評論
打印
Using the examples from the talk, explain how persuasive strategies are used in advertising.
請用談話中的例子，解釋廣告中是如何運用說服力策略的。
Now listen to part of a lecture in a Psychology class. The professor is discussing advertising strategies.
現在請聽心理學課上的部分講課內容。教授正在談論廣告策略。
In advertising various strategies are used to persuade people to buy products.
在廣告中，是會運用各種各樣的策略來說服人們購買商品。
In order to sell more products, advertisers will often try to make us believe that
為了銷售更多的商品，廣告商們經常會用盡渾身解數來讓我們相信
a product will meet our needs or desires perfectly, even if it's not true.
這件商品會很恰當地復合我們的需求，滿足我們的欲望，即便這不是真的。
The strategies that they use can be subtle, friendly forms of persuasion that are sometimes hard to recognize.
他們使用的策略一般是采取很微妙、友好的勸說形式。這些策略有時候很難被察覺。
In a lot of ads, repetition is a key strategy.
在很多廣告中，重復是一項很關鍵的策略。
Research shows that repeated exposure to a message, even something meaningless or untrue,
調查顯示：一條信息，即便它沒有什么意義或者是不真實的，
is enough to make people accept it or see it in a positive light.
只要重復地曝光，就會讓人們接受這條信息，或者積極地看待它。
You've all seen the car commercials on TV like, uh, the one that refers to its roomy cars over and over again.
你們已經在電視上看到了汽車廣告，呃，就是那個不斷重復提到寬敞大車的廣告。
You know which one I mean.
大家知道我指得是哪個廣告。
This guy is driving around and keeps stopping to pick up different people.
那位男士開著車，總是停下來，接不同的人上車。
He picks up three or four people. And each time, the narrator says,
他大概接了3個還是4個人。每一次，旁讀者就會說，
"Plenty of room for friends, plenty of room for family, plenty of room for everybody."
"大空間留給朋友，大空間留給家人，大空間留給每一個人。"
The same message is repeated several times in the course of the commercial.
在這條廣告中，一模一樣的信息重復了很多次。
Now the car, the car actually looks kind of small, it's not a big car at all, but you get the sense that it's pretty spacious.
現在，這種汽車，呃，這種汽車實際上看起來很小，它根本就不是大車。但是你就是有一種它空間很大的感覺。
You'd think the viewer would reach the logical conclusion that the slogan miss-represents the product,
你可能會以為觀看者會得出一個符合邏輯的結論，那就是宣傳口號沒有體現商品的特點。
instead, what usually happens is that when the statement "plenty of room" is repeated often enough,
但相反，更常見的情況是：因為"大空間"的陳述已經重復很多次了，
people are actually convinced it's true.
所以人們實際上會認為這是真的。
Um, another strategy they use is to get a celebrity to advertise a product.
呃，他們使用的另外一條策略就是請名人去打廣告。
It turns out that we're more likely to accept an advertisement claim made by somebody famous, a person we admire and find appealing.
結果表明：我們傾向于接受名人，或者是我們仰慕的人，吸引我們的人所做的廣告。
We tend to think they're trustworthy.
我們傾向于認為他們是值得信賴的。
So, uh, you might have a car commercial that features a well-known race car driver.
所以，呃，你可能會看到某位非常著名的賽車手出現在汽車廣告中。
Now, it may not be a very fast car, uh, it could even be an inexpensive vehicle with a low performance rating.
現在，這輛車可能并不快，呃，它可能價錢也不貴，性能也就一般般。
But if a popular race car driver is shown driving it and saying, "I like my cars fast!"
但是如果某著名賽車手開著它說："我喜歡我的快車！"
Then people would believe the car is impressive for its speed.
然后人們就會相信這種車很快，并對它的速度留下深刻的印象。
