쉐도잉 연습: Why Brands Are Getting So Weird Online - 영상으로 영어 말하기 배우기
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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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이 레슨의 어휘와 말하기 포인트
이 B2 수준 말하기 레슨은 영상 “Why Brands Are Getting So Weird Online”을(를) 바탕으로 합니다. 가장 자주 반복되는 단어는 다음과 같습니다: gen, brand, spending, generation, product. 이 영상에는 섀도잉할 문장 100개와 단어 1412개가 있습니다. 말하는 구간의 길이는 7:55입니다. 화자는 분당 약 178단어로, 일상 대화에 가까운 자연스러운 속도로 말합니다. 영어에서 가장 많이 쓰이는 3,000단어에 속하는 단어가 80%뿐이라 어휘가 어려운 편입니다.
이 영상의 핵심 어휘
영상에서 가장 어려운 단어 15개를 발음, 뜻과 함께 정리했습니다.
| 단어 | 발음 | 뜻 |
|---|---|---|
| mascot 명사 | /ˈmæsˌkɑːt/ | 마스코트 |
| meme 명사 | /miːm/ | 밈 |
| authentic 형용사 | /ɔˈθɛn.tɪk/ | 진정하다, 진짜의 |
| influencer 명사 | /ˈɪnflu.ənsə(ɹ)/ | 인플루언서 |
| humour 명사 | /ˈhjuːmɚ/ | 유머, 해학 |
| notification 명사 | /ˌnoʊtɪfɪˈkeɪʃn̩/ | 통지 |
| behave 동사 | /bɪˈheɪv/ | 처신하다, 행동하다 |
| learner 명사 | /ˈlɜɹnəɹ/ | 학습자 |
| rebellious 형용사 | /ɹəˈbɛliəs/ | 반항적인 |
| stiletto 명사 | /stɪˈlɛtoʊ/ | 단검, 스틸레토 |
| flagship 명사 | /ˈflæɡʃɪp/ | 기함 |
| advertisement 명사 | /ˈædvɚˌtaɪzmənt/ | 광고 |
| billboard 명사 | /ˈbɪlˌboɹd/ | 간판, 빌보드 |
| threaten 동사 | /ˈθɹɛt.n̩/ | 위협하다, 협박하다 |
| entrepreneur 명사 | /ˌɑn.tɹə.pɹəˈnɝ/ | 기업가, 기업인 |
이 영상의 문법
화자가 가장 많이 쓰는 문형을 영상 속 실제 표현과 함께 정리했습니다.
| 문형 | 영상 속 표현 |
|---|---|
| 수동태 be + 과거분사 — 누가 하는지보다 무슨 일이 일어나는지에 초점 | is projected · is only expected · are expected |
| 현재완료 have/has + 과거분사 — 과거의 일이 지금도 관련이 있을 때 | has grown · have been · have embraced |
주의할 발음
화자는 they're, I'm, we're 같은 축약형과 약화된 형태를 33번 사용합니다. 들리는 대로 짧게 발음하세요.
- “th” 소리: authentic /ɔˈθɛn.tɪk/, threaten /ˈθɹɛt.n̩/
- “sh”와 “zh” 소리: progression /pɹəˈɡɹɛʃən/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, flagship /ˈflæɡʃɪp/, accomplish /əˈkɑm.plɪʃ/, influential /ɪnflʊˈɛnʃəl/
- 긴 단어 — 강세 위치에 주의: influencer /ˈɪnflu.ənsə(ɹ)/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, millennial /mɪˈlɛn.ɪ.əl/, advertisement /ˈædvɚˌtaɪzmənt/
한국어 화자가 어려워하는 소리:
- /f/ — ㅍ(/p/)으로 바꾸지 말고 윗니를 아랫입술에 대기: codify /ˈkɑ.dɪˌfaɪ/, influencer /ˈɪnflu.ənsə(ɹ)/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, flagship /ˈflæɡʃɪp/, frankly /fɹæŋkli/
- /v/ — ㅂ(/b/)과 구별하기: behave /bɪˈheɪv/, savvy /ˈsæv.i/, advertise /ˈædvɚˌtaɪ̯z/, advertisement /ˈædvɚˌtaɪzmənt/, inclusive /ɪnˈkluːsɪv/
- /z/ — ㅈ이 아니라 성대를 울리는 /s/: resonate /ˈɹɛz.əˌneɪt/, advertise /ˈædvɚˌtaɪ̯z/, advertisement /ˈædvɚˌtaɪzmənt/, resist /ɹɪˈzɪst/
이 영상으로 연습하는 방법
- 먼저 말하지 않고 영상을 끝까지 듣고 모르는 단어를 적어 둡니다.
- 0.75배속으로 한 문장씩 섀도잉을 시작하고, 익숙해지면 보통 속도로 돌아갑니다.
- 자신의 목소리를 녹음해 원본과 비교하고, mascot, meme, authentic 같은 단어에 특히 주의합니다.
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.