쉐도잉 연습: Steve Jobs on Marketing - YouTube로 영어 말하기 배우기

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To me, marketing is about values.
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To me, marketing is about values.
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This is a very complicated world.
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It's a very noisy world.
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And we're not going to get a chance to get people to remember much about us.
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No company is.
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And so we have to be really clear on what we want them to know about us.
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Now, Apple, fortunately, is one of the half a dozen best brands in the whole world,
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right up there with Nike, Disney, Coke, Sony.
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It is one of the greats of the greats,
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not just in this country,
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but all around the globe.
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And, but even a great brand needs investment and caring if it's going to retain its relevance and vitality.
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The Apple brand has clearly suffered from neglect in this area in the last few years.
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And we need to bring it back.
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The way to do that is not to talk about speeds and feeds.
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It's not to talk about nips and megahertz.
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It's not to talk about why we're better than windows.
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The dairy industry tried for 20 years to convince you that milk was good for you.
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It's a lie, but they tried anyway.
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And the sales were going like this.
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And then they tried Got Milk,
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and the sales are going like this.
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Got Milk doesn't even talk about the product.
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Matter of fact, it focuses on the absence of the product.
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But the best example of all,
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and one of the greatest jobs of marketing in the universe has ever seen is Nike.
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Remember, Nike sells a commodity.
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They sell shoes.
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And yet, when you think of Nike,
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you feel something different than a shoe company.
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In their ads, as you know,
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they don't ever talk about the product.
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They don't ever tell you about their air soles and why they're better than Reebok's air soles.
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What does Nike do in their advertising?
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They honor great athletes, and they honor great athletics.
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that's who they are that's what they are about
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Apple spends a fortune on advertising you'd never know it you'd never know it
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so when I got here we Apple just fired their agency we're doing a competition with 23 agencies
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that you know four years from now we picked one and we blew that up and we we hired Shite Day,
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the ad agency that I was fortunate enough to work with years ago.
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We created some award-winning work including the commercial voted the best ad ever made 1984
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by advertising professionals and we started working about eight weeks ago
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and what we the question we asked was our customers want to know who is Apple
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and what is it that we stand for?
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Where do we fit in this world?
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And what we're about isn't making boxes for people to get their jobs done,
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although we do that well.
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We do that better than almost anybody in some cases.
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But Apple's about something more than that.
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Apple at the core, its core value,
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is that we believe that people with passion can change the world for the better.
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That's what we believe.
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And we've had the opportunity to work with people like that.
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We've had an opportunity to work with people like you,
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with software developers, with customers who have done it in some big and some small ways.
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And we believe that in this world.
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People can change it for the better.
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and that those people that are crazy enough to think they can change the world are the ones that actually do.
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And so what we're going to do in our first brand marketing campaign in several years
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is to get back to that core value.
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A lot of things have changed.
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The market's a totally different place than it was a decade ago.
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And Apple's totally different, and Apple's place in it is totally different.
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And believe me, the products and the distribution strategy and the manufacturing are totally different,
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and we understand that.
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But values and core values, those things shouldn't change.
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The things that Apple believed in at its core are the same things that Apple really stands for today.
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And so we wanted to find a way to communicate this.
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And what we have is something that I am very moved by.
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It honors those people who have changed the world.
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Some of them are living,
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some of them are not.
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But the ones that aren't,
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as you'll see, you know that if they'd ever used a computer,
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it would have been a Mac.
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And the theme of the campaign is think different.
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is the people, honoring the people who think different and who move this world forward.
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And it is what we are about.
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It touches the soul of this company.
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So I'm going to go ahead and roll it,
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and I hope that you feel the same way about it I do.
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Here's to the crazy ones.
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The misfits, the rebels, the troublemakers,
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the round pegs in the square holes,
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the ones who see things differently.
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They're not fond of rules,
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and they have no respect for the status quo.
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You can quote them, disagree with them,
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glorify or vilify them, but the only thing you can't do is ignore them.
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because they change things.
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They push the human race forward.
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And while some may see them as the crazy ones, we see genius.
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Because the people who are crazy enough to think they can change the world are the ones who do.

