经济学人316:广告 仅仅是感情的眷顾

　　Business
商业报道
Advertising²
广告
Nothing more than feelings
仅仅是感情的眷顾
Admen have made a marketing³ guru of Daniel Kahneman, a prizewinning psychologist
广告人成就了营销大师丹尼尔·卡尼曼，一个获奖的心理学家。
FIRST, you realise it's a gorilla⁴.
首先，你会看到这是一只大猩猩。
2_副本.jpgThe opening strains of Phil Collins's In the Air Tonight are playing; the beast is enraptured⁵.
菲尔·克斯林令人心潮澎湃的著作《今晚夜空中》的旋律在回响，这只猩猩也随之眉飞色舞。
As the camera pulls back, you see that he's seated at a drum kit⁶.
随着镜头的拉近，你会看到它坐在一套架子鼓旁，
He flexes⁷, raises his drumsticks, then brings them resoundingly down. Only in the final frames do you discover that the gorilla is pitching Cadbury's Dairy Milk chocolate.
它弯下身体，举起它的鼓槌，一锤击下，全场轰动。只有在最后一幅画面你才会看出，大猩猩所代言的是吉百利牛奶巧克力。
The advert¹, released in 2007, should not have worked.
该广告发布于2007年，本不该有如此效果。
Conventional wisdom doubted that a jolt⁸ of joy from a drumming primate⁹, however rhythmically¹⁰ gifted, would spur sales of chocolate bars.
传统的智慧认为，灵长类动物击鼓带来的欢乐震撼，即使具有节奏天赋，也不会刺激巧克力棒的销售增加。
A member of the team that developed the ad says that when it was passed to Millward Brown, the world's biggest tester of adverts¹¹, the firm found that it scored poorly among women on its measures of awareness¹² and brand appeal and about average among men.
但开发广告的一位成员说，当把这份创意交给世界上最大的广告测试公司明略行之后，他们发现，相对意识和号召力这种创意的成功度在女人中效果更好，在男人中也保持均衡。
Yet Cadbury went ahead, and was rewarded with millions of online views, better perceptions of its brand and higher sales.
于是，吉百利说干就干，数百万的网上观点作为回报，为该公司赢得了更好的声誉和更高的销售额。
Return on investment was three times the average for packaged-goods marketing campaigns.
回报是为包装商品所做营销花费的三倍。
Behind Cadbury's simian¹³ success was an unlikely inspiration:
吉百利大猩猩的成功，来源于一种不太可能的灵感：
Daniel Kahneman, a psychologist who won a Nobel Prize in 2002 for showing that people are not the rational agents that economists¹⁴ had thought they were. He argues, most famously in Thinking, Fast and Slow, a 2011 book popularising his work, that the mind incorporates two systems:
丹尼尔·卡尼曼，一位因2002年展现过市民不理性行为而获得过诺贝尔奖的心理学家。他在2011年推广他工作的书中提出了最著名的观点，思考，快与慢，也就是说，思维由两个系统组成：
an intuitive system one, which makes many decisions automatically, and a calculating but lazy system two, which rationalises system one's ideas and sometimes overrules them.
一个是直观的系统一，会自动做出许多决定；一个是精确但懒惰的系统二，将观点系统化，甚至有时会推翻它们。
For Mr Kahneman's disciples¹⁵ advertising is above all a way to groom¹⁶ system one, to nudge consumers towards a buy.
对于卡曼尼先生的弟子来说，广告首先是一种方式来培养体系，以引导消费者的购买。
Going through the emotions
情感判断
Kahnemanite advertising prizes emotion over information and pays more attention to a brand's purpose than to its products.
Kahnemanite将广告情感倾注在信息上，而且更注重品牌目的而不是它的产品。
It exploits system one's propensity¹⁷ to react to subtle cues.
它利用系统中一个倾向反应的微妙暗示。
In a print advert for a Betty Crocker pie, a version with the fork placed on the right triggered a 20% higher purchase intent than one with the fork on the left.
贝蒂克罗克馅饼的印刷广告就是如此，其中一个版本是将叉子放在右边的购买意向比放在左边多出了20%，因为大多数人吃饭都是用右手。
