How Advertising Works
美音、自然拼读、分级阅读与词汇复习
Table of Contents Ads, Ads Everywhere.
内容列表 Ads, Ads Where.
4 How Advertising Works.
4 广告如何发挥作用。
6 Selling Discontent.
6"卖出不满".
7 Targeting Young People.
7 以青年为目标。
10 Thinking Critically About Ads.
10"对广告的批判性思考".
13 Glossary.
13 词汇。
16 Ads, Ads Everywhere When you turn on the TV, what commercials do you see?
16个广告, 到处都是广告 当你打开电视, 你看到什么广告?
If you look at a webpage on the Internet, what products pop up?
如果你看互联网上的网页,什么产品会涌出?
At the movies, what do you see on the big screen before the show starts?
在电影中,节目开始前你在大屏幕上看到什么?
Advertisements are all around us, though we may not always notice them.
广告在我们周围,虽然我们可能并不总是注意到它们。
We can be sure that advertisers notice us, however.
但我们可以肯定广告商注意到我们。
Businesses spend billions of dollars every year to advertise their clothes, video games, food, and other products.
企业每年花出数十亿美元宣传其服装,电子游戏,食品等产品.
It’s often difficult to tell whether a person appearing in an advertisement is a real doctor or other expert, or just an actor.
广告中出现的人是真正的医生还是其他专家,
You may not know it, but children and teens are special targets for advertisers.
你可能不知道, 但儿童和青少年是广告商的特殊目标。
Companies carefully study what young people want.
公司仔细研究年轻人想要什么.
They try to think of ways to make young people want what their company is selling.
他们试图想出办法让年轻人想要他们公司所销售的东西。
They also look for ways to turn children into loyal customers.
他们还想方设法把儿童变成忠诚的顾客。
We are all consumers—people who buy and use products.
我们都是消费者——购买和使用产品的人。
To be smart consumers, we need to use critical thinking.
为了成为聪明的消费者,我们需要运用批判性的思维.
Critical thinking is the ability to analyze information to identify its purpose and trustworthiness.
批判性思维是分析信息以确定其目的和可信度的能力.
By learning how advertisers try to shape our thinking, we can make better decisions about what products we buy.
通过了解广告商如何塑造我们的思维, 我们可以更好地决定我们购买什么产品。
Ads for kids often feature bright colors and toys or cartoon characters.
给孩子们的广告往往会以明亮的颜色和玩具或卡通人物为特色.
In 2016, companies around the world spent more than $493 billion on advertising.
2016年,世界各地的公司在广告上花费了超过4,930亿美元.
Companies need customers to buy their products or services in order to stay in business.
公司需要客户购买自己的产品或服务才能继续经营.
A company spends money on advertising for two main reasons.
一家公司在广告上花钱有两个主要原因.
The first is to make sure that customers know about the company and its products.
首先是确保客户了解公司及其产品.
The second is to convince customers to buy its products.
二是说服客户购买其产品.
Advertising is also how media companies make money.
广告也是媒体公司赚钱的方式.
Media companies include newspapers, magazines, billboards, radio, television, and the Internet.
媒体公司包括报纸,杂志,公告牌,广播,电视,以及互联网.
Newspapers earn money by selling space for advertisements on their pages.
报纸通过出售页面上的广告空间赚钱。
TV and radio networks sell time for commercials, while websites sell pop-up ads.
电视和广播网络出售广告时间,而网站则出售弹出广告.
Print ads are still used by many stores.
许多商店仍然使用印刷广告.
Selling Discontent Wherever we go and whatever we see, chances are an ad is already waiting there for us.
出售内容 不管我们走到哪里,无论我们看到什么, 机会是广告已经在那里等待我们。
Over many years, advertisers have learned to use one main selling strategy: discontent.
多年来,广告商学会使用一个主要的销售策略:不满.
Almost all ads try to convince viewers that what they already have is not enough and that they should want more.
几乎所有的广告都试图让观众相信他们已经拥有的东西是不够的,他们应该想要更多.
They will be happier, healthier, or more successful if they buy the right products.
如果它们购买正确的产品,它们就会更快乐,更健康,或者更成功.
Next, advertisers use three main appeals to convince customers to take action.
接下来,广告商利用三大呼吁说服客户采取行动.
These three main types of ads are often named using Greek words— ethos, logos, and pathos.
这三种主要类型的广告经常被用希腊语的词来命名——特质,标志和道具.
Ethos is based on credibility—how believable the person giving the message is.
Ethos是基于信誉的,
Ads that use ethos often show a famous person or an expert, such as a doctor, using or recommending a product.
使用特质的广告经常显示出名人或专家,如医生,使用或推荐出品.
Because viewers trust the person in the ad, they are more likely to believe in the product.
因为观众信任广告中的人,所以他们更有可能相信产品.
Ads often promise results that products may not deliver.
广告往往承诺产品可能无法提供的结果。
AFTER BEFORE Why Settle for Sad Hair When You Can Have Shiny?
过后 为何要为悲伤发型和解?
