跟讀練習: How Marketers Manipulate Us: Psychological Manipulation in Advertising - 通過影片學習英語口語
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54 句
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Everyone likes to think that they are not affected by advertisements, but unless you never seen a single advertisement in your life, your choices are influenced and affected by all the advertisements you’ve ever seen.
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Every advertisement changes our opinion on the brand or product.
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You may see some advertisements where you think “why would anyone decide to buy this product after seeing this”, but the purpose of advertisements is no longer to have the consumer immediately pick up the phone and buy the product.
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The purpose of these advertisements is not to inform the consumer about the product and it’s features.
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The reason companies like McDonalds, who have almost universal recognition, still advertise is because they are trying to build an opinion and corresponding “brand image” in their consumers minds.
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There are two main psychological methods that marketers use nowadays for their advertisements.
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The first method is called the “mere exposure” method.
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These are those minimalist, bare bones advertisements that make you scratch your head and wonder why the company would spend thousands of dollars on them.
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It’s because everybody is more comfortable in groups.
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If one line at the bank is considerably longer than the other, people will almost always go in the longer line, because they think there must be a reason that people choose one line over the other.
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They think that one line is better than the other, or one line is more correct than the other.
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It’s just an easier and more comfortable decision.
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It’s the same kind of idea in consumer psychology.
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By exposing the consumer to the brand, the consumer starts to feel like they know it.
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Because of this, when the consumer goes to the store to buy detergent, they can reach for Tide and be comfortable in this decision.
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The Tide detergent might be a couple dollars more than the store brand detergent, but they know that this brand detergent will work well.
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It wouldn’t be such a huge brand if it didn’t work well.
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A greater example example of this phenomenon is painkillers and other over the counter drugs at the pharmacy.
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The generic brand drugs are the exact same product as the name brand, with the exact same composition of ingredients.
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If they had a different composition of ingredients, they would not be allowed to be called the same drug.
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Advil and generic ibuprofen are the exact same product, with the exact same composition, but still people will buy Advil despite it’s steeper price.
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It’s just easier to choose what everybody else chooses.
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The consumer tends to be anxious to buy the cheaper, generic brand drug.
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Does this mean that you should always buy the generic brand drugs?
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Well not necessarily.
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In a study by the University of Cincinnati, Parkinson's disease patients were given two drugs, one of which they were told was a more expensive, name brand drug, the other being a less expensive, off brand drug.
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After taking the supposedly more expensive drug, the patients had a 28% greater increase in motor skills than after having taking the supposedly cheaper drug, while in reality both the injections were just saline solution.
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The expectations were higher for name brand drug, therefore the patients felt better because of a placebo effect.
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So sometimes spending more will make you feel better.
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The other common psychological method used in marketing is the “classic conditioning” method.
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The idea behind this technique came from a study done by Russian physiologist Ivan Pavlov in the 1890s.
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Pavlov noticed that his dogs would start to salivate whenever he would enter the room even if he didn’t have food.
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This was because the dogs had an expectation that they would receive food when Pavlov came into the room because every time he did have food he would walk into the room,.
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Pavlov decided to start ringing a bell whenever he gave food to his dogs, and after a while the dogs would, whenever they heard the sound of a bell, start salivating.
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This is because the dogs were trained to associate the sound of the bell with food coming.
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They were trained to have the expectation of food.
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The same psychological principle works with humans.
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Brands will try to have certain feelings, reactions, or images associated with their product.
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If in their advertisements they show certain images in conjunction with their product, the consumer will subconsciously relate the images to the product.
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The best part of this technique is that it always works.
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No matter how much you try to block out the advertisements, as long as you see them, you will start to subconsciously relate the two images.
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Car brands are the biggest culprit of using this sneaky technique.
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Their advertisements rarely have anything to do with the actual car, but rather about someone driving the car.
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Luxury car brands will show people in black tie pulling up to a red carpet event, while suv advertisements will show some adventurous looking couple with kayaks and bikes in tow driving on some dirt road.
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At this point you’re barely buying a car, but rather a lifestyle.
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You’re buying into the image of being someone that goes to black tie events, or spends their weekends being adventurous.
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The car barely matters at that point, it’s the image that you’re buying.
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Perhaps the greatest advertising success in recent memory is the beats headphones brand.
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Beats controls 27% of the $1.8 billion headphone market, despite making, what are generally agreed upon to be mediocre sounding headphones.
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The New York Times reported that the actual manufacturing cost of Beats headphones, which sell for upwards of 250 dollars, is about 14 dollars.
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The reason Beats are considered such a premium product is because of their marketing and brand image.
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From the beginning, Beats spent a huge amount of money to pay for celebrity sponsorships.
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All the most famous athletes were wearing Beats in their interviews, so the consumer started to get the idea that these are these were fashionable, high priced headphones.
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The high price; solid, heavy materials; sturdy packaging; and celebrity endorsements all raised people’s expectations, and likely psychologically made the headphones sound better, just like with the name brand medicines.