This demands not just new ways of making adverts but new methods for judging if they will work.
这就要求制作广告不仅需要新创意，而且需要新途径来判断创意是否有效。
Researchers must laser in on measuring emotion as almost the single metric that predicts success, says John Kearon of BrainJuicer, a market-research firm.
市场研究公司BrainJuicer的约翰说，研究人员必须能够成功预测情感几乎是单一衡量指标的创意效果。
This season's crop of televisual tear-jerkers reflects such thinking.
本季电视节目产物正是那种催人泪下的电影也反应了这样的思想。
A sweaty game of wheelchair basketball ends with all the players but one walking out of the gym.
一场酣畅淋漓的轮椅篮球比赛最终以除一人之外，所有人都走出体育馆而告终。
The choices we make reveal the true nature of our character, intones the voice-over, in the hope that one of those choices will be to drink Guinness stout¹⁸.
画外音这样吟诵道，人的本质悬置在人的选择之中希望人们会选择健力士黑啤。
In the gauzy Christmas offering of Britain's Royal Mail, posties of many colours deliver parcels in all weathers, accompanied by an a cappella rendition of the Beatles' All You Need is Love.
英国皇家邮政提供的圣诞产品中，邮递员在各种气候穿着多种颜色的衣服递送包裹，伴随着披头士《所有你需要的就是爱》的无伴奏合唱演绎。
Of course, admen were aiming at system one long before they had heard of it: sex sells is one of the oldest mottos in the business, after all.
当然，广告人们一直致力于一个系统，甚至在他们听说它之前，就是性销售，这毕竟是在商业上最古老的的格言。
Even information-packed adverts that seem to be appealing to reason are really playing on emotions, points out Mr Kahneman, who does not give advice to marketers.
卡尼曼先生指出，甚至是信息包装广告，吸引人的真正原因也是在玩情绪游戏，但他从不给营销提供意见。
His followers¹⁹ are inclined to dispense²⁰ with system two altogether.
他的追随者们更倾向于将两个系统分配到一起。
Marketers at Procter & Gamble, maker²¹ of Tide detergent²² and Pampers²³ nappies, were trained to get across the single benefit that a product would give its purchaser, says Jim Stengel, a former marketing chief at the firm, now a consultant²⁴.
宝洁，汰渍洗衣粉和帮宝适尿不湿的营销人员，都经过过产品给予买方单方利润的培训，公司的前任首席执行官吉姆·腾格尔这样说道，他现在是一个顾问。
There was not a whole lot of recognition of emotional connection with a brand or company.
没有一种情感能联接所有的品牌与公司。
But that has changed.
但是，这已经改变了。
P&G's tribute to athletes' mothers during last year's Olympics was aimed directly at the syrupy soul of system one.
去年奥运会期间宝洁对母亲的赞颂已经成为系统的灵魂。
Rare is the marketer today who does not spout²⁵ systemic terminology²⁶,
在今天的市场，罕见的是谁不使用系统的技巧。
but there are disagreements over how to divine what system one is feeling, and over the role of system two.
但是在如何分辨两个系统谁表达情感的问题上依然存在分歧。
In testing an advert before it goes to market, BrainJuicer asks subjects to say which of eight faces, each expressing a different emotion, best reflects the feeling it arouses and how intense it is.
在一个广告进入系统之前的测试中，BrainJuicer要求受试者说明是哪八个方面，每一面如何表达不同的情感，最能唤起什么样的感情和怎么唤起的。
The firm tested the gorilla advert after its release.
在发布之后，该公司测试了大猩猩广告，
It scored the highest emotional-intensity marks of any advert to that point.
它在情感强度上超越其他广告得到了最高分，因为观众在看到这一点时感到快乐和惊喜。
Decode²⁷, a rival, uses implicit²⁸ association, in which subjects associate images and their reactions are timed.
