Unit 10 The Secrets of Advertising Chapter 2

Unit 10 The Secrets of Advertising Chapter 2 How Advertising Uses Psychology 東華書局 Thomson ELT

How Advertising Uses Psychology 1 If you live in Tokyo or Toronto, you need a warm coat in the winter. But you want a coat that is short, or black, or has a designer brand. The aim of advertising is to change our ideas about things we want and need.

How Advertising Uses Psychology 2 -1 Many ads use people's emotions-like fear or love-to persuade us that we need the product. Think of a TV commercial that shows a woman out driving in a car on a rainy day, with her two small children. Suddenly, another car turns in front of her. The mother quickly hits the brakes, and her car comes to a stop.

How Advertising Uses Psychology 2 -2 The children are still smiling and laughing. The message is: This car will keep you safe. Advertisements like this one use fear to sell products. Other examples are slogans that tell you to "take vitamins to prevent heart disease, " or "buy insuranceprotect your family. "

How Advertising Uses Psychology 3 Commercials for soft drinks often show people having a party, playing sports, or enjoying a day at the beach. Everyone in the ad is having a good time. The message is: If you buy this drink, you will have a good time too. Many ads like this are based on people's desire for fun and enjoyment.

How Advertising Uses Psychology 4 -1 Advertising for designer products uses people's vanity to sell the product. The ads try to create a personality for each brand. For example, one brand of watches is for people who like adventure, with ads featuring an auto racer or a pilot wearing them.

How Advertising Uses Psychology 4 -2 Another brand of watches is for elegant and fashionable people, and the ads show wealthy travelers on a cruise ship.

How Advertising Uses Psychology 4 -2 The watches look almost the same-only their images are different. When you buy that brand of watch, you are buying the image. This is the reason that people spend much more money for a product with a famous designer brand.

How Advertising Uses Psychology 5 -1 After an ad is prepared, advertisers use psychology to make it more effective. Psychologists have found that people have positive feelings about things they see more often, so the same ad is used for a long time before it is replaced with a new ad.

How Advertising Uses Psychology 5 -2 Other studies found that people react better to an ad when it is fresh in their memory, so TV ads are repeated very often.

How Advertising Uses Psychology 6 Knowing about psychology in advertising lets us make better decisions about so the things we buy. It helps us understand the difference between the things we wantand the things we really need.

Vocabulary Back aim 瞄準; 瞄準的方向; 目標, 目的 purpose, target It is now our aim to set up a factory. 我們現在的目的是創辦一座 廠。

Vocabulary Back desire 渴望; 要求 a wish, a want She desired to marry a rich man. 她很想嫁個富翁。

Vocabulary Back elegant 雅緻的, 優美的, 漂亮的 stylish in appearance, graceful, refined Her writing was elegant. 她的文章優美。

Vocabulary Back image (心目中的)形象; 印象 one's appearance to others, reputation How can we improve our image? 我們要如何來改進我們的形象呢?

Vocabulary Back product 產品 anything produced with materials and labor, goods and services They came here in search of new markets for their products. 他們來此為他們的產品尋找新市場。

Vocabulary Back react 反應; 影響 to act in a different way because of someone or something How did she react to the news? 她對這個消息反應如何?

Vocabulary Back slogan 口號, 標語 a saying or phrase that expresses a group's or a company's main message "Safety first" is our slogan. "安全第一"是我們的口號。

Vocabulary Back vanity 自負; 虛榮(心) conceit, too much concern with one's looks or importance He did that to gratify his girlfriend's vanity. 他做那事是要滿足他女友的虛榮心。

Vocabulary Back Tokyo 東京(日本首都)

Vocabulary Back Toronto 多倫多港市(加拿大安大略省首府)

Vocabulary Back brand 商標; 牌子 a type of product made by a particular company This brand of tea is my favorite. 這種茶我最愛喝。

Vocabulary Back emotion 感情, 情感 a strong feeling such as love, fear or anger; the part of a person’s character that consists of feelings Love, hatred, and grief are emotions. 愛, 恨和悲都是情感。

Vocabulary Back persuade 說服, 勸服 to make sb do sth by giving them good reasons for doing it She persuaded me into buying it. 她說服我買下了它。

Vocabulary Back brake 煞車 a device for slowing or stopping a vehicle The car accident was attributed to faulty brakes. 這一汽車事故起因於煞車不靈。

Vocabulary Back vitamin 維他命, 維生 a natural substance found in food that is an essential part of what humans and animals eat to help them grow and stay healthy. This type of bread has added vitamins. 這類麵包中添加了維他命。

Vocabulary Back prevent 阻止; 制止; 妨礙; 防止 stop sb from doing sth; to stop sth from happening Who prevents their plans from being carried out? 誰阻止他們的計劃, 不讓實施?

Vocabulary Back insurance 保險; 保險契約 an arrangement with a company in which you pay them regular amounts of money and they agree to pay the costs, for example, if you die or are ill/sick, or if you lose or damage sth I found a job selling insurance. 我找到一份推銷保險的 作。

Vocabulary Back adventure 冒險, 冒險精神 an unusual, exciting or dangerous experience, journey or series of events He is a man full of adventure. 他是一個充滿冒險精神的人。

Vocabulary Back auto 汽車 a car

Vocabulary Back racer 賽跑者; 比賽用的汽車 1. a person or an animal that competes in races 2. a car, boat, etc. designed for racing

Vocabulary Back pilot (飛機等的)駕駛員, 飛行員 a person who operates the controls of an aircraft, especially as a job The flying school graduates a hundred pilots a year. 這個飛行學校一年畢業一百名飛行員。

Vocabulary Back wealthy 富的; 富裕的; 豐富的 having a lot of money, possessions, etc He was the eldest son of a wealthy family. 他是個有錢人家的長子。

Vocabulary Back cruise 巡航; 航遊; 巡邏 a journey by sea, visiting different places, especially as a holiday/vacation The liner is making a round-the-world cruise. 客輪正在做環球航行。

Vocabulary Back ship 船, 艦 a large boat that carries people or goods by sea They crossed the Pacific by ship. 他們乘船橫渡太平洋。

Vocabulary Back psychology 心理, 心理特點 the kind of mind that sb has that makes them think or behave in a particular way I knew her psychology. 我了解她的心理。

Vocabulary Back effective 有效的; 給人深刻印象的, 有力的 producing the result that is wanted or intended; producing a successful result Window screens are effective in keeping out mosquitoes. 紗窗能有效地擋住蚊子。