評論
打印
Business
商業報道
Advertising
廣告
Nothing more than feelings
僅僅是感情的眷顧
Admen have made a marketing guru of Daniel Kahneman, a prizewinning psychologist
廣告人成就了營銷大師丹尼爾·卡尼曼，一個獲獎的心理學家。
FIRST, you realise it's a gorilla.
首先，你會看到這是一只大猩猩。
The opening strains of Phil Collins's In the Air Tonight are playing; the beast is enraptured.
菲爾·克斯林令人心潮澎湃的著作《今晚夜空中》的旋律在回響，這只猩猩也隨之眉飛色舞。
As the camera pulls back, you see that he's seated at a drum kit.
隨著鏡頭的拉近，你會看到它坐在一套架子鼓旁，
He flexes, raises his drumsticks, then brings them resoundingly down. Only in the final frames do you discover that the gorilla is pitching Cadbury's Dairy Milk chocolate.
它彎下身體，舉起它的鼓槌，一錘擊下，全場轟動。只有在最后一幅畫面你才會看出，大猩猩所代言的是吉百利牛奶巧克力。
The advert, released in 2007, should not have worked.
該廣告發布于2007年，本不該有如此效果。
Conventional wisdom doubted that a jolt of joy from a drumming primate, however rhythmically gifted, would spur sales of chocolate bars.
傳統的智慧認為，靈長類動物擊鼓帶來的歡樂震撼，即使具有節奏天賦，也不會刺激巧克力棒的銷售增加。
A member of the team that developed the ad says that when it was passed to Millward Brown, the world's biggest tester of adverts, the firm found that it scored poorly among women on its measures of awareness and brand appeal and about average among men.
但開發廣告的一位成員說，當把這份創意交給世界上最大的廣告測試公司明略行之后，他們發現，相對意識和號召力這種創意的成功度在女人中效果更好，在男人中也保持均衡。
Yet Cadbury went ahead, and was rewarded with millions of online views, better perceptions of its brand and higher sales.
于是，吉百利說干就干，數百萬的網上觀點作為回報，為該公司贏得了更好的聲譽和更高的銷售額。
Return on investment was three times the average for packaged-goods marketing campaigns.
回報是為包裝商品所做營銷花費的三倍。
Behind Cadbury's simian success was an unlikely inspiration:
吉百利大猩猩的成功，來源于一種不太可能的靈感：
Daniel Kahneman, a psychologist who won a Nobel Prize in 2002 for showing that people are not the rational agents that economists had thought they were. He argues, most famously in Thinking, Fast and Slow, a 2011 book popularising his work, that the mind incorporates two systems:
丹尼爾·卡尼曼，一位因2002年展現過市民不理性行為而獲得過諾貝爾獎的心理學家。他在2011年推廣他工作的書中提出了最著名的觀點，思考，快與慢，也就是說，思維由兩個系統組成：
an intuitive system one, which makes many decisions automatically, and a calculating but lazy system two, which rationalises system one's ideas and sometimes overrules them.
一個是直觀的系統一，會自動做出許多決定；一個是精確但懶惰的系統二，將觀點系統化，甚至有時會推翻它們。
For Mr Kahneman's disciples advertising is above all a way to groom system one, to nudge consumers towards a buy.
對于卡曼尼先生的弟子來說，廣告首先是一種方式來培養體系，以引導消費者的購買。
Going through the emotions
情感判斷
Kahnemanite advertising prizes emotion over information and pays more attention to a brand's purpose than to its products.
Kahnemanite將廣告情感傾注在信息上，而且更注重品牌目的而不是它的產品。
It exploits system one's propensity to react to subtle cues.
它利用系統中一個傾向反應的微妙暗示。
In a print advert for a Betty Crocker pie, a version with the fork placed on the right triggered a 20% higher purchase intent than one with the fork on the left.
貝蒂克羅克餡餅的印刷廣告就是如此，其中一個版本是將叉子放在右邊的購買意向比放在左邊多出了20%，因為大多數人吃飯都是用右手。
This demands not just new ways of making adverts but new methods for judging if they will work.
這就要求制作廣告不僅需要新創意，而且需要新途徑來判斷創意是否有效。
Researchers must laser in on measuring emotion as almost the single metric that predicts success, says John Kearon of BrainJuicer, a market-research firm.
市場研究公司BrainJuicer的約翰說，研究人員必須能夠成功預測情感幾乎是單一衡量指標的創意效果。
This season's crop of televisual tear-jerkers reflects such thinking.
本季電視節目產物正是那種催人淚下的電影也反應了這樣的思想。
A sweaty game of wheelchair basketball ends with all the players but one walking out of the gym.
一場酣暢淋漓的輪椅籃球比賽最終以除一人之外，所有人都走出體育館而告終。
The choices we make reveal the true nature of our character, intones the voice-over, in the hope that one of those choices will be to drink Guinness stout.
畫外音這樣吟誦道，人的本質懸置在人的選擇之中希望人們會選擇健力士黑啤。
In the gauzy Christmas offering of Britain's Royal Mail, posties of many colours deliver parcels in all weathers, accompanied by an a cappella rendition of the Beatles' All You Need is Love.
英國皇家郵政提供的圣誕產品中，郵遞員在各種氣候穿著多種顏色的衣服遞送包裹，伴隨著披頭士《所有你需要的就是愛》的無伴奏合唱演繹。
Of course, admen were aiming at system one long before they had heard of it: sex sells is one of the oldest mottos in the business, after all.
