【希平方英文報】錢包大失血嗎？看清廣告五大洗腦招數 #技巧 (78558)

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data-gtm-label="Item">希平方</a> </div> <div class="created slacken"> <span class="icon"><i class="far fa-clock"></i></span> <span class="">2014.04.11 05:30PM</span> </div> </div> </div> </header> <div id="body" class="col-12"> <div class="mb-3"> <div class="social-bar social-bar-sticky style-default"> <div class="row"> <div class="button col-auto col-md-7 col-xl-8"> <div class="line mr-2"> <a href="https://social-plugins.line.me/lineit/share?url=https%3A%2F%2Fwww.cool3c.com%2Farticle%2F78558" target="_blank" class="gtm-track" data-gtm-category="Social-Bar" data-gtm-label="Line"> <i class="fab fa-line"></i> </a> </div> <div class="twitter mr-2"> <a href="https://twitter.com/intent/tweet?text=%E3%80%90%E5%B8%8C%E5%B9%B3%E6%96%B9%E8%8B%B1%E6%96%87%E5%A0%B1%E3%80%91%E9%8C%A2%E5%8C%85%E5%A4%A7%E5%A4%B1%E8%A1%80%E5%97%8E%EF%BC%9F%E7%9C%8B%E6%B8%85%E5%BB%A3%E5%91%8A%E4%BA%94%E5%A4%A7%E6%B4%97%E8%85%A6%E6%8B%9B%E6%95%B8&url=https%3A%2F%2Fwww.cool3c.com%2Farticle%2F78558" target="_blank" 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type-default term-tag"> <a href="https://www.cool3c.com/tag/59544" title="科技生活" class="gtm-track" data-gtm-category="Keyword-List" data-gtm-label="Item"> 科技生活 </a> </li> </ul> </div> </div> <div class="row"> <div class="col-12"> <div class="tmgad tmgad-type-flux tmgad-new board board-c3c_a_top board-article clearfix" style="min-height: 280px;"> <script type="application/json">{"type":"flux","slot":"\/21870649235\/c3c_a_top","size":[[336,280],[300,250],[1,1]],"mapping":[[[1730,0],[[970,250],[728,90],[660,250],[1,1]]],[[1350,0],[[728,90],[660,250],[1,1]]],[[1250,0],[[660,250],[1,1]]],[[0,0],[[336,280],[300,250],[1,1]]]],"targeting":{"advertising":["0"],"cabinet":["78558"],"type_key":["general"],"type_name":["\u4e00\u822c"],"page_key":["article"],"page_name":["article"],"author_key":["author89237"],"author_name":["\u5e0c\u5e73\u65b9"],"tag_key":["151","7379","8005","12946","13212","45268","59544"],"tag_name":["\u5ee3\u544a","\u82f1\u6587","\u9322\u5305","\u6280\u5de7","\u8cfc\u7269","\u5b78\u82f1\u6587","\u79d1\u6280\u751f\u6d3b"]},"pre_height":280,"extra_class":[],"name":"c3c_a_top"}</script> </div> </div> </div> <div class="row content" itemprop="articleBody"> <div class="col-12"> <p style="text-align: center;"><a href="http://www.youtubelearn.com/the-secret-science-of-advertising?ref=cool3c"></a>→<a href="http://www.youtubelearn.com/the-secret-science-of-advertising?ref=cool3c">觀賞完整字幕影片</a>←</p> <p dir="ltr">常因看到廣告就手滑，灑錢之後才恢復理智、覺得後悔嗎？透過分析廣告中的各項手法技巧，可以減少落入廣告陷阱的機會，將辛苦賺來的錢花在真正實用且適合自己的產品上！不管是在平面、電視、或是網路上，廣告運用的技巧不外乎以下五種：</p> <p><br><strong>1. A Model Looking At The Product 盯著產品看的模特兒</strong></p> <p><picture data-id="161158" data-original="https://sw.cool3c.com/user/89237/2018/f915ea51-1e79-404a-b749-3e468959e745.jpg?auto=compress&fix=max&w=2560"><source data-srcset="https://sw.cool3c.com/user/89237/2018/f915ea51-1e79-404a-b749-3e468959e745.jpg?fit=max&w=800&q=80" type="image/jpeg" media="(max-width: 500px)"><source data-srcset="https://sw.cool3c.com/user/89237/2018/f915ea51-1e79-404a-b749-3e468959e745.jpg?fit=max&w=1400&q=80" type="image/jpeg" media="(min-width: 501px) and (max-width: 1920px)"><img class="lazyload" width="640" height="335" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://sw.cool3c.com/user/89237/2018/f915ea51-1e79-404a-b749-3e468959e745.jpg?fit=max&w=2400&q=80" alt="530781fccba8a1dff9af7e42ebf4ad72" style="height: 236px; width: 450px;"></picture></p> <p><span>人類會本能地盯著別人正看著的東西，所以廣告通常都會安排一位模特兒直直盯著產品、或是要傳達的訊息。