心理學(xué)在廣告中的應(yīng)用HowAdvertisingUsesPsychology

Unit10

TheSecretsofAdvertisingChapter2HowAdvertisingUsesPsychologyHowAdvertisingUsesPsychology

IfyouliveinTokyoorToronto,youneedawarmcoatinthewinter.Butyouwantacoatthatisshort,orblack,orhasadesignerbrand.Theaimofadvertisingistochangeourideasaboutthingswewantandneed.1HowAdvertisingUsesPsychology

Manyadsusepeople'semotions-likefearorlove-topersuadeusthatweneedtheproduct.ThinkofaTVcommercialthatshowsawomanoutdrivinginacaronarainyday,withhertwosmallchildren.Suddenly,anothercarturnsinfrontofher.Themotherquicklyhitsthebrakes,andhercarcomestoastop.2-1HowAdvertisingUsesPsychology

Thechildrenarestillsmilingandlaughing.Themessageis:Thiscarwillkeepyousafe.Advertisementslikethisoneusefeartosellproducts.Otherexamplesareslogansthattellyouto"takevitaminstopreventheartdisease,"or"buyinsurance-protectyourfamily."2-2HowAdvertisingUsesPsychology

Commercialsforsoftdrinksoftenshowpeoplehavingaparty,playingsports,orenjoyingadayatthebeach.Everyoneintheadishavingagoodtime.Themessageis:Ifyoubuythisdrink,youwillhaveagoodtimetoo.Manyadslikethisarebasedonpeople'sdesireforfunandenjoyment.3HowAdvertisingUsesPsychology

Advertisingfordesignerproductsusespeople'svanitytoselltheproduct.Theadstrytocreateapersonalityforeachbrand.Forexample,onebrandofwatchesisforpeoplewholikeadventure,withadsfeaturinganauto

racerorapilotwearingthem.4-1HowAdvertisingUsesPsychology

Anotherbrandofwatchesisforelegantandfashionablepeople,andtheadsshowwealthytravelersonacruise

ship.4-2HowAdvertisingUsesPsychology

Thewatcheslookalmostthesame-onlytheirimagesaredifferent.Whenyoubuythatbrandofwatch,youarebuyingtheimage.Thisisthereasonthatpeoplespendmuchmoremoneyforaproductwithafamousdesignerbrand.4-2HowAdvertisingUsesPsychology

Afteranadisprepared,advertisersusepsychologytomakeitmoreeffective.Psychologistshavefoundthatpeoplehavepositivefeelingsaboutthingstheyseemoreoften,sothesameadisusedforalongtimebeforeitisreplacedwithanewad.5-1HowAdvertisingUsesPsychology

Otherstudiesfoundthatpeoplereactbettertoanadwhenitisfreshintheirmemory,soTVadsarerepeatedveryoften.5-2HowAdvertisingUsesPsychology

Knowingaboutpsychologyinadvertisingletsusmakebetterdecisionsaboutsothethingswebuy.Ithelpsusunderstandthedifferencebetweenthethingswewant-andthethingswereallyneed.6Vocabularyaim瞄準(zhǔn);瞄準(zhǔn)的方向;目標(biāo),目的purpose,targetItisnowouraimtosetupafactory.我們現(xiàn)在的目的是創(chuàng)辦一座工廠。BackVocabularydesire

渴望;要求

awish,awantShedesiredtomarryarichman.她很想嫁個(gè)富翁。BackVocabularyelegant

雅緻的,優(yōu)美的,漂亮的

stylishinappearance,graceful,refinedHerwritingwaselegant.她的文章優(yōu)美。BackVocabularyimage

(心目中的)形象;印象

one'sappearancetoothers,reputationHowcanweimproveourimage?我們要如何來改進(jìn)我們的形象呢?BackVocabularyproduct

產(chǎn)品

anythingproducedwithmaterialsandlabor,goodsandservicesTheycamehereinsearchofnewmarketsfortheirproducts.他們來此為他們的產(chǎn)品尋找新市場。BackVocabularyreact

反應(yīng);影響

toactinadifferentwaybecauseofsomeoneorsomething

Howdidshereacttothenews?她對這個(gè)消息反應(yīng)如何?BackVocabularyslogan

口號,標(biāo)語

asayingorphrasethatexpressesagroup'soracompany'smainmessage"Safetyfirst"isourslogan."安全第一"是我們的口號。BackVocabularyvanity

自負(fù);虛榮(心)conceit,toomuchconcernwithone'slooksorimportanceHedidthattogratifyhisgirlfriend'svanity.他做那事是要滿足他女友的虛榮心。BackVocabularyTokyo東京(日本首都)BackVocabularyToronto多倫多港市(加拿大安大略省首府)

BackVocabularybrand商標(biāo);牌子atypeofproductmadebyaparticularcompanyThisbrandofteaismyfavorite.這種茶我最愛喝。BackVocabularyemotion感情,情感astrongfeelingsuchaslove,fearoranger;thepartofaperson’scharacterthatconsistsoffeelings

Love,hatred,andgriefareemotions.愛,恨和悲都是情感。BackVocabularypersuade說服,勸服tomakesbdosthbygivingthemgoodreasonsfordoingit

Shepersuadedmeintobuyingit.她說服我買下了它。BackVocabularybrake煞車adeviceforslowingorstoppingavehicleThecaraccidentwasattributedtofaultybrakes.這一汽車事故起因於煞車不靈。

BackVocabularyvitamin維他命,維生anaturalsubstancefoundinfoodthatisanessentialpartofwhathumansandanimalseattohelpthemgrowandstayhealthy.Thistypeofbreadhasaddedvitamins.這類麵包中添加了維他命。BackVocabularyprevent阻止;制止;妨礙;防止stopsbfromdoingsth;tostopsthfromhappeningWhopreventstheirplansfrombeingcarriedout?誰阻止他們的計(jì)劃,不讓實(shí)施?BackVocabularyinsurance保險(xiǎn);保險(xiǎn)契約anarrangementwithacompanyinwhichyoupaythemregularamountsofmoneyandtheyagreetopaythecosts,forexample,ifyoudieorareill/sick,orifyouloseordamagesthIfoundajobsellinginsurance.我找到一份推銷保險(xiǎn)的工作。BackVocabularyadventure冒險(xiǎn),冒險(xiǎn)精神anunusual,excitingordangerousexperience,journeyorseriesofeventsHeisamanfullofadventure.他是一個(gè)充滿冒險(xiǎn)精神的人。BackVocabularyauto汽車acarBackVocabularyracer賽跑者;比賽用的汽車apersonorananimalthatcompetesinracesacar,boat,etc.designedforracing

BackVocabularypilot(飛機(jī)等的)駕駛員,飛行員apersonwhooperatesthecontrolsofanaircraft,especiallyasajobTheflyingschoolgraduatesahundredpilotsayear.這個(gè)飛行學(xué)校一年畢業(yè)一百名飛行員。BackVocabularywealthy富的;富裕的;豐富的havingalotofmoney,possessions,etcHewastheeldestsonofawealthyfamily.他是個(gè)有錢人家的長子。Back