Logos appeals to logic or reason.
Logos呼吁逻辑或理性.
These ads often include facts and details to try to prove a point.
这些广告常常包括事实和细节来试图证明一个观点.
For example, an ad about a truck might give facts about how powerful it is.
例如,关于卡车的广告可能会给出其威力有多大的事实.
Pathos appeals to emotions, like excitement or fear.
帕多斯吸引了情绪,如兴奋或恐惧.
By trying to get viewers to feel a certain way, the ad hopes to convince them to buy or do something.
广告试图让观众有某种感觉,希望说服他们购买或做点什么.
For example, a commercial showing a family having fun at a restaurant wants viewers to believe they might have fun there, too.
例如,一个广告显示一个家庭在餐馆玩乐,希望观众相信他们在那里也会玩乐.
These ads appeal to buyers in three very different ways.
这些广告以三种截然不同的方式吸引买方。
Can you name a commercial that sticks in your memory?
你能给一个广告起名吗?
Makes you think?
让你觉得?
Makes you laugh or feel good?
让你笑还是觉得好?
Those are examples of advertising that use such appeals.
这些是利用这种呼吁的广告的例子。
Often, advertisements use a mix of these strategies.
广告往往使用这些策略的组合.
Most advertising tries to get consumers to buy, but some ads have a different purpose.
大多数广告试图让消费者购买,但有些广告有不同的目的.
These ads try to get people to change their behavior or get help.
这些广告试图让人们改变行为或寻求帮助.
Anti-smoking and anti-bullying ads are examples of these kinds of public service announcements, or PSAs.
反吸烟和反欺凌广告是这类公益广告,或作PSA.
Where Do We See Advertisements?
我们在哪里看到广告?
Advertisers try to put ads wherever there are eyes to see them or ears to hear them.
广告者试图在有眼睛看到的地方或耳朵听到的地方张贴广告.
Here is where advertising money was spent in the United States in 2015.
这就是2015年美国花在广告上的钱的地方.
TV 37.
电视37。
7% Digital/Online 32.
7%数字/在线32。
6% Radio 7.
6%的无线电7。
8% Print (newspapers, magazines) 15.
印刷(报纸、杂志) 15个
4% Directories (phone books, etc.)
4%的目录(电话簿等)
Out-of-Home (billboards, etc.)
出家(纸板等).
Radio TV Digital/Online Print Targeting Young People Watch the commercials that come on during any TV show that is popular with kids.
电台电视 数字/在线印刷以青年为目标 在任何受孩子欢迎的电视节目中,看广告。
Chances are the ads are for fast-food restaurants, cereal, snack foods, video games, toys, or popular clothing brands.
广告可能针对快餐店、谷物、小吃、电子游戏、玩具或流行服装品牌。
They may feature cartoon characters, catchy music, and fun-loving friends who grab and hold the attention of kids.
他们可能以卡通人物,快活的音乐,以及爱好乐趣的朋友为特色,他们抓住并吸引了孩子们的注意.
Most children don’t have jobs or much money to spend, though.
大部分孩子没有工作,
So why do advertisers spend billions of dollars on ads aimed at them?
那为什么广告商要花费数十亿美元 做针对他们的广告?
One reason is that they want kids to get adults to buy those products for them.
其中一个原因是,他们希望孩子们让成年人为他们购买这些产品.
After seeing a commercial for a toy or game, for example, a child may ask for it as a birthday present.
例如,在看到玩具或游戏的广告后,孩子可以要求将其作为生日礼物.
An ad that makes a kid want to see a movie may get the whole family to go see it.
一个让孩子想看电影的广告,可能会让全家都去看.
Studies also show that the opinions of young people carry a lot of weight when it comes to clothing, snack food, and restaurant choices.
研究还表明,青年人的意见在服装、小吃和餐馆选择方面具有很大份量。
The second reason advertisers target children has to do with building loyalty.
广告商以儿童为目标的第二个原因与建立忠诚有关.
Research shows that when young people have a favorite restaurant, snack, or brand of shoe, they often stick with it as they grow up.
研究表明,当年轻人拥有最喜爱的餐厅,小吃,或鞋的品牌时,他们往往会随着成长而坚持.
A loyal young customer can mean a lifetime of sales for a company.
忠诚的年轻顾客可以指公司一生的销售.
To shape young people’s choices, advertisers put lots of ads in front of kids.
为了塑造年轻人的选择,广告商在孩子面前贴出许多广告.
A child in the United States watches an average of more than twenty-four hours of TV each week, according to the Statistic Brain Research Institute.
根据统计大脑研究所的统计,美国有一名儿童每周平均观看超过24小时的电视.
He or she sees sixteen thousand commercials each year, or nearly forty-four every day.
他或她每年会看到一万六千个广告,或者说每天有近四十四个广告.
Ads also show up on favorite websites and in kids’ magazines.
广告也出现在最喜爱的网站和儿童杂志上。
Companies even pay to have TV shows, music videos, and video games include their products in the background.
