シャドーイング練習: Why Brands Are Getting So Weird Online - 動画で英語スピーキングを学ぶ
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100 文
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You may have noticed brands are getting weirder online.
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They're joking with customers in the comments, jumping on memes and internet trends, and sometimes they're behaving more like influencers than actual companies.
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Food & Bev specifically, everyone tries to make all their imagery and everything look so delicious.
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We were doing things that were completely the opposite, like putting pickles in condoms and putting pickles on stilettos and things like that.
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It created a reaction.
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Gen Z's growing spending power is helping drive that shift.
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Gen Z, who's between the ages of 14 and 29, is projected to become the largest, wealthiest and highest spending generation in history.
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Even though many Gen Zers are still in school or early in their careers, they're already spending 16 % more than millennials did at the same age, adjusted for inflation.
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And Gen Z's spending power is only expected to grow as time goes on.
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Gen Z consumers are expected to spend a total of $12 trillion by the end of 2026.
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By 2036, that amount is projected to grow to over $22 trillion, surpassing Boomer's projected spending in the same time period.
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Brands that are really focusing on Gen Zs are in it for the long game, right?
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They know this generation is going to be gaining significant wealth, not only through, as we talked about,
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career progression, income progression, but also through pass on of generational wealth.
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But they're also highly influential.
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So if I'm a retailer or a brand, I want to focus on households that have those young consumers as well
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because even though they may not show up right in terms
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of they're the ones spending the money they're influencing those those decisions
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and so it's just more reason to really focus on
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that consumer as a result brands are changing how they look sound
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and even behave online to cater to an audience
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that has grown up bombarded by social media
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and advertisements historical tactics of retail have been about i have this product i'm going to tell you the features
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and function of this product or i'm going to tell you how much it costs or how much it's on sale
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that's not what gen z's are buying gen z gen z's
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are buying the cultural around those products you just can't get
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a gen z's attention you have to get this permission to be part of their story
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and that permission is somewhat granted through not only them
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but their peers and the interaction of how you show up in their social media circles in ways
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that are authentic and in ways that help them express who they are.
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Few companies have embraced that strategy quite like Duolingo.
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The digital education platform gained massive attention through its green owl mascot duo and its often chaotic social media presence.
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All the girls will go loca.
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Loca.
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All the girls will go loca.
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Loca.
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But its strategy wasn't even originally designed to appeal to Gen Z.
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Duolingo has sort of built over time this really authentic voice
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that frankly accidentally started speaking to Gen Z
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and early on actually we discovered
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that sending push notifications from the voice of duo our mascot
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that were like let's just say very mildly threatening was a
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really effective way to get people to learn hello you owe me money the internet kind of jumped on this
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and made their own memes based on the notifications and from
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that the duo mascot and all of his antics
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and social media were born today the company has built an entire marketing strategy around participating in internet culture
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but according to chan gen z branding isn't quite as simple as just copying the latest meme
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or learning the right slang there's like nothing less gen z than presenting a deck of like, here's how we're going to reach Gen Z.
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I try to resist codifying it too much, because I think really what it is, is that it should be something that you kind of entrust a strong creative team with,
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hopefully that is made up of Gen Z.
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But if I were to codify it, I think there's three things.
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Yes, one is like, be in conversation with the community, you should be participating with your audience and not just kind of preaching at them.
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Two is I think moving at the speed of culture
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so uh like gen z is more media savvy i think than any generation
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that has come before and is very aware of how much they're being marketed to
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and so you have to sort of jump into conversations
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that are already happening versus like just trying to make your own moment happen
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and then lastly sense of humor don't take yourself too seriously i think there's a real awareness
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that like behind every brand on social media is a social media manager like posting
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and trying to come up with ideas and winking at
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that is sort of like a self -awareness that I think Gen Z really appreciates.
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According to Duolingo, this type of marketing has brought in real results.
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Yes, it's like great to get millions of organic views on social media,
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but virality ultimately is meant to help drive the business and get more learners on the app to like accomplish our mission.
