偶看新闻网上买东西怎么选快递:谁操我们的控购买欲
来源：百度文库 编辑：偶看新闻 时间：2024/04/29 02:00:42
营销人员如何控制我的的购买欲。
By Margarita Tartakovsky, M.S.-副主编Margarita Tartakovsky, M.S.
How Marketers Manipulate Us to Buy, Buy, BuyAdvertising has a history of employing various tools and tricks to boost sales. Nowadays, thanks to sophisticated technology, “…businesses, marketers, advertisers, and retailers have gotten far craftier, savvier, and more sinister,” writes marketer and consumer advocate Martin Lindstrom in his book Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy.
营销人员如何控制我们，让我们购买，再购买。购物广告运用各种工具和技巧来提高销售已经有着悠久的历史。如今,多亏已经成熟的技术“…商业,营销人员、广告客户和零售商变得不仅更巧妙、机智还更险恶“消费者利益维护者兼营销作家 Martin Lindstrom在他的书中Brandwashed写道。阴险的公司通过操控我们的思想，来劝说我们购买。
In it, Lindstrom reveals the many ploys companies use to seduce, soothe, tempt and scare us into buying their products. Here are a few tidbits from the book to help you become a smarter, sharper consumer.在书中,Lindstrom揭示了许多耍手段的公司用来引诱、抚慰、诱惑和恐吓我们来买他们的产品。这书中有一些花絮帮助你成为一个更聪明,更清晰的消费者。
1. They mix amusement with ads.1.他们把娱乐和广告混在一起。
Some food companies disguise their ads as entertainment, which of course is especially appealing to kids. According to a 2009 report from the Rudd Center for Food Policy and Obesity at Yale University, the biggest cereal companies, General Mills, Kellogg’s and Post used games to peddle their least nutritious cereals.
一些食品公司用娱乐节目来掩饰他们的广告，当然这主要引起儿童的兴趣。根据2009年耶鲁大学陆克文粮食政策和肥胖中心的报告，最大的谷类食品公司,通用磨坊,家乐氏公司使用娱乐游戏来叫卖他们最新的营养谷物。
For instance, Lucky Charms has a game on their website that lets kids track Lucky the Leprechaun’s various adventures, and Honey Nut Cheerios lets kids create a comic strip with the mascot BuzzBee.例如,护身符是一个网络游戏,让孩子们在网站上追踪妖精的各种冒险行为,蜂蜜坚果麦片公司让孩子们用吉祥物BuzzBee创建一个连环漫画。
Lindstrom says that using games as ads greatly benefits companies in important ways: “They allow marketers to circumvent the regulations on advertising junk food on television”; “they spread virally…[kids] unwittingly become guerrilla brand ambassadors; and “these games are inherently addictive in nature.”Lindstrom说,使用游戏广告让公司大大受益在于以下的重要方面:“他们让商家规避规定，而在电视上播放广垃圾食品广告”;“他们病毒般地传播…[孩子们]在不知不觉中成为游击品牌大使;这些游戏本身固有上瘾的天性。”
2. To target kids, they hire other kids.
2.为了瞄准孩子，他们雇佣其他孩子。
Speaking of guerrilla brand ambassadors, some companies hire the Girls Intelligence Agency to spread the word about their products. Apparently, this group gathers 40,000 girls from across the US to serve as marketers. (Sounds a bit like Mary Kay for kids.)游击队品牌大使说,一些公司雇用女孩情报机构来传播他们的产品。很明显，这个团队召集了来自全美的4万名女孩作为营销人员。（听起来有点像玫琳凯好是为了孩子）
“The agency gives these girls exclusive offers for products, events, and free online fashion consultations and then sends them into the world to talk up the products to their friends and classmates.” Plus, they host sleepovers called “Slumber Parties in a Box” where girls are given free stuff, and of course, there’s more talk of products.该机构为这些女孩提供独家产品、项目、以及免费的在线时尚咨询,然后把她们放到现实世界中去向她们的朋友同学宣扬它们的产品。此外,她们在别人家过夜，这被称为“在盒中睡觉"，在这里女孩们会得到免费的东西,当然,还有更多关于产品的交谈。
3. They target babies in the womb.3.他们把目标瞄准孕育中的婴儿。
There’s some research to suggest that newborns develop preferences for specific stimuli when they’re in the womb. For instance, a study from Queen’s University found that babies are partial to theme songs that their pregnant mothers frequently listened to. Among other reactions, when hearing the theme song, the babies seemed more alert, stopped squirming and exhibited a decreased heart rate. When listening to new tunes, the babies didn’t show any reactions.有一些研究表明新生儿在子宫里成长时偏好特定刺激.例如,一项来自王后大学的研究发现,孕妇妈妈经常听婴儿偏向的部分主题歌曲。在其他反应中，当听到主题歌，婴孩似乎更加机敏，停止扭动和表现出心跳变缓。
