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  • When advertising began in a significant way in the [early] 19th century

  • It was a relatively straightforward business. It showed you a product told you what it did where you could get it and what it cost

  • Then in 1960s America a remarkable new way of advertising emerged

  • Led by Luminaries of Madison Avenue Like William Bernbach

  • David ogilvy and Mary Wells lawrence in their work for brands like Soa vests and life cereal

  • Adverts cease to be in a narrow sense about the things that they were selling

  • The focus of an ad might ostensibly be on a car

  • But our attention was also being directed at the harmonious handsome couple holding hands beside it

  • It might unsurfaced be in adverted out soap

  • But the true emphasis was on the state of calm that accompanied the washing

  • It might be whiskey one was being invited to drink

  • But it was the attitude of resoluteness and resilience on display that provided the compelling focal point

  • Madison Avenue had made an extraordinary discovery however appealing a product might be there were many other things

  • That were likely to be even more appealing to customers and by in twining their products with these ingredients

  • Sales could be transformed

  • [Patek] [Phillipe] is one of the giants of the global watchmaking industry

  • Since 1996 they've been running a very distinctive series of adverts featuring parents and children

  • It's almost impossible not to have glimpse one somewhere in one example a father and son are hanging out together in scenes

  • Which tenderly evoke filial and paternal loyalty in love we can imagine the boy will grow up confident and independent

  • It also respectful and warm the advert understands our deepest hopes around our children

  • It's moving because what it depicts is so hard to find in real life

  • We're often brought to tears not so much by what we have as by what we long [for] but cannot reach

  • Father-son relationships are dependably problematic, but in the world of patek phillipe

  • We glimpse a kind of psychological?

  • Paradise we can turn to Calvin Klein the couple seemed like they might have been together a while

  • They may have a couple of children, and they're in it [for] the long term [the] perfume is called eternity

  • But their passion is still so intense they have sex. Maybe a couple of times a day often in unusual locations

  • Calvin Klein knows all about what we really want in relationships

  • It's brilliantly latched on to our deepest and at the same time our most elusive [in] a long house

  • Adverts wouldn't work

  • If they didn't operate with a very good understanding of what [our] real needs are

  • What we truly require to be happy their emotional pull is based on knowingness [eerily]

  • Well as they recognize we are creatures who hunger for good family relationships

  • Connections with others a sense of freedom and joy a promise of self-development

  • Dignity calm and the feeling that we're respected yet armed with this knowledge

  • They and the Corporation's who bankroll them are unwittingly somewhat cruel to us

  • For while they excite us with reminders of our buried longings. They cannot do anything wholehearted about quenching them

  • Adverts may want to sell us things but incommensurate things in relation to the hopes they've aroused

  • Calvin Klein makes lovely Cologne Patek Phillipe swatches are extremely reliable in beautiful agents of timekeeping

  • But these items cannot by themselves help us secure. The goods are unconscious believed were on offer

  • the real crisis of capitalism is the product development lags so far behind the best insights of

  • advertising since the [1960's]

  • Advertising has worked out just how much we need help with the true challenges of life

  • Its fathomed how deeply we want to have better careers

  • stronger relationships greater confidence in most adverts the pain and the hope of our lives have been superbly

  • Identified but the products are almost comically at odds with the problems at hand

  • Advertisers are hardly to blame. They are in fact the victims of an extraordinary oblem of Modern capitalism

  • While we have so many complex needs we have nothing better to offer ourselves in the face of our troubles

  • Then perhaps a slightly more accurate chronometer or a more subtly blended perfume

  • business needs to get more ambitious in the creation of new kinds of

  • Products in their own way as [strange-sounding] today as a wristwatch would have struck observers in 1500

  • We need the drive of commerce to get behind filling the world in our lives with goods that really can help us to thrive

  • Flourish find contentment and manage our relationships well to trace the future shape of capitalism

  • We only have to think of all the needs we [have] that currently lie outside [of] [commerce]

  • We need help in forming cohesive interesting benevolent communities. We need help in bringing up children

  • We need help in calming down at Key moments

  • We require immense assistance in discovering our real talents in the workplace

  • [our] higher needs are not

  • Trivial or minor once

  • Insignificant things we could easily survive without they are in many ways central to our lives

  • We've simply accepted without adequate protest that there is nothing business could sell us to address them we don't know today quite

  • What the businesses of the [future] will look like just as half a century ago?

  • No one could describe the corporate essence of the current large technology companies, but [we] can know the direction

  • We need to head [to] one where the drive and inventiveness of capitalism tackles the higher deeper problems of life

  • Advertising has at least done as the great service at hinting at the future shape of the economy it already

  • Trades on all the right ingredients

  • The challenge now is to narrow the Gap between the fantasies being offered and what businesses should be able to sell us

  • you

When advertising began in a significant way in the [early] 19th century


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B1 中級

POP CULTURE:広告の巧妙なトリック (POP CULTURE: The Clever Tricks of Advertising)

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    osmend に公開 2021 年 01 月 14 日