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And so we do look beyond the views and actually see
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that social media is a big driver of new user growth in the app, which we're really proud of.
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It's not just established companies that are leaning into these Gen Z branding methods.
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Young startup founders don't really have to learn how Gen Z communicates because they're Gen Zers themselves.
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Take Good Girl Snacks, for instance.
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It was founded by two Gen Z entrepreneurs, and their flagship product has a very Gen Z name.
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It's called Hot Girl Pickles.
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We always kind of want people to feel like our brand is approachable.
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So we speak to people like they're our best friends.
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A lot of our content and behind the scenes kind of feels like we're on FaceTime, which, again, wasn't super on purpose.
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It's just what felt natural to us being Gen Z.
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That young audience on social media has helped the company grow without having to spend so much on traditional marketing.
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Well, we post every single day on social media and we have for three years.
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So we've been able to maintain for the majority of those three years a zero dollar CAC
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because we didn't have to run ads.
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We didn't have to pay influencers.
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All of our sales were coming from our own social media and our own short form content.
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So, yeah, that was a huge win for us and we were able to save a ton of money.
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We didn't have to raise as much money, things like that.
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The founders say the key to their success was understanding how Gen Z wants and expects brands to communicate.
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I think with Gen Z, we're a generation that really hates being advertised to in a very overt way.
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And so I think the more you can talk about your product and talk about your brand in just a very natural, authentic way, the more it'll resonate with people.
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Experts say that's why successful Gen Z branding isn't technically about a particular look or feel.
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It's about a brand's ability to convince a customer
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that using their products can help them express part of their identity to other people.
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The best Gen Z brands announce to us that they are Gen Z brands by being, in terms of their ethos,
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less like a billboard and more like a box of identity Legos.
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And it really is very clear that they're going to try to attempt to, in terms of how they're talking to Gen Zers, help these Gen Zers communicate something,