公司甚至为了让电视节目,音乐视频,电子游戏中包含其产品而付出了代价.
This ad for Barbie dolls presents Barbie as a fashion icon.
这个芭比娃娃的广告将芭比作为时尚偶像来展示.
Cereal Success One hundred years ago, families did not have cereal boxes in their cupboards.
谷物成功 100年前,家庭的橱柜里没有谷物盒。
Today, more than $10 billion worth of breakfast cereal is sold every year.
今天,每年销售价值超过100亿美元的早餐谷物。
What happened?
发生了什么事?
Marketing.
营销。
Marketing is what companies do to make their products stand out.
市场营销是公司为了突出自己的产品而做的.
Marketers want to create a brand that customers will recognize wherever they go.
市场商想创造一个品牌,顾客无论到哪里都会认出来.
Ads for breakfast cereals often feature cartoon characters to attract children.
早餐麦片广告经常以卡通人物为特色来吸引儿童.
These characters show up in TV commercials and on cereal boxes, and some have their own movies and TV shows.
这些角色出现在电视广告和谷物盒上,有些人有自己的电影和电视节目.
You may even see a giant version of a favorite character floating down the street during a parade.
你甚至可以看到一个巨大的版本 一个最喜欢的角色 漂浮在街上 在游行。
These marketing efforts are designed to make children smile—and buy and eat more cereal.
这些营销努力旨在让儿童笑出微笑,并购买和食用更多的谷物。
Tony the Tiger is the cartoon mascot of Kellogg’s Frosted Flakes cereal.
Tony the Tiger是凯洛格所制作的"被冻花"麦片的卡通吉祥物.
Thinking Critically About Ads In some ways, children are easy targets for advertisers.
认真思考广告 在某些方面,儿童很容易成为广告商的目标。
Most adults have experience and knowledge to understand what advertisers are trying to do.
大多数成年人都有经验和知识来理解广告商在试图做什么.
In many cases, they can tell when an ad is trying to fool them or make them feel a certain way.
在许多情况下,他们可以分辨广告是什么时候试图欺骗他们还是让他们觉得有某种方式.
These critical thinking skills— the ability to analyze and judge information—get better as we grow older.
这些批判性的思维技巧——分析和判断信息的能力——随着我们年龄的增长而变得更好.
Many young people, though, do not yet have these skills.
然而,许多年轻人还没有这些技能。
Most children younger than four to five years old cannot tell the difference between a show and a commercial.
大多数四至五岁以下的儿童无法分辨节目和广告的区别。
Children younger than eight may know that commercials are different from shows.
8岁以下的儿童可能知道,广告与节目不同。
However, most don’t understand that ads are trying to sell something.
但多数人不明白广告是想卖东西。
At age seven to eleven, children know that ads are sales pitches.
在7到11岁的时候,孩子们知道广告是销售投放.
However, this age group is just starting to understand the methods advertisers use to shape kids’ thinking.
然而,这个年龄组刚刚开始理解广告商用来塑造孩子思想的方法。
Some countries see advertising to children as harmful.
一些国家认为向儿童作广告是有害的。
For example, Sweden and Norway have banned advertisements targeting kids under age twelve, as has the Canadian province of Quebec.
例如,瑞典和挪威禁止针对12岁以下儿童的广告,加拿大魁北克省也禁止。
In the United States, though, advertisers are allowed to decide for themselves how to reach children, and very few laws limit them.
但在美国,广告商被允许自行决定如何接触儿童,很少有法律限制他们.
Without such laws, smart young consumers need to have strong critical thinking skills.
没有这样的法律,聪明的年轻消费者就需要有强大的批判性思维技能.
They need those skills to spot how advertisers try to convince them to want what is being sold.
他们需要这些技能来发现广告商如何说服他们想要出售的东西。
Fast-food restaurants often use characters from movies or video games to appeal to kids.
快餐餐厅经常使用电影或电子游戏中的角色来吸引孩子.
Learning to think critically about ads can be interesting—even fun.
学习批判性思考广告可能很有趣,
You and a friend might keep track of the advertising and commercials you see and then analyze the methods they use.
你和一个朋友可能会跟踪你看到的广告和广告,然后分析他们使用的方法.
Here are five questions that can be used to analyze any form of ad: 1) Who made the ad, and what is it trying to sell?
以下五个问题可用于分析任何形式的广告: 1)是谁制作的广告,它想卖什么?
2) Who is it trying to sell to?
2)它想卖给谁?
3) How does it want us to feel?
3)它希望我们有什么感觉?
4) What does it want us to do?
4)它希望我们做什么?
the product?
产品?
As smart consumers, we can use critical thinking skills to test the truth of such advertising.
作为聪明的消费者,我们可以使用批判性的思维技巧来测试这种广告的真实性.
Then we can make up our own minds.
然后我们可以自己决定
Why do you think the advertisers included a real apple next to the juice box in this ad?
为什么广告商会把一个真正的苹果 放在果汁盒旁边?
Glossary advertisements (n.)
词汇广告(不详)
(n.)
(无)