當然，廣告人們一直致力于一個系統，甚至在他們聽說它之前，就是性銷售，這畢竟是在商業上最古老的的格言。
Even information-packed adverts that seem to be appealing to reason are really playing on emotions, points out Mr Kahneman, who does not give advice to marketers.
卡尼曼先生指出，甚至是信息包裝廣告，吸引人的真正原因也是在玩情緒游戲，但他從不給營銷提供意見。
His followers are inclined to dispense with system two altogether.
他的追隨者們更傾向于將兩個系統分配到一起。
Marketers at Procter & Gamble, maker of Tide detergent and Pampers nappies, were trained to get across the single benefit that a product would give its purchaser, says Jim Stengel, a former marketing chief at the firm, now a consultant.
寶潔，汰漬洗衣粉和幫寶適尿不濕的營銷人員，都經過過產品給予買方單方利潤的培訓，公司的前任首席執行官吉姆·騰格爾這樣說道，他現在是一個顧問。
There was not a whole lot of recognition of emotional connection with a brand or company.
沒有一種情感能聯接所有的品牌與公司。
But that has changed.
但是，這已經改變了。
P&G's tribute to athletes' mothers during last year's Olympics was aimed directly at the syrupy soul of system one.
去年奧運會期間寶潔對母親的贊頌已經成為系統的靈魂。
Rare is the marketer today who does not spout systemic terminology,
在今天的市場，罕見的是誰不使用系統的技巧。
but there are disagreements over how to divine what system one is feeling, and over the role of system two.
但是在如何分辨兩個系統誰表達情感的問題上依然存在分歧。
In testing an advert before it goes to market, BrainJuicer asks subjects to say which of eight faces, each expressing a different emotion, best reflects the feeling it arouses and how intense it is.
在一個廣告進入系統之前的測試中，BrainJuicer要求受試者說明是哪八個方面，每一面如何表達不同的情感，最能喚起什么樣的感情和怎么喚起的。
The firm tested the gorilla advert after its release.
在發布之后，該公司測試了大猩猩廣告，
It scored the highest emotional-intensity marks of any advert to that point.
它在情感強度上超越其他廣告得到了最高分，因為觀眾在看到這一點時感到快樂和驚喜。
Decode, a rival, uses implicit association, in which subjects associate images and their reactions are timed.
解碼，是一個運用內隱聯想的對手，將圖像和概念的聯系認為是定時的，
The faster the response, the deeper the link between the two.
響應越快，兩者的聯系越深。
Decode, acting independently of Cadbury, found that the gorilla advert conjured up security and enjoyment better than a less-popular successor involving drag-racing trucks, which had unchocolatey overtones of adventure.
在吉百利獨立的選擇了大猩猩廣告后，解碼發現，這個廣告所帶來的安全和享受的體驗比一個具有冒險色彩的不太流行的卡車競速賽的效果更佳。
Some say the most telling signals are biological.
有人說，最有說服力的標志是生物。
Neuro-Insight, an Australian outfit, monitors electrical activity in viewers' brains.
用澳大利亞的神經洞察裝備來監視觀眾的大腦活動時，
When viewers watched the Cadbury advert, signals that suggested images were being stored in long-term memory peaked three times:
當觀眾看了吉百利廣告，其結果顯示圖像被儲存在長期記憶中最多有三次，
when subjects recognised a gorilla, when they saw the drums and, encouragingly for Cadbury, when the brand appeared.
而當受試者認出大猩猩，當他們再看到打鼓時，腦海里就會有鼓舞人心的吉百利品牌出現。
Millward Brown has always probed for emotional responses, insists Graham Page, its head of consumer neuroscience.
Millward Brown公司一直在探討情緒反應，堅持格雷厄姆頁，也就是其頭部消費神經科學。
People are aware of their feelings, so it is legitimate to discover them by asking questions.
人們都能意識到自己的感情，所以更合理的是通過有效的提問來發現。
The new biometric techniques are useful for finding out how people came to feel as they do.
新的生物識別技術可以找出人們產生感覺的來源，
Mr Page says Millward Brown has worked more with them than any other firm.
佩奇先生說，Millward Brown已經比其他任何公司做的都多了。
Furthermore, he says, do not underrate system two.
此外，他說，不要低估系統二，
It usually interacts with the system-one response to reach a decision.
它通常與系統一回應互動來達成一項決議，
That is why passengers overcome their reflexive aversion to some budget airlines; guided by hard-headed system two, they buy the cheap tickets.
這也就是為什么乘客會克服自己的厭惡而選擇一些廉價的航空公司，被系統二的冷靜頭腦所指導，買了更便宜的機票。
Still, Mr Page admits, researchers used to focus too much on thinking.
不過，佩琪先生承認，研究人員在思考上關注的太多。
Now Millward Brown is as keen as anyone to plumb consumers' instincts.
現在Millward Brown向其他人一樣熱心的探索消費者的本能。
There is an irony in this. Most readers of Mr Kahneman's bestseller will end up mistrusting system one for its propensity to mislead.
關于這一點，還有這樣一個諷刺。卡尼曼先生的暢銷書讀者最終會因系統一的誤導傾向而被迷惑。
Not marketing folk. System one craves chocolate.
沒有營銷的民俗。系統一迫切的需要巧克力。
