英语 英语 日语 日语 韩语 韩语 法语 法语 德语 德语 西班牙语 西班牙语 意大利语 意大利语 阿拉伯语 阿拉伯语 葡萄牙语 葡萄牙语 越南语 越南语 俄语 俄语 芬兰语 芬兰语 泰语 泰语 泰语 丹麦语 泰语 对外汉语

经济学人86:种族广告的使用和限制

时间:2013-11-28 03:54来源:互联网 提供网友:mapleleaf   字体: [ ]
特别声明:本栏目内容均从网络收集或者网友提供,供仅参考试用,我们无法保证内容完整和正确。如果资料损害了您的权益,请与站长联系,我们将及时删除并致以歉意。
    (单词翻译:双击或拖选)

   Business Ethnic1 advertising2 One message, or many?

  商业 种族广告 要一个还是多个声音?
  The uses and limitations of ethnic ads
  种族广告的使用和限制
  IN THE television series "Mad Men", a 1960s adman makes a pitch to a television-maker3 whose sales are flat.
  电视剧《广告狂人》,描述了二十世纪六十年代的一个广告制作人向电视制作人推销其对付销售平淡的招数。
  "Among Negroes sales are actually growing," he chirps4.
  他很兴奋地提出"黑人的购买额确实在上升。"
  He proposes making "integrated" ads that appeal to both black and white consumers.
  他建议制作"一体化"广告以吸引黑人和白人消费者。
  His idea bombs. This being the era of segregation5, one of his listeners wonders if mixed-race ads are even legal.
  他的想法遭到狂轰烂炸。那时还处于种族隔离时期,其中一个在场人员甚至怀疑种族混合的广告是否合法。
  Such days are long gone. America's minorities will eventually be a majority of the population: by 2045, according to the most recent census6.
  今非昔比。根据最新的人口普查资料显示,至2045年,美国的少数族裔将最终在人数上成为主流大众。
  Advertisers have noticed.
  广告商知晓这趋势。
  Many now favour cross-cultural ads that emphasise7 what black, Hispanic and Asian-American consumers have in common.
  如今许多广告商热衷于拍跨文化的广告,强调黑人、西班牙人和亚裔美国人的消费共性。
  This approach is thought to work well with the young, who often listen to the same music, eat the same food and wear similar clothes regardless of their ethnic background.
  这一方法非常对年轻一代人的胃口,这些年轻人不管是何种族背景,他们通常听同一首歌,吃同一种食物和穿相似的衣服。
  Ogilvy & Mather, a big ad agency, formed OgilvyCulture in 2010 as a unit specialising in cross-cultural marketing8.
  广告业巨头奥美于2010年组建了奥美文化作为一个业务单元专门从事跨文化营销。
  "The ethnic ad model has not changed since the 1960s," says Jeffrey Bowman, head of OgilvyCulture.
  奥美文化的部门主管杰弗瑞?鲍曼说"种族广告模式自从二十世纪六十年代以来一成不变。
  It was the census data that made Ogilvy change its model.
  正是人口调查资料让奥美改变了其营销模式。
  In 2010 Burger King stopped employing ethnic agencies such as LatinWorks, which specialised in the Hispanic market, to address its consumers as a whole rather than taking a segmented approach.
  2010年快餐连锁品牌汉堡王炒掉了如LatinWorks那些专攻西班牙市场,具有种族色彩的广告代理商。汉堡王将顾客视为一体而不再采取细分的方式。
  Yet some admen feel ethnicity remains9 relevant.
  但是有些广告人仍感到种族与广告还是有千丝万缕的关系。
  "Every ten years we go through a rethink of targeted versus10 one voice," says McGhee Williams Osse, co-chief executive of Burrell, a Chicago-based agency specialising in the African-American market.
  专攻非洲裔市场,总部位于芝加哥的Burrell公司的联合行政长官 McGhee Williams Oss说 "每隔十年,我们会重新考虑反对传播一个声音的广告"
  She argues that ethnic origin is the key to people's identity, much more than education, income, religion, sex and sexual orientation11.
  她认为种族血缘是人的身份认同的主要因素,比教育、收入、宗教、性和性取向等更重要。
  She would say that, of course.
  她是这样说的,千真万确。
  Maurice Lévy, the boss of Publicis Groupe, the French ad giant that owns 49% of Burrell, says that ethnic advertising makes sense for advertisers that are very big (and so can afford multiple ad campaigns), or very specialised.
  法国广告业巨头阳狮集团拥有Burrell49%的股票份额。阳狮的老板马千里说,种族广告对大公司(因能付得起多个广告活动)或专业型公司还是有商业意义的。
  A maker of cream for black skin, for example, will probably not bother marketing it to Asians.
  例如,为黑人制造的面霜就没有必要进军亚洲市场了。
  Nestlé, a huge food firm, aims some ads at Hispanics, America's largest minority.
  食品巨擘雀巢公司针对美国最大的少数族裔西班牙裔制作了一些广告。
  It recruited four Hispanic mothers to blog on a new bilingual website, El Mejor Nido (The Best Nest), offering tips about parenting and healthy eating.
  它招聘了4名西班牙裔母亲在其新设双语版的 El Mejor Nido (雀巢最佳)网上写博客,提供为人父母之道和健康饮食的小贴士。
