跟讀練習: Why Brands Are Getting So Weird Online - 通過影片學習英語口語

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You may have noticed brands are getting weirder online.

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.

Food & Bev specifically, everyone tries to make all their imagery and everything look so delicious.

We were doing things that were completely the opposite, like putting pickles in condoms and putting pickles on stilettos and things like that.

It created a reaction.

Gen Z's growing spending power is helping drive that shift.

Gen Z, who's between the ages of 14 and 29, is projected to become the largest, wealthiest and highest spending generation in history.

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.

And Gen Z's spending power is only expected to grow as time goes on.

Gen Z consumers are expected to spend a total of $12 trillion by the end of 2026.

By 2036, that amount is projected to grow to over $22 trillion, surpassing Boomer's projected spending in the same time period.

Brands that are really focusing on Gen Zs are in it for the long game, right?

They know this generation is going to be gaining significant wealth, not only through, as we talked about,

career progression, income progression, but also through pass on of generational wealth.

But they're also highly influential.

So if I'm a retailer or a brand, I want to focus on households that have those young consumers as well

because even though they may not show up right in terms

of they're the ones spending the money they're influencing those those decisions

and so it's just more reason to really focus on

that consumer as a result brands are changing how they look sound

and even behave online to cater to an audience

that has grown up bombarded by social media

and advertisements historical tactics of retail have been about i have this product i'm going to tell you the features

and function of this product or i'm going to tell you how much it costs or how much it's on sale

that's not what gen z's are buying gen z gen z's

are buying the cultural around those products you just can't get

a gen z's attention you have to get this permission to be part of their story

and that permission is somewhat granted through not only them

but their peers and the interaction of how you show up in their social media circles in ways

that are authentic and in ways that help them express who they are.

Few companies have embraced that strategy quite like Duolingo.

The digital education platform gained massive attention through its green owl mascot duo and its often chaotic social media presence.

All the girls will go loca.

Loca.

All the girls will go loca.

Loca.

But its strategy wasn't even originally designed to appeal to Gen Z.

Duolingo has sort of built over time this really authentic voice

that frankly accidentally started speaking to Gen Z

and early on actually we discovered

that sending push notifications from the voice of duo our mascot

that were like let's just say very mildly threatening was a

really effective way to get people to learn hello you owe me money the internet kind of jumped on this

and made their own memes based on the notifications and from

that the duo mascot and all of his antics

and social media were born today the company has built an entire marketing strategy around participating in internet culture

but according to chan gen z branding isn't quite as simple as just copying the latest meme

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.

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,

hopefully that is made up of Gen Z.

But if I were to codify it, I think there's three things.

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.

Two is I think moving at the speed of culture

so uh like gen z is more media savvy i think than any generation

that has come before and is very aware of how much they're being marketed to

and so you have to sort of jump into conversations

that are already happening versus like just trying to make your own moment happen

and then lastly sense of humor don't take yourself too seriously i think there's a real awareness

that like behind every brand on social media is a social media manager like posting

and trying to come up with ideas and winking at

that is sort of like a self -awareness that I think Gen Z really appreciates.

According to Duolingo, this type of marketing has brought in real results.

Yes, it's like great to get millions of organic views on social media,

but virality ultimately is meant to help drive the business and get more learners on the app to like accomplish our mission.

And so we do look beyond the views and actually see

that social media is a big driver of new user growth in the app, which we're really proud of.

It's not just established companies that are leaning into these Gen Z branding methods.

Young startup founders don't really have to learn how Gen Z communicates because they're Gen Zers themselves.

Take Good Girl Snacks, for instance.

It was founded by two Gen Z entrepreneurs, and their flagship product has a very Gen Z name.

It's called Hot Girl Pickles.

We always kind of want people to feel like our brand is approachable.

So we speak to people like they're our best friends.

A lot of our content and behind the scenes kind of feels like we're on FaceTime, which, again, wasn't super on purpose.

It's just what felt natural to us being Gen Z.

That young audience on social media has helped the company grow without having to spend so much on traditional marketing.

Well, we post every single day on social media and we have for three years.

So we've been able to maintain for the majority of those three years a zero dollar CAC

because we didn't have to run ads.

We didn't have to pay influencers.

All of our sales were coming from our own social media and our own short form content.

So, yeah, that was a huge win for us and we were able to save a ton of money.

We didn't have to raise as much money, things like that.

The founders say the key to their success was understanding how Gen Z wants and expects brands to communicate.

I think with Gen Z, we're a generation that really hates being advertised to in a very overt way.

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.

Experts say that's why successful Gen Z branding isn't technically about a particular look or feel.

It's about a brand's ability to convince a customer

that using their products can help them express part of their identity to other people.

