評論
打印
Recording One
錄音一
Well, my current research is really about consumer behavior.
那個，我目前的研究實際上與消費者行為相關(guān)。
So recently, I've looked at young people's drinking and it's obviously a major concern to Government at the moment.
因此最近我調(diào)查了年輕人飲酒行為，它明顯是政府當(dāng)前最擔(dān)心的問題。
I've also looked at how older people are represented in the media;
我還調(diào)查了老年人在媒體中呈現(xiàn)出來的形象；
again, it's of major current interest with older people becoming a much larger proportion of UK and indeed, world society.
同樣，隨著老年人在英國乃至整個世界的人口中占的比重越來越大，所以它也成為了當(dāng)前的一個重要關(guān)注點。
I'm also interested in how consumers operate online,
我還對消費者如何在線上運作、
and how that online behavior might be different from how they operate offline when they go to the shops.
以及他們線上的行為與線下購物時的行為有什么不同感興趣。
Well, I think that the important thing here is to actually understand what's happening from the consumer's perspective.
那個，我認(rèn)為這里最重要的一點是真正從消費者的角度來理解正在發(fā)生的事情。
One of the things that businesses and indeed Government organizations often fail to do is to really see what is happening from the consumer's perspective.
真正站在消費者角度看問題經(jīng)常是企業(yè)和政府部門沒能做好的事情之一
For example, in the case of young people's drinking,
就拿年輕人飲酒行為來說吧，
one of the things that I've identified is that drinking for people say between the ages of 18 and 24 is all about the social activity.
我其中的一個發(fā)現(xiàn)是年齡在18至24歲之間的人完全是因為社交活動才飲酒。
A lot of the Government advertising has been about individual responsibility,
而政府的很多宣傳一直在強(qiáng)調(diào)個人的責(zé)任，
but actually understanding that drinking is very much about the social activity and finding ways to help young people get home safely, and not end up in hospital is one of the things that we've tried to present there.
但對這一行為的真正理解應(yīng)該是，飲酒與社交活動密切相關(guān)，找到幫助年輕人安全回家、而沒有最終進(jìn)醫(yī)院的方法才是我們試圖在這里表明的事情之一。
The key thing about consumer behavior is that it's very much about how consumers change.
消費者行為的關(guān)鍵之處是它與消費者如何改變關(guān)系緊密。
Markets always change faster than marketing; so we have to look at what consumers are doing.
市場的變化永遠(yuǎn)要比市場營銷的變化更快；因此我們必須要關(guān)注消費者行為。
Currently I teach consumer behavior to undergraduates in their second year
我目前教授大學(xué)二年級學(xué)生的消費者行為課程。
and we look at all kinds of things in consumer behavior and particularly how consumers are presented in advertising.
我們關(guān)注涉及消費者行為的所有事情，尤其關(guān)注消費者是如何在廣告中呈現(xiàn)的。
So they get involved by looking at advertising and really critically assessing the consumer behavior aspects of it and getting involved sometimes, doing primary research.
因此，他們通過觀看廣告參與進(jìn)來并且真正帶著批判性眼光評估該廣告涉及的消費者行為，他們有時還做初步的研究。
For example, last year my students spent a week looking at their own purchasing and analyzed it in detail from shopping to the relationship that they have with their retail banks and their mobile phone providers.
比如，上一年我學(xué)生花了一周時間來分析他們自己的購買行為，并從購物和他們與零售銀行和手機(jī)供應(yīng)商的關(guān)系的角度來詳細(xì)分析這一行為。
I think they found it very useful and it also helped them identify just what kind of budgets they had too.
我認(rèn)為他們發(fā)現(xiàn)這個方法非常有效，它還能幫助他們辨別他們的預(yù)算究竟屬于哪種類型。
The fact of the matter is that there's a whole range of interesting research out there
事實上，未來還有各種各樣有趣的研究，
and I think as the years go on, there's going to be much more for us to consider and certainly much more for students to become involved in.
并且我認(rèn)為，隨著時間的推移，有關(guān)消費者的行為，我們要考慮的因素會更多，而且肯定會有更多的研究等待學(xué)生的參與。
Questions 16 to 18 are based on the recording you have just heard.
問題16至18是基于你剛才所聽到的那篇錄音。
Question 16: What is the speaker currently doing?
問題16：說話者目前在做什么？
Question 17: What has the speaker found about young people's drinking?
問題17：關(guān)于年輕人的飲酒行為，說話者有什么發(fā)現(xiàn)？
Question 18: What does the speaker say that his students did last year?
問題18：說話者說他的學(xué)生上一年做了什么事？
譯文屬可可原創(chuàng)，僅供學(xué)習(xí)和交流使用，未經(jīng)允許不得轉(zhuǎn)載
