{"id":11906,"date":"2008-12-12T04:21:00","date_gmt":"2008-12-12T04:21:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/book-review-hey-whipple-squeeze-this\/"},"modified":"2024-06-24T21:01:13","modified_gmt":"2024-06-25T01:01:13","slug":"%ec%84%9c%ed%8f%89-%ec%95%88%eb%85%95-wipple-squeeze-this","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ko\/%ec%84%9c%ed%8f%89-%ec%95%88%eb%85%95-wipple-squeeze-this\/","title":{"rendered":"\uc11c\ud3c9: \u201cHey Whipple Squeeze This\u201d"},"content":{"rendered":"<p>\ub9c8\ucf00\ud305 \uad00\ub828 \uc11c\uc801 \uc2dc\ub9ac\uc988\uc758 \uc77c\ubd80\ub85c Luke Sullivan\uc758 \uc800\uc11c &quot;Hey Whipple Squeeze This&quot;\ub97c \uac80\ud1a0\ud588\uc2b5\ub2c8\ub2e4. \uc774 \ucc45\uc740 \uad11\uace0\uc5d0 \ucd08\uc810\uc744 \ub9de\ucd94\uba74\uc11c\ub3c4 \ubb38\uc81c \ud574\uacb0\uacfc \uc18c\ube44\uc790 \uc774\ud574\uc5d0 \ub300\ud574 \uc2ec\ub3c4 \uae4a\uac8c \ub2e4\ub8e8\uace0 \uc788\ub2e4. \ub9c8\ucc2c\uac00\uc9c0\ub85c \ub2e4\ub978 \ub9c8\ucf00\ud305 \uc11c\ube44\uc2a4 \uc601\uc5ed\uc5d0\ub3c4 \uc801\uc6a9\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc6b0\ub9ac\ub294 \uc800\uc790\uac00 \uc911\uc810\uc744 \ub454 \ud765\ubbf8\ub85c\uc6b4 \uac1c\ub150\uc744 \uc911\uc2ec\uc73c\ub85c \uc774 \ub9ac\ubdf0\ub97c \uad6c\uc131\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n<p><strong>\ube0c\ub808\uc778\uc2a4\ud1a0\ubc0d<\/strong><br \/>\nSullivan\uc740 \ubb38\uc81c\ub97c \uc9c8\ubb38\uc73c\ub85c \uc81c\uae30\ud558\ub294 \uac83\uc758 \uac00\uce58\ub97c \uc8fc\uc7a5\ud569\ub2c8\ub2e4. \uc774 \ucc45\uc5d0\uc11c \uc6b0\ub9ac\uac00 \uac00\uc7a5 \uc88b\uc544\ud558\ub294 \uc778\uc6a9\ubb38 \uc911 \ud558\ub098\ub294 Sullivan\uc774 &quot;\uc798 \uc124\uba85\ub41c \ubb38\uc81c\ub294 \ubc18\ucbe4 \ud574\uacb0\ub41c \ubb38\uc81c\uc785\ub2c8\ub2e4.&quot;\ub77c\uace0 \ub9d0\ud55c \uac83\uc785\ub2c8\ub2e4. \uc9c8\ubb38\uc5d0 \uc9d1\uc911\ud568\uc73c\ub85c\uc368 \uc0ac\ub78c\ub4e4\uc740 \ube0c\ub808\uc778\uc2a4\ud1a0\ubc0d \uacfc\uc815\uc744 \ucd09\uc9c4\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p><strong>\uc81c\ud488 \uce74\ud14c\uace0\ub9ac \uc18d\ubcf4<\/strong><br \/>\nSullivan\uc740 \uc81c\ud488 \uce74\ud14c\uace0\ub9ac\uc758 \uc9c4\ubd80\ud55c \uad11\uace0\ub97c \uae68\ub294 \uac83\uc774 \uc911\uc694\ud558\ub2e4\uace0 \uc8fc\uc7a5\ud569\ub2c8\ub2e4. \ud55c \uad11\uace0\uc5d0\uc11c \ub300\ud589\uc0ac\ub294 \uad11\uace0\uc6a9 \uc545\ub2f9\uc744 \uac1c\ubc1c\ud588\uc2b5\ub2c8\ub2e4. \ub2e4\ub978 \ud6a8\uacfc\uc801\uc778 \uad11\uace0\ub294 \ubcf8\uc9c8\uc801\uc73c\ub85c \uc88b\uc544\ud558\ub294 \uad11\uace0\ucc98\ub7fc \ubcf4\uc774\uc9c0 \uc54a\ub294 \uad11\uace0\uc600\uc2b5\ub2c8\ub2e4. \uc608\ub97c \ub4e4\uc5b4 \uad11\uace0\ub77c\uae30\ubcf4\ub2e4\ub294 \ub2e4\ud050\uba58\ud130\ub9ac\ub098 \uc5f0\uc18d\uadf9\ucc98\ub7fc \ubcf4\uc600\uc2b5\ub2c8\ub2e4.<\/p>\n<p><strong>\uac04\ub2e8<\/strong><br \/>\nSullivan advised the importance of focusing on simplicity as part of &#8220;Draconian Reductionism&#8221;. Sullivan&#8217;s ideas on simplicity in advertising are consistent with those of Jon Steel who wrote &#8220;Truth, Lies and Advertising&#8221;, which we have also reviewed in this blog. He states that you cannot logic your way to an audience\u2019s heart because human thought is not always rational. He asserts that simplicity breaks through advertising clutter and directly conveys the message to the consumer. Copywriters should write like they actually talk in reality. They need to leave a picture in the listener\u2019s mind, start and end dramatically, and <a href=\"https:\/\/www.sisinternational.com\/ko\/%ec%86%94%eb%a3%a8%ec%85%98\/%ec%a0%95%ec%84%b1%ec%a0%81-%ec%a0%95%eb%9f%89%ec%a0%81-%ec%97%b0%ea%b5%ac-%ec%86%94%eb%a3%a8%ec%85%98\/%ec%a4%91%ec%95%99-%ec%9c%84%ec%b9%98-%ed%85%8c%ec%8a%a4%ed%8a%b8-%eb%8c%80-%ed%8f%ac%ec%bb%a4%ec%8a%a4-%ea%b7%b8%eb%a3%b9\/\" title=\"\uc911\uc559 \uc704\uce58 \ud14c\uc2a4\ud2b8 \ub300 \ud3ec\ucee4\uc2a4 \uadf8\ub8f9\"  data-wpil-monitor-id=\"7977\">focus on one central<\/a> theme.<\/p>\n<p><strong>\uc625\uc678\uad11\uace0<\/strong><br \/>\nSullivan\uc5d0 \ub530\ub974\uba74 \uc625\uc678 \uad11\uace0\uc758 \ubaa9\uc801\uc740 \uc0ac\ub78c\ub4e4\uc744 \uc990\uac81\uac8c \ud574\uc57c \ud569\ub2c8\ub2e4. \uc774\uc5d0 \ub300\ud55c \uc608\ub294 \uc0ac\ub78c\ub4e4\uc774 \ucd95\uad6c\uacf5 \uc548\uc73c\ub85c \ub4e4\uc5b4\uac00 \uc0ac\ubc29\uc73c\ub85c \ub358\uc838\uc9c0\ub294 \uc57c\uc678 \ub77c\uc774\ub529\uc744 \ud558\ub294 \uc544\ub514\ub2e4\uc2a4\uc785\ub2c8\ub2e4.