  Hispanics are younger than other Americans, have more children and spend more on food, says Juan Motta,
  负责雀巢西班牙裔广告促销的美国加利福尼亚分部主管胡安?莫塔说,
  who heads the California-based unit running Nestlé's Hispanic campaign in the United States,
  西班牙裔人比其他美国人更年轻,育有更多小孩且更舍得在食品上花钱。
  which promotes both the firm's Latin American brands, such as La Lechera and Abuelita, and the rest of its larder12.
  该分部主要负责促销公司的两个拉丁美洲品牌如La Lechera 和Abuelita和其他的食品柜。
  McDonald's has been a pioneer of ethnic advertising since the 1960s.
  自从二十世纪六十年代,麦当劳一直是种族广告的先驱者。
  Minorities represent about 40% of its customers in America.
  在美国少数民族裔占其消费者总数的40%。
  Neil Golden, the firm's American chief marketing officer, argues that other Americans often follow trends set by ethnic minorities.
  麦当劳主要负责美国市场首席营销官尼尔?戈登认为其他美国人常跟在少数族裔掀起的潮流后面。
  So he watches minorities for insights he can use in ads aimed at the general market.
  故他深入地了解少数族裔就可将其特色用于针对整个市场的广告中。
  In 2010 McDonald's learned that African-Americans liked sweeter, weaker caramel mocha, so it started offering such blends everywhere, with great success.
  2010年麦当劳得知非洲裔美国人喜欢更甜一点,咖啡味更淡一点的焦糖摩卡。
  A similar thing happened with its mango and pineapple smoothies, a big hit with Hispanics.
  故麦当劳开始到处提供这种混合物,结果一跑打响。它的芒果和凤梨冰沙也如法炮制,在西班牙裔人中大受欢迎。
  McDonald's featured the drinks in restaurants nationwide and they quickly overtook strawberry banana, the traditional favourite.
  麦当劳将此类饮品推广至遍布全国的门店,结果一夜之间便取代了传统畅销品草莓香蕉饮料。
  David Burgos, co-author of a book on marketing to the "new majority", says that in spite of the increasing importance of minority consumers, advertisers still put ethnic ads into a separate budget—which tends to be cut first when the economy goes sour.
  David Burgos和别人合写了一本针对"新生大众"营销的书。该书上说尽管少数族裔消费者的重要性日益俱增,广告商仍将种族广告单独预算——一旦经济不景气,首先便拿这块预算开刀。
  Only 7% of marketing dollars are spent on targeted ethnic campaigns, although nearly half of Americans belong to ethnic minorities.
  尽管少数族裔占了将近一半的美国人口,但只有7%的营销费用花在针对种族的广告活动上。
  He thinks ad-agency staff need to be more diverse.
  他认为广告机构应招聘各种族的工作人员以使营销更多样化。
  Getting the right ethnic perspective is tricky13.
  在广告中从不同种族角度看问题这是非常高难度的工作。
  Hispanics are a varied14 lot.
  同为西班牙人却迥然不同。
  An ad that delights Cuban-Americans may irritate migrants from Venezuela.
  能让古巴裔美国人捧腹大笑的广告可能会让委内瑞拉移民暴跳如雷。
  Asians are hardly monolithic15, either.
  亚洲人也很是众口难调。
  Even the wittiest16 Korean catchphrases will provoke only bafflement in Chinatown.
  即便是韩国的警言妙句也可能令唐人街的中国人迷惑不解。
  Saul Gitlin of Kang & Lee, an agency specialising in selling to Asian-Americans, argues that recent Chinese and Korean immigrants are best reached with communications in their mother tongue.
  专门针对亚洲裔美国人的广告公司Kang & Lee的Saul Gitlin认为和新一代的中国和韩国的移民用其母语沟通能收到最好的效果。
  They are generally ignored by advertisers, however, with the exception of financial firms.
  但是除了金融公司做到这一点外,广告商一般都置若罔闻。
  This is a mistake, he reckons: the median household income of Asian-Americans is some $10,000 higher than that of non-Hispanic whites.
  广告商的做法大错特错,他推测:亚洲裔美国人的家庭收入中值比非西班牙裔白人还高10,000美元。
  Many modern Mad Men think digital media will allow them to know their audiences better, and feed them more precisely-tailored messages.
  许多现代的广告狂人认为数字媒体能让他们更加了解受众,从而更易提供量身定制的信息来满足他们的需求。
  This can be costly17 (see Schumpeter).
  这要付出很高的代价(请看熊彼得文)。
  But many consumers seem to like it.
  但是许多消费者看来很喜欢这样。
  When Latinas disagree with something the four mommy bloggers at El Mejor Nido have written, they can go to the El Mejor Nido Facebook page, and let loose.
  如果拉丁裔美国人不喜欢在 El Mejor Nido网站上4位母亲所写的博客观点,他们可以移步至El Mejor Nido脸谱网,可在此畅所欲言。

