跟读练习: Disney’s BILLION Dollar Marketing & Branding Strategy - 通过视频学习英语口语

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When I think of Disney, the first thing that comes to mind is fun.

当我想到迪士尼时，首先浮现在脑海里的就是欢乐。

Excitement.

兴奋。

Family-friendly entertainment.

适合全家一起观看的娱乐内容。

And maybe even a little bit of magic.

或许还带了一点魔力。

Oh yeah, and people.

哦对了，还有人。

Lots and lots of people.

But the one thing that never really occurs to me is just how close Disney came to complete and utter failure.

And how they were able to turn it all around

and save themselves thanks to a clever and also incredibly unlikely marketing and branding campaign.

And that's what this episode is all about.

So, let me tell you a story behind one of the most powerful and profitable marketing campaigns that Disney has ever had, as well as five important lessons that you can take away from it

and immediately apply to your own business or idea or message.

I'm also going to explain why I'm wearing this watch, and maybe more interestingly, how you can win this watch.

Nope, not an exact copy of this watch, but this exact watch that I'm wearing, right now, right here, in this video.

Alright, let's get started.

But to help me tell this story, we first need to go back.

Way back to 1920, where Walt Disney himself first began his animation career with the Kansas City Film Ad Company in Missouri.

Now, even though this is where Walt got his start, it was a couple years later in 1922 when he joined forces with his friend Ub Iwerks, possibly the world's most interesting name,

and they created a company called Laugh-O-Gram Films, and started to produce a series of different cartoons around different stories and fairy tales.

It was a year later though, in 1923, that Disney first produced Alice in Cartoonland.

This was a combination of both animation and live action

and was originally intended to be a pilot in a whole series of future Alice cartoons.

But this is where things start to fall apart.

Within only a few weeks of its completion, Disney filed for bankruptcy, packed up all his stuff, left Kansas City and along with his brother Roy,

moved to California to try to make it as a cinematographer.

Alice in Cartoonland however actually turned out to be a pretty big hit

and as more

and more orders for more Alice cartoons from different distributors started

to roll in well it sort of compelled Disney to reopen his shop in California with his brother Roy.

Soon after that the rest of his team moved from Kansas City to California

and they spent the next four years working on these Alice films.

Then four years later in 1927 Disney made the strategic move towards an all cartoon series

and created the character Oswald the Lucky Rabbit.

And within a year Disney had made 26 of the Oswald cartoons.

But Oswald wasn't so lucky, or in this case Disney wasn't so lucky, because another problem then presented itself.

A problem however that would eventually lead to Disney's greatest success.

Here's what happened.

Walt, who was looking to secure another round of funding in order to produce another year of Oswald the Lucky Rabbit cartoons,

well he went to his distributor and realized some pretty unfortunate news.

You see, Walt's distributor had gone behind his back and hired most of his animators out from under him.

But to make things worse, upon re-reading his contract, Disney realized that he didn't even own the rights to Oswald the Lucky Rabbit.

And so there was pretty much nothing he could do.

Nothing that is, except create a newer, better, and more appealing version of Oswald.

And so in 1928 with the release of the animated film, Steamboat Willie, the world was introduced to Mickey Mouse.

if not the most iconic and recognizable cartoon characters in all of history.

Now clearly the creation of an iconic mascot

and brand ambassador like Mickey Mouse to represent your business is a stroke of genius, but the real business and marketing

and branding success took place a few years later during one of the darkest times in economic history

and with an unlikely product that even Walt Disney himself didn't think was gonna sell.

The year was 1932 and the now 10-year-old Disney company was struggling.

It was the Great Depression and people were out of work and out of money and well, greatly depressed.

Yeah, it's a terrible joke, I know.

It was at this point that Walt Disney hired a fellow by the name of Herman K.

Kamen to act as his licensing agent.

K's job was to start hiring out Mickey to hawk different products.

And this is the first lesson from this story.

