托福口语练习 说服力策略

Using the examples from the talk, explain how persuasive¹ strategies are used in advertising².

请用谈话中的例子，解释广告中是如何运用说服力策略的。

Now listen to part of a lecture in a Psychology³ class. The professor is discussing advertising strategies.

现在请听心理学课上的部分讲课内容。教授正在谈论广告策略。

In advertising various strategies are used to persuade people to buy products.

在广告中，是会运用各种各样的策略来说服人们购买商品。

In order to sell more products, advertisers will often try to make us believe that

为了销售更多的商品，广告商们经常会用尽浑身解数来让我们相信

a product will meet our needs or desires perfectly⁴, even if it's not true.

这件商品会很恰当地复合我们的需求，满足我们的欲望，即便这不是真的。

The strategies that they use can be subtle, friendly forms of persuasion⁵ that are sometimes hard to recognize.

他们使用的策略一般是采取很微妙、友好的劝说形式。这些策略有时候很难被察觉。

In a lot of ads, repetition is a key strategy.

在很多广告中，重复是一项很关键的策略。

Research shows that repeated exposure to a message, even something meaningless or untrue,

调查显示：一条信息，即便它没有什么意义或者是不真实的，

is enough to make people accept it or see it in a positive light.

只要重复地曝光，就会让人们接受这条信息，或者积极地看待它。

You've all seen the car commercials on TV like, uh, the one that refers to its roomy cars over and over again.

你们已经在电视上看到了汽车广告，呃，就是那个不断重复提到宽敞大车的广告。

You know which one I mean.

大家知道我指得是哪个广告。

This guy is driving around and keeps stopping to pick up different people.

那位男士开着车，总是停下来，接不同的人上车。

He picks up three or four people. And each time, the narrator says,

他大概接了3个还是4个人。每一次，旁读者就会说，

"Plenty of room for friends, plenty of room for family, plenty of room for everybody."

"大空间留给朋友，大空间留给家人，大空间留给每一个人。"

The same message is repeated several times in the course of the commercial.

在这条广告中，一模一样的信息重复了很多次。

Now the car, the car actually looks kind of small, it's not a big car at all, but you get the sense that it's pretty spacious⁶.

现在，这种汽车，呃，这种汽车实际上看起来很小，它根本就不是大车。但是你就是有一种它空间很大的感觉。

You'd think the viewer would reach the logical conclusion that the slogan miss-represents the product,

你可能会以为观看者会得出一个符合逻辑的结论，那就是宣传口号没有体现商品的特点。

instead, what usually happens is that when the statement "plenty of room" is repeated often enough,

但相反，更常见的情况是：因为"大空间"的陈述已经重复很多次了，

people are actually convinced it's true.

所以人们实际上会认为这是真的。

Um, another strategy they use is to get a celebrity⁷ to advertise a product.

呃，他们使用的另外一条策略就是请名人去打广告。

It turns out that we're more likely to accept an advertisement claim made by somebody famous, a person we admire and find appealing.

结果表明：我们倾向于接受名人，或者是我们仰慕的人，吸引我们的人所做的广告。

We tend to think they're trustworthy.

我们倾向于认为他们是值得信赖的。

So, uh, you might have a car commercial that features a well-known race car driver.

所以，呃，你可能会看到某位非常著名的赛车手出现在汽车广告中。

Now, it may not be a very fast car, uh, it could even be an inexpensive vehicle with a low performance rating.

现在，这辆车可能并不快，呃，它可能价钱也不贵，性能也就一般般。

But if a popular race car driver is shown driving it and saying, "I like my cars fast!"

但是如果某著名赛车手开着它说："我喜欢我的快车！"

Then people would believe the car is impressive for its speed.

然后人们就会相信这种车很快，并对它的速度留下深刻的印象。

1 persuasive   

adj.有说服力的，能说得使人相信的

参考例句：

• His arguments in favour of a new school are very persuasive.他赞成办一座新学校的理由很有说服力。
• The evidence was not really persuasive enough.证据并不是太有说服力。

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 psychology   

n.心理，心理学，心理状态

参考例句：

• She has a background in child psychology.她受过儿童心理学的教育。
• He studied philosophy and psychology at Cambridge.他在剑桥大学学习哲学和心理学。

4 perfectly   

adv.完美地，无可非议地，彻底地

参考例句：

• The witnesses were each perfectly certain of what they said.证人们个个对自己所说的话十分肯定。
• Everything that we're doing is all perfectly above board.我们做的每件事情都是光明正大的。

5 persuasion   

n.劝说；说服；持有某种信仰的宗派

参考例句：

• He decided to leave only after much persuasion.经过多方劝说，他才决定离开。
• After a lot of persuasion,she agreed to go.经过多次劝说后，她同意去了。

6 spacious   

adj.广阔的，宽敞的

参考例句：

• Our yard is spacious enough for a swimming pool.我们的院子很宽敞，足够建一座游泳池。
• The room is bright and spacious.这房间很豁亮。

7 celebrity   

n.名人，名流；著名，名声，名望

参考例句：

• Tom found himself something of a celebrity. 汤姆意识到自己已小有名气了。
• He haunted famous men, hoping to get celebrity for himself. 他常和名人在一起, 希望借此使自己获得名气。