解码，是一个运用内隐联想的对手，将图像和概念的联系认为是定时的，
The faster the response, the deeper the link between the two.
响应越快，两者的联系越深。
Decode, acting²⁹ independently of Cadbury, found that the gorilla advert conjured³⁰ up security and enjoyment³¹ better than a less-popular successor involving drag-racing trucks, which had unchocolatey overtones of adventure.
在吉百利独立的选择了大猩猩广告后，解码发现，这个广告所带来的安全和享受的体验比一个具有冒险色彩的不太流行的卡车竞速赛的效果更佳。
Some say the most telling signals are biological.
有人说，最有说服力的标志是生物。
Neuro-Insight, an Australian outfit³², monitors electrical activity in viewers' brains.
用澳大利亚的神经洞察装备来监视观众的大脑活动时，
When viewers watched the Cadbury advert, signals that suggested images were being stored in long-term memory peaked three times:
当观众看了吉百利广告，其结果显示图像被储存在长期记忆中最多有三次，
when subjects recognised a gorilla, when they saw the drums and, encouragingly for Cadbury, when the brand appeared.
而当受试者认出大猩猩，当他们再看到打鼓时，脑海里就会有鼓舞人心的吉百利品牌出现。
Millward Brown has always probed for emotional responses, insists Graham Page, its head of consumer neuroscience.
Millward Brown公司一直在探讨情绪反应，坚持格雷厄姆页，也就是其头部消费神经科学。
People are aware of their feelings, so it is legitimate³³ to discover them by asking questions.
人们都能意识到自己的感情，所以更合理的是通过有效的提问来发现。
The new biometric techniques are useful for finding out how people came to feel as they do.
新的生物识别技术可以找出人们产生感觉的来源，
Mr Page says Millward Brown has worked more with them than any other firm.
佩奇先生说，Millward Brown已经比其他任何公司做的都多了。
Furthermore, he says, do not underrate system two.
此外，他说，不要低估系统二，
It usually interacts with the system-one response to reach a decision.
它通常与系统一回应互动来达成一项决议，
That is why passengers overcome their reflexive aversion to some budget airlines; guided by hard-headed system two, they buy the cheap tickets.
这也就是为什么乘客会克服自己的厌恶而选择一些廉价的航空公司，被系统二的冷静头脑所指导，买了更便宜的机票。
Still, Mr Page admits, researchers used to focus too much on thinking.
不过，佩琪先生承认，研究人员在思考上关注的太多。
Now Millward Brown is as keen as anyone to plumb³⁴ consumers' instincts.
现在Millward Brown向其他人一样热心的探索消费者的本能。
There is an irony³⁵ in this. Most readers of Mr Kahneman's bestseller will end up mistrusting system one for its propensity to mislead.
关于这一点，还有这样一个讽刺。卡尼曼先生的畅销书读者最终会因系统一的误导倾向而被迷惑。
Not marketing folk. System one craves³⁶ chocolate.
没有营销的民俗。系统一迫切的需要巧克力。
1.chocolate bar 巧克力块
That doesn't mean a whole milk chocolate bar.
这并不是指一整块牛奶巧克力。
Deep fried mars bars, scotland. A heart attack in a chocolate bar.
油炸火星巧克力棒：产自苏格兰，让人心头一颤的巧克力棒。
2.above all 尤其；最重要的是
Above all, its growth has been uneven³⁷.
首先，中国的经济增长是不平衡的。
Above all, the process was not geared to forecasting demand.
尤其是，整个流程不适于对需求作出预估。
3.pay attention to 留心,注意
Pay attention to when your body tenses or relaxes.
说到身体，你要注意它何时紧张何时放松。
We never ignore after sales service. Instead, we pay attention to every detail.
我们从不忽视任何一次售后服务，相反，我们注重每一个细节。
4.react to 对…作出反应
In the next few days, markets will react to the changed outlook.
未来几天，市场将顺应形势的变化而作出反应。
Iran didn't immediately react to huawei's announcement.
伊朗没有立即对华为的声明做出反应。