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本課的詞彙與口語要點
這節 B2 級別的口語課以影片“How Marketers Manipulate Us: Psychological Manipulation in Advertising”為素材。 影片中反覆出現的詞有：brand, advertisement, drug, consumer, product。 這段影片共有 54 個句子、1027 個單詞可供跟讀。 講話部分時長為 6:42。 說話人語速自然，每分鐘約 153 個詞，接近日常對話。 84% 的單詞屬於英語最常用的 3,000 詞，其餘的詞建議在練習前先學一下。
影片中的重點詞彙
影片中最難的 15 個單詞，附發音和釋義：
| 單詞 | 發音 | 釋義 |
|---|---|---|
| advertisement 名詞 | /ˈædvɚˌtaɪzmənt/ | 廣告 /廣告 |
| headphones 名詞 | /ˈhɛdfoʊnz/ | 耳機 /耳機, 耳筒 |
| detergent 名詞 | /dɪˈtɜːd͡ʒənt/ | 洗滌劑 /洗滌劑 |
| expectation 名詞 | /ˌɛk.spɛkˈteɪ.ʃən/ | 等待 |
| ingredient 名詞 | /ɪnˈɡɹiːdi.ənt/ | 成份, 材料 |
| supposedly 副詞 | /səˈpoʊ̯.zɪd.li/ | 應該 /應該 |
| culprit 名詞 | /ˈkʌlpɹɪt/ | 元兇, 肇事者 |
| headphone 名詞 | /ˈhɛdfoʊn/ | 耳機 /耳機, 耳筒 |
| ibuprofen 名詞 | /ˌaɪ.bju.ˈpɹoʊ.fən/ | 布洛芬 |
| painkiller 名詞 | /ˈpeɪnˌkɪlə(ɹ)/ | 止痛藥 /止痛藥, 鎮痛劑 /鎮痛劑 |
| placebo 名詞 | /pləˈsiː.bəʊ/ | 安慰劑 /安慰劑 |
| sturdy 形容詞 | /ˈstɜrdi/ | 堅固 /堅固, 結實 /結實 |
| correspond 動詞 | /ˌkoɹəˈspɑnd/ | 對應 /對應 |
| mediocre 形容詞 | /ˌmidiˈoʊkəɹ/ | 平庸, 平凡 |
| fashionable 形容詞 | /ˈfæʃənəbl̩/ | 時髦 /時髦, 風靡 /風靡 |
影片中出現的短語動詞
| 單詞 | 釋義 |
|---|---|
| pick up 動詞 | 拾取, 撿 /撿 |
需要注意的發音
說話人用了 7 次縮略和弱讀形式，例如 you're, didn't, wouldn't。請按聽到的簡短形式來說。
- “sh” 和 “zh” 音: expectation /ˌɛk.spɛkˈteɪ.ʃən/, fashionable /ˈfæʃənəbl̩/, conjunction /kənˈd͡ʒʌŋk.ʃn̩/, injection /ɪnˈd͡ʒɛk.ʃən/, anxious /ˈæŋkʃəs/
- 長單詞——注意重音位置: advertisement /ˈædvɚˌtaɪzmənt/, expectation /ˌɛk.spɛkˈteɪ.ʃən/, adventurous /ædˈvɛn.t͡ʃɚ.əs/, ingredient /ɪnˈɡɹiːdi.ənt/, supposedly /səˈpoʊ̯.zɪd.li/
中文母語者容易讀錯的音：
- /v/ — 不要讀成 /w/，上齒輕觸下唇: advertisement /ˈædvɚˌtaɪzmənt/, adventurous /ædˈvɛn.t͡ʃɚ.əs/, salivate /ˈsæləveɪt/, advertise /ˈædvɚˌtaɪ̯z/
- 詞尾子音 — 要讀清楚，後面不要加母音: advertisement /ˈædvɚˌtaɪzmənt/, headphones /ˈhɛdfoʊnz/, detergent /dɪˈtɜːd͡ʒənt/, generic /dʒɪˈnɛɹ.ɪk/, adventurous /ædˈvɛn.t͡ʃɚ.əs/
- /r/ 和 /l/ 的區別: culprit /ˈkʌlpɹɪt/, painkiller /ˈpeɪnˌkɪlə(ɹ)/, considerably /kənˈsɪdəɹəbli/
如何用這段影片練習
- 先完整聽一遍影片，不要開口，記下不認識的單詞。
- 先用 0.75 倍速逐句跟讀，熟練之後再回到正常速度。
- 錄下自己的聲音並與原聲對比，特別注意 advertisement, headphones, detergent 這類單詞。
什麼是跟讀法？
跟讀法 (Shadowing) 是一種有科學依據的語言學習技巧，最初開發用於專業口譯員的培訓，並由多語言者Alexander Arguelles博士普及。這個方法簡單而強大：您在聽英語母語原聲的同時立即大聲重複——就像是一個延遲1-2秒緊跟說話者的影子。與被動聽力或語法練習不同，跟讀法強迫您的大腦和口腔肌肉同時處理並模模擬實的講話模式。研究表明它能顯著提高發音準確性，語調，節奏，連讀，聽力理解和口語流利度——使其成為雅思口語備考和真實英語交流最有效的方法之一。