哦础倍，伙計你看烛占，沒有了格子襯衫，蝴蝶領(lǐng)結(jié)和瘦腿牛仔褲沟启，我成不了“潮人”忆家。我那無拘無束的摯友，戴著頭飾帶和流蘇包德迹，也僅僅是“浪人”芽卿。 我那位“預(yù)科生風(fēng)格”的妹妹少有不穿豆子靴和斜紋開襟毛衣露面的。有一天我會開著奔馳的浦辨，因?yàn)? . . 為什么不呢蹬竖？而且, 當(dāng)我的一切心愿以及附著其上的商標(biāo)令我頭疼得厲害時，我就吃一顆止疼藥流酬，然后到家門口的“星巴克”去喝一杯我每天必喝的摩卡拿鐵咖啡币厕。你知道我要說的是什么，因?yàn)槟阄蛐赃@么高芽腾，而且無疑是一名千禧后旦装，以啥也不信天下老子第一著稱，對上一輩人容易上當(dāng)受騙的那些下三濫洗腦宣傳百毒不侵摊滔∫蹙睿可是店乐，你真的百毒不侵嗎？
Ah, but you see my friend, I fail to be "hipster" without the checkered shirt, bow tie, and skinny jeans. My free-spirited best friend is only "boho" with her headband and fringe bag. And my "preppy" sister is rarely seen without her bean boots and striped cardigans. One day, I will drive a Mercedes-Benz because, well why wouldn't I? And when all of my aspirations and the labels attached to them cause in me a great migraine, I will take Menol before stopping at the neighborhood Starbucks for my daily mocha latte. You see where this is going because you are so perceptive and undoubtedly a Millennial, known for your skepticism, feelings of self-importance, and immunity to the pathetic propaganda that so easily tricked the previous generations. But, are you immune to being tricked?
研究研究下列定義再說呻袭，可能對你有好處眨八。它們每一個字眼都是“谷歌”一搜就出來的。
You would do well to study the following list of definitions before continuing. They were all found via a simple Google search for the respective term.
資本主義：一種這樣的經(jīng)濟(jì)政治制度：該國的貿(mào)易和工業(yè)均不是國有而是私有控制左电，唯利潤是圖廉侧。
capitalism: an economic and political system in which a country's trade and industry are controlled by private owners for profit, rather than by the state.
消費(fèi)主義：這樣一種社會和經(jīng)濟(jì)秩序和理念：鼓勵不斷增加獲得商品與服務(wù)的數(shù)量。
consumerism: a social and economic order and ideology that encourages the acquisition of goods and services in ever-increasing amounts.
洗腦：用來影響聽眾和推行一項日程的資訊篓足，尤其是帶有偏見或誤導(dǎo)性的資訊段誊。
propaganda: information, especially of a biased or misleading nature, used to influence an audience and further an agenda.? ?
廣告：各公司用來說服受眾購買其產(chǎn)品及/或服務(wù)的營銷交流。
advertising：the marketing communication used by companies to persuade an audience to purchase their products and/or services.
單純曝光效應(yīng)：通過調(diào)節(jié)加強(qiáng)對某種東西的熟悉度讓人們對它產(chǎn)生一種偏愛的心理現(xiàn)象栈拖。將公眾對某些東西的喜好移情到另一些東西上去连舍，使他們對某種產(chǎn)品產(chǎn)生正面的聯(lián)想。
mere exposure: a psychological phenomenon in which people develop a preference for things through familiarity? affective conditioning. The transfer of? feelings from one set of items to another to encourage the public to associate a product with positivity.
?
當(dāng)然涩哟，你已經(jīng)超越升華了索赏，不再受上述這些荒唐的亞文化標(biāo)簽所操縱。
Certainly, you have ascended beyond the? manipulation accompanying such ridiculous? subculture labels as those mentioned above.
你啥都聽過啥也見過染簇。你周圍都是廣告参滴。我們生活在一個商業(yè)世界――一個空前依附于消費(fèi)主義的資本主義經(jīng)濟(jì)强岸。但那些狡猾的小魔鬼想拽你下水锻弓？還差遠(yuǎn)呢！你是這么以為的蝌箍。
You have seen it and heard it all. Advertising is all around you; we live in a commercial world—a capitalist economy with an unparalleled attachment to consumerism. But those sly little devils are far from bringing you to the dark side. Or so you think.
誰都不想這么容易受影響青灼。可是妓盲，你聽好了：廣告無處不在杂拨，因?yàn)樗苡谩?美國公司每年花700億美元在電視廣告上，而我們還沒算上像電臺悯衬，雜志弹沽，瀏覽器緩存等其它媒介，甚至還有那些可怕的社交媒體“贊助”的廣告筋粗。實(shí)際上策橘，我們誰都不愿被操縱，可都被操縱娜亿。廣告的本質(zhì)就是一種洗腦丽已，因?yàn)樗糜邢薜馁Y訊改變?nèi)藗兊挠^念――它既不客觀也不全面。
Nobody wants to feel easily influenced. Yet, I beg you to hear me out: advertising is? everywhere because it works. U.S. companies spend an annual $70 billion in television ads, and this is before we take a look at other mediums of advertising like radios,? magazines, website cookies, and even those? terrible social media "sponsored" ads. The truth is we don't like to feel manipulated, but? we are. Advertising is by its nature a form of? propaganda in that it changes perceptions with limited information—it is neither objective nor complete.
