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SSS 2010-07-30

时间:2010-08-05 08:04来源:互联网 提供网友:konicaqq   字体: [ ]
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    (单词翻译:双击或拖选)

This is Scientific American’s 60-Second Science, I’m Karen Hopkin. This will just take a minute.

Some people pay big bucks1 for a designer handbag or a luxury car—and the distinctive2 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 Marketing3.

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 premium4 for items whose branding is more discreet5. These patricians6 don’t need gaudy7 symbols to advertise their wealth.

Status seekers, on the other hand, are drawn8 to more obvious logos. These designer items let the less affluent9 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.

Thanks for the minute for Scientific American’s 60-Second Science, I’m Karen Hopkin


点击收听单词发音收听单词发音  

1 bucks a391832ce78ebbcfc3ed483cc6d17634     
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》
2 distinctive Es5xr     
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。
3 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。
4 premium EPSxX     
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。
5 discreet xZezn     
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。
6 patricians 9091d4854b3eca4de61b3690020698f3     
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
7 gaudy QfmzN     
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。
8 drawn MuXzIi     
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。
9 affluent 9xVze     
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。
10 irony P4WyZ     
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 1oEz8     
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。
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