2023考研英語閱讀種族廣告
Ethnic advertising
種族廣告
One message, or many?
要一個還是多個聲音?
The uses and limitations of ethnic ads
種族廣告的使用和限制
IN THE television series Mad Men, a 1960s admanmakes a pitch to a television-maker whose salesare flat.
電視劇廣告狂人，描述了二十世紀六十年代的一個廣告制作人向電視制作人推銷其對付銷售平淡的招數(shù)。
Among Negroes sales are actually growing, he chirps.
他很興奮地提出黑人的購買額確實在上升。
He proposes making integrated ads that appeal to both black and white consumers.
他建議制作一體化廣告以吸引黑人和白人消費者。
His idea bombs.
他的想法遭到狂轟爛炸。
This being the era of segregation, one of his listeners wonders if mixed-race ads are evenlegal.
那時還處于種族隔離時期，其中一個在場人員甚至懷疑種族混合的廣告是否合法。
Such days are long gone.
今非昔比。
America s minorities will eventually be a majority of the population:
根據(jù)最新的人口普查資料顯示，
by 2045, according to the most recent census.
至2045年，美國的少數(shù)族裔將最終在人數(shù)上成為主流大眾。
Advertisers have noticed.
廣告商知曉這趨勢。
Many now favour cross-cultural adsthat emphasise what black, Hispanic and Asian-American consumers have in common.
如今許多廣告商熱衷于拍跨文化的廣告，強調(diào)黑人、西班牙人和亞裔美國人的消費共性。
This approach is thought to work well with the young, who often listen to the same music,eat the same food and wear similar clothes regardless of their ethnic background.
這一方法非常對年輕一代人的胃口，這些年輕人不管是何種族背景，他們通常聽同一首歌，吃同一種食物和穿相似的衣服。
Ogilvy Mather, a big ad agency, formed OgilvyCulture in 2010 as a unit specialising incross-cultural marketing.
廣告業(yè)巨頭奧美于2010年組建了奧美文化作為一個業(yè)務單元專門從事跨文化營銷。
The ethnic ad model has not changed since the 1960s, says Jeffrey Bowman, head ofOgilvyCulture.
奧美文化的部門主管杰弗瑞鮑曼說種族廣告模式自從二十世紀六十年代以來一成不變。
It was the census data that made Ogilvy change its model.
正是人口調(diào)查資料讓奧美改變了其營銷模式。
In 2010 Burger King stopped employing ethnic agencies such as LatinWorks, which specialisedin the Hispanic market, to address its consumers as a whole rather than taking a segmentedapproach.
2010年快餐連鎖品牌漢堡王炒掉了如LatinWorks那些專攻西班牙市場，具有種族色彩的廣告代理商。漢堡王將顧客視為一體而不再采取細分的方式。
Yet some admen feel ethnicity remains relevant.
但是有些廣告人仍感到種族與廣告還是有千絲萬縷的關系。
Every ten years we go through a rethink of targeted versus one voice,
每隔十年，我們會重新考慮反對傳播一個聲音的廣告
says McGhee Williams Osse, co-chief executive of Burrell, a Chicago-based agencyspecialising in the African-American market.
專攻非洲裔市場，總部位于芝加哥的Burrell公司的聯(lián)合行政長官 McGhee Williams Oss說道，
She argues that ethnic origin is the key to people s identity, much more than education,income, religion, sex and sexual orientation. She would say that, of course.
她認為種族血緣是人的身份認同的主要因素，比教育、收入、宗教、性和性取向等更重要。她是這樣說的，千真萬確。
Maurice Levy, the boss of Publicis Groupe, the French ad giant that owns 49% of Burrell, saysthat ethnic advertising makes sense for advertisers that are very big, or very specialised.
法國廣告業(yè)巨頭陽獅集團擁有Burrell49%的股票份額。陽獅的老板馬千里說，種族廣告對大公司或專業(yè)型公司還是有商業(yè)意義的。
A maker of cream for black skin, for example, will probably not bother marketing it toAsians.
例如，為黑人制造的面霜就沒有必要進軍亞洲市場了。
Nestle, a huge food firm, aims some ads at Hispanics, America s largest minority.
