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  • Advertising is particularly good at attaching emotions to brands.

    廣告特別善於將情感附著在品牌上。

  • A terrific example from years back is a car called the Renault Clio.

    幾年前的一個了不起的例子是一輛名為雷諾-克里歐的汽車。

  • Years ago they launched with an advertising campaign featuring

    幾年前,他們推出了一個廣告活動,內容是

  • a couple of daft French people, Papa and Nicole.

    一對愚蠢的法國人,爸爸和尼科爾。

  • The whole idea of that ad was supposed to be that the Renault Clio

    該廣告的整個想法應該是,雷諾-克萊奧

  • is a terrifically easy car to drive.

    這是一款非常容易駕駛的汽車。

  • However, when you look at that ad

    然而,當你看到這個廣告時

  • what you're looking at is two people flirting, being terrifically sexy.

    你所看到的是兩個人在調情,是非常性感的。

  • And of course what that does, is result in you thinking

    當然,這樣做的結果是,你會認為

  • the Renault Clio is a terrifically sexy little car,

    雷諾克里歐是一款非常性感的小車。

  • and lots of people want to be sexy.

    而且很多人都想變得性感。

  • The result? The most successful car launch ever in the UK.

    其結果是什麼?這是英國有史以來最成功的汽車發佈會。

  • Meta-communication are all the twiddly bits -

    元通信是所有的繁瑣的位子------。

  • the music, the characters, the setting, the storyline...

    音樂、人物、背景、故事情節......。

  • Anything that's not actually to do with what you're telling people.

    任何與你要告訴人們的事情實際上無關的事情。

  • The interesting thing about meta-communication

    關於元通信的有趣之處

  • is that we are programmed not to be able to unprocess it.

    是我們被編程為不能解除處理。

  • Once it’s exposed to us, we've got it.

    一旦它暴露在我們面前,我們就得到了它。

  • Here's a good example: the famous Apple 1984 ad

    這裡有一個很好的例子:著名的蘋果1984年的廣告

  • was shown once on midnight in 1983,

    1983年在午夜時分播放了一次。

  • and once in the Superbowl in 1984.

    並在1984年的超級盃上有一次。

  • And yet that ad is known practically all around the world.

    然而,這則廣告實際上在全世界都很有名。

  • The ad is the girl running down this aisle with all these

    廣告是女孩在這個過道上跑,所有這些

  • zombie-like people, and she hurls the mallet through the screen.

    殭屍一樣的人,她把棒槌扔進螢幕。

  • And of course the message in that ad is very simple -

    當然,該廣告中的資訊也非常簡單--

  • the world is being dominated in that era by IBM

    在那個時代,世界是由IBM主導的。

  • and Apple is going to break out of that era.

    而蘋果將衝出那個時代。

  • That idea of Apple being the defender of the people,

    蘋果公司是人民的捍衛者,這種想法。

  • and the defender of freedom

    和自由的捍衛者

  • of course reflected into Steve Jobs, who became the epitome

    當然,這也反映在了史蒂夫-喬布斯身上,他成為了喬布斯的典範。

  • of the defender of the people.

    人民的衛士的。

  • Which means people who buy Apple computers and in most cases,

    這意味著購買蘋果電腦的人,在大多數情況下。

  • astonishingly, even though that ad would never have actually been

    令人驚訝的是,儘管該廣告實際上從未被

  • seen by them on air,

    他們在直播中看到的。

  • they know about this ad.

    他們知道這個廣告。

  • And they feel Apple is a terrific company.

    而且他們覺得蘋果是一家了不起的公司。

  • And in that respect, once you get a reputation like that established,

    而在這方面,一旦你得到這樣的聲譽建立起來。

  • it's there forever.

    它永遠在那裡。

  • There's a company called Huawei who've recently launched an ad

    有一家叫華為的公司,他們最近推出了一個廣告

  • featuring a little creature called a Gnu being photographed.

    其特點是一個被稱為Gnu的小動物被拍攝下來。

  • And the guy who's photographing the Gnu looks at his photograph

    而正在拍攝Gnu的人看著自己的照片

  • and he imagines what's going to happen to the little Gnu.

    他想象著小Gnu會發生什麼。

  • It's going to be captured, it's going to be put in a zoo,

    它將被捕獲,將被放在動物園裡。

  • it's going to have things thrown at it...

    它將有東西扔在它身上......

  • So, he decides not to take the photograph.

    是以,他決定不拍照片。

  • And the message is, with Huawei

    而這一資訊是,與華為

  • you can be your own judge of morality.

    你可以做你自己的道德判斷。

  • What absolute nonsense!

    這絕對是胡說八道。

  • I mean Huawei's a phone, it doesn’t allow you to do anything.

    我的意思是華為是一部手機,它不允許你做任何事情。

  • But, emotionally, very appealing.

    但是,在感情上,非常吸引人。

  • How do you stop your emotions being influenced by advertising?

    你如何阻止自己的情緒被廣告影響?

  • Well, in my book, there's only two ways to do it.

    嗯,在我的書中,只有兩種方法可以做到。

  • One is just don’t watch any advertising.

    一個是不要看任何廣告。

  • The other way, curiously enough, is to watch the ad very carefully,

    另一種方法,奇怪的是,是非常仔細地觀看廣告。

  • is to look at it and to say: What are you trying to do?

    是看它並說。你想做什麼?

  • "What are you trying to influence?"

    "你想影響什麼?"

  • "What's really behind this ad?"

    "這個廣告背後到底是什麼?"

  • If I see this little furry animal in the woods,

    如果我在樹林裡看到這種毛茸茸的小動物。

  • what's it there for? Is it there to make me feel good about this brand?

    它在那裡是為了什麼?它在那裡是為了讓我對這個品牌有好感嗎?

  • Yeah, of course it is.

    是的,當然是這樣。

  • And by doing that, you can do something called counter-arguing.

    而通過這樣做,你可以做一個叫做反駁的事情。

  • We're not used to counter-arguing the emotion in advertising,

    我們不習慣反駁廣告中的情感。

  • but if you look at the ads,

    但如果你看一下這些廣告。

  • if you look at the emotive content in the ads,

    如果你看一下廣告中的情感內容。

  • if you listen to the music

    如果你聽了音樂

  • you can say, "Ah! I know what you're trying to do."

    你可以說,"啊!我知道你想做什麼"。

  • So emotionally you can counter-argue that ad.

    所以在情感上你可以反駁這個廣告。

  • Of course, it probably won't work

    當然,它可能不會起作用

  • but at least you can feel you're slightly more in control of your life

    但至少你可以感覺到你對自己的生活有了更多的控制。

  • than the advertisers are.

    比起廣告商來,我更喜歡。

Advertising is particularly good at attaching emotions to brands.

廣告特別善於將情感附著在品牌上。

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廣告如何操縱我們--以及如何抵制|BBC創意 (How ads manipulate us - and how to resist | BBC Ideas)

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    Summer 發佈於 2022 年 06 月 17 日
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