Name: 廣告商如何加入抗擊細菌的行列｜Nat Geo探索 (How Advertisers Joined The Fight Against Germs | Nat Geo Explores)
Uploaded: 2020-11-12T18:42:43.000Z
Duration: 7 min 17 s

程度副詞

you see a commercial promoting a swanky new gadget, and you just gotta have it.

你看到一個商業推廣 一個時髦的新的小工具， 你只是得有它。

Your favorite celebrity endorses a product.

情態副詞

You're not exactly sure what it is, but you got to get your hands on it to right now.

你並不確定這是什麼，但你必須馬上動手去做。

Shopping can be one of the most fun pastime, and there was even a time when shopping was good for you.

逛街可以說是最有趣的消遣之一，甚至有一段時間，逛街對你來說是好事。

In the 19th century, Americans had a different concept of what it meant to be clean.

在19世紀，美國人對什麼是乾淨有不同的概念。

They often didn't have running water, they didn't have flush toilets.

他們經常沒有自來水，沒有沖水馬桶。

The kind of cleanliness you can attain is limited, so people would Washington Basin.

你能達到的那種潔淨度是有限的，所以人們會華盛頓盆。

They might use some soap that Grandma had made with why, but they did not have an easy time of it keeping their bodies or their homes clean.

他們可能會使用一些奶奶用為什麼做的肥皂，但他們並不容易保持身體或家庭的清潔。

And they certainly didn't have shelf full of products designed to help them stay hygienically pure.

當然，他們也沒有滿架子的產品來幫助他們保持衛生純潔。

Basically, life for many people was just dirty.

基本上，很多人的生活就是骯髒的。

But starting around the 18 twenties, people start realizing that living in filth wasn't so good for their health.

但從18歲20歲左右開始，人們開始意識到，生活在骯髒的環境中對健康並不是那麼好。

Infectious diseases began to go up in number in the United States.

In the 18 hundreds, particularly in large cities, thin scientific evidence started showing that microscopic organisms, or germs often found in dirty homes and cities, were the cause of disease.

在18世紀，特別是在大城市，稀薄的科學證據開始顯示，微觀生物，或者說經常在骯髒的家庭和城市中發現的病菌，是疾病的原因。

This acceptance of the germ theory of disease waas flow to come because it depended on a belief that something you couldn't see wise making you sick.

這種對疾病的細菌理論的接受是流動的，因為它依賴於一種信念，即你無法看到明智的東西使你生病。

Oddly enough, enthusiasm for the germ theory did not come from the medical profession, but from advertisers of products.

奇怪的是，人們對細菌理論的熱情並不是來自醫學界，而是來自產品的廣告商。

The commodification of the germ theory of disease kind of came in two waves.

疾病細菌理論的商品化有點分兩波。

The first phase was in the 18 eighties and into the 18 nineties, around toilets because of diseases like cholera and typhoid.

第一階段是在十八世紀八十年代到十八世紀九十年代，圍繞廁所，因為霍亂、傷寒等疾病。

Public health authorities realized, was spread by fecal matter from sick people going into drinking water.

公共衛生部門意識到，是由病人的糞便進入飲用水傳播的。

I know it's really disgusting, but that is what was happening.

我知道這真的很噁心，但這就是事實。

Some of the early products that were sold to protect people from those germs included water filters and plumbing innovations.

早期出售的一些保護人們免受這些病菌侵害的產品包括濾水器和管道創新。

Some really fancy ones, too, days to follows research that shows the spread of germs through personal contact, coughing, spitting, sneezing.

有些真的很花哨的，也是，天來遵循研究表明，通過個人接觸、咳嗽、吐痰、打噴嚏傳播病菌。

They realize that that person to person contact is significant in the spread very deadly diseases.

他們意識到，人與人之間的接觸是傳播非常致命的疾病的重要因素。

Advertisers jumped on this on and use those concerns to sell furniture.

廣告商跳上這個上，利用這些關注點來銷售傢俱。

When you look at interior decorating in this time period, you can see a massive ship away from the Victorian to um or clean kind of style.

當你看這個時期的室內裝飾，你可以看到一個巨大的船從維多利亞到嗯或乾淨的那種風格。

So instead of buying a velvet chair, you would want to buy ah wicker chair that could be more easily cleaned.