Appreciate is totally cliched, but the reality is, if you want to succeed, you really do need to think outside the box.

In this case, looking for other ways to capitalize on the Mickey Mouse brand.

In the book, Mickey Mouse Reader, it describes how when Walt was first presented with the idea to put Mickey Mouse on a watch, well, his response was that it'll never sell.

Fortunately, he was wrong.

As the book goes on to say, the watch now outsells its nearest children's competitor watch 10 to 1.

And this is lesson number two, that you need to think twice before you take advice.

Most people are simply going to say it'll never work.

That is until it does.

In this case Even though Walt himself didn't think the idea

was going to work He trusted Kay enough to go through with the idea

and it's a really good thing He did

because it wasn't just children's watches

that were selling with Mickey Mouse on them as even a number of very prominent

and very influential leaders and celebrities in the space started to wear the Mickey Mouse watch.

People like Grace Kelly Sammy Davis Jr. John Lennon Andy Warhol Johnny Carson

and even Buzz Aldrin the famous astronaut who followed Neil Armstrong onto the moon on that fateful day July 20th 1969.

And this leads me to lesson number three, which is that influencer marketing has been around for a very long time, long before the term influencer even existed.

This is because the boosts in authority and credibility and leveraging other people's platforms has always been a very effective marketing strategy.

And so what started on May 22nd, 1933 when the patent was first filed for the Mickey Mouse watch, a watch I might add that was originally sold for $2.98

and whose pin lever movement was made up of surplus from World War I, well, that watch became a cultural icon.

And this is lesson number four.

The fact that a little bit of fun goes a really long way, and the worst thing that you can be in business is boring.

And it turns out that this inexpensive and fun little watch was exactly what the market wanted.

And it proved this when during a single promotion at Macy's over 11,000 Mickey Mouse watches were sold in a single day.

And in only a little over two years they had managed to sell 2.5 million Mickey Mouse watches.

And in 1957 the 25 millionth Mickey Mouse watch was presented to Walt Disney, who somewhat interestingly actually wore a Rolex and not a Mickey Mouse watch.

Hmm.

And this is lesson number five in that establishing a powerful brand can sell pretty much anything.

So at this point there's two things that you might want to do.

First, if you'd like to enter for your chance to win this exact Mickey Mouse watch, not another one like it, but this exact watch that I'm wearing right here, right now, in this video.

All you need to do is to like, to comment, to subscribe, and then I'll pick a winner from random using the random number generator, and announce the winner on my email list.

So if you're not already on the email list, all you need to do to join is visit adamairhart.com slash cheatsheet or click the link in the descriptions below.

It's fast, it's easy, and it's free.

Next, for even more marketing strategies and what these actually look like in the real world, the next thing you're going to want to do is check out the video

that I've got linked up right here on Tesla's marketing strategy.

So make sure to check it out now, and I'll see you in the next video.

And they're being led by an outspoken, media-savvy, and polarizing leader, the one and only Elon Musk, who is basically a walking, talking marketing machine.

So while their business growth may not...

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本课的词汇与口语要点

这节 B2 级别的口语课以视频“Disney’s BILLION Dollar Marketing & Branding Strategy”为素材。视频中反复出现的词有：Disney, Mickey, Mouse, Walt, marketing。这段视频共有 94 个句子、1434 个单词可供跟读。讲话部分时长为 6:59。说话人语速较快，每分钟约 205 个词，会出现较多连读和弱读。只有 81% 的单词属于英语最常用的 3,000 词，词汇难度较高。