食品巨擘雀巢公司針對美國最大的少數(shù)族裔西班牙裔制作了一些廣告。
It recruited four Hispanic mothers to blog on a new bilingual website, El Mejor Nido, offeringtips about parenting and healthy eating.
它招聘了4名西班牙裔母親在其新設雙語版的 El Mejor Nido 網(wǎng)上寫博客，提供為人父母之道和健康飲食的小貼士。
Hispanics are younger than other Americans, have more children and spend more on food,says Juan Motta, who heads the California-based unit running Nestle s Hispanic campaign inthe United States,
負責雀巢西班牙裔廣告促銷的美國加利福尼亞分部主管胡安莫塔說，西班牙裔人比其他美國人更年輕，育有更多小孩且更舍得在食品上花錢。
which promotes both the firm s Latin American brands, such as La Lechera and Abuelita, andthe rest of its larder.
該分部主要負責促銷公司的兩個拉丁美洲品牌如La Lechera 和Abuelita和其他的食品柜。
McDonald s has been a pioneer of ethnic advertising since the 1960s.
自從二十世紀六十年代，麥當勞一直是種族廣告的先驅者。
Minorities represent about 40% of its customers in America.
在美國少數(shù)民族裔占其消費者總數(shù)的40%。
Neil Golden, the firm s American chief marketing officer, argues that other Americans oftenfollow trends set by ethnic minorities.
麥當勞主要負責美國市場首席營銷官尼爾戈登認為其他美國人常跟在少數(shù)族裔掀起的潮流后面。
So he watches minorities for insights he can use in ads aimed at the general market.
故他深入地了解少數(shù)族裔就可將其特色用于針對整個市場的廣告中。
In 2010 McDonald s learned that African-Americans liked sweeter, weaker caramel mocha, soit started offering such blends everywhere, with great success.
2010年麥當勞得知非洲裔美國人喜歡更甜一點，咖啡味更淡一點的焦糖摩卡。故麥當勞開始到處提供這種混合物，結果一跑打響。
A similar thing happened with its mango and pineapple smoothies, a big hit with Hispanics.
它的芒果和鳳梨冰沙也如法炮制，在西班牙裔人中大受歡迎。
McDonald s featured the drinks in restaurants nationwide and they quickly overtookstrawberry banana, the traditional favourite.
麥當勞將此類飲品推廣至遍布全國的門店，結果一夜之間便取代了傳統(tǒng)暢銷品草莓香蕉飲料。
David Burgos, co-author of a book on marketing to the new majority,
David Burgos和別人合寫了一本針對新生大眾營銷的書。
says that in spite of the increasing importance of minority consumers, advertisers still putethnic ads into a separate budgetwhich tends to be cut first when the economy goes sour.
該書上說盡管少數(shù)族裔消費者的重要性日益俱增，廣告商仍將種族廣告單獨預算一旦經(jīng)濟不景氣，首先便拿這塊預算開刀。
Only 7% of marketing dollars are spent on targeted ethnic campaigns, although nearly half ofAmericans belong to ethnic minorities.
盡管少數(shù)族裔占了將近一半的美國人口，但只有7%的營銷費用花在針對種族的廣告活動上。
He thinks ad-agency staff need to be more diverse.
他認為廣告機構應招聘各種族的工作人員以使營銷更多樣化。
Getting the right ethnic perspective is tricky.
在廣告中從不同種族角度看問題這是非常高難度的工作。
Hispanics are a varied lot.
同為西班牙人卻迥然不同。
An ad that delights Cuban-Americans may irritate migrants from Venezuela.
能讓古巴裔美國人捧腹大笑的廣告可能會讓委內(nèi)瑞拉移民暴跳如雷。
Asians are hardly monolithic, either.
亞洲人也很是眾口難調(diào)。
Even the wittiest Korean catchphrases will provoke only bafflement in Chinatown.
即便是韓國的警言妙句也可能令唐人街的中國人迷惑不解。
Saul Gitlin of Kang Lee, an agency specialising in selling to Asian-Americans, arguesthat recent Chinese and Korean immigrants are best reached with communications in theirmother tongue.