所以與其買一把天鵝絨的椅子，不如買一把啊柳條椅，可以更容易清洗。

You would wanna have hardwood floors and not carpets that couldn't be taken up because the drugs were very, very bad rugs that you could not take out and be very, very bad.

你會想要硬木地板，而不是地毯，因為毒品是非常非常不好的地毯，你不能拿出來，非常非常不好。

Of course, when you have all this swanky new furniture, you have to make sure it's clean and germ free.

當然，當你擁有這些奢華的新傢俱時，你必須確保它的清潔和無菌。

And advertisers were more than ready to sell their cleaning products, and they sold them just about anyway.

而廣告商們更願意銷售他們的清潔產品，反正他們賣得差不多了。

They could, even by co opting someone's name, blistering antiseptic.

他們可以，甚至共同選擇某人的名字，起泡防腐。

The most widely used antiseptic in the world kills germs instantly.

世界上使用最廣泛的消毒劑，能瞬間殺滅病菌。

Listerine is named after Joseph Lister, who was a surgeon who really cut down on post surgery infections.

Listerine是以Joseph Lister的名字命名的，他是一位外科醫生，真正減少了手術後的感染。

So if you were going to name a product after someone Lister was a good choice.

所以，如果你要用一個人的名字來命名產品，李斯特是一個不錯的選擇。

Those were the days when you could appropriate someone's name without asking them.

那是個不用問別人就能說出名字的年代。

So overnight, the Lister name went from hospitals to store shelves toward off colds.

於是，一夜之間，李斯特的名字從醫院走向了商店貨架，走向了關閉感冒。

Gargle with that list arena and protect yourself.

用那個列表競技場漱口，保護自己。

There was nothing in your life that blistering couldn't be used to make better.

在你的生活中，沒有什麼是不能用泡影來改善的。

Advertisers also targeted people's insecurities, often within the cultural norms at that time to sell their products, claiming, for instance, that their mouth washed could help you with your social life.

廣告商還針對人們的不安全感，往往在當時的文化規範內推銷自己的產品，比如說，他們的洗口水可以幫助你的社交生活。

She'll never hold a man until she does something about her breath, and people totally bought it.

她不對自己的口氣做點什麼，就永遠抱不住男人，大家完全相信了。

Advertisers also caught the eye of a group more genuinely geared toward the public interest.

廣告商也吸引了一批更真正面向公眾利益的目光。

Our public health educators see that advertising is becoming a potent way to get people to buy certain products.

我們的公共健康教育工作者看到，廣告正在成為讓人們購買某些產品的有效途徑。

So let's adapt the tactics of this new advertising, which reduce the amount of words and started to use graphics pictures line drawings to draw the i N.

是以，讓我們適應這種新的廣告的戰術，這減少了文字的數量，並開始使用圖形圖片線圖繪製的i N。

他們還使用了朗朗上口的口號。

Jingles protection can be yours when, um, you knives any of the advertisers methods to sell ideas and behaviors between the public health authorities and the product advertisers.

國劇保護可以是你的，當，嗯，你刀任何一個廣告商的方法來銷售的想法和行為之間的公共衛生當局和產品廣告商。

They did a pretty good job getting the concept out there that the basic cause of infectious diseases were these microbes.

他們做得相當不錯，把傳染病的基本病因是這些微生物的概念說出來了。

This'll, media revolution and consumer revolution occurred simultaneously with this scientific and public health revolution.

這ll，媒體革命和消費革命與這場科學和公共衛生革命同時發生。

But the United States is really one of the great purveyors of this advertising designed to get people to buy products, advertising agencies, the beginnings of Madison Avenue all deep from the same decades that the germ theory was coming to be accepted by selling cleaning products, furniture and toilets.

但美國確實是這種旨在讓人們購買產品的廣告的偉大傳播者之一，廣告公司、麥迪遜大道的起點都是從賣清潔產品、傢俱和馬桶來接受細菌理論的同一幾十年深。

 Advertisers helped make homes cleaner and move the needle and improving public health all while making a buck. 

廣告商在賺取利潤的同時，還幫著讓家園變得更乾淨，動動腦筋，改善公眾健康。

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廣告商如何加入抗擊細菌的行列｜Nat Geo探索 (How Advertisers Joined The Fight Against Germs | Nat Geo Explores)

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