60秒科学:漂亮的名牌标志给人以混淆的信息

High-end goods with recognizable logos may signal to the less affluent¹ that you have some money, but also to the wealthy that you're not one of them

Some people pay big bucks² for a designer handbag or a luxury car—and the distinctive³ logo that goes along with them. Now scientists have learned that other people pay even more to leave the logo behind. The findings appear in the Journal of Marketing⁴.

High-end goods are often ostentatiously labeled. After all, if you spend all that money on a status symbol, you want to make sure that other folks recognize your good taste, even at a distance. But researchers surveying California consumers found that people who are seriously well-off are willing to pay a premium⁵ for items whose branding is more discreet⁶.

These patricians⁷ don’t need gaudy⁸ symbols to advertise their wealth. Status seekers, on the other hand, are drawn⁹ to more obvious logos. These designer items let the less affluent know that they’ve been outclassed. The irony¹⁰ is that the logos mostly serve to alert the patricians that the owner is not one of them. And then there are the posers who buy flashy counterfeit¹¹ items that for the most part don’t fool anyone.

The lesson for marketers: when it comes to branding, less may be more. And you can charge a higher price for it, too
 

1 affluent   

adj.富裕的，富有的，丰富的，富饶的

参考例句：

• He hails from an affluent background.他出身于一个富有的家庭。
• His parents were very affluent.他的父母很富裕。

2 bucks   

n.雄鹿( buck的名词复数 )；钱；（英国十九世纪初的）花花公子；（用于某些表达方式）责任v.（马等）猛然弓背跃起( buck的第三人称单数 )；抵制；猛然震荡；马等尥起后蹄跳跃

参考例句：

• They cost ten bucks. 这些值十元钱。
• They are hunting for bucks. 他们正在猎雄兔。 来自《简明英汉词典》

3 distinctive   

adj.特别的，有特色的，与众不同的

参考例句：

• She has a very distinctive way of walking.她走路的样子与别人很不相同。
• This bird has several distinctive features.这个鸟具有几种突出的特征。

4 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

5 premium   

n.加付款；赠品；adj.高级的；售价高的

参考例句：

• You have to pay a premium for express delivery.寄快递你得付额外费用。
• Fresh water was at a premium after the reservoir was contaminated.在水库被污染之后，清水便因稀而贵了。

6 discreet   

adj.(言行)谨慎的；慎重的；有判断力的

参考例句：

• He is very discreet in giving his opinions.发表意见他十分慎重。
• It wasn't discreet of you to ring me up at the office.你打电话到我办公室真是太鲁莽了。

7 patricians   

n.（古罗马的）统治阶层成员( patrician的名词复数 )；贵族，显贵

参考例句：

• There was a conflict between plebs and patricians in ancient Rome in 494BC. 在公元前494年，罗马发生了一次平民反对贵族的斗争。 来自互联网

8 gaudy   

adj.华而不实的；俗丽的

参考例句：

• She was tricked out in gaudy dress.她穿得华丽而俗气。
• The gaudy butterfly is sure that the flowers owe thanks to him.浮华的蝴蝶却相信花是应该向它道谢的。

9 drawn   

v.拖，拉，拔出；adj.憔悴的，紧张的

参考例句：

• All the characters in the story are drawn from life.故事中的所有人物都取材于生活。
• Her gaze was drawn irresistibly to the scene outside.她的目光禁不住被外面的风景所吸引。

10 irony   

n.反语，冷嘲；具有讽刺意味的事，嘲弄

参考例句：

• She said to him with slight irony.她略带嘲讽地对他说。
• In her voice we could sense a certain tinge of irony.从她的声音里我们可以感到某种讥讽的意味。

11 counterfeit   

vt.伪造，仿造；adj.伪造的，假冒的

参考例句：

• It is a crime to counterfeit money.伪造货币是犯罪行为。
• The painting looked old but was a recent counterfeit.这幅画看上去年代久远，实际是最近的一幅赝品。