Shadowing Practice: How Apple and Nike have branded your brain | Your Brain on Money | Big Think - Learn English Speaking with Video
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- Coke is just soda.
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Tylenol is just acetaminophen.
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And Levi's are just jeans.
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Yet consumers go out of their way to select these specific brands over others.
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- An economist would say, "How is this possible, that a rational consumer would be willing to pay more for exactly the same thing?" We love to think about ourselves as rational.
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That's not how it works.
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A very famous study done by colleagues at Duke University flashed either the Apple logo or the IBM logo to two randomized groups of participants.
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- The study found that after being subliminally exposed to the Apple logo, compared to when you'd been exposed to the IBM logo, participants performed better on creative tasks.
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- And the argument is that Apple has been telling you this story over and over again, that Apple is the brand for hip, cool, fun, creative people.
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- This is the true power of brands.
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They can influence our behavior in ways that extend way beyond the point of sale.
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So to what degree can the influence of brands wreak havoc on our ability to make rational spending decisions?
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This is your brain on money.
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This is Americus Reed.
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He studies identity and marketing at the University of Pennsylvania.
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When I make choices about different brands, I'm choosing to create an identity.
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When I put that shirt on, when I put those shoes on, those jeans, that hat, someone is going to form an impression about what I'm about.
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So if I'm choosing Nike over Under Armour, I'm choosing a kind of different way to express affiliation with sport.
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The Nike thing is about performance.
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The Under Armour thing is about the underdog.
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I have to choose which of these different conceptual pathways is most consistent with where I am in my life.
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- And once a consumer makes that choice, their relationship with a brand can deepen to the point where they identify with that brand like family.
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And once you identify with a brand, it can shape the way you behave.
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- And it's really interesting because they will also, if someone talks bad about that product, brand, or service, they will be the first to go out and defend.
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Why? Because an attack on the brand is an attack on themselves.
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- Michael Platt is a professor of neuroscience, marketing, and psychology whose research demonstrates how our perception of brands influences our decisions.
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- There's an idea in marketing, which is that we relate to brands in the same way we relate to people.
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It's like, "I love this brand," or, "I hate this brand." Of course, what people say, right, can often be different from what's really going on in their heads.
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So we thought, "Well, why don't we just ask the brain directly?" - Michael and his team observed the brains of iPhone users and Samsung Galaxy users with an MRI machine while they heard good, bad, and neutral news about Apple and Samsung.
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- Apple customers showed a brain empathy response toward Apple that was exactly what you'd see in the way you would respond to somebody in your own family.
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- Strangely, Samsung users didn't have any positive or negative responses when good or bad news was released about their brand.
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The only evidence that Samsung users showed was reverse empathy for Apple news.
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Meaning if the Apple headline was negative, their brain reflected a positive response.
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- You know, it really shows us that Apple has completely defined the market here.
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Samsung customers, it seems, from their brain data, are only buying Samsung 'cause they hate Apple.
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- The kicker?
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The Samsung users didn't report feeling the results their MRIs showed.
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What was happening in their brains and what they reported feeling towards Apple and Samsung, were totally different.
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- Most people just don't realize that they are subconsciously choosing brands because those brands have some kind of self-expressive value.
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- You can see there's a lot of power here in terms of shaping consumers' decisions.
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As we learn more and more about that, we have to think much more deeply about the ethical, legal, and societal implications of doing that.
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- So, as consumers, what can we do to make informed choices?
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Well, the best thing we can do is to be aware of the influence that brands hold.
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- I think it's important to always pause and think a little bit about, "Okay, why am I buying this product?" - And like it or not, brands aren't going anywhere.
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- I've heard lots of people push back and say that, "I'm not into brands." I take a very different view.
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They're not doing anything any different than what someone who affiliates with a brand is doing.
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They have a brand, it's just an anti-brand brand.
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And I think about, what is it that I've learned about identity over time?
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I think a lot of it has to do with the fundamental need that we as humans have to have support systems.
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Perhaps it was the church, it was the community, it was these other institutions that existed.
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Now, brands have stepped in as pillars of our identity.
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So I'm very much motivated to see that in that positive light.
Uygulamayı İndir
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IPA AlıştırmasıHer sesi ustalaştır
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Bu dersin kelimeleri ve konuşma notları
Bu B2 seviyesindeki konuşma dersi “How Apple and Nike have branded your brain” videosuna dayanıyor. En çok tekrarlanan kelimeler: brand, Apple, Samsung, brain, consumer. Bu videoda gölgeleme çalışması için 52 cümle ve 861 kelime var. Konuşma bölümü 5:23 sürüyor. Konuşmacı dakikada yaklaşık 160 kelimeyle, günlük konuşmaya yakın doğal bir hızda konuşuyor. Kelimelerin %82’i İngilizcede en sık kullanılan 3.000 kelime arasında; geri kalanına başlamadan önce bakmakta fayda var.