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맥락 및 배경

스티브 잡스는 마케팅의 본질에 대해 깊이 있는 통찰을 제공합니다. 그는 복잡하고 시끄러운 세상에서 소비자들과의 관계를 어떻게 정의하고 강화할 수 있는지에 대해 이야기합니다. 특히, 잡스는 아이폰을 포함한 애플 제품이 전 세계적으로 유명하며, 이러한 브랜드가 어떻게 소비자에게 기억되고 사랑받는지를 중시합니다. 그는 고객들이 애플의 가치를 이해하는 것이 얼마나 중요한지를 강조합니다.

일상 대화를 위한 5가지 핵심 문구

  • “What we want them to know about us.” - 우리가 그들에게 알리고 싶은 것이 무엇인지.
  • “It's a very noisy world.” - 세상이 매우 시끄럽다는 점.
  • “We need to bring it back.” - 우리는 그것을 되돌려야 합니다.
  • “Great athletes and great athletics.” - 위대한 운동선수와 운동의 중요성.
  • “Where do we fit in this world?” - 우리는 이 세상에서 어떤 위치를 차지하나요?

단계별 섀도잉 가이드

스티브 잡스의 연설을 통해 영어 실력을 키우고자 하는 학습자들을 위해, 다음과 같은 단계별 섀도잉 방법을 추천합니다. 이 방법은 IELTS 스피킹 준비 및 영어 발음 교정에도 유용합니다.

  1. 비디오 시청: 처음에는 스티브 잡스의 연설을 전체적으로 시청하면서 내용을 파악합니다. 이때, 유튜브 영어 공부의 이점을 활용해 자막을 켜고 따라 읽어보세요.
  2. 문장 분석: 각 문장을 천천히 멈추고, 그 문장의 의미와 발음을 분석합니다. 특히 그의 말에서 사용하는 톤과 억양에 주의하세요.
  3. 섀도잉 연습: 잡스가 말하는 순간에 맞춰 따라 말해봅니다. 이 과정을 통해 영어 회화 연습을 반복함으로써 발음과 유창성을 개선할 수 있습니다.
  4. 녹음 및 피드백: 자신의 목소리를 녹음하여 발음과 억양을 점검합니다. 기록된 목소리와 잡스의 목소리를 비교하여 개선점을 찾아보세요.
  5. 어휘 활용: 배운 문구를 일상 대화에서 활용해보세요. 친구나 가족과 이러한 표현을 사용하여 대화하면 실력을 더욱 향상시킬 수 있습니다.

이 단계들을 통해 스티브 잡스의 연설을 자연스럽게 이해하고, 일상 대화에서도 자신감을 가지고 사용할 수 있게 될 것입니다. 언어 학습에서 섀도잉 기법을 활용하면 더 강력한 스피킹 능력을 키울 수 있습니다.

쉐도잉이란? 영어 실력을 빠르게 키우는 과학적 방법

쉐도잉(Shadowing)은 원래 전문 통역사 훈련을 위해 개발된 언어 학습 기법으로, 다언어 학자인 Dr. Alexander Arguelles에 의해 대중화된 방법입니다. 핵심 원리는 간단하지만 매우 강력합니다: 원어민의 영어를 들으면서 1~2초의 짧은 지연으로 즉시 소리 내어 따라 말하는 것——마치 '그림자(shadow)'처럼 화자를 따라가는 것입니다. 문법 공부나 수동적인 청취와 달리, 쉐도잉은 뇌와 입 근육이 동시에 실시간으로 영어를 처리하고 재현하도록 훈련합니다. 연구에 따르면 이 방법은 발음 정확도, 억양, 리듬, 연음, 청취력, 말하기 유창성을 크게 향상시킵니다. IELTS 스피킹 준비와 자연스러운 영어 소통을 원하는 분들에게 특히 효과적입니다.

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