The Secret of Undercover Marketing
- Discover the secret of undercover marketing - the strategy used by companies like Ford and Nike to reach consumers who don't pay attention to traditional advertising.
- Learn how advertising agencies hire young actors to 'perform' in bars and other places frequented by young adults as a creative way to promote products.
- Explore the effectiveness of undercover marketing compared to traditional advertising and how it targets the MTV generation, a lucrative consumer group.
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訳お願いします！
You’re in a department store and you see a couple of attractive young women looking at a sweater．You listen to their conversation： “I can’t believe it—a Lorenzo Bertolla! They are almost impossible to find．Isn’t it beautiful ? And it’s a lot cheaper than the one Sara bought in Rome．” They leave and you go over to see this incredible sweater．It’s nice and the price is right．You’ve never heard of Lorenzo Bertolla，but those girls looked really stylish．They must know．So，you buy it．You never realize that those young women are employees of an advertising agency．They are actually paid to go from store to store，talking loudly about Lorenzo Bertolla clothes． Every day we notice what people are wearing，driving and eating．If the person looks cool，the product seems cool，too．This is the secret of undercover marketing．Companies from Ford to Nike are starting to use it． Undercover marketing is important because it reaches people that don’t pay attention to traditional advertising．This is particularly true of the MTV generation—consumers between the age of 18 and 34．It is a golden group．They have a lot of money to spend,but they don’t trust ads． So advertising agencies hire young actors to “perform”in bars and other places where young adults go．Some people might call this practice deceptive，but marketing manager Jonathan Ressler calls it creative．“Look at traditional advertising．Its effectiveness is decreasing．”
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前便で誤植がありましたので、訂正の上再送いたします。 あなたはあるデパートに居て、2,3人の魅力的な若い女性がセーターを見ているのを目にします。彼女らの会話を聞きます。 「私はそれがロレンツォ・ベルトーラ製だと思えないわ！ それは見つけ出すのがほとんど不可能よ。それ、きれいじゃない？ それに、サラがローマで買ったのよりずっと安いわ。」 彼女らはそこを去って、この信じられないセーターの下見に行きます。それは結構なものですし、また、価格も妥当です。あなたは、ロレンツォ・ベルトーラのことを耳にしたことはありませんが、その少女たちは実におしゃれに見えました。彼女らは（ロレンツォ・ベルトーラのことを）知っているに違いありません。それで、あなたはそれを買ってしまいます。その若い女性たちが広告代理業の従業員であることをあなたは夢にも知りません。彼女らは、実際、デパートからデパートへと歩き回って、ロレンツォ・ベルトーラの衣服について大声で話すことで、支払いを受けるのです。 毎日、私たちは、人が何を着ているか、何に乗っているか、何を食べているかなどに気がつきます。もしその人が立派に見えれば、製品もまた立派に見えます(*)。これは密かに行われるマーケティングの秘密です。フォードからナイキまで、幾つかの会社がそれを使い始めています。 密かに行われるマーケティングは、それが従来の広告に注意を払わない人々に届くので、重要です。これは特に、MTVを見る世代(**)－18歳から34歳の間の消費者－によく当てはまります。それは、ゴールデン・グループ（黄金集団）です。彼らは、使えるお金をたくさん持っているけれども、広告というものを信用しません。 そこで広告代理業者は、ヤング・アダルト（若い成年層）が行くようなバーやその他の場所で「演技をする」ために若い俳優を雇うのです。これは欺瞞の実践だと呼ぶ人がいるかも知れませんが、販売管理者ジョナサン・レスラーは、それを創造的だと呼んでいます。「従来の広告を見てください。その有効性が減少してきているんですよ」、と。 (*)coolは、米国の俗語で「立派な・素晴らしい」といった意味に用いられることがあります。 (**)MTV世代について、詳しくは、http://en.wikipedia.org/wiki/MTV_Generationをご参照ください。
その他の回答 (1)
- Nakay702
- ベストアンサー率80% (9726/12098)
以下のとおりお答えします。 あなたは、あるデパートに居て、2,3人の魅力的な若い女性がセーターを見るのを目撃します。彼女らの会話を聞きます。 「私はそれがロレンツォ・ベルトーラ製と思えないわ！ それは見つけ出すのがほとんど不可能よ。それ、きれいだわね。それに、サラがローマで買ったのよりずっと安いわ。」 彼女らはそこを去って、この信じられないセーターの下見に行きます。それは結構ですまた、価格も妥当です。あなたはロレンツォ・ベルトーラのことを耳にしたことはないでしょうが、その少女たちは実におしゃれに見えました。彼女らは知っているに違いありません。それで、あなたはそれを買ってしまいます。その若い女性たちが広告代理業の従業員であることをあなたは夢にも知りません。彼女らは、実際、デパートからデパートへと歩き回って、ロレンツォ・ベルトーラの衣服について大声で話すことで支払いを受けるのです。 毎日、私たちは、人が何を着ているか、何に乗っているか、何を食べているか気づきます。もしその人が立派に見えれば、製品もまた立派に見えます(*)。これは密かに行われるマーケティングの秘密です。フォードからナイキまで、幾つかの会社がそれを使い始めています。 密かに行われるマーケティングは、それが従来の広告に注意を払わない人々に届くので、重要です。これは特に、MTVを見る世代(**)－18歳から34歳の間の消費者－に該当します。それはゴールデン・グループ（黄金集団）です。彼らは、使えるお金をたくさん持っているけれども、広告というものを信用しません。 したがって、広告代理業者は、ヤング・アダルト（若い成年者）が行くようなバーや他の場所で「演じる」ために、若い俳優を雇うのです。これは欺瞞の実践だ、と呼ぶ人がいるかも知れませんが、販売管理者ジョナサン・レスラーは、それを創造的と呼んでいます。何「従来の広告を見てください。その有効性が減少してきているんですよ」と。 (*)coolは、米国の俗語で「立派な・素晴らしい」といった意味に用いられることがあります。 (**)詳しくは、http://en.wikipedia.org/wiki/MTV_Generationをご参照ください。
関連するQ&A
- 日本語訳お願いします。
As seen by members of other nations, this emphasis on questioning and searching is bad for young people's "manners." Foreigners often feel a great lack of respect in our youth. It is true that many do become rude. Foreign visitors are often startled and frequently annoyed to find junior staff members daring to challenge older executives or argue points with them; they do not always like it when these young men or women make detailed but often revolutionary suggestions. One's own blueprints, reports, or analyses may be scrutinized in detail perhaps even challenged by a young person. This is not to be considered an insult or loss of face; nor is it an indication of "no confidence." Our whole approach to research is different. We try not to emphasize the personal. Your ideas are being looked at, not you yourself. To us the two are quite separate. This is the way our minds work. We are seeking facts; we are not challenging you as a person.
