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美女广告向大众商品进军

时间:2007-03-02 16:00来源:互联网 提供网友:淡泊人生   字体: [ ]
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Hostess: Advertisers have used beauty to sell fashion and glamour1 products to women for decades and now it's being used to hawk2 other products too,everything from beer ,the breakfast food to cars,like this one,from General Motors.

Chev(rolet) Cobalt has more standard horsepower than the TOYOTA Corolla or HONDA Civic3 and the 5-year, 60 thousand-mile power- train warranty4. COBALT--An American REVOLUTION.

Hostess: Barbara Lippert is a critic for Adweek Magazine. Hi again, Barbara.

Barbara Lippert:Hi,Hannah.

Hostess: What's the point of head-head, if it makes you feel younger to drive a car like that?

Barbara Lippert: Well~It's not very generous to the woman who needs a face left-drive. (Really?) Actually it's appealing to the younger girls ,so maybe she's hostile feelings about her mother. No~It's only a visual metaphor5 about the speed(It's not that obvious) yeah and there's another one, a boy who gets his ears pinned back so it's certainly not politically correct in any way, it's just telling you about strict horse power...and they have never sold horsepower to women before so that's new~

Hostess: So,what's the advertiser trying to do?

Barbara Lippert: Tell you that with this speed you know~you'll convert your mother.

Hostess: OK~Barbara~OK~I~I~don't know if that's a motivation to buy or not. What we are seeing here is this trend of using beauty and sth that might, you know appeal to someone like a beauty product,where it's one thing in the print ad,right? It's actually about something completely different and this is nothing new using beauty to sell products,correct?

Barbara Lippert: But there is a new twist , a sort of post-modern twist like the McDonald's ad that you showed before, you know, that's a really good looking ad(Let's show that McDonald's ad here. Now,this looks like a mascara ad, OK?)that that that's a good looking eyeball, I would say(right) and it's much better looking than that pancake so it's couldn't get your attention than the eye gets your attention. I don't know whether it's kidding by saying you are gonna have long lustrous6 lashes7 or they're telling you because you can buy your breakfast, ...,you know in the car and go like this with your lashes, you know....

Hostess: Why,What it says is one another 20 minutes of meet time in the morning,when you do what I do?

Barbara Lippert: Right. Right, you know instead of this, while you are driving,but they know that women are time crunched8,and that's a big trigger for women,you know,the multitasking in the time crunched. And so and I'm hoping that there is sort of saying it in a kidding way,because we know in the 50s ,advertisers gave everybody anxiety,you know,is your house clean enough? is your ,are your teeth bright enough? you know,is your floor waxy9 enough? and they aren't doing that any more,people don't believe that promise, miracle ,solution any more ,and so they are sort of kidding about that kind of familiar ad.

Hostess: Let's take a look at another ad,and I think it's pretty clever for Citi Group,(I quite agree.)because it actually makes sense here. Sort of discribe what Citi Group is trying to do ,they say "You really can prevent worry lines,Get a better retirement10 plan".

Barbara Lippert: Get a better retirement plan. And I think that's excellent,because it's sort of making fun of the fact that you can't prevent worry lines and it's also speaking to women saying this is what's important,you know,you might be spending your money on your lipsticks,but this is what's important,not everyone has the husband and can build a dream house the way we are used to seeing those retirement commercials,you'd better start thinking about you ,yourself.

Hostess: There's another Citi Group ad that's pretty clever too,at first glance it looks like a shampoo ad, but it says"Forget about split ends.Let's talk about dividends11".

Barbara Lippert: And ,but you know,banking is a very dull subject,and they never speak to women directly like this. So it's just saying that this is about you, it's not about ,you know ,buliding for your family,it's not about ,you know , dreaming about what can be, this is reality. You've got to sit down and think about this, and it's more important than split ends.

Hostess: So are these ads actually getting womens' attention? More so that they like the standard ad?

Barbara Lippert: I think they are getting ,you know,certain things are triggers ,they look familiar and you wanna read it, but they are not breaking any new ground ,that's for sure.We need a new way of talking about women. And the interesting thing is that the only new image that I can think of is Gena Davis,as the president.

Hostess: em,right

Barbara Lippert: You know ,and, but Donald Caren had a female president ten years ago,(Right.)but she's wearing a boostie A and she was a model,so that was the problem there,but slowly advertisers will get there ,because it's all new.

Hostess: I know ,but sex still sells,doesn't it?Sex and beauty. (absolutely. It's all vanity.)Let's take a look at this ad for TideOPM ,like you said vanity,I mean another ad that looks like this would be for a facial moisturizer. Right?

Barbara Lippert: Right,right,and it looks she's really having a great time with that facial moisturizer, but...

Hostess: Let's says,sleep for a natural glow that won't smudge or smear12 during the day ,hello,you know, that's for Tide OPM.

Barbara Lippert: This is one that I like less ,because you know,it's talking about flawless skin and beauty,you have a lot more problems,if you are not getting a good night sleep ,you know,you have a lot more problems with your health and not just your skin,so I think...

