BBC Ideas｜如何抵御广告对我们的诱惑？

Advertising is particularly good at attaching emotions to brands.
广告尤其擅长将情感与品牌联系起来。
A terrific example from years back is a car called the Renault Glio.
多年前，雷诺克里奥的汽车广告就是个很好的例子。
Years ago they launched with an advertising campaign featuring a couple of daft French people, Papa and Nicole.
几年前，他们推出了一个广告活动，主角是一对愚蠢的法国人，帕帕和妮同。
The whole idea of that ad was supposed to be that the Renault Clio is a terrifically easy car to drive.
该广告的整个创意应该是雷诺克里奥是一款非常容易驾驶的汽车。
However, when you look at that ad what you're looking at is two people flirting, being terrifically sexy.
然而，当你看到这则广告时，你看到的却是两个人在调情，非常性感。
And of course what that does, is result in you thinking the Renault Clio is a terrifically sexy little car, and lots of people want to be sexy.
当然，这样做的结果就是让你觉得雷诺克里奥是一款非常性感的小车，而很多人都想变得性感。
The result? The most successful car launch ever in the UK.
结果呢？这是英国有史以来最成功的汽车发布会。
Meta-communication are all the twiddly bits - the music, the characters, the setting, the storyline...Anything that's not actually to do with what you're telling people.,
元传播是指所有的细枝末节——音乐、人物、场景、故事情节...任何与你要告诉人们的内容无关的东西。
The interesting thing about meta-communication is that we are programmed not to be able to unprocess it.
元传播的有趣之处在于，我们被设定为无法对其进行反处理。
Once it's exposed to us, we've got it.
一旦它暴露在我们面前，我们就已经知道了。
Here's a good example: the famous Apple 1984 ad was shown once on midnight in 1983, and once in the Superbowl in 1984.
这有个很好的例子：著名的苹果公司 1984 广告在 1983 年午夜播放了一次，在 1984 年的超级碗中播放了一次。
And yet that ad is known practically all around the world.
然而，这则广告几乎家喻户晓。
The ad is the girl running down this aisle with all these zombie-like people, and she hurls the mallet through the screen.
广告中的女孩在过道上奔跑，周围都是像僵尸一样的人，她把木槌扔过屏幕。
And of course, the message in that ad is very simple -the world is being dominated in that era by IBM and Apple is going to break out of that era.
当然，这则广告传达的信息非常简单——在那个时代，IBM 在世界占据垄断地位，而苹果公司将打破那个时代。
That idea of Apple being the defender of the people, and the defender of freedom of course reflected into Steve Jobs, who became the epitome of the defender of the people.
苹果公司是人民的捍卫者，是自由的捍卫者，这一理念当然也体现在史蒂夫！乔布斯身上，他成为了人民捍卫者的缩影。
Which means people who buy Apple computers and in most cases, astonishingly, even though that ad would never have actually been seen by them on air, they know about this ad.
这意味着购买苹果电脑的人，在大多数情况下，即使他们从未在电视上看到过这则广告，但他们也知道这则广告。
And they feel Apple is a terrific company,
他们觉得苹果是一家了不起的公司。
And in that respect, once you get a reputation like that established, it's there forever.
在这方面，一旦你建立了这样的声誉，它就会永远存在。
How do you stop your emotions being influenced by advertising?
如何让自己的情绪不再被广告影响?
Well, in my book, there's only two ways to do it,
在我看来，只有两种方法可以做到。
One is just don't watch any advertising,
一是不要看任何广告。
The other way, curiously enough, is to watch the ad very carefully, is to look at it and to say: What are you trying to do?
有趣的是，另一种方法就是仔细观察广告，看着广告说：你想做什么？
"What are you trying to influence?""What's really behind this ad?" If I see this little furry animal in the woods, what's it there for? Is it there to make me feel good about this brand?
“你想影响什么？”“这则广告背后的信息到底有什么？”如果我在树林里看到这只毛茸茸的小动物，它在那里做什么？是为了让我对这个品牌产生好感吗？
Yeah, of course it is,
对的，当然是了。
And by doing that, you can do something called counter-arguing.
这样做，你就可以进行反驳。
We're not used to counter arguing the emotion in advertising but if you look at the ads, if you look at the emotive content in the ads, if you listen to the music you can say,"Ah! I know what you're trying to do." So emotionally you can counter-argue that ad.
我们不习惯反驳广告中的情感，但如果你看广告，如果你看广告中的情惑内容，如果你听音乐，你就会说，“啊！我知道你想做什么。”因此，你可以从情感上反驳这则广告。
Of course, it probably won't work but at least you can feel you're slightly more in control of your life than the advertisers are.
当然，这可能不会奏效，但至少你会觉得自己比广告商更能掌控自己的生活。
Thanks for watching.
感谢收看。
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