1 advert   

vi.注意，留意，言及；n.广告

参考例句：

• The advert featured a dolphin swimming around a goldfish bowl.该广告的內容为一条在金鱼缸里游动的海豚。
• Please advert to the contents below.I believe you won't be disappointed.敬请留意后面的内容。相信您一定不会失望的。

2 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

3 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。

4 gorilla   

n.大猩猩，暴徒，打手

参考例句：

• I was awed by the huge gorilla.那只大猩猩使我惊惧。
• A gorilla is just a speechless animal.猩猩只不过是一种不会说话的动物。

5 enraptured   

v.使狂喜( enrapture的过去式和过去分词 )

参考例句：

• He was enraptured that she had smiled at him. 她对他的微笑使他心荡神驰。 来自《简明英汉词典》
• They were enraptured to meet the great singer. 他们和大名鼎鼎的歌手见面，欣喜若狂。 来自《简明英汉词典》

6 kit   

n.用具包，成套工具；随身携带物

参考例句：

• The kit consisted of about twenty cosmetic items.整套工具包括大约20种化妆用品。
• The captain wants to inspect your kit.船长想检查你的行装。

7 flexes   

v.屈曲( flex的第三人称单数 )；弯曲；（为准备大干而）显示实力；摩拳擦掌

参考例句：

• MCC RE Flexes Its Powerful Muscle Across the Country. 中冶置业：全国彰显雄厚实力。 来自互联网
• Yeah, well, maybe you need to do a few more butt flexes. 是吗？可能你是需要做更多的臀部运动吧。 来自互联网

8 jolt   

v.（使）摇动，（使）震动，（使）颠簸

参考例句：

• We were worried that one tiny jolt could worsen her injuries.我们担心稍微颠簸一下就可能会使她的伤势恶化。
• They were working frantically in the fear that an aftershock would jolt the house again.他们拼命地干着，担心余震可能会使房子再次受到震动。

9 primate   

n.灵长类（目）动物，首席主教；adj.首要的

参考例句：

• 14 percent of primate species are highly endangered.14%的灵长类物种处于高度濒危状态。
• The woolly spider monkey is the largest primate in the Americas.绒毛蛛猴是美洲最大的灵长类动物。

10 rhythmically   

adv.有节奏地

参考例句：

• A pigeon strutted along the roof, cooing rhythmically. 一只鸽子沿着屋顶大摇大摆地走，有节奏地咕咕叫。 来自《简明英汉词典》
• Exposures of rhythmically banded protore are common in the workings. 在工作面中常见有韵律条带“原矿石”。 来自辞典例句

11 adverts   

advertisements 广告，做广告

参考例句：

• the adverts on television 电视广告
• The adverts are not very informative. 这些广告并没有包含太多有用信息。

12 awareness   

n.意识，觉悟，懂事，明智

参考例句：

• There is a general awareness that smoking is harmful.人们普遍认识到吸烟有害健康。
• Environmental awareness has increased over the years.这些年来人们的环境意识增强了。

13 simian   

adj.似猿猴的；n.类人猿，猴

参考例句：

• Ada had a wrinkled,simian face.埃达有一张布满皱纹、长得像猿猴的脸。
• Curiosity is the taproot of an intellectual life,the most valuable of our simian traits.好奇是高智生命的根源，也是我们类人猿特征中最有价值的部分。

14 economists   

n.经济学家，经济专家( economist的名词复数 )

参考例句：

• The sudden rise in share prices has confounded economists. 股价的突然上涨使经济学家大惑不解。
• Foreign bankers and economists cautiously welcomed the minister's initiative. 外国银行家和经济学家对部长的倡议反应谨慎。 来自《简明英汉词典》

15 disciples   

n.信徒( disciple的名词复数 )；门徒；耶稣的信徒；（尤指）耶稣十二门徒之一

参考例句：

• Judas was one of the twelve disciples of Jesus. 犹大是耶稣十二门徒之一。 来自《简明英汉词典》
• "The names of the first two disciples were --" “最初的两个门徒的名字是——” 来自英汉文学 - 汤姆历险

16 groom   

vt.给（马、狗等）梳毛，照料，使...整洁

参考例句：

• His father was a groom.他父亲曾是个马夫。
• George was already being groomed for the top job.为承担这份高级工作，乔治已在接受专门的培训。

17 propensity   

n.倾向；习性

参考例句：

• He has a propensity for drinking too much alcohol.他有酗酒的倾向。
• She hasn't reckoned on his propensity for violence.她不曾料到他有暴力倾向。

18 stout   

adj.强壮的，粗大的，结实的，勇猛的，矮胖的

参考例句：

• He cut a stout stick to help him walk.他砍了一根结实的枝条用来拄着走路。
• The stout old man waddled across the road.那肥胖的老人一跩一跩地穿过马路。

19 followers   

追随者( follower的名词复数 )； 用户； 契据的附面； 从动件

参考例句：

• the followers of Mahatma Gandhi 圣雄甘地的拥护者
• The reformer soon gathered a band of followers round him. 改革者很快就获得一群追随者支持他。

20 dispense   

vt.分配，分发；配(药)，发(药)；实施

参考例句：

• Let us dispense the food.咱们来分发这食物。
• The charity has been given a large sum of money to dispense as it sees fit.这个慈善机构获得一大笔钱，可自行适当分配。

21 maker   

n.制造者，制造商

参考例句：

• He is a trouble maker，You must be distant with him.他是个捣蛋鬼，你不要跟他在一起。
• A cabinet maker must be a master craftsman.家具木工必须是技艺高超的手艺人。