An Asian mall chain wanted to increase sales among pregnant women and started performing various stealthy strategies to prime these consumers to buy. They sprayed Johnson & Johnson baby powder in stores that sold clothes; they sprayed a cherry scent in spots that sold food. And in order to stir up positive emotions and memories, they played calming music dating back to when the women were born.一个亚洲购物中心要在孕妇中增加销售链和开始进行各种隐秘的策略,这些消费者购买黄金。他们在服装商店喷洒了约翰逊& 约翰逊婴儿吸湿粉; 他们在摊食点上喷洒了一种樱桃气味。为了唤起积极的情感和记忆，他们演奏了追溯到她们出生时期的轻音乐。
Sales did increase, but something even more fascinating happened: A year after the experiment, mothers sent a litany of letters to the mall telling them that their newborns were soothed when entering the shopping mall. Writes Lindstrom: “If they were fussing and crying, they simmered down at once, an effect that 60 percent of these women claimed they’d experienced nowhere else, not even places where they were exposed to equally pleasant smells and sounds.”销售增加了，但是某些令人着迷的事发生了：在实验一年以后，母亲写了连祷信给购物中心，告诉它们，当他们的新生儿当进入商城时就被安慰了。Lindstrom写道：“如果他们是烦扰和哭泣时，他们立即冷静了下来了，就是这种效应,即60%的女性声称他们没有经历过这样方,即使他们遭受到的地方同样愉快的气味和声音。
4. They capitalize on panic and paranoia.他们利用恐慌和偏执狂。
According to Lindstrom, a large-scale contagion provides “a golden opportunity” for companies to perk up profits. One prime example is antibacterial hand gel, a product that’s everywhere these days. (Lindstrom says that in just five years, antibacterial soap sales in America should surpass $402 million in profits!)
Lindstrom说：”一个大型的传染病提供了“一个千载难逢的机遇”为公司活提升了巨大的利润。
一个典型的例子那些天到处都是这种产品--抗菌手凝胶。(Lindstrom说,仅在五年内,在美国抗菌肥皂销售利润应该超过4.02亿美元!)Companies have capitalized on health scares like the swine flu and SARS by connecting their sanitizer products to these outbreaks. Take Lysol as an example. During the swine flu scare, they said on their website that while we don’t know how the virus spreads, “following proper hygiene routines can help prevent the spread of illness.” So they insinuated that using antibacterial soap will prevent people from getting these specific illnesses. (As you’ll see in a few, they’re not the only ones, of course.)公司利用了像猪流感和SARS的健康恐慌的爆发来操控连接他们的清洁药剂产品。在猪流感恐慌期间，他们在他们的网站上说，尽管我们不知道病毒怎么传播， “但沿用平常的卫生惯例会帮助防止病症传播。“因此他们影射了那使用抗菌肥皂将防止人得此病症。(当然,即便你将看见一小部分,它们也并非唯一的。)
But here’s the kicker: While hand sanitizer sales have amplified, these products actually do nothing to defend against these contagions. “Both viruses are spread via tiny droplets in the air that are sneezed or coughed by people who are already infected (or, though this is far less common, by making contact with an infected surface, then rubbing your eyes or your nose),” Lindstrom writes.但意外的是：当清洁手药剂销售增加时，这些产品实际对防止传染一点作用都没有。两种病毒都由已经被被传播开来，这是由于传染病人打喷嚏或咳嗽所产生的微小液滴所引起的。(或者，虽然通过接触传染的表面不常见，那擦你的眼睛或你的鼻子呢)--Lindstrom写道。
Companies also updated their products or launched new ones to target the panic over these viruses. Kleenex came out with “antiviral tissues,” which are “virucidal against Rhinoviruses Type 1A and 2; Influenza A and B; and Respiratiory Syncytial Virus” or whatever that means.公司也推出它们的新产品或新的点子，以战胜由这些病毒引起的惊慌失措。 Kleenex 提出了“抗病毒组织”，这是针对鼻病毒1A型和2型、流行性感冒A和B; Respiratiory Syncytial 病毒”或这样的意思。
Websites like Amazon.com started manufacturing swine flu protection kits, which included hand sanitizer, bacterial wipes and surgical masks. These items give us the fantasy of safety and wellbeing, and little else.
像亚马逊网站一样，开始制造猪流感装备，包括的清洁手药剂、细菌抹和手术口罩。这些东西给我们除了健康和安全的幻想几乎毫无用处。
Even Kellogg’s decided to feed into the swine flu myth and hysteria. After the first cases of the virus were reported, Kellogg’s launched newer versions of Rice Krispies and Cocoa Krispies, which they claimed contained “antioxidants and nutrients that help the body’s immune system.” Because of increasing criticism, the company removed the words “helps support your child’s immunity.”
甚至家乐氏公司都决定将猪流感编进神话和歇斯底里。当第一例关于流感病例被报道时，家乐氏公司就推出来新的Krispies 大米和Krispies可可，并声称它们含有利于身体免疫系统的抗氧化剂和营养。“因为越来越多的批评,公司去掉了“帮助支持孩子的免疫力”词眼。