<\/p>\n<p><strong>\ucc3d\uc791 \uacfc\uc815:<\/strong><br \/>\nSullivan\uc740 \uc0ac\ub78c\ub4e4\uc740 \ubaa8\ud638\ud568\uc744 \uc2eb\uc5b4\ud558\ub294 \uacbd\ud5a5\uc774 \uc788\uc73c\uba70 \ub9c8\uc74c \uc18d\uc5d0 \ub5a0\uc624\ub974\ub294 \uccab \ubc88\uc9f8 \uc544\uc774\ub514\uc5b4\uc5d0 \uc548\uc8fc\ud558\ub824\ub294 \uc720\ud639\uc744 \ubc1b\uc744 \uc218 \uc788\ub2e4\uace0 \uc8fc\uc7a5\ud569\ub2c8\ub2e4. \ud55c \uac00\uc9c0 \uc811\uadfc \ubc29\uc2dd\uc740 \uc9e7\uc740 \uc2dc\uac04 \ub0b4\uc5d0 100\uac1c\uc758 \ud0dc\uadf8\ub77c\uc778\uc744 \uc791\uc131\ud558\ub294 \uac83\uc785\ub2c8\ub2e4. \uadf8\ub807\uac8c \ud558\uba74 \ub9c8\uc74c\uc774 \ubc29\ud669\ud558\uac8c \ub420 \uac83\uc785\ub2c8\ub2e4. \uadf8\ub7ec\uba74 \uba87 \uac00\uc9c0 \ud575\uc2ec \uc544\uc774\ub514\uc5b4\ub85c \ubc94\uc704\ub97c \uc881\ud788\ub294 \uac83\uc774 \ud6e8\uc52c \uc26c\uc6cc\uc9d1\ub2c8\ub2e4.<\/p>\n<p><strong>\uc0c8\ub85c\uc6b4 \ubbf8\ub514\uc5b4<\/strong><br \/>\n\uc624\ub298\ub0a0\uc758 \uc0c8\ub85c\uc6b4 \ubbf8\ub514\uc5b4\ub294 \ube14\ub85c\uadf8, \uc8fc\ucc28 \uacf5\uac04 \uad11\uace0, \uc6f9 \uc138\ubbf8\ub098 \ub4f1\uacfc \uac19\uc774 \uadf8 \uc790\uccb4\ub85c \ucc3d\uc758\uc801\uc778 \uac83\uc73c\ub85c \uac04\uc8fc\ub429\ub2c8\ub2e4. \uac8c\ub9b4\ub77c \ub9c8\ucf00\ud305\uc740 \ucc3d\uc758\uc801\uc778 \uc2e4\ud589\uc73c\ub85c \uad6c\uc131\ub429\ub2c8\ub2e4. \uc608\ub97c \ub4e4\uc5b4 IKEA\uac00 \uac70\ub9ac\uc5d0 &quot;Steal me&quot;\ub77c\ub294 \ubb38\uad6c\uac00 \uc801\ud78c \uac00\uad6c\ub97c \uc124\uce58\ud55c \uacbd\uc6b0\uac00 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub294 \ubb34\ub8cc \ubbf8\ub514\uc5b4\ub97c \uc0dd\uc131\ud558\uace0 \ubb34\ub8cc \uac00\uad6c\ub97c \uac00\uc838\uac04 \uc0ac\ub78c\ub4e4 \uc0ac\uc774\uc5d0 \ud638\uc758\ub97c \ubd88\ub7ec\uc77c\uc73c\ucf30\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\ucc45\uc740 \uae54\ub054\ud558\uac8c \uc815\ub9ac\ub418\uc5b4 \uc788\uace0 \uc0c1\uc2dd\uc801\uc778 \uc870\uc5b8\ub3c4 \ub9ce\uc774 \ub2f4\uaca8 \uc788\ub2e4\ub294 \uc810\uc5d0\uc11c \ud765\ubbf8\ub86d\ub2e4. \uadf8\ub7ec\ub098 \uc774 \ucc45\uc5d0\ub294 \uadf8 \ubc11\uc5d0 \uae54\ub9b0 \ud558\ub098\uc758 \uc911\uc2ec \uc0ac\uc0c1\uc774 \uc5c6\ub294 \uac83 \uac19\uc2b5\ub2c8\ub2e4. \ub300\uc2e0, \uba85\ud655\ud558\uac8c \uc81c\uc2dc\ub418\uc5c8\uc9c0\ub9cc \ub3c5\uc790\uc5d0\uac8c \ud070 \uc544\uc774\ub514\uc5b4\ub97c \uc8fc\uc9c0 \uc54a\ub294 \uc218\ub9ce\uc740 \uad8c\uc7a5 \uc0ac\ud56d\uc73c\ub85c \uad6c\uc131\ub429\ub2c8\ub2e4.<\/p>","protected":false},"excerpt":{"rendered":"<p><span class=\"full-image-float-left ssNonEditable\"><span><img decoding=\"async\" style=\"width: 200px;\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/hey-whipple-squeeze-this.jpg?