视频中的重点词汇

视频中最难的 15 个单词，附发音和释义：

单词	发音	释义
cartoon 名词	/kɑɹˈtun/	卡通, 諷刺畫 /讽刺画
distributor 名词		分电器
influencer 名词	/ˈɪnflu.ənsə(ɹ)/	影响者, 意見領袖 /意见领袖
iconic 形容词	/aɪˈkɑnɪk/	代表性的
animation 名词	/ˌæn.ɪˈmeɪ.ʃən/	動畫 /动画, 動漫 /动漫
animate 形容词	/ˈæn.ə.mət/	活的, 有生命的
animator 名词	/ˈænɪˌmeɪtə(ɹ)/	動畫製作者 /动画制作者
cinematographer 名词		電影攝影師 /电影摄影师
compel 动词	/kəmˈpɛl/	強迫 /强迫
outspoken 形容词		直言不諱的 /直言不讳的
savvy 形容词	/ˈsæv.i/	精明能幹的 /精明能干的
inexpensive 形容词	/ˌɪnɪkˈspɛnsɪv/	低廉, 便宜
astronaut 名词	/ˈæstɹəˌnɔt/	太空人, 宇航員 /宇航员
mascot 名词	/ˈmæsˌkɑːt/	吉祥物
lever 名词	/ˈliː.və/	槓桿 /杠杆

视频中出现的短语动词

单词	释义
check out 动词	退房
go back 动词	回去, 返回
go through with 动词	完成, 實現 /实现
turn out 动词	原來 /原来

视频中的语法

说话人最常用的结构，并附上视频中的原话：

结构	视频中的用法
被动语态 be + 过去分词 — 强调发生了什么，而不是谁做的	was originally intended · was introduced · is totally cliched
现在完成时 have/has + 过去分词 — 过去发生但与现在仍有关联的事	has ever had · has been · has always been

需要注意的发音

说话人用了 20 次缩略和弱读形式，例如 I'm, didn't, wasn't。请按听到的简短形式来说。

“sh” 和 “zh” 音: animation /ˌæn.ɪˈmeɪ.ʃən/, influential /ɪnflʊˈɛnʃəl/
长单词——注意重音位置: influencer /ˈɪnflu.ənsə(ɹ)/, animation /ˌæn.ɪˈmeɪ.ʃən/, animator /ˈænɪˌmeɪtə(ɹ)/, capitalize /ˈkæpətəˌlaɪz/, inexpensive /ˌɪnɪkˈspɛnsɪv/

中文母语者容易读错的音：

/v/ — 不要读成 /w/，上齿轻触下唇: savvy /ˈsæv.i/, inexpensive /ˌɪnɪkˈspɛnsɪv/, lever /ˈliː.və/, leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/
词尾辅音 — 要读清楚，后面不要加元音: iconic /aɪˈkɑnɪk/, animate /ˈæn.ə.mət/, capitalize /ˈkæpətəˌlaɪz/, millionth /ˈmɪljənθ/, polarize /ˈpəʊ.lə.ɹaɪz/
/r/ 和 /l/ 的区别: influencer /ˈɪnflu.ənsə(ɹ)/, polarize /ˈpəʊ.lə.ɹaɪz/, leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, credibility /kɹɛd.əˈbɪ.ɫɪ.ti/, fortunately /ˈfɔɹ.t͡ʃə.nɪt.li/

如何用这段视频练习

先完整听一遍视频，不要开口，记下不认识的单词。
先用 0.75 倍速逐句跟读，熟练之后再回到正常速度。
录下自己的声音并与原声对比，特别注意 cartoon, distributor, influencer 这类单词。

什么是跟读法？

跟读法 (Shadowing) 是一种有科学依据的语言学习技巧，最初开发用于专业口译员的培训，并由多语言者Alexander Arguelles博士普及。这个方法简单而强大：您在听英语母语原声的同时立即大声重复——就像是一个延迟1-2秒紧跟说话者的影子。与被动听力或语法练习不同，跟读法强迫您的大脑和口腔肌肉同时处理并模仿真实的讲话模式。研究表明它能显着提高发音准确性，语调，节奏，连读，听力理解和口语流利度——使其成为雅思口语备考和真实英语交流最有效的方法之一。

影子跟读法: 阅读完整分步指南 →

跟读练习: Disney’s BILLION Dollar Marketing & Branding Strategy - 通过视频学习英语口语

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