廣告旨在做幾件事：
Advertising is meant to do a few things.
首先买决，它告知大眾有一件產(chǎn)品的存在（無傷大雅沛婴，對嗎吼畏？）接著，它旨在建立品牌辨識度――我們作為消費(fèi)者嘁灯，希望信得過認(rèn)得出我們用的產(chǎn)品泻蚊。第三，廣告創(chuàng)造生活方式認(rèn)同感丑婿。 這個產(chǎn)品有點(diǎn)“像你”藕夫；它表現(xiàn)了你某些東西；你會認(rèn)同該產(chǎn)品和它的其它消費(fèi)者枯冈。廣告界耗費(fèi)巨資和大量時間指定策略毅贮，就是為了實(shí)現(xiàn)這三個目標(biāo)。
First, it informs the public of a product's existence (no harm in that, right?). Next, it is meant to build brand recognition—as consumers, we want to trust and recognize the names behind our products. Third, advertising creates lifestyle identification. The product is somehow "like you"; it says something? about you; you can relate to the product and its other consumers. The world of advertising spends a lot of money and time developing strategies to accomplish these three goals.
首先尘奏，我們會看該產(chǎn)品頭頭是道的說服力滩褥，或者關(guān)于它的事實(shí)闡述。這種技巧本身并無大礙炫加。沒有資訊瑰煎，我們成不了心中有數(shù)的消費(fèi)者。不過俗孝，我勸你對即便是直截了當(dāng)?shù)膹V告也要存有戒心酒甸。純粹曝光率是給公眾留下長久印象的有效工具。你有了辨識度打底赋铝，就會選這件而不要那件插勤，有時還是付更高的價錢。連你自己都會因此而愕然革骨。
We will first look at logical persuasion, or the exposition of facts about products. This? technique in itself is quite harmless. We cannot be informed consumers without information. Yet, I urge you to be skeptical of? even the most straightforward advertising.? Mere exposure is an effective tool in leaving lasting impressions on the public. With your only basis as recognition, you would be surprised to see how quickly you choose one? product over another, even at a higher cost.
非理性影響策略可能更危險农尖。它的廣告通過表現(xiàn)一種與產(chǎn)品本身毫不搭界的有趣或愉快情境來躲開消費(fèi)者的自覺意識。在這種情境下良哲，有效的調(diào)節(jié)讓你與具體的產(chǎn)品產(chǎn)生積極的認(rèn)同盛卡。例如：一則廣告可能會閃出鮮花，陽光筑凫，小狗的畫面滑沧；即便是多年以后，你看到該產(chǎn)品時巍实，你的潛意識依然會喚起這些“感覺良好”的畫面∽壹迹現(xiàn)代心理學(xué)發(fā)現(xiàn)這種廣告降低腦力活動，讓消費(fèi)者更少顧忌蔫浆。根據(jù)該項研究殖属，當(dāng)你會把劣質(zhì)產(chǎn)品與良好感覺聯(lián)系起來的時候，你購買這個劣質(zhì)產(chǎn)品的幾率高達(dá)70-80％瓦盛。
Perhaps more dangerous is the strategy of nonrational influence, in which advertising schemes circumvent consumers' conscious awareness by depicting a fun or pleasant? scene quite unrelated to the product itself. Here, affective conditioning allows you to associate positive feelings with specific? products. For instance, a commercial might flash images of colorful flowers, sunshine,? puppies, etc.; and even years later, your subconscious will recall these "feel good" images when you spot that product. Psychology Today found that this type of advertising lowers brain activity and causes less restraint? in the consumer. According to the study, you are 70—80% more likely to buy an inferior? product when you have paired it with positive feelings.
警覺的消費(fèi)者們請記紫聪浴：在一個扭曲變形假象叢生的世界里外潜，要小心行事。
Just remember, my wary consumer, to use? caution in a society of distortion and illusion.
廣告會很微妙而強(qiáng)勁挠唆。請三思处窥。
Advertising can be subtle, but powerful. And think again.
（后記：消費(fèi)主義本身并不可惡。消費(fèi)是生命循環(huán)的重要一環(huán)玄组√霞荩可惡的是過度的消費(fèi)主義excessive consumerism ，即已經(jīng)不是滿足生存本身需求的額外消費(fèi)俄讹。它以犧牲其它生命資源為代價來提高人類的所謂幸福感哆致，破壞了宇宙既定的輪回循環(huán)原則，最終會有不祥的報應(yīng)患膛。那才是真正之“殤”摊阀。)
