{"id":11907,"date":"2008-11-28T04:23:00","date_gmt":"2008-11-28T04:23:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/book-review-truth-lies-advertising\/"},"modified":"2025-09-15T23:00:51","modified_gmt":"2025-09-16T03:00:51","slug":"%e4%b9%a6%e8%af%84-%e7%9c%9f%e7%9b%b8%e8%b0%8e%e8%a8%80-%e5%b9%bf%e5%91%8a","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/zh\/book-review-truth-lies-advertising\/","title":{"rendered":"\u4e66\u8bc4\uff1a\u201c\u771f\u76f8\u3001\u8c0e\u8a00\u548c\u5e7f\u544a\u201d"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/tla.jpg?__SQUARESPACE_CACHEVERSION=1233894251615\" alt=\"SIS \u56fd\u9645\u5e02\u573a\u7814\u7a76\u4e0e\u6218\u7565\">\u4f5c\u4e3a\u6211\u4eec\u8425\u9500\u4e66\u8bc4\u7cfb\u5217\u7684\u4e00\u90e8\u5206\uff0c\u6211\u4eec\u6700\u8fd1\u8bc4\u8bba\u4e86 Jon Steel \u7684\u300a\u771f\u76f8\u3001\u8c0e\u8a00\u548c\u5e7f\u544a\uff1a\u5ba2\u6237\u89c4\u5212\u7684\u827a\u672f\u300b\u3002\u867d\u7136\u8fd9\u672c\u4e66\u7684\u91cd\u70b9\u662f\u5e7f\u544a\uff0c\u4f46\u5176\u5185\u5bb9\u53ef\u4ee5\u5207\u5b9e\u5e94\u7528\u4e8e\u8425\u9500\u670d\u52a1\u7684\u5176\u4ed6\u5206\u652f\u3002\u7279\u522b\u662f\uff0c\u6211\u4eec\u6e34\u671b\u9605\u8bfb\u5b83\u5bf9\u5e7f\u544a\u6d3b\u52a8\u4e2d\u7684\u5e02\u573a\u7814\u7a76\u7684\u770b\u6cd5\u3002<\/p>\n<p>Steel \u7684\u76ee\u6807\u662f\u63d0\u51fa\u4e00\u79cd\u57fa\u4e8e\u4eba\u53ca\u5176\u60c5\u611f\u7684\u590d\u6742\u6027\u7684\u5168\u65b0\u5e7f\u544a\u6a21\u5f0f\u3002\u8be5\u6a21\u5f0f\u5c06\u5229\u76ca\u76f8\u5173\u8005\u7684\u5408\u4f5c\u5173\u7cfb\u878d\u5165\u5e7f\u544a\u6d3b\u52a8\u4e2d\uff1a<\/p>\n<ul>\n<li>\u5ba2\u6237\u7684\u4e1a\u52a1\u89c6\u89d2<\/li>\n<li>\u673a\u6784\u7684\u521b\u610f\u89c6\u89d2<\/li>\n<li>opinions and prejudices of the people at whom advertising is aimed; In other words, the consumer needs to be probed for insecurities, motivations, habits, and prejudices<\/li>\n<\/ul>\n<p>\u5728\u201c\u4e09\u89d2\u6d4b\u91cf\u201d\u8fd9\u4e9b\u89c2\u70b9\u65f6\uff0c\u4eba\u4eec\u4f1a\u66f4\u63a5\u8fd1\u771f\u76f8\u3002\u8be5\u6a21\u578b\u7684\u57fa\u7840\u662f\u5bf9\u6df7\u4e71\u7684\u6b23\u8d4f\u3002\u65af\u8482\u5c14\u7684\u7406\u7531\u662f\uff0c\u6574\u4f53\u7684\u603b\u548c\u5927\u4e8e\u5404\u4e2a\u90e8\u5206\u3002\u76f8\u53cd\uff0c\u5982\u679c\u8ba9\u4e00\u79cd\u89c2\u70b9\u5360\u4e3b\u5bfc\u5730\u4f4d\uff0c\u5e7f\u544a\u6d3b\u52a8\u7684\u8d28\u91cf\u548c\u6548\u679c\u5c31\u4f1a\u53d7\u5230\u5f71\u54cd\u3002\u65af\u8482\u5c14\u8868\u793a\uff0c\u6df7\u4e71\u6709\u52a9\u4e8e\u4e3a\u5ba2\u6237\u63d0\u4f9b\u6700\u597d\u7684\u5de5\u4f5c\u3002<\/p>\n<ul>\n<li>\u5f71\u54cd\u5e7f\u544a\u7814\u7a76\u7684\u73af\u5883<\/li>\n<li>\u8fd9\u4f1a\u8ba9\u4ed6\u4eec\u5fc3\u60c5\u600e\u6837\uff1f<\/li>\n<li>\u673a\u4f1a\uff08\u5e94\u9f13\u52b1\uff09<\/li>\n<\/ul>\n<p>Steel \u8fdb\u4e00\u6b65\u5728\u6df7\u6c8c\u65b9\u9762\u5c06\u91cf\u5b50\u7269\u7406\u5b66\u4e0e\u5e7f\u544a\u8fdb\u884c\u4e86\u51fa\u4eba\u610f\u6599\u7684\u5bf9\u6bd4\u3002\u6700\u7ec8\uff0cSteel \u6697\u793a\u91cf\u5b50\u7269\u7406\u5b66\u4e2d\u7684\u6df7\u6c8c\u548c\u5bf9\u51b2\u7a81\u89c2\u70b9\u7684\u6e34\u671b\u4e0e\u4ed6\u5bf9\u591a\u5143\u5316\u89c2\u70b9\u7684\u6001\u5ea6\u76f8\u4f3c\u3002<\/p>\n<p>Steel continues to define Advertising according to Jeff Goodby&#8217;s definition: getting into one\u2019s mind and changing one\u2019s mind, but not telling one how to think. Along these lines, Steel asserts that Advertising cannot sell something; instead it influences the mind, which can influence purchasing.