the server announces

    你會發現,根據餐廳提供的是百事或可口可樂,你的朋友可能發出失望的嘆息

  • whetherCokeorPepsiis available.

    或滿意的微笑

Since the birth of free enterprise, American’s have always had a choice between a wide array

此從自由企業出現以後開始有各式各樣的產品可供美國人選擇

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品牌社區與可樂戰爭 (Brand Communities and the Cola War)

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    羅紹桀 發佈於 2021 年 01 月 14 日
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