The best Gen Z brands announce to us that they are Gen Z brands by being, in terms of their ethos,

less like a billboard and more like a box of identity Legos.

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,

whether it be, hey, I am creative, I'm iconic, I'm environmentally aware, health conscious, rebellious, inclusive, culturally informed,

or, you know, just simply, hey, I'm in on this joke.

Now, eventually, Gen Z is not going to be the youngest generations of consumers anymore.

Gen Alpha is already beginning to develop their own unique tastes, senses of humor, and online culture.

Instead, the biggest lesson from learning how to market to Gen Z may stick around longer.

The brands

that learn how to successfully interact with consumers instead of simply

100

marketing to them may be better prepared to work with whatever generation comes next.

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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“Why Brands Are Getting So Weird Online”為素材。影片中反覆出現的詞有：gen, brand, spending, generation, product。這段影片共有 100 個句子、1412 個單詞可供跟讀。講話部分時長為 7:55。說話人語速自然，每分鐘約 178 個詞，接近日常對話。只有 80% 的單詞屬於英語最常用的 3,000 詞，詞彙難度較高。

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
pickle 名詞	/ˈpɪkəl/	醃菜 /醃菜, 鹹菜 /鹹菜
mascot 名詞	/ˈmæsˌkɑːt/	吉祥物
meme 名詞	/miːm/	模因, 迷迷
authentic 形容詞	/ɔˈθɛn.tɪk/	真實 /真實, 真正
codify 動詞	/ˈkɑ.dɪˌfaɪ/	編成法典 /編成法典, 使法律成文化
influencer 名詞	/ˈɪnflu.ənsə(ɹ)/	影響者, 意見領袖 /意見領袖
humour 名詞	/ˈhjuːmɚ/	幽默, 諧謔 /諧謔
progression 名詞	/pɹəˈɡɹɛʃən/	數列
notification 名詞	/ˌnoʊtɪfɪˈkeɪʃn̩/	通知
behave 動詞	/bɪˈheɪv/	為人 /為人
approachable 形容詞	/əˈpɹəʊ.t͡ʃə.bəl/	容易接近的
entrust 動詞	/ɪnˈtɹʌst/	委託 /委託, 託付 /託付
generational 形容詞		世代的
learner 名詞	/ˈlɜɹnəɹ/	學習者 /學習者
rebellious 形容詞	/ɹəˈbɛliəs/	叛逆的, 造反的

影片中出現的短語動詞

單詞	釋義
come up with 動詞	想出, 提出
grow up 動詞	長大 /長大
show up 動詞	露面

影片中的語法

說話人最常用的結構，並附上影片中的原話：

結構	影片中的用法
被動語態 be + 過去分詞 — 強調發生了什麼，而不是誰做的	is projected · is only expected · are expected
現在完成時 have/has + 過去分詞 — 過去發生但與現在仍有關聯的事	has grown · have been · have embraced

需要注意的發音

說話人用了 33 次縮略和弱讀形式，例如 they're, I'm, we're。請按聽到的簡短形式來說。

“th” 音: authentic /ɔˈθɛn.tɪk/, threaten /ˈθɹɛt.n̩/
“sh” 和 “zh” 音: progression /pɹəˈɡɹɛʃən/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, flagship /ˈflæɡʃɪp/, accomplish /əˈkɑm.plɪʃ/, influential /ɪnflʊˈɛnʃəl/
長單詞——注意重音位置: influencer /ˈɪnflu.ənsə(ɹ)/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, millennial /mɪˈlɛn.ɪ.əl/, advertisement /ˈædvɚˌtaɪzmənt/

中文母語者容易讀錯的音：

/v/ — 不要讀成 /w/，上齒輕觸下唇: behave /bɪˈheɪv/, savvy /ˈsæv.i/, advertise /ˈædvɚˌtaɪ̯z/, advertisement /ˈædvɚˌtaɪzmənt/, inclusive /ɪnˈkluːsɪv/
詞尾子音 — 要讀清楚，後面不要加母音: mascot /ˈmæsˌkɑːt/, authentic /ɔˈθɛn.tɪk/, behave /bɪˈheɪv/, bombard /ˌbɑmˈbɑɹd/, entrust /ɪnˈtɹʌst/
/r/ 和 /l/ 的區別: influencer /ˈɪnflu.ənsə(ɹ)/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, learner /ˈlɜɹnəɹ/, rebellious /ɹəˈbɛliəs/, retailer /ˈɹiteɪlɚ/

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 pickle, mascot, meme 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。

影子跟讀法: 閱讀完整分步指南 →

跟讀練習: Why Brands Are Getting So Weird Online - 通過影片學習英語口語

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