- 締切済み
- 英語
- 英語の訳お願いします
John Palumbo, another industry expert, is sure that underground marketing is the right way to reach young people. "A product has to have credibility to succeed," he says. "People have to see it. They have to understand it in real way. The best way to do that is to put it in their world. And that's what we do. We put the product in their lige." However, one might ask what exactly is "real" about two young women pretending to be enthusiastic about a sweater? Advertising executives would say it's no less real than an ad. The difference is that you know an ad is trying to presuade you to buy something. You don't know when a conversation you overhear is just a performance
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- 英語
- 英文の訳お願いします！
Buy Cover Girl makeup. (You will be beautiful.) Wear Nike sneakers. (You will be strong.) Drive a Lexus. (You will be successful.) Drink Budweiser. (You will be popular.) Advertising's promises can seem harmless, but a group of critics, scholars, and journalists argue that they aren't. They have formed a group called the Media and Democracy Congress. This group wants to teach Americans how influential advertising can be. In order to do this, they give advertisers awards for had ads. The name of these awards, the Schmios, rhymes with the Clios-the Cscars of the advertising industry. Every advertising agency would like to win a Clio. No one wants a Schmio. Schmios are given for false advertising and for some ads that are just in had taste. For example, TV star Jenny McCarthy won a Schmio a few years ago for an ad that pictures her sitting on the toilet and reading the Wall Street journal. The National Rifle Association also won an award for its Eddie Eagle ads. Eddie is cute and cuddly and loves to teach kids about guns. He tells children, "If you see a gun, STOP! Doit touch. Leave the area. Tell an adult." But critics think the NRA is sending another message. "We gave Eddie Eagle a special award for the most effective contribution to our culture of violence," said Bianca jagger, a Schmio presenter. Shoe company Nike was given a "Lifetime Achievement" award. Charles Kernaghan, executive director of the National Labor Committee, presented the award to the company that spends about $640 million a year on advertising around the World. He pointed out that many of Nike's ads show the empowerment of Women. However, critics argue that Nike doesn't empower its workers-particularly women. In fact, it treats them very badly. Their salaries are low and their working conditions are terrible. Peter Zapf, an advertising expert and a member of the Clio board, defends the Clios. "We honor advertising excellent," but not even he can completely defend his industry. "Most advertising is bad," admits Zapf. "Very few advertising companies respect the customers' intelligence"
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- 英語
- 日本語訳お願いします。
In much of the world, authority is not challenged, either out of respect or out of fear, and, sometimes because a hierarchy of rank has been fixed for so long that people have been trained for generations never to challenge it. In such countries children are not expected to question their teachers in school, and brilliant young scholars or inventive industrial geniuses are hampered in technical research because they hesitate to disagree with their "superiors." Clever researchers may be considered too young to have any right to present findings that contradict the knowledge and wisdom of their elders. The American is trained from childhood to question, analyze, search. "Go and look it up for yourself;’’ a child will be told. In many schools tasks are designed to stimulate the use of a wide range of materials. An assignment to "Write a paper on the world's supply of sugar," for example, will send even a young child in search of completely unfamiliar ideas. Even in the primary grades children are taught to use libraries and to search for new ideas. By the time they are 14, 15, or 16, many young scholars are making original and valuable contributions in all fields of science. Industry is so aware of this untouched resource that each year, through national competitions, it offers awards to teenagers in order to seek out (and later employ) young people with brilliant, inquiring minds.