__SQUARESPACE_CACHEVERSION=1233894141071\" alt=\"\" \/><\/span><\/span><\/p>\n<p>\ub9c8\ucf00\ud305 \uad00\ub828 \uc11c\uc801 \uc2dc\ub9ac\uc988\uc758 \uc77c\ubd80\ub85c Luke Sullivan\uc758 \uc800\uc11c &quot;Hey Whipple Squeeze This&quot;\ub97c \uac80\ud1a0\ud588\uc2b5\ub2c8\ub2e4. \uc774 \ucc45\uc740 \uad11\uace0\uc5d0 \ucd08\uc810\uc744 \ub9de\ucd94\uba74\uc11c\ub3c4 \ubb38\uc81c \ud574\uacb0\uacfc \uc18c\ube44\uc790 \uc774\ud574\uc5d0 \ub300\ud574 \uc2ec\ub3c4 \uae4a\uac8c \ub2e4\ub8e8\uace0 \uc788\ub2e4. \ub9c8\ucc2c\uac00\uc9c0\ub85c \ub2e4\ub978 \ub9c8\ucf00\ud305 \uc11c\ube44\uc2a4 \uc601\uc5ed\uc5d0\ub3c4 \uc801\uc6a9\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc6b0\ub9ac\ub294 \uc800\uc790\uac00 \uc911\uc810\uc744 \ub454 \ud765\ubbf8\ub85c\uc6b4 \uac1c\ub150\uc744 \uc911\uc2ec\uc73c\ub85c \uc774 \ub9ac\ubdf0\ub97c \uad6c\uc131\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n<p><strong>\ube0c\ub808\uc778\uc2a4\ud1a0\ubc0d<\/strong><br \/>Sullivan\uc740 \ubb38\uc81c\ub97c \uc9c8\ubb38\uc73c\ub85c \uc81c\uae30\ud558\ub294 \uac83\uc758 \uac00\uce58\ub97c \uc8fc\uc7a5\ud569\ub2c8\ub2e4. \uc774 \ucc45\uc5d0\uc11c \uc6b0\ub9ac\uac00 \uac00\uc7a5 \uc88b\uc544\ud558\ub294 \uc778\uc6a9\ubb38 \uc911 \ud558\ub098\ub294 Sullivan\uc774 &quot;\uc798 \uc124\uba85\ub41c \ubb38\uc81c\ub294 \ubc18\ucbe4 \ud574\uacb0\ub41c \ubb38\uc81c\uc785\ub2c8\ub2e4.&quot;\ub77c\uace0 \ub9d0\ud55c \uac83\uc785\ub2c8\ub2e4. \uc9c8\ubb38\uc5d0 \uc9d1\uc911\ud568\uc73c\ub85c\uc368 \uc0ac\ub78c\ub4e4\uc740 \ube0c\ub808\uc778\uc2a4\ud1a0\ubc0d \uacfc\uc815\uc744 \ucd09\uc9c4\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-11906","post","type-post","status-publish","format-standard","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/11906","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/comments?post=11906"}],"version-history":[{"count":2,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/11906\/revisions"}],"predecessor-version":[{"id":81342,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/11906\/revisions\/81342"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/media?parent=11906"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/categories?post=11906"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/tags?post=11906"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}