강의 듣기



Question:

Using points and examples from the talk, explain advertising strategies presented by the professor.

준비 시간: 30초

말하는 시간: 1분

 

리스닝 스크립트

In advertising, various strategies are used to persuade people to buy products. In order to sell more products, advertisers will often try to make us believe that a product will meet our needs or desires perfectly. Even if it’s not true, the strategies they use can be subtle or friendly forms of persuasion that are sometimes hard to recognize.

In a lot of ads, repetition is a key strategy. Research shows that repeated exposure to a message, even something meaningless or untrue, is enough to make people accept it or see it in a positive light. You’ve all seen the car commercials on TV, like the one that refers to its roomy cars over and over again. You know which one I mean. This guy is driving around and he keeps stopping to pick up different people. He picks up three or four people. And each time, the narrator says, “Plenty of room for friends! Plenty of room for family! Plenty of room for everybody!” This same message is repeated several times in the course of the commercial. Now the car…the car…actually looks kind of small. It’s not a very big car at all, but you get the sense that it’s pretty spacious. You think that the viewer would reach the logical conclusion that the slogan misrepresents the product. Instead, what usually happens is that when the statement “plenty of room” is repeated often enough, people are actually convinced it’s true.

Another strategy that they use is to get a celebrity to advertise a product. It turns out that we are more likely to accept an advertising claim made by somebody famous, a person we admire and find appealing. We tend to think they’re trustworthy. So you might have a car commercial that features a well-known race car driver. Now it may not be a very fast car. It could even be an inexpensive vehicle with a low performance rating. But if a popular race car driver shown driving it and saying, “I like my cars fast!” then people will believe the car is impressive for its speed.

 

30점을 위한 분석

상품을 사도록 사람들을 설득하기 위해 다양한 광고 전략이 사용된다 (In advertising, many strategies are used to persuade people to buy products)

첫번째 주요 전략은 반복이다 (First key strategy is repetition)

사람들이 반복적으로 어떤 메세지에 노출되면, 사람들은 그것을 인정하거나 긍정적으로 보는 경향이 있다 (When people are exposed to a message repeatedly, they tend to accept it or consider it positive)

예를 들어, 비록 차가 크지 않더라도 광고에서 “친구를 위한 풍부한 공간, 가족을 위한 충분한 공간”과 같은 메세지가 반복되면, 사람들은 실제로 그것이 사실이라고 믿을 것이다 (For example, although it is not a big car, if the same message such as “plenty of room for friends, plenty of room for family” is in the commercial, people would be convinced it is true)

또 다른 전략은 상품을 선전하기 위해 유명인을 내세우는 것이다 (Another strategy is to use a celebrity in a commercial to promote a product)

사람들은 유명한 사람이나 그들이 존경하는 사람의 주장에 매력을 더 느끼고 그 주장이 믿을만 하다고 생각한다 (People are attracted to claims made by famous people or people they admire and would think the claim is reliable)

예를 들어, 만약 광고에서 인기있는 카 레이서가 어떤 차가 빨라서 좋다고 말한다면, 그 차가 빠른 차가 아니더라도 사람들은 그 차의 속도가 빠르다고 믿는다 (For example, if a popular race car driver says that he like the car because of its speed, although the car is not fast, people will believe the words from the race car driver)

(샘플 답안)

In a lecture, a professor explained strategies in advertising. In advertising, many strategies are used to persuade people to buy products.

The first key strategy is repetition. When people are exposed to a message repeatedly, they tend to accept it or consider it positive. For example, although it is not a big car, if the same message such as “plenty of room for friends, plenty of room for family” is advertised in the commercial, people would be convinced that it is indeed true.

Another strategy is to use a celebrity in a commercial to promote a product. People are attracted to claims made by famous people or people they admire and thus causing the public viewers to accept the claim simply because they deem the celebrity to be reliable. For example, if a popular race car driver says that he likes a car because of its speed, although the car is not fast, people will believe the statement of the race car driver.

 

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