Download Unit 10 How Advertising Uses Psychology

Unit 10 The Secrets of Advertising
Chapter 2
How Advertising Uses Psychology
東華書局
Thomson ELT
How Advertising Uses Psychology
1
If you live in Tokyo or Toronto, you need a
warm coat in the winter. But you want a coat
that is short, or black, or has a designer brand.
The aim of advertising is to change our ideas
about things we want and need.
How Advertising Uses Psychology
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Many ads use people's emotions-like
fear or love-to persuade us that we need
the product. Think of a TV commercial
that shows a woman out driving in a car
on a rainy day, with her two small children.
Suddenly, another car turns in front of her.
The mother quickly hits the brakes, and
her car comes to a stop.
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The children are still smiling and laughing.
The message is: This car will keep you
safe. Advertisements like this one use fear
to sell products. Other examples are
slogans that tell you to "take vitamins to
prevent heart disease," or "buy insuranceprotect your family."
How Advertising Uses Psychology
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Commercials for soft drinks often show
people having a party, playing sports, or
enjoying a day at the beach. Everyone in
the ad is having a good time. The
message is: If you buy this drink, you will
have a good time too. Many ads like this
are based on people's desire for fun and
enjoyment.
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Advertising for designer products uses
people's vanity to sell the product. The
ads try to create a personality for each
brand. For example, one brand of watches
is for people who like adventure, with ads
featuring an auto racer or a pilot wearing
them.
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4-2
Another brand of watches is for elegant
and fashionable people, and the ads show
wealthy travelers on a cruise ship.
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The watches look almost the same-only
their images are different. When you buy
that brand of watch, you are buying the
image. This is the reason that people
spend much more money for a product
with a famous designer brand.
How Advertising Uses Psychology
5-1
After an ad is prepared, advertisers use
psychology to make it more effective.
Psychologists have found that people have
positive feelings about things they see
more often, so the same ad is used for a
long time before it is replaced with a new
ad.
How Advertising Uses Psychology
5-2
Other studies found that people react
better to an ad when it is fresh in their
memory, so TV ads are repeated very
often.
How Advertising Uses Psychology
6
Knowing about psychology in advertising
lets us make better decisions about so the
things we buy. It helps us understand the
difference between the things we wantand the things we really need.
Vocabulary
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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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desire
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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elegant
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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image
(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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product
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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react
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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slogan
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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vanity
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
東京(日本首都)
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Toronto
多倫多港市(加拿大安大略省首府)
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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
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
說服,勸服
to make sb do sth by giving them good reasons for
doing it
She persuaded me into buying it.
她說服我買下了它。
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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
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
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
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
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
汽車 a car
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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
(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
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
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
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
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
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。