Hostess: Does this just explain that sort of pop cultures,obessesion with outlooks and it has nothing to do with women in the elector,(Exactlly. So) or ability to choose products in an intelligent way,like someone is like figuring you out untill you're reading about their product.

Barbara Lippert: It's not flattering your intellegence,you know.

Hostess: It's not .Does that bother you?

Barbara Lippert: Yeah,I, some of them are better than others as with the Citi Bank thing ,but I do think that advertisers wanna use the familar,because they only have a tiny bit amount of time to get your attention,and so they think they will with this, if they showed you an asprin pill ,or if they showed you an ugly-looking flap jack,you know, you really wouldn't look.

Hostess: All right,Barbara Lippert from ADWEEK ,thanks ,as always.


点击收听单词发音收听单词发音  

1 glamour Keizv     
n.魔力,魅力;vt.迷住
参考例句:
  • Foreign travel has lost its glamour for her.到国外旅行对她已失去吸引力了。
  • The moonlight cast a glamour over the scene.月光给景色增添了魅力。
2 hawk NeKxY     
n.鹰,骗子;鹰派成员
参考例句:
  • The hawk swooped down on the rabbit and killed it.鹰猛地朝兔子扑下来,并把它杀死。
  • The hawk snatched the chicken and flew away.老鹰叼了小鸡就飞走了。
3 civic Fqczn     
adj.城市的,都市的,市民的,公民的
参考例句:
  • I feel it is my civic duty to vote.我认为投票选举是我作为公民的义务。
  • The civic leaders helped to forward the project.市政府领导者协助促进工程的进展。
4 warranty 3gwww     
n.担保书,证书,保单
参考例句:
  • This warranty is good for one year after the date of the purchase of the product.本保证书自购置此产品之日起有效期为一年。
  • As your guarantor,we have signed a warranty to the bank.作为你们的担保人,我们已经向银行开出了担保书。
5 metaphor o78zD     
n.隐喻,暗喻
参考例句:
  • Using metaphor,we say that computers have senses and a memory.打个比方,我们可以说计算机有感觉和记忆力。
  • In poetry the rose is often a metaphor for love.玫瑰在诗中通常作为爱的象征。
6 lustrous JAbxg     
adj.有光泽的;光辉的
参考例句:
  • Mary has a head of thick,lustrous,wavy brown hair.玛丽有一头浓密、富有光泽的褐色鬈发。
  • This mask definitely makes the skin fair and lustrous.这款面膜可以异常有用的使肌肤变亮和有光泽。
7 lashes e2e13f8d3a7c0021226bb2f94d6a15ec     
n.鞭挞( lash的名词复数 );鞭子;突然猛烈的一击;急速挥动v.鞭打( lash的第三人称单数 );煽动;紧系;怒斥
参考例句:
  • Mother always lashes out food for the children's party. 孩子们聚会时,母亲总是给他们许多吃的。 来自《简明英汉词典》
  • Never walk behind a horse in case it lashes out. 绝对不要跟在马后面,以防它突然猛踢。 来自《简明英汉词典》
8 crunched adc2876f632a087c0c8d7d68ab7543dc     
v.嘎吱嘎吱地咬嚼( crunch的过去式和过去分词 );嘎吱作响;(快速大量地)处理信息;数字捣弄
参考例句:
  • Our feet crunched on the frozen snow. 我们的脚嘎吱嘎吱地踩在冻雪上。 来自《简明英汉词典》
  • He closed his jaws on the bones and crunched. 他咬紧骨头,使劲地嚼。 来自英汉文学 - 热爱生命
9 waxy pgZwk     
adj.苍白的;光滑的
参考例句:
  • Choose small waxy potatoes for the salad.选些个头小、表皮光滑的土豆做色拉。
  • The waxy oil keeps ears from getting too dry.这些蜡状耳油可以保持耳朵不会太干燥。
10 retirement TWoxH     
n.退休,退职
参考例句:
  • She wanted to enjoy her retirement without being beset by financial worries.她想享受退休生活而不必为金钱担忧。
  • I have to put everything away for my retirement.我必须把一切都积蓄起来以便退休后用。
11 dividends 8d58231a4112c505163466a7fcf9d097     
红利( dividend的名词复数 ); 股息; 被除数; (足球彩票的)彩金
参考例句:
  • Nothing pays richer dividends than magnanimity. 没有什么比宽宏大量更能得到厚报。
  • Their decision five years ago to computerise the company is now paying dividends. 五年前他们作出的使公司电脑化的决定现在正产生出效益。
12 smear 6EmyX     
v.涂抹;诽谤,玷污;n.污点;诽谤,污蔑
参考例句:
  • He has been spreading false stories in an attempt to smear us.他一直在散布谎言企图诽谤我们。
  • There's a smear on your shirt.你衬衫上有个污点。
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TAG标签:   访谈录  美女  广告  商品  进军
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