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whether it be, hey, I am creative, I'm iconic, I'm environmentally aware, health conscious, rebellious, inclusive, culturally informed,
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or, you know, just simply, hey, I'm in on this joke.
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Now, eventually, Gen Z is not going to be the youngest generations of consumers anymore.
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Gen Alpha is already beginning to develop their own unique tastes, senses of humor, and online culture.
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Instead, the biggest lesson from learning how to market to Gen Z may stick around longer.
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The brands
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that learn how to successfully interact with consumers instead of simply
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marketing to them may be better prepared to work with whatever generation comes next.
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このレッスンの語彙とスピーキングのポイント
このB2レベルのスピーキングレッスンは、動画「Why Brands Are Getting So Weird Online」を教材にしています。 繰り返し出てくる語は次のとおりです：gen, brand, spending, generation, product。 この動画には、シャドーイング用の文が100文、単語が1412語あります。 音声の長さは7:55です。 話す速さは1分あたり約178語で、日常会話に近い自然なペースです。 英語の頻出3,000語に含まれる単語は80%だけなので、語彙は難しめです。
この動画の重要語彙
動画の中で特に難しい単語15語を、発音と意味つきで紹介します。
| 単語 | 発音 | 意味 |
|---|---|---|
| pickle 名詞 | /ˈpɪkəl/ | 酢漬け |
| mascot 名詞 | /ˈmæsˌkɑːt/ | マスコット |
| meme 名詞 | /miːm/ | ミーム |
| authentic 形容詞 | /ɔˈθɛn.tɪk/ | 本物の, 真正な |
| codify 動詞 | /ˈkɑ.dɪˌfaɪ/ | 成文化する |
| influencer 名詞 | /ˈɪnflu.ənsə(ɹ)/ | インフルエンサー |
| humour 名詞 | /ˈhjuːmɚ/ | ユーモア, 諧謔 |
| notification 名詞 | /ˌnoʊtɪfɪˈkeɪʃn̩/ | 通知 |
| behave 動詞 | /bɪˈheɪv/ | 振る舞う, 行動する |
| bombard 動詞 | /ˌbɑmˈbɑɹd/ | 浴びせる |
| learner 名詞 | /ˈlɜɹnəɹ/ | 学習者 |
| rebellious 形容詞 | /ɹəˈbɛliəs/ | 反抗的な |
| stiletto 名詞 | /stɪˈlɛtoʊ/ | 短剣, 小剣 |
| surpass 動詞 | /sɚˈpæs/ | 超える, 勝る |
| advertise 動詞 | /ˈædvɚˌtaɪ̯z/ | 広告する |
動画に出てくる句動詞
| 単語 | 意味 |
|---|---|
| grow up 動詞 | 成長する, 大人に成る |
| show up 動詞 | 現れる |
この動画の文法
話し手がよく使っている文型を、動画の実際の表現とともに紹介します。
| 文型 | 動画での表現 |
|---|---|
| 受動態 be + 過去分詞 — 誰がするかより、何が起きるかに焦点を当てる | is projected · is only expected · are expected |
| 現在完了形 have/has + 過去分詞 — 過去の出来事が今も関係している | has grown · have been · have embraced |
注意したい発音
話し手はthey're, I'm, we'reなど、短縮形や弱形を33回使っています。聞こえたとおりの短い形で発音しましょう。
- 「th」の音: authentic /ɔˈθɛn.tɪk/, threaten /ˈθɹɛt.n̩/
- 「sh」と「zh」の音: progression /pɹəˈɡɹɛʃən/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, flagship /ˈflæɡʃɪp/, accomplish /əˈkɑm.plɪʃ/, influential /ɪnflʊˈɛnʃəl/
- 長い単語（アクセントの位置に注意）: influencer /ˈɪnflu.ənsə(ɹ)/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, millennial /mɪˈlɛn.ɪ.əl/, advertisement /ˈædvɚˌtaɪzmənt/
日本語話者が苦手な音：
- /r/ と /l/ の区別 — /l/ は舌先を歯茎につけ、/r/ はどこにもつけない: influencer /ˈɪnflu.ənsə(ɹ)/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, learner /ˈlɜɹnəɹ/, rebellious /ɹəˈbɛliəs/, retailer /ˈɹiteɪlɚ/
- /v/ — /b/ にならないように、上の歯を下唇に当てる: behave /bɪˈheɪv/, savvy /ˈsæv.i/, advertise /ˈædvɚˌtaɪ̯z/, advertisement /ˈædvɚˌtaɪzmənt/, inclusive /ɪnˈkluːsɪv/
- /f/ — 「フ」ではなく、上の歯と下唇で出す: codify /ˈkɑ.dɪˌfaɪ/, influencer /ˈɪnflu.ənsə(ɹ)/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, flagship /ˈflæɡʃɪp/, frankly /fɹæŋkli/
この動画での練習方法
- まず声を出さずに動画を最後まで聞き、知らない単語をメモします。
- まず0.75倍速で一文ずつシャドーイングし、慣れてきたら通常の速度に戻します。
- 自分の声を録音して元の音声と比べます。pickle, mascot, memeなどの単語に特に注意しましょう。
シャドーイングとは？英語上達に効果的な理由
シャドーイング（Shadowing）は、もともとプロの通訳者養成プログラムで開発された言語学習法で、多言語習得者として知られるDr. Alexander Arguelles によって広く普及されました。方法はシンプルですが非常に効果的：ネイティブスピーカーの英語を聞きながら、1〜2秒の遅延で声に出してすぐに繰り返す——まるで「影（shadow）」のように話者を追いかけます。文法ドリルや受動的なリスニングと異なり、シャドーイングは脳と口の筋肉が同時にリアルタイムで英語を処理・再現することを強制します。研究により、発音精度、抑揚、リズム、連音、リスニング力、そして会話の流暢さが大幅に向上することが確認されています。IELTSスピーキング対策や自然な英語コミュニケーションを目指す方に特におすすめです。