Unit 10 The Secrets of Advertising Chapter 2 How Advertising Uses Psychology 東華書局 Thomson...
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Unit 10 Unit 10 The Secrets of The Secrets of Advertising Advertising Chapter 2 Chapter 2 How Advertising Uses How Advertising Uses Psychology Psychology 東東東東 Thomson ELT
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Transcript of Unit 10 The Secrets of Advertising Chapter 2 How Advertising Uses Psychology 東華書局 Thomson...
Unit 10Unit 10 The Secrets of The Secrets of AdvertisingAdvertising
Chapter 2 Chapter 2
How Advertising Uses How Advertising Uses PsychologyPsychology
東華書局Thomson ELT
How Advertising Uses How Advertising Uses PsychologyPsychology
If you live in If you live in Tokyo or or Toronto, you , you need a warm coat in the winter. But you need a warm coat in the winter. But you want a coat that is short, or black, or has want a coat that is short, or black, or has a designer a designer brand. The . The aim of advertising of advertising is to change our ideas about things we is to change our ideas about things we want and need.want and need.
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How Advertising Uses How Advertising Uses PsychologyPsychology
Many ads use people's Many ads use people's emotions--like fear or love-to like fear or love-to persuade us that we us that we need the need the product. Think of a TV . Think of a TV commercial that shows a woman out commercial that shows a woman out driving in a car on a rainy day, with her driving in a car on a rainy day, with her two small children. Suddenly, another two small children. Suddenly, another car turns in front of her. The mother car turns in front of her. The mother quickly hits the quickly hits the brakes, and her car , and her car comes to a stop. comes to a stop.
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How Advertising Uses How Advertising Uses PsychologyPsychology
The children are still smiling and The children are still smiling and laughing. The message is: This car laughing. The message is: This car will keep you safe. Advertisements will keep you safe. Advertisements like this one use fear to sell products. like this one use fear to sell products. Other examples are Other examples are slogans that tell that tell you to "take you to "take vitamins to to prevent heart disease," or "buy heart disease," or "buy insurance--protect your family."protect your family."
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How Advertising Uses How Advertising Uses PsychologyPsychology
Commercials for soft drinks often Commercials for soft drinks often show people having a party, playing show people having a party, playing sports, or enjoying a day at the beach. sports, or enjoying a day at the beach. Everyone in the ad is having a good Everyone in the ad is having a good time. The message is: If you buy this time. The message is: If you buy this drink, you will have a good time too. drink, you will have a good time too. Many ads like this are based on Many ads like this are based on people's people's desire for fun and enjoyment. for fun and enjoyment.
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How Advertising Uses How Advertising Uses PsychologyPsychology
Advertising for designer products Advertising for designer products uses people's uses people's vanity to sell the to sell the product. The ads try to create a product. The ads try to create a personality for each brand. For personality for each brand. For example, one brand of watches is for example, one brand of watches is for people who like people who like adventure, with ads , with ads featuring an featuring an auto racer or a or a pilot wearing them. wearing them.
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How Advertising Uses How Advertising Uses PsychologyPsychology
Another brand of watches is for Another brand of watches is for elegant and fashionable people, and and fashionable people, and the ads show the ads show wealthy travelers on a travelers on a cruise ship. .
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How Advertising Uses How Advertising Uses PsychologyPsychology
The watches look almost the same-The watches look almost the same-only their only their images are different. When are different. When you buy that brand of watch, you are you buy that brand of watch, you are buying the image. This is the reason buying the image. This is the reason that people spend much more money that people spend much more money for a product with a famous designer for a product with a famous designer brand.brand.
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How Advertising Uses How Advertising Uses PsychologyPsychology
After an ad is prepared, After an ad is prepared, advertisers use advertisers use psychology to make to make it more it more effective. Psychologists have . Psychologists have found that people have positive found that people have positive feelings about things they see more feelings about things they see more often, so the same ad is used for a often, so the same ad is used for a long time before it is replaced with a long time before it is replaced with a new ad. new ad.
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How Advertising Uses How Advertising Uses PsychologyPsychology
Other studies found that people Other studies found that people react better to an ad when it is fresh in their better to an ad when it is fresh in their memory, so TV ads are repeated very memory, so TV ads are repeated very oftenoften..