点击收听单词发音收听单词发音  

1 ethnic jiAz3     
adj.人种的,种族的,异教徒的
参考例句:
  • This music would sound more ethnic if you played it in steel drums.如果你用钢鼓演奏,这首乐曲将更具民族特色。
  • The plan is likely only to aggravate ethnic frictions.这一方案很有可能只会加剧种族冲突。
2 advertising 1zjzi3     
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 maker DALxN     
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。
4 chirps 6a10ab5f46899527c1988cd37ebb3054     
鸟叫,虫鸣( chirp的第三人称单数 ); 啾; 啾啾
参考例句:
  • The linnet chirps her vernal song. 红雀吱喳鸣叫着她春天的歌。
  • She heard nothing but the chirps and whirrs of insects. 除了虫的鸣叫声外,她什么也没听见。
5 segregation SESys     
n.隔离,种族隔离
参考例句:
  • Many school boards found segregation a hot potato in the early 1960s.在60年代初,许多学校部门都觉得按水平分班是一个棘手的问题。
  • They were tired to death of segregation and of being kicked around.他们十分厌恶种族隔离和总是被人踢来踢去。
6 census arnz5     
n.(官方的)人口调查,人口普查
参考例句:
  • A census of population is taken every ten years.人口普查每10年进行一次。
  • The census is taken one time every four years in our country.我国每四年一次人口普查。
7 emphasise emphasise     
vt.加强...的语气,强调,着重
参考例句:
  • What special feature do you think I should emphasise? 你认为我该强调什么呢?
  • The exercises heavily emphasise the required readings.练习非常强调必须的阅读。
8 marketing Boez7e     
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。
9 remains 1kMzTy     
n.剩余物,残留物;遗体,遗迹
参考例句:
  • He ate the remains of food hungrily.他狼吞虎咽地吃剩余的食物。
  • The remains of the meal were fed to the dog.残羹剩饭喂狗了。
10 versus wi7wU     
prep.以…为对手,对;与…相比之下
参考例句:
  • The big match tonight is England versus Spain.今晚的大赛是英格兰对西班牙。
  • The most exciting game was Harvard versus Yale.最富紧张刺激的球赛是哈佛队对耶鲁队。
11 orientation IJ4xo     
n.方向,目标;熟悉,适应,情况介绍
参考例句:
  • Children need some orientation when they go to school.小孩子上学时需要适应。
  • The traveller found his orientation with the aid of a good map.旅行者借助一幅好地图得知自己的方向。
12 larder m9tzb     
n.食物贮藏室,食品橱
参考例句:
  • Please put the food into the larder.请将您地食物放进食物柜内。
  • They promised never to raid the larder again.他们答应不再随便开食橱拿东西吃了。
13 tricky 9fCzyd     
adj.狡猾的,奸诈的;(工作等)棘手的,微妙的
参考例句:
  • I'm in a rather tricky position.Can you help me out?我的处境很棘手,你能帮我吗?
  • He avoided this tricky question and talked in generalities.他回避了这个非常微妙的问题,只做了个笼统的表述。
14 varied giIw9     
adj.多样的,多变化的
参考例句:
  • The forms of art are many and varied.艺术的形式是多种多样的。
  • The hotel has a varied programme of nightly entertainment.宾馆有各种晚间娱乐活动。
15 monolithic 8wKyI     
adj.似独块巨石的;整体的
参考例句:
  • Don't think this gang is monolithic.不要以为这帮人是铁板一块。
  • Mathematics is not a single monolithic structure of absolute truth.数学并不是绝对真理的单一整体结构。
16 wittiest 1b7f8b834ccff2ca4acbf37f3b2b2824     
机智的,言辞巧妙的,情趣横生的( witty的最高级 )
参考例句:
  • One of the wittiest exemplars of the technique was M. C. Escher. 最为巧妙地运用那种技巧的一个典型人物就是M.C.埃舍尔。 来自柯林斯例句
17 costly 7zXxh     
adj.昂贵的,价值高的,豪华的
参考例句:
  • It must be very costly to keep up a house like this.维修这么一幢房子一定很昂贵。
  • This dictionary is very useful,only it is a bit costly.这本词典很有用,左不过贵了些。
本文本内容来源于互联网抓取和网友提交,仅供参考,部分栏目没有内容,如果您有更合适的内容,欢迎点击提交分享给大家。
------分隔线----------------------------
TAG标签:   经济学人
顶一下
(0)
0%
踩一下
(0)
0%
最新评论 查看所有评论
发表评论 查看所有评论
请自觉遵守互联网相关的政策法规,严禁发布色情、暴力、反动的言论。
评价:
表情:
验证码:
听力搜索
推荐频道
论坛新贴