專門針對亞洲裔美國人的廣告公司Kang Lee的Saul Gitlin認為和新一代的中國和韓國的移民用其母語溝通能收到最好的效果。
They are generally ignored by advertisers, however, with the exception of financial firms.
但是除了金融公司做到這一點外，廣告商一般都置若罔聞。
This is a mistake, he reckons:
廣告商的做法大錯特錯，他推測：
the median household income of Asian-Americans is some $10,000 higher than that ofnon-Hispanic whites.
亞洲裔美國人的家庭收入中值比非西班牙裔白人還高10,000美元。
Many modern Mad Men think digital media will allow them to know their audiences better,and feed them more precisely-tailored messages.
許多現(xiàn)代的廣告狂人認為數(shù)字媒體能讓他們更加了解受眾，從而更易提供量身定制的信息來滿足他們的需求。
This can be costly.
這要付出很高的代價。
But many consumers seem to like it.
但是許多消費者看來很喜歡這樣。
When Latinas disagree with something the four mommy bloggers at El Mejor Nido havewritten, they can go to the El Mejor Nido Facebook page, and let loose.
如果拉丁裔美國人不喜歡在 El Mejor Nido網(wǎng)站上4位母親所寫的博客觀點，他們可以移步至El MejorNido臉譜網(wǎng)，可在此暢所欲言。
詞語解釋
1.ethnic a.種族的;民族的
Along the way, tourists can see the Tujia ethnicminorities tilling the land.
沿著這條路,旅游者可以看到土家族的人在耕地。
2.appeal n.懇求;呼吁;上訴
Their appeal for help went unheeded.
他們求助的呼吁未受到注意。
3.population n.人口;居民
What is the population of this country?
這個國家的人口是多少?
4.census n.人口普查;戶口普查
The census is taken one time every four years in our country.
我國每四年一次人口普查。
5.consumer n.消費者;用戶;消費品
We need more feedback from the consumer in order to improve our goods.
我們需要從消費者那里多得到些反饋信息以提高產(chǎn)品質(zhì)量。
Ethnic advertising
種族廣告
One message, or many?
要一個還是多個聲音?
The uses and limitations of ethnic ads
種族廣告的使用和限制
IN THE television series Mad Men, a 1960s admanmakes a pitch to a television-maker whose salesare flat.
電視劇廣告狂人，描述了二十世紀六十年代的一個廣告制作人向電視制作人推銷其對付銷售平淡的招數(shù)。
Among Negroes sales are actually growing, he chirps.
他很興奮地提出黑人的購買額確實在上升。
He proposes making integrated ads that appeal to both black and white consumers.
他建議制作一體化廣告以吸引黑人和白人消費者。
His idea bombs.
他的想法遭到狂轟爛炸。
This being the era of segregation, one of his listeners wonders if mixed-race ads are evenlegal.
那時還處于種族隔離時期，其中一個在場人員甚至懷疑種族混合的廣告是否合法。
Such days are long gone.
今非昔比。
America s minorities will eventually be a majority of the population:
根據(jù)最新的人口普查資料顯示，
by 2045, according to the most recent census.
至2045年，美國的少數(shù)族裔將最終在人數(shù)上成為主流大眾。
Advertisers have noticed.
廣告商知曉這趨勢。
Many now favour cross-cultural adsthat emphasise what black, Hispanic and Asian-American consumers have in common.
如今許多廣告商熱衷于拍跨文化的廣告，強調(diào)黑人、西班牙人和亞裔美國人的消費共性。
This approach is thought to work well with the young, who often listen to the same music,eat the same food and wear similar clothes regardless of their ethnic background.
這一方法非常對年輕一代人的胃口，這些年輕人不管是何種族背景，他們通常聽同一首歌，吃同一種食物和穿相似的衣服。
Ogilvy Mather, a big ad agency, formed OgilvyCulture in 2010 as a unit specialising incross-cultural marketing.
廣告業(yè)巨頭奧美于2010年組建了奧美文化作為一個業(yè)務單元專門從事跨文化營銷。
The ethnic ad model has not changed since the 1960s, says Jeffrey Bowman, head ofOgilvyCulture.
