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【双语阅读】广告的吸引力

时间:2014-07-07 14:32 作者:泛扬英语 点击: 133 次

 

       The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people’s desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumer’s money.
       广告的吸引力对于购买动机的影响可以使积极的,也可以是消极的。消费者可能被某则广告说服而买下劣质或高价商品。例如,人们希望自己的汽车可以省油,一些广告商便迎合人们的愿望,打出同样的油可以多跑几公里的广告。部分这样的产品确有其效,而其他一些毫无价值,只是浪费消费者的金钱。
       Sometimes advertising is intentionally misleading. A few years ago, a brand of bread was offered to dieters with the massage that there were fewer calories in every slice. It turned out that the bread was not dietetic, but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.
       有时广告故意误导消费者。几年前,某种品牌的面包被推荐给节食人群,据称每片面包的卡路里含量更少。结果,这种面包并不适合于节食,只是普通面包而已。含量更少是因为每片面包切得很薄,而整条面包所含的热量没有区别。
       On the positive side, emotional appeals may respond to a consumer’s real concerns. Consider fire insurance. Fire insurance may be sold by appealing to the fear of less. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the massage in the ads, they will benefit from the advertising.
       从积极的方面讲,广告的情绪化渲染反映了消费者真正关注的问题。火灾保险的销售就是通过广告对担心失去财产的忧患意识进行渲染。但是这种忧患意识恰恰事故人们购买火灾保险的原因。对大多数人来说,了解到财产因保险而得到保障所带来的安全感,使投保成为有价值的投资。只要消费者在阅读广告信息的同时,又留心广告业务本身的质量,他们就能冲广告中获益。
       Each consumer must evaluate her or own situation. Are the benefits of the product important enough to justify buying it? Advertising is intended to appeal to consumers, but it does not force them to buy the product. Consumer still control the final buying decision.
       每个消费者必须衡量自身情况。某商品可能带来的利益是否足以证明它是值得购买?广告意在吸引消费者,但并不能强迫他们购买某种商品。消费者始终掌握着买与不买的决定权。
 

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