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How Advertising Uses How Advertising Uses PsychologyPsychology
Knowing about psychology in advertising Knowing about psychology in advertising lets us make better decisions about so lets us make better decisions about so the things we buy. It helps us understand the things we buy. It helps us understand the difference between the things we the difference between the things we want-and the things we really need.want-and the things we really need.
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VocabularyVocabulary
aim aim 瞄準 ; 瞄準的方向 ; 目標 , 目的
purpose, target
It is now our aim to set up a factory.我們現在的目的是創辦一座工廠。
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desiredesire 渴望 ; 要求 a wish, a want
She desired to marry a rich man.她很想嫁個富翁。
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elegantelegant 雅緻的 , 優美的 , 漂亮的 stylish in appearance, graceful, refined
Her writing was elegant.她的文章優美。
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imageimage ( 心目中的 ) 形象 ; 印象 one's appearance to others, reputation
How can we improve our image?我們要如何來改進我們的形象呢 ?
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productproduct 產品 anything produced with materials and labor, goods and services
They came here in search of new markets for their products.他們來此為他們的產品尋找新市場。
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reactreact 反應 ; 影響 to act in a different way because of someone or
something
How did she react to the news?她對這個消息反應如何 ?
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sloganslogan 口號 , 標語 a saying or phrase that expresses a group's or a company's main message
"Safety first" is our slogan." 安全第一 " 是我們的口號。
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vanityvanity 自負 ; 虛榮 ( 心 )
conceit, too much concern with one's looks or importance
He did that to gratify his girlfriend's vanity.他做那事是要滿足他女友的虛榮心。
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Tokyo Tokyo 東京 ( 日本首都 )
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Toronto Toronto 多倫多港市 ( 加拿大安大略省首府 )
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brand brand 商標 ; 牌子
a type of product made by a particular company
This brand of tea is my favorite.這種茶我最愛喝。
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emotion emotion 感情 , 情感
a strong feeling such as love, fear or anger; the part of a person’s character that consists of
feelings
Love, hatred, and grief are emotions.愛 , 恨和悲都是情感。
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persuade persuade 說服 , 勸服
to make sb do sth by giving them good reasons to make sb do sth by giving them good reasons for doing itfor doing it
She persuaded me into buying it.她說服我買下了它。
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brake brake 煞車
a device for slowing or stopping a vehicle
The car accident was attributed to faulty brakes.這一汽車事故起因於煞車不靈。
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vitamin vitamin 維他命 , 維生
a natural substance found in food that is an essential part of what humans and animals eat to help them grow and stay healthy.
This type of bread has added vitamins.這類麵包中添加了維他命。
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prevent prevent 阻止 ; 制止 ; 妨礙 ; 防止
stop sb from doing sth; to stop sth from happening
Who prevents their plans from being carried out?誰阻止他們的計劃 , 不讓實施 ?
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insurance insurance 保險 ; 保險契約
an arrangement with a company in which you pay them regular amounts of money and they agree to pay the costs, for example, if you die or are ill/sick, or if you lose or damage sth
I found a job selling insurance.我找到一份推銷保險的工作。
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adventure adventure 冒險 , 冒險精神
an unusual, exciting or dangerous experience, journey or series of events
He is a man full of adventure.他是一個充滿冒險精神的人。
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auto auto 汽車 a car
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racer racer 賽跑者 ; 比賽用的汽車
1. a person or an animal that competes in races
2. a car, boat, etc. designed for racing
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pilot pilot ( 飛機等的 ) 駕駛員 , 飛行員
a person who operates the controls of an aircraft, especially as a job
The flying school graduates a hundred pilots a year.這個飛行學校一年畢業一百名飛行員。
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wealthy wealthy 富的 ; 富裕的 ; 豐富的
having a lot of money, possessions, etc
He was the eldest son of a wealthy family.他是個有錢人家的長子。
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cruise cruise 巡航 ; 航遊 ; 巡邏
a journey by sea, visiting different places, especially as a holiday/vacation
The liner is making a round-the-world cruise.客輪正在做環球航行。
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ship ship 船 , 艦
a large boat that carries people or goods by sea
They crossed the Pacific by ship.他們乘船橫渡太平洋。
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psychology psychology 心理 , 心理特點the kind of mind that sb has that makes them think or behave in a particular way
I knew her psychology.我了解她的心理。
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effective effective 有效的 ; 給人深刻印象的 , 有力的
producing the result that is wanted or intended; producing a successful result
Window screens are effective in keeping out mosquitoes.紗窗能有效地擋住蚊子。
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