What adverts do to persuade us 广告中说服消费者购物的策略

时间:2023-04-05 16:20:53

(单词翻译:单击)

What adverts1 do to persuade us 广告中说服消费者购物的策略

广告的目的是说服人们购买产品。营销者使用一系列的技巧来影响消费者对商品的认知,以促成其购买意愿。本期节目分析常见的营销策略并讨论其有效的原因。

词汇:persuasion2 说服

Adverts are designed to persuade us, but which techniques have been shown to be effective in enticing us to buy things?

One way is simply to portray something as normal. Former advertising3 professional Dan Parker explains that 'normalisation', showing people happily eating unhealthily, can lead to higher sales of junk food as people start to see these habits as normal. This is like product placement, where products are shown or mentioned in TV shows and films. Beth Fossen, an assistant professor of marketing4, tells us that product placement is most effective when it is not too obvious. We become defensive5 if we know that someone is trying to sell us something. It seems that a subtle approach can be more convincing.

Appealingto our emotions is another strategy that advertisers use. Some of them use fear to persuade us. Jannet Pendleton, a senior lecturer in communication studies, explains that for fear to be an effective tool, we need to believe that both the fears raised, and the possibility that our actions can make a difference are credible. Where fears are exaggerated or we feel helpless, we are likely to switch off.

Adverts often show perfect-looking people because marketers believe that we will aspire to be like them and buy the products they endorse. However, as Karen Middleton, a senior lecturer in marketing and advertising, points out, this may not be the best strategy. The research that she mentions shows these adverts can make people feel bad and put them off products. These studies say that seeing a more human and relatable side of people can sway us into believing them. David Robson, writing for BBC Worklife, explains that endorsements from characters who admit their mistakes can often be more believable.  

So, it seems that the secret to these persuasion techniques is that, to be most effective, they need to be used carefully. Perhaps the best technique advertisers can use to persuade people is to fully6 understand the people they are selling to.

词汇表

persuade 说服,使相信
entice 诱使,引诱
portray 描绘
advertising 广告业
normalisation 正常化,常态化
product placement 植入式广告
convincing 有说服力的
appeal to emotions 迎合(某人的)情感,投合(某人的)喜好
credible 可信的,令人信服的
exaggerate 夸张,夸大
switch off 失去兴趣,不再理睬
marketer 营销商
aspire 渴望
endorse 宣传,代言
put off 让(人)打消念头,望而却步
sway 说服
endorsement (产品)宣传,名人代言
believable 可信的


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1 adverts c82a22098d5133b18bfb64b60b66048d     
advertisements 广告,做广告
参考例句:
  • the adverts on television 电视广告
  • The adverts are not very informative. 这些广告并没有包含太多有用信息。
2 persuasion wMQxR     
n.劝说;说服;持有某种信仰的宗派
参考例句:
  • He decided to leave only after much persuasion.经过多方劝说,他才决定离开。
  • After a lot of persuasion,she agreed to go.经过多次劝说后,她同意去了。
3 advertising 1zjzi3     
n.广告业;广告活动 a.广告的;广告业务的
参考例句:
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
4 marketing Boez7e     
n.行销,在市场的买卖,买东西
参考例句:
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
5 defensive buszxy     
adj.防御的;防卫的;防守的
参考例句:
  • Their questions about the money put her on the defensive.他们问到钱的问题,使她警觉起来。
  • The Government hastily organized defensive measures against the raids.政府急忙布置了防卫措施抵御空袭。
6 fully Gfuzd     
adv.完全地,全部地,彻底地;充分地
参考例句:
  • The doctor asked me to breathe in,then to breathe out fully.医生让我先吸气,然后全部呼出。
  • They soon became fully integrated into the local community.他们很快就完全融入了当地人的圈子。

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