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The chief attraction slang has for people is novelty. It is fun to hear an idea phrased in a new, unusual way. But after hundreds of repetitions, the novelty wears off: the slang loses freshness and sparkle. The history of most slang expressions is that die an early death. (A)That is one reason why slang is often ineffective in speach and inappropriate in writing that is meant to last for some time. Then, too, a great many siang expressions are so general that they hardly have any meaning at all beyond a vague indication of approval or disapproval. Using such words adds no more to your speech or writing than dose calling everything you like "wonderful" and everything you dislike "awful". Words like "dreamy" and "crummy'' are slang of this kind and add little to style or meaning. Slang should be used with caution. A safe prescription is this: in conversation with friends, use it, but in small doses. Use it even less frequently in informal writing, making sure that what you use is appropriate to the subject and will not annoy readers. Never use it in formal speech or writing. If you read a great deal and listen with interest to the speech of people who use language well, you will gradually develop a reliable judgment about the appropriateness of slang. Then, when you feel sure a slang expression is effective, you will probably be right. (A)thatが何を指しているのかもお願いします。
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- 英語
- 長文の訳お願いします(*_*)
The eel is truly an mysterious fish. As is well known, young eels return from the sea to grow big in rivers. What no one knows is where they are born or from where they travel to Japan. They seem to come from the deep sea teaches around the Philippines, but this is not known for certain. Thus, we can't catch a lot of young eels, and there is also a natural limit on our ability to farm eels. We have finally learned how to make mature eels lay eggs, but as we do not know what young eels eat, we cannot raise them from birth. In other words, eels cannot be farmed from birth through to maturity. Today, there's some disagreement between eel chefs and sushi chefs. At eel restaurants, they will serve a strip of white meat about 5 cm long and call it baby eel. Sushi restaurants, on the other hand, deny that it is eel;they say it is baby conger or sea snake. It is hard to imagine it is baby eel, because baby eel is hard to come by in quantity. Anyway, no matter who is right, baby eels are a mystery to eel lovers. What is also strange is that although Japanese waters should be a fine breeding ground for eels, young eels are hardly ever found. On the other hand, there are countries such as Spain which have an abundance of young eels. A favorite Spanish dish is to take heaps of European baby eels seasoned with olive oil and garlic, and then cook them in clay pots. There are probably more baby eels on each plate than a Japanese will eat in a lifetime. Another strange thing is that, half a world away from Spain in Venezuela, baby eels are eaten the same way. It helps to know that Venezuela is by far the wealthiest nation in the region, and frozen baby eels are flown in from Spain. Of course, Venezuela was originally conquered by Spain in the Age of Discovery, and the privileged classes of Spanish ancestry still uphold a "Spanish diet." Europeans enjoy eating not only baby eels, but eels in many ways. The north German city of Hamburg is known for its varied gourmet cuisine, and its eel soup with fruit is very unusual. Smoked eel is commonly eaten in Europe in soup or sauteed. And remember, it's bad manners to slurp your eel soup. There is a poem in Manyoshu that goes:"Won't you have some eel? It keeps you strong in summer." The benefits of eating eel to prevent exhaustion in summer were well known in those times, which indicates just how ancient our history of eel-eating is. The Japanese have always had great faith in the benefits of eating dark-col-healthy. That is why catfish was popular. Among the varieties of dark meat, eel is especially delicious. In the Edo Period, eels that came up from Tokyo Bay into the Fuka and Kanda Rivers were considered the finest, while those found elsewhere were considered less flavorful. It's hard to imagine that the flavor of the former would be different from eel caught locally. Anyway, oddly enough, there are two big misunderstandings about eel among Japanese people. The first is that eel is a specialty of Japan. When you understand how highly valued eel is in Europe, you might eat it more often. The second is that some people hate eel, associating its shape with snakes, even though they have never tried it. If they could get rid of that senseless association, many more people would try eel.
