论文部分内容阅读
改革开放以来,人们对广告的心态已经走过了“感觉新鲜→相信→半信半疑→怀疑→感觉讨厌”的路程。 阅读报刊,观看电视,走街逛市,扑面而来的是广告。朋友说:电视节目播紧要关头,插播广告,搅了观众的好心情,观众还会买帐吗！这也许不全是戏言。 Economists assume that people know what they want. Advertisers assume thatthey do not. Who is right? 对这个问题的探讨贯穿了全文: In the economist’s view of the world there is little need for firms to spend so muchmoney cajoling (劝诱) consumers into buying their wares. 经济学家们对于广告的要求想不到竟如此“实在”:So advertising a product’sfeatures, ite price, or even its existence can provide genuine value. 现在的电视广告有几个是打上价格的?奇哉怪也,要别人买你的货,又不告诉别人价钱。下面这句颇讲广告辩证法: If consumers are rational, they should ignore such obvious gimmicks(花招). Ifproducers are rational, they should not waste money on ads that consumers will ignore. 然而,企业家们一掷“万”金作广告,并非他们有钱无处花,并非他们的智商低于那些经济学家们。他们是这样打“算盘”的。 Those clever a
Since the reform and opening up, people’s mentality toward advertising has gone through a journey of “feeling fresh, believing, doubting, doubting, and feeling unpleasant.” Reading newspapers, watching TV, walking around the city, and advertising are all about. The friend said: The television program is being broadcasted at a critical moment. Inserting advertisements will stir up the audience’s good mood. Will the audience buy it? This may not be the joke. The Economists’ assume that people know what they want. Advertisers assume thatthey do not. Who is right? Into buying their wares. Economists are not so satisfied with the advertising requirements: So advertising a product’s feature, ite price, or even their existence can provide genuine value. Why is it strange that you want people to buy your goods without telling others the price? The following words are quite dialectical: If consumers are rational, they should ignore such obvious gimmicks. Ifproducers are rational, they should not waste money on ads that consumers will ignore. However, entrepreneurs Advertising is not that they have money and nowhere to spend, not that their IQ is lower than those of economists. They are playing “abacus” like this. Those clever a