</span></p> <p dir="ltr"><strong>2. Dilated Pupils 擴張的瞳孔</strong></p><div class="tmgad tmgad-type-general tmgad-new board board-c3c_a_p6_special board-article clearfix" style="min-height: 280px;"> <script type="application/json">{"type":"general","slot":"\/21870649235\/c3c_a_p6_special","size":[[320,480],[336,280],[300,250],[1,1]],"mapping":[[[1250,0],[[640,480],[640,360],[1,1]]],[[0,0],[[320,480],[336,280],[300,250],[1,1]]]],"targeting":{"advertising":["0"],"cabinet":["78558"],"type_key":["general"],"type_name":["\u4e00\u822c"],"page_key":["article"],"page_name":["article"],"author_key":["author89237"],"author_name":["\u5e0c\u5e73\u65b9"],"tag_key":["151","7379","8005","12946","13212","45268","59544"],"tag_name":["\u5ee3\u544a","\u82f1\u6587","\u9322\u5305","\u6280\u5de7","\u8cfc\u7269","\u5b78\u82f1\u6587","\u79d1\u6280\u751f\u6d3b"]},"pre_height":280,"extra_class":[],"name":"c3c_a_p6_special"}</script> </div> <p><picture data-id="161159" data-original="https://sw.cool3c.com/user/89237/2018/f3886709-5fd2-47a4-a6bf-d49e8cadeb08.jpg?auto=compress&fix=max&w=2560"><source data-srcset="https://sw.cool3c.com/user/89237/2018/f3886709-5fd2-47a4-a6bf-d49e8cadeb08.jpg?fit=max&w=800&q=80" type="image/jpeg" media="(max-width: 500px)"><source data-srcset="https://sw.cool3c.com/user/89237/2018/f3886709-5fd2-47a4-a6bf-d49e8cadeb08.jpg?fit=max&w=1400&q=80" type="image/jpeg" media="(min-width: 501px) and (max-width: 1920px)"><img class="lazyload" width="640" height="355" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://sw.cool3c.com/user/89237/2018/f3886709-5fd2-47a4-a6bf-d49e8cadeb08.jpg?fit=max&w=2400&q=80" alt="9873bdddab0c48fca9ada400d7951f2d" style="height: 250px; width: 450px;"></picture></p> <p>研究發現，帶著 dilated pupils（擴張的瞳孔）的臉龐更加吸引人，因此大部分廣告會在Photoshop上修大模特兒的瞳孔。</p> <p dir="ltr"><strong>3. Dominant Hand 慣用手</strong></p> <p><picture data-id="161160" data-original="https://sw.cool3c.com/user/89237/2018/33a8c552-21e6-465e-97d6-64b3ff93dadc.jpg?auto=compress&fix=max&w=2560"><source data-srcset="https://sw.cool3c.com/user/89237/2018/33a8c552-21e6-465e-97d6-64b3ff93dadc.jpg?fit=max&w=800&q=80" type="image/jpeg" media="(max-width: 500px)"><source data-srcset="https://sw.cool3c.com/user/89237/2018/33a8c552-21e6-465e-97d6-64b3ff93dadc.jpg?fit=max&w=1400&q=80" type="image/jpeg" media="(min-width: 501px) and (max-width: 1920px)"><img class="lazyload" width="640" height="352" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://sw.cool3c.com/user/89237/2018/33a8c552-21e6-465e-97d6-64b3ff93dadc.jpg?fit=max&w=2400&q=80" alt="59511ce82cae80edc2f55c54c4c32711" style="height: 248px; width: 450px;"></picture></p> <p>將產品置於觀眾的 dominant hand（慣用手），可以刺激他們想像自己使用該產品時的模樣。研究發現，置於右手側的產品銷售狀況特別突出！