跟读练习: Why Brands Are Getting So Weird Online - 通过视频学习英语口语
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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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本课的词汇与口语要点
这节 B2 级别的口语课以视频“Why Brands Are Getting So Weird Online”为素材。 视频中反复出现的词有：gen, brand, spending, generation, product。 这段视频共有 100 个句子、1412 个单词可供跟读。 讲话部分时长为 7:55。 说话人语速自然，每分钟约 178 个词，接近日常对话。 只有 80% 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 |
|---|---|---|
| pickle 名词 | /ˈpɪkəl/ | 醃菜 /腌菜, 鹹菜 /咸菜 |
| mascot 名词 | /ˈmæsˌkɑːt/ | 吉祥物 |
| meme 名词 | /miːm/ | 模因, 迷迷 |
| authentic 形容词 | /ɔˈθɛn.tɪk/ | 真實 /真实, 真正 |
| codify 动词 | /ˈkɑ.dɪˌfaɪ/ | 編成法典 /编成法典, 使法律成文化 |
| influencer 名词 | /ˈɪnflu.ənsə(ɹ)/ | 影响者, 意見領袖 /意见领袖 |
| humour 名词 | /ˈhjuːmɚ/ | 幽默, 諧謔 /谐谑 |
| progression 名词 | /pɹəˈɡɹɛʃən/ | 数列 |
| notification 名词 | /ˌnoʊtɪfɪˈkeɪʃn̩/ | 通知 |
| behave 动词 | /bɪˈheɪv/ | 為人 /为人 |
| approachable 形容词 | /əˈpɹəʊ.t͡ʃə.bəl/ | 容易接近的 |
| entrust 动词 | /ɪnˈtɹʌst/ | 委託 /委托, 託付 /托付 |
| generational 形容词 | 世代的 | |
| learner 名词 | /ˈlɜɹnəɹ/ | 學習者 /学习者 |
| rebellious 形容词 | /ɹəˈbɛliəs/ | 叛逆的, 造反的 |
视频中出现的短语动词
| 单词 | 释义 |
|---|---|
| come up with 动词 | 想出, 提出 |
| grow up 动词 | 長大 /长大 |
| show up 动词 | 露面 |
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 | is projected · is only expected · are expected |
| 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 grown · have been · have embraced |
需要注意的发音
说话人用了 33 次缩略和弱读形式，例如 they're, I'm, we're。请按听到的简短形式来说。
- “th” 音: authentic /ɔˈθɛn.tɪk/, threaten /ˈθɹɛt.n̩/
- “sh” 和 “zh” 音: progression /pɹəˈɡɹɛʃən/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, flagship /ˈflæɡʃɪp/, accomplish /əˈkɑm.plɪʃ/, influential /ɪnflʊˈɛnʃəl/
- 长单词——注意重音位置: influencer /ˈɪnflu.ənsə(ɹ)/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, millennial /mɪˈlɛn.ɪ.əl/, advertisement /ˈædvɚˌtaɪzmənt/
中文母语者容易读错的音：
- /v/ — 不要读成 /w/，上齿轻触下唇: behave /bɪˈheɪv/, savvy /ˈsæv.i/, advertise /ˈædvɚˌtaɪ̯z/, advertisement /ˈædvɚˌtaɪzmənt/, inclusive /ɪnˈkluːsɪv/
- 词尾辅音 — 要读清楚，后面不要加元音: mascot /ˈmæsˌkɑːt/, authentic /ɔˈθɛn.tɪk/, behave /bɪˈheɪv/, bombard /ˌbɑmˈbɑɹd/, entrust /ɪnˈtɹʌst/
- /r/ 和 /l/ 的区别: influencer /ˈɪnflu.ənsə(ɹ)/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, learner /ˈlɜɹnəɹ/, rebellious /ɹəˈbɛliəs/, retailer /ˈɹiteɪlɚ/
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 pickle, mascot, meme 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。