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  • Does advertising really work?

    廣告真的有用嗎?

  • US companies spend around $170 billion dollars on advertising yearly, so they seem to think it does.

    美國的企業每年斥資約 1700 億美元的預算來製作廣告,所以看來他們相信廣告是有用的。

  • Successful advertising uses a variety of tricks and techniques to influence the consumer.

    一個成功的廣告會用各種手法來影響消費者。

  • They evoke positive memories and emotions that affect our behaviour over time and prompt us to buy something at a later date.

    比如運用正面的印象及情感來影響我們的行為,刺激我們之後去消費。

  • Marketing needs to reach the subconscious levels of the brain in order for it to work.

    只要你的廣告成功植入消費者的潛意識中,你就成功了。

  • People don’t like to think that theyre easily influenced.

    消費者不想承認他們的腦波弱。

  • Humans instinctively look at something that someone else is looking at, so ads often include a model looking right at the main target or message.

    人們會下意識地去看別人在看的東西,因此廣告中的模特兒常會看向商品或標語。

  • It’s best to use happy faces in ads because we have mirror neurons that prompt us to mimic the expression of a person were looking at.

    廣告中的人物通常都笑臉迎人,因為我們腦中的鏡像神經元會刺激我們去模仿眼前人的表情。

  • People find faces with dilated pupils more attractive.

    研究發現擁有大瞳孔的人更具吸引力。

  • Most major advertisers increase the pupil size of their models in Photoshop.

    因此大多數廣告商會用修圖軟體將模特兒的瞳孔修得更大。

  • If you position your product toward a viewer’s dominant hand in an ad, it heightens to imagine product gives.

    另外,如果讓廣告模特兒以慣用手拿產品,將有助於刺激觀眾產生與產品的連結。

  • Researchers experimenting with images of cups, bowls and sandwiches encountered the greatest success when appealing to the right-hand side.

    學者用杯子、碗和三明治的影像做實驗,發現用右手拿產品的廣告都非常成功。

  • Colors have powerful associations in ads.

    配色的挑選也對廣告的效果有極大影響。

  • Brands choose the colors of their logos based on what theyre trying to convey.

    品牌商會基於想傳達的訊息而選擇商標顏色。

  • Red connotes action, excitement, and youth. Green implies freshness, growth, and health. Blue shows trust, confidence, and security.

    紅色代表行動、興奮和年輕;綠色代表新鮮、成長和健康,藍色則表示信任、信心和安全。

  • Ads often prime the consumer by naming a higher price beforehand so their price is not so bad in comparison.

    商人經常在廣告中展示比較高的價格,再給出折扣,用對比的效果讓價錢看起來沒那麼高。

  • To persuade the consumer that their product is superior, advertisers use techniques like the weasel claim.

    廣告商也經常用話術來營造所宣傳產品優於競品的感覺。

  • It’s vague and ambiguous but sounds true enough that consumers believe the claim.

    他們的言辭既模糊又模棱兩可,但聽起來又有幾分真實,有些消費者因此上勾。

  • The unfinished claim which argues that the product is better or has more of something but does not finish the comparison.

    廣告商還會用「不完整比較」手法,去比較所宣傳的產品和競品,宣稱產品優於其他同類型產品,但卻只做局部比較,沒有提供充分的資訊讓消費者判斷何者更適合自己。

  • The endorsement or testimonial where celebrity or authority claims to use the product when they often don’t.

    常見招數還有請名人或權威人士背書推薦他們根本沒用過的產品。

  • In the 70s, Miller Lite commercials featured sports legends and celebrities and their beer sales increased from 7 million barrels to 31 million.

    70 年代的米勒淡啤酒請來著名運動員和明星當代言人,銷量從 700 萬桶一下暴增到 3100 萬桶。

  • And the rhetorical question which demands a response in such a way that validates the productsmerits.

    有些廣告標語會運用「修辭性疑問句」來強調產品優點。

  • After the launch of Got Milk, sales of milk in California rose 7 percent in just one year.

    在「來杯牛奶嗎?」的廣告推出後,加州牛奶銷量在短短一年內上升了 7%。

  • So what do you think?

    看完這些廣告的幕後秘密,你覺得如何呢?

  • Got brainwashed?

    覺得被洗腦了嗎?

Does advertising really work?

廣告真的有用嗎?

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廣後背後的秘密大公開!(The Secret Science Of Advertising)

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    Go Tutor 發佈於 2021 年 12 月 03 日
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