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fast food is available just about everywhere. the typical McDonald's is usually a burger, french fries and a soda. the fast food industry uses many tricks to get you to eat more, and keep you coming back for more. They target kids and adults alike. their tactic skills will make you become addicted to the fast food they serve. once you get used to it, you cannot escape frnm it. the bad effects of fast food have been shared with the public. with the heavily processed standard American diet, nearly seven out of ten Americans are overweight, and one in four is affected with diabetes or pre-diabetes. many studies in the US have been shared to warn the public about the dangers of eating too much fast food. the university of Minnesota studied 3,031 men and women for fifteen years, and they discovered that people who ate fast food twice a week gained five extra kilograms. according to a BBC survey conducted in 13 countries, people in the uk are ranked top for junk food addiction. what is more, many studies have shown that chemicals in fast food, including food additives, are harmful to our health. the more you find out about processed food, the less attractive it becomes.
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- 英文訳お願いします
Some of the fastest-growing scams involve website. One method is for the scammer to create a false identity and make contact through an online dating agency or a chat room. The scammer claims to be seeking romance or a soul mate;they try to convince you that you are in loving relationship and the next step is for them to come and meet you. The only problem is they don't have enough money to travel to see you. They then ask you to send the money through a money transfer agent, such as Western Union, so that they are untrceable. Other reasons they give for needing your financial help include:they are stranded abroad, and need money for plane travel or visa costs;or they require urgent surgery or treatment for a serious illness, and you are the only person who can help. 内容を理解したいので… お願いします。
- ベストアンサー
- 英語
- 長文の訳お願いします
Advertisers have many methods to get you to try a product and be loyal to it. Lots of times, what they are selling is a lifestyle, or an image, rather than the product. Here are some ways they get us to spend money on things we may not Want. Ideal Families-always seem perfect. The kids are cool and they have the hottest fashions, haircuts, and toys. Ideal families are all attractive-and they never argue! Ideal families represent the types of people that people watching the ad would like to be. Family fun-an ad that shows a product bringing families together or helping them have fun together. For example, Mom or Dad brings home the "right" food and a boring dinner turns into a family party. Excitement-Food is great fun! One bite of this and you're surging in California or soaring on your skateboard! Star Power-Your favorite sports star or celebrity is telling you that this product is the best! It's very effective. People listen and they usually don't remember that the star is paid to support the product. Bandwagon-Join the in-crowed! Don't be left out! Everyone is buying this-Why aren't you? Put downs-Advertisers criticize the competitor's product to make their own product seem better. Facts and Figures-Advertisers use facts and statistics to make their statements more credible. Unfortunately these "facts" are often not completely true. Repetition-Advertisers hope that if you see a product or hear its name over and over again, you will be more likely to buy it. Sometimes the same commercial will be repeated over and over again during the same television program. Heart Strings-Ads tell you a story that make you feel good. For example, one McDonalds commercial shows a dad and his son shoveling snow together. When they finish, the son buys his dad lunch at McDonalds. Sounds Good-Music and other sound effects add to the excitement of commercials. Those little tunes that you just can't get out of your head make you think of the product. Have you ever noticed that the commercials are louder than the program? Cartoon Characters-Tony the Tiger sells cereal and the Nestles Nesquik Bunny sells chocolate milk. Cartoons like these help kids identify with product. Misleading Words- Advertisers are supported to tell the truth,but sometimes they use words that can mislead viewers. Look for phrases in commercials like part of, the taste of real, natural, new, better tasting, and because we care. There are hundreds of these deceptive phrases. Omission- Advertisers don't give you the entire story about their product. For example, an ad claims that a sugary cereal is part of a healthy breakfast. It doesn't claim that the breakfast is healthy (or even healthier) without this product. Are You Cool Enough?-Advertisers try to convince you that if you don't use their products, you are not cool. Usually advertisers do this by showing people who look uncool trying a product and then suddenly becoming hip.
- 締切済み
- 英語
- 訳おねがいします
訳おねがいします The chief attraction slang has for people is novelty. It is fun to hear an idea phrased in a new, unusual way. But after hundreds of repetitions, the novelty wears off: the slang loses freshness and sparkle. The history of most slang expressions is that die an early death. (A)That is one reason why slang is often ineffective in speach and inappropriate in writing that is meant to last for some time. Then, too, a great many siang expressions are so general that they hardly have any meaning at all beyond a vague indication of approval or disapproval. Using such words adds no more to your speech or writing than dose calling everything you like "wonderful" and everything you dislike "awful". Words like "dreamy" and "crummy'' are slang of this kind and add little to style or meaning. Slang should be used with caution. A safe prescription is this: in conversation with friends, use it, but in small doses. Use it even less frequently in informal writing, making sure that what you use is appropriate to the subject and will not annoy readers. Never use it in formal speech or writing. If you read a great deal and listen with interest to the speech of people who use language well, you will gradually develop a reliable judgment about the appropriateness of slang. Then, when you feel sure a slang expression is effective, you will probably be right. 三段落目のmaking sure that の making の用法を教えて下さい。
- 締切済み
- 英語