Bu videodaki önemli kelimeler
Videodaki en ileri düzey 15 kelime, telaffuzu ve anlamıyla:
| Kelime | Telaffuz | Anlam |
|---|---|---|
| empathy isim | /ˈɛmpəθi/ | empati |
| participant isim | /pɑːɹˈtɪsəpənt/ | katılımcı, iştirakçı |
| expose fiil | /ɪkˈspoʊz/ | açığa çıkarmak |
| acetaminophen isim | /əˌsitəˈmɪnəfən/ | parasetamol |
| underdog isim | /ˈʌndɚˌdɔɡ/ | ezilen kişi |
| societal sıfat | [səˈsaɪ.ɪ.tɫ̩] | toplumsal |
| pillar isim | /ˈpɪlɚ/ | sütun, direk |
| pathway isim | /ˈpæθˌweɪ/ | patika, yolak |
| economist isim | /iˈkɑ.nə.mɪst/ | ekonomist, iktisatçı |
| colleague isim | /ˈkɒliːɡ/ | çalışma arkadaşı, meslektaş |
| pause isim | /pɔːz/ | mola, teneffüs |
| behave fiil | /bɪˈheɪv/ | davranmak |
| headline isim | /ˈhɛd.laɪn/ | başlık, manşet |
| ethical sıfat | /ˈɛθɪkəl/ | etik, töre bilimsel |
| coke isim | /koʊk/ | kok |
Duyacağınız deyimsel fiiller
| Kelime | Anlam |
|---|---|
| go out fiil | çıkmak |
Bu videodaki dil bilgisi
Konuşmacının en çok kullandığı yapılar, videodaki sözcüklerin aynısıyla:
| Yapı | Videoda |
|---|---|
| Present perfect have/has + fiilin üçüncü hâli — geçmişte olan ama şimdi de önemli olan bir eylem | I've heard · I've learned · have stepped |
| Edilgen yapı be + fiilin üçüncü hâli — kimin yaptığı değil, ne olduğu önemli | been exposed · was released |
| İlgi cümlecikleri who / which + cümle — bir kişi ya da şey hakkında ek bilgi | marketing, which is · someone who affiliates |
Dikkat edilecek telaffuzlar
Konuşmacı I'm, didn't, don't gibi kısaltılmış biçimleri 16 kez kullanıyor. Bunları duyduğunuz gibi kısa söyleyin.
- “th” sesleri: empathy /ˈɛmpəθi/, pathway /ˈpæθˌweɪ/, ethical /ˈɛθɪkəl/
- “sh” ve “zh” sesleri: rational /ˈɹæʃ(ə)nəl/, implication /ˌɪmpləˈkeɪʃən/, affiliation /əˌfɪliˈeɪʃən/, perception /pɚˈsɛpʃ(ə)n/
- Uzun kelimeler — vurguyu doğru yere koyun: participant /pɑːɹˈtɪsəpənt/, acetaminophen /əˌsitəˈmɪnəfən/, subliminally /səˈblɪm.ɪ.nə.li/, implication /ˌɪmpləˈkeɪʃən/, affiliation /əˌfɪliˈeɪʃən/
Türkçe konuşanların zorlandığı sesler:
- /æ/ — “e”den daha açık: rational /ˈɹæʃ(ə)nəl/, havoc /ˈhævək/, pathway /ˈpæθˌweɪ/
Bu videoyla nasıl çalışılır
- Videonun tamamını konuşmadan bir kez dinleyin ve bilmediğiniz kelimeleri not edin.
- 0,75× hızla başlayın, cümle cümle tekrar edin ve kolaylaşınca normal hıza dönün.
- Kendinizi kaydedin ve orijinaliyle karşılaştırın; empathy, participant, expose gibi kelimelere özellikle dikkat edin.
Gölgeleme Tekniği Nedir?
Gölgeleme, başlangıçta profesyonel tercüman eğitimi için geliştirilen ve çok dilli Dr. Alexander Arguelles tarafından popüler hale getirilen, bilim destekli bir dil öğrenme tekniğidir. Yöntem basit ama güçlüdür: ana dili İngilizce olan bir sesi dinler ve hemen yüksek sesle tekrar edersiniz — konuşmacıyı 1-2 saniye gecikmeyle takip eden bir gölge gibi. Pasif dinleme veya dilbilgisi alıştırmalarının aksine, gölgeleme beyninizi ve ağız kaslarınızı gerçek konuşma kalıplarını eşzamanlı olarak işlemeye ve yeniden üretmeye zorlar. Araştırmalar, telaffuz doğruluğu, tonlama, ritim, bağlı konuşma, dinleme anlama ve konuşma akıcılığını önemli ölçüde geliştirdiğini göstermektedir — bu da onu IELTS Konuşma hazırlığı ve gerçek dünya İngilizce iletişimi için en etkili yöntemlerden biri yapar.