奧美文化的部門主管杰弗瑞鮑曼說種族廣告模式自從二十世紀六十年代以來一成不變。
It was the census data that made Ogilvy change its model.
正是人口調(diào)查資料讓奧美改變了其營銷模式。
In 2010 Burger King stopped employing ethnic agencies such as LatinWorks, which specialisedin the Hispanic market, to address its consumers as a whole rather than taking a segmentedapproach.
2010年快餐連鎖品牌漢堡王炒掉了如LatinWorks那些專攻西班牙市場，具有種族色彩的廣告代理商。漢堡王將顧客視為一體而不再采取細分的方式。
Yet some admen feel ethnicity remains relevant.
但是有些廣告人仍感到種族與廣告還是有千絲萬縷的關系。
Every ten years we go through a rethink of targeted versus one voice,
每隔十年，我們會重新考慮反對傳播一個聲音的廣告
says McGhee Williams Osse, co-chief executive of Burrell, a Chicago-based agencyspecialising in the African-American market.
專攻非洲裔市場，總部位于芝加哥的Burrell公司的聯(lián)合行政長官 McGhee Williams Oss說道，
She argues that ethnic origin is the key to people s identity, much more than education,income, religion, sex and sexual orientation. She would say that, of course.
她認為種族血緣是人的身份認同的主要因素，比教育、收入、宗教、性和性取向等更重要。她是這樣說的，千真萬確。
Maurice Levy, the boss of Publicis Groupe, the French ad giant that owns 49% of Burrell, saysthat ethnic advertising makes sense for advertisers that are very big, or very specialised.
法國廣告業(yè)巨頭陽獅集團擁有Burrell49%的股票份額。陽獅的老板馬千里說，種族廣告對大公司或專業(yè)型公司還是有商業(yè)意義的。
A maker of cream for black skin, for example, will probably not bother marketing it toAsians.
例如，為黑人制造的面霜就沒有必要進軍亞洲市場了。
Nestle, a huge food firm, aims some ads at Hispanics, America s largest minority.
食品巨擘雀巢公司針對美國最大的少數(shù)族裔西班牙裔制作了一些廣告。
It recruited four Hispanic mothers to blog on a new bilingual website, El Mejor Nido, offeringtips about parenting and healthy eating.
它招聘了4名西班牙裔母親在其新設雙語版的 El Mejor Nido 網(wǎng)上寫博客，提供為人父母之道和健康飲食的小貼士。
Hispanics are younger than other Americans, have more children and spend more on food,says Juan Motta, who heads the California-based unit running Nestle s Hispanic campaign inthe United States,
負責雀巢西班牙裔廣告促銷的美國加利福尼亞分部主管胡安莫塔說，西班牙裔人比其他美國人更年輕，育有更多小孩且更舍得在食品上花錢。
which promotes both the firm s Latin American brands, such as La Lechera and Abuelita, andthe rest of its larder.
該分部主要負責促銷公司的兩個拉丁美洲品牌如La Lechera 和Abuelita和其他的食品柜。
McDonald s has been a pioneer of ethnic advertising since the 1960s.
自從二十世紀六十年代，麥當勞一直是種族廣告的先驅者。
Minorities represent about 40% of its customers in America.
在美國少數(shù)民族裔占其消費者總數(shù)的40%。
Neil Golden, the firm s American chief marketing officer, argues that other Americans oftenfollow trends set by ethnic minorities.
麥當勞主要負責美國市場首席營銷官尼爾戈登認為其他美國人常跟在少數(shù)族裔掀起的潮流后面。
So he watches minorities for insights he can use in ads aimed at the general market.
故他深入地了解少數(shù)族裔就可將其特色用于針對整個市場的廣告中。
In 2010 McDonald s learned that African-Americans liked sweeter, weaker caramel mocha, soit started offering such blends everywhere, with great success.
2010年麥當勞得知非洲裔美國人喜歡更甜一點，咖啡味更淡一點的焦糖摩卡。故麥當勞開始到處提供這種混合物，結果一跑打響。
A similar thing happened with its mango and pineapple smoothies, a big hit with Hispanics.
