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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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  • 英語
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  • 回答No.2
  • Nakay702
  • ベストアンサー率81% (8672/10658)

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。

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その他の回答 (1)

  • 回答No.1
  • Nakay702
  • ベストアンサー率81% (8672/10658)

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。

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