22 detergent   

n.洗涤剂；adj.有洗净力的

参考例句：

• He recommended a new detergent to me.他向我推荐一种新的洗涤剂。
• This detergent can remove stubborn stains.这种去污剂能去除难洗的污渍。

23 pampers   

v.纵容，宠，娇养( pamper的第三人称单数 )

参考例句：

• The biggest is Pampers nappies, which collected more than $7 billion last year. 最大的是帮宝适(Pampers)纸尿裤，去年收获超过70亿美元。 来自互联网
• She pampers her own spoiled children and brings Jane up as little better than a servant. 她对她那些被宠坏了的孩子娇生惯养，但对简则有如对待佣仆。 来自辞典例句

24 consultant   

n.顾问；会诊医师，专科医生

参考例句：

• He is a consultant on law affairs to the mayor.他是市长的一个法律顾问。
• Originally,Gar had agreed to come up as a consultant.原来，加尔只答应来充当我们的顾问。

25 spout   

v.喷出，涌出；滔滔不绝地讲；n.喷管；水柱

参考例句：

• Implication in folk wealth creativity and undertaking vigor spout.蕴藏于民间的财富创造力和创业活力喷涌而出。
• This acts as a spout to drain off water during a rainstorm.在暴风雨季，这东西被用作喷管来排水。

26 terminology   

n.术语；专有名词

参考例句：

• He particularly criticized the terminology in the document.他特别批评了文件中使用的术语。
• The article uses rather specialized musical terminology.这篇文章用了相当专业的音乐术语。

27 decode   

vt.译（码），解（码）

参考例句：

• All he had to do was decode it and pass it over.他需要做的就是将它破译然后转给他人。
• The secret documents were intercepted and decoded.机密文件遭截获并被破译。

28 implicit   

a.暗示的，含蓄的，不明晰的，绝对的

参考例句：

• A soldier must give implicit obedience to his officers. 士兵必须绝对服从他的长官。
• Her silence gave implicit consent. 她的沉默表示默许。

29 acting   

n.演戏，行为，假装；adj.代理的，临时的，演出用的

参考例句：

• Ignore her,she's just acting.别理她，她只是假装的。
• During the seventies,her acting career was in eclipse.在七十年代，她的表演生涯黯然失色。

30 conjured   

用魔术变出( conjure的过去式和过去分词 )； 祈求，恳求； 变戏法； （变魔术般地） 使…出现

参考例句：

• He conjured them with his dying breath to look after his children. 他临终时恳求他们照顾他的孩子。
• His very funny joke soon conjured my anger away. 他讲了个十分有趣的笑话，使得我的怒气顿消。

31 enjoyment   

n.乐趣；享有；享用

参考例句：

• Your company adds to the enjoyment of our visit. 有您的陪同，我们这次访问更加愉快了。
• After each joke the old man cackled his enjoyment.每逢讲完一个笑话，这老人就呵呵笑着表示他的高兴。

32 outfit   

n.（为特殊用途的）全套装备，全套服装

参考例句：

• Jenney bought a new outfit for her daughter's wedding.珍妮为参加女儿的婚礼买了一套新装。
• His father bought a ski outfit for him on his birthday.他父亲在他生日那天给他买了一套滑雪用具。

33 legitimate   

adj.合法的，合理的，合乎逻辑的；v.使合法

参考例句：

• Sickness is a legitimate reason for asking for leave.生病是请假的一个正当的理由。
• That's a perfectly legitimate fear.怀有这种恐惧完全在情理之中。

34 plumb   

adv.精确地，完全地；v.了解意义，测水深

参考例句：

• No one could plumb the mystery.没人能看破这秘密。
• It was unprofitable to plumb that sort of thing.这种事弄个水落石出没有什么好处。

35 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。

36 craves   

渴望，热望( crave的第三人称单数 )； 恳求，请求

参考例句：

• The tree craves calm but the wind will not drop. 树欲静而风不止。
• Victory would give him a passport to the riches he craves. 胜利将使他有机会获得自己梦寐以求的财富。

37 uneven   

adj.不平坦的，不规则的，不均匀的

参考例句：

• The sidewalk is very uneven—be careful where you walk.这人行道凹凸不平—走路时请小心。
• The country was noted for its uneven distribution of land resources.这个国家以土地资源分布不均匀出名。