它的芒果和鳳梨冰沙也如法炮制，在西班牙裔人中大受歡迎。
McDonald s featured the drinks in restaurants nationwide and they quickly overtookstrawberry banana, the traditional favourite.
麥當勞將此類飲品推廣至遍布全國的門店，結果一夜之間便取代了傳統(tǒng)暢銷品草莓香蕉飲料。
David Burgos, co-author of a book on marketing to the new majority,
David Burgos和別人合寫了一本針對新生大眾營銷的書。
says that in spite of the increasing importance of minority consumers, advertisers still putethnic ads into a separate budgetwhich tends to be cut first when the economy goes sour.
該書上說盡管少數(shù)族裔消費者的重要性日益俱增，廣告商仍將種族廣告單獨預算一旦經(jīng)濟不景氣，首先便拿這塊預算開刀。
Only 7% of marketing dollars are spent on targeted ethnic campaigns, although nearly half ofAmericans belong to ethnic minorities.
盡管少數(shù)族裔占了將近一半的美國人口，但只有7%的營銷費用花在針對種族的廣告活動上。
He thinks ad-agency staff need to be more diverse.
他認為廣告機構應招聘各種族的工作人員以使營銷更多樣化。
Getting the right ethnic perspective is tricky.
在廣告中從不同種族角度看問題這是非常高難度的工作。
Hispanics are a varied lot.
同為西班牙人卻迥然不同。
An ad that delights Cuban-Americans may irritate migrants from Venezuela.
能讓古巴裔美國人捧腹大笑的廣告可能會讓委內(nèi)瑞拉移民暴跳如雷。
Asians are hardly monolithic, either.
亞洲人也很是眾口難調(diào)。
Even the wittiest Korean catchphrases will provoke only bafflement in Chinatown.
即便是韓國的警言妙句也可能令唐人街的中國人迷惑不解。
Saul Gitlin of Kang Lee, an agency specialising in selling to Asian-Americans, arguesthat recent Chinese and Korean immigrants are best reached with communications in theirmother tongue.
專門針對亞洲裔美國人的廣告公司Kang Lee的Saul Gitlin認為和新一代的中國和韓國的移民用其母語溝通能收到最好的效果。
They are generally ignored by advertisers, however, with the exception of financial firms.
但是除了金融公司做到這一點外，廣告商一般都置若罔聞。
This is a mistake, he reckons:
廣告商的做法大錯特錯，他推測：
the median household income of Asian-Americans is some $10,000 higher than that ofnon-Hispanic whites.
亞洲裔美國人的家庭收入中值比非西班牙裔白人還高10,000美元。
Many modern Mad Men think digital media will allow them to know their audiences better,and feed them more precisely-tailored messages.
許多現(xiàn)代的廣告狂人認為數(shù)字媒體能讓他們更加了解受眾，從而更易提供量身定制的信息來滿足他們的需求。
This can be costly.
這要付出很高的代價。
But many consumers seem to like it.
但是許多消費者看來很喜歡這樣。
When Latinas disagree with something the four mommy bloggers at El Mejor Nido havewritten, they can go to the El Mejor Nido Facebook page, and let loose.
如果拉丁裔美國人不喜歡在 El Mejor Nido網(wǎng)站上4位母親所寫的博客觀點，他們可以移步至El MejorNido臉譜網(wǎng)，可在此暢所欲言。
詞語解釋
1.ethnic a.種族的;民族的
Along the way, tourists can see the Tujia ethnicminorities tilling the land.
沿著這條路,旅游者可以看到土家族的人在耕地。
2.appeal n.懇求;呼吁;上訴
Their appeal for help went unheeded.
他們求助的呼吁未受到注意。
3.population n.人口;居民
What is the population of this country?
這個國家的人口是多少?
4.census n.人口普查;戶口普查
The census is taken one time every four years in our country.
我國每四年一次人口普查。
5.consumer n.消費者;用戶;消費品
We need more feedback from the consumer in order to improve our goods.
我們需要從消費者那里多得到些反饋信息以提高產(chǎn)品質(zhì)量。