</p> <p dir="ltr"><strong>4. Colors 色彩</strong></p> <p><picture data-id="161161" data-original="https://sw.cool3c.com/user/89237/2018/57ab9698-3628-4d05-8bab-1cacfb911fff.jpg?auto=compress&fix=max&w=2560"><source data-srcset="https://sw.cool3c.com/user/89237/2018/57ab9698-3628-4d05-8bab-1cacfb911fff.jpg?fit=max&w=800&q=80" type="image/jpeg" media="(max-width: 500px)"><source data-srcset="https://sw.cool3c.com/user/89237/2018/57ab9698-3628-4d05-8bab-1cacfb911fff.jpg?fit=max&w=1400&q=80" type="image/jpeg" media="(min-width: 501px) and (max-width: 1920px)"><img class="lazyload" width="602" height="452" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://sw.cool3c.com/user/89237/2018/57ab9698-3628-4d05-8bab-1cacfb911fff.jpg?fit=max&w=2400&q=80" alt="7631d6db05f59bdd24f465a227ad8aaf" style="height: 338px; width: 450px;"></picture></p> <p>不同顏色帶有不同意涵，廠商會依照自身特色選擇商標的色系。紅色代表 action（行動）、excitement（刺激）以及 youth（青春）；綠色則暗示了 freshness（新鮮）、growth（成長）和 health（健康）；藍色呈現出 trust（信任）、confidence（自信）與 security（安全）。</p> <p><strong>5. Language 語言</strong><br><br><picture data-id="161162" data-original="https://sw.cool3c.com/user/89237/2018/ee8aab27-0846-4638-a1f3-d22c02ae25d5.jpg?auto=compress&fix=max&w=2560"><source data-srcset="https://sw.cool3c.com/user/89237/2018/ee8aab27-0846-4638-a1f3-d22c02ae25d5.jpg?fit=max&w=800&q=80" type="image/jpeg" media="(max-width: 500px)"><source data-srcset="https://sw.cool3c.com/user/89237/2018/ee8aab27-0846-4638-a1f3-d22c02ae25d5.jpg?fit=max&w=1400&q=80" type="image/jpeg" media="(min-width: 501px) and (max-width: 1920px)"><img class="lazyload" width="640" height="356" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://sw.cool3c.com/user/89237/2018/ee8aab27-0846-4638-a1f3-d22c02ae25d5.jpg?fit=max&w=2400&q=80" alt="04940bbec67c41faca33218fc90cb091" style="height: 250px; width: 450px;"></picture></p> <p dir="ltr">廣告中可運用的語言技巧可多了。廣告通常會預先訂出一個較高的價錢，來顯示它們的產品其實很平價優惠，像是「一千元有找」這樣的廣告詞都是運用這種技巧。</p> <p dir="ltr">此外，廣告也常利用名人的背書及推薦（雖然這些明星可能完全沒用過那產品）。最後，反問式的廣告詞也常吸引到眾多消費者，知名比薩業者的「XX樂，打了沒？」可能都深深印在各位的腦中。</p> <p>摸清楚廣告商的底細後，下次看到廣告時先分析他們的手法，看看是否能恢復理智，不再因為腦波太弱而手滑！</p> <p>Source: <a href="http://www.youtubelearn.com/the-secret-science-of-advertising?ref=cool3c">《希平方》</a>, <a data-="" data-sessionlink="feature=watch&ei=7LVHU-ngNMLKkQWc6ICwCA" data-ytid="UCpko_-a4wgz2u_DgDgd9fqA" dir="ltr" href="https://www.youtube.com/watch?v=WJffi1TgM2M" name="watch">BuzzFeedVideo</a></p> <p>延伸閱讀</p><div class="tmgad tmgad-type-flux tmgad-new board board-c3c_a_p20 board-article clearfix" style="min-height: 280px;"> <script type="application/json">{"type":"flux","slot":"\/21870649235\/c3c_a_p20","size":[[336,280],[300,250],[1,1]],"mapping":[[[1250,0],[[640,480],[640,360],[1,1]]],[[0,0],[[336,280],[300,250],[1,1]]]],"targeting":{"advertising":["0"],"cabinet":["78558"],"type_key":["general"],"type_name":["\u4e00\u822c"],"page_key":["article"],"page_name":["article"],"author_key":["author89237"],"author_name":["\u5e0c\u5e73\u65b9"],"tag_key":["151","7379","8005","12946","13212","45268","59544"],"tag_name":["\u5ee3\u544a","\u82f1\u6587","\u9322\u5305","\u6280\u5de7","\u8cfc\u7269","\u5b78\u82f1\u6587","\u79d1\u6280\u751f\u6d3b"]},"pre_height":280,"extra_class":[],"name":"c3c_a_p20"}</script> </div> <p><a href="http://www.cool3c.com/article/69587">看各種第四台最方便的Android App</a></p> <p><a href="http://r.cool3c.com/1cw7JsI">不能保證但依然可以嘗試的一鍵 Root APP</a></p> <p><a href="http://r.cool3c.com/1kWiqy4" target="_blank">簡單超有質感的 Android 收聽音樂 APP：豆瓣FM</a></p> </div> </div> <div class="row related"> <div class="col-12"> 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