<\/p>\n<p>\u90a3\u4e48\u5e7f\u544a\u662f\u827a\u672f\u8fd8\u662f\u751f\u610f\u5462\uff1f\u53e4\u5fb7\u6bd4\u8bf4\uff0c\u5e7f\u544a\u662f\u6539\u53d8\u601d\u60f3\u7684\u751f\u610f\u3002\u56e0\u6b64\uff0c\u5e7f\u544a\u4f3c\u4e4e\u662f\u827a\u672f\u548c\u5546\u4e1a\u7684\u6df7\u5408\u4f53\uff0c\u66f4\u503e\u5411\u4e8e\u5546\u4e1a\u3002\u5c06\u5e7f\u544a\u4e3b\u8981\u89c6\u4e3a\u4e00\u95e8\u827a\u672f\u662f\u6709\u95ee\u9898\u7684\uff0c\u56e0\u4e3a\u5b83\u63d0\u51fa\u4e86\u5c06\u521b\u610f\u8005\u7684\u5229\u76ca\u7f6e\u4e8e\u5ba2\u6237\u5229\u76ca\u4e4b\u4e0a\u7684\u95ee\u9898\u3002\u65af\u8482\u5c14\u6697\u793a\u5e7f\u544a\u5546\u9700\u8981\u610f\u8bc6\u5230\u5ba2\u6237\u7684\u76ee\u6807\u662f\u9500\u552e\u4ea7\u54c1\u6216\u521b\u610f\u3002<\/p>\n<p>\u6b64\u5916\uff0c\u5e7f\u544a\u662f\u4e00\u95e8\u79d1\u5b66\u8fd8\u662f\u4e00\u95e8\u827a\u672f\uff1f\u65af\u8482\u5c14\u6307\u51fa\uff0c\u5e7f\u544a\u4e0d\u662f\u4e00\u95e8\u79d1\u5b66\uff0c\u56e0\u4e3a\u5b83\u5ffd\u89c6\u4e86\u4eba\u7c7b\u60c5\u611f\u7684\u590d\u6742\u6027\u3002\u79d1\u5b66\u5047\u8bbe\u4f60\u53ef\u4ee5\u5206\u89e3\u7ec4\u4ef6\u5e76\u6839\u636e\u739b\u683c\u4e3d\u7279\u00b7\u60e0\u7279\u5229\u7684\u673a\u5668\u6a21\u578b\u91cd\u5efa\u4e8b\u7269\u3002\u65af\u8482\u5c14\u8ba4\u4e3a\uff0c\u8fc7\u4e8e\u79d1\u5b66\u7684\u6570\u636e\u53ef\u80fd\u4f1a\u53ea\u987e\u6811\u6728\u800c\u5ffd\u89c6\u68ee\u6797\u3002<\/p>\n<p>Steel writes about the power of the unscientific method. He cites evidence that some of the best brains, including Einstein, Oppenheimer (a physicist), and Watson\/Crick, deviated from the scientific method by combining science and art (intuition, fantasy). Steel implies that this occurred because these great thinkers realized that the scientific method could not explain everything.<\/p>\n<p>\u4ece\u4e0a\u4e0b\u6587\u6765\u770b\uff0c\u5e7f\u544a\u5728\u63a5\u89e6\u6d88\u8d39\u8005\u65b9\u9762\u9762\u4e34\u51e0\u4e2a\u95ee\u9898\u3002\u5e7f\u544a\u9488\u5bf9\u7684\u662f\u4eba\uff0c\u5e76\u8bd5\u56fe\u544a\u8bc9\u4ed6\u4eec\u8be5\u505a\u4ec0\u4e48\u3002\u4fe1\u606f\u5df2\u88ab\u8fc7\u5ea6\u4f7f\u7528\u3002\u56e0\u6b64\uff0c\u4eba\u4eec\u4e0d\u559c\u6b22\u5e7f\u544a\u3002\u65af\u8482\u5c14\u63d0\u51fa\u5e7f\u544a\u4e2d\u7684\u4e09\u4f4d\u4e00\u4f53\u5305\u62ec\uff1a<\/p>\n<ul>\n<li>\u7b80\u5355<\/li>\n<li>\u5e38\u8bc6<\/li>\n<li>\u521b\u9020\u529b<\/li>\n<\/ul>\n<p><strong>\u7814\u7a76\u601d\u8def<\/strong><br \/>\nSteel asserts that clients assume that those on the outside share their same amount of knowledge, and that it was the role of the planner needs to change this. He indicates that the focus group moderator should have the power to introduce a completely new idea and deviate from the discussion guide. For example, he worked on a project on \u201cDisability Insurance,\u201d which by itself is a word that makes people shudder. Exploratory research was employed to allow the respondent to freely think and speak her thoughts. He found that respondents considered disability insurance as a necessary evil. As a result, the resulting ad campaign focused on the wide picture of the future and the realities that would impact some of the population. The message was that the company had your interests at heart.<\/p>\n<p>Steel also claims that researchers need to look at what is not being said. Citing the example of a project for KPMG Peat Marwick, he had conducted many interviews with high-level executives. All research interviews consisted of the respondent telling the interviewer that what they were saying was all confidential. Hence, he came up with the idea to make a slogan conveying the exciting, stealthy, and confidential nature of what KPMG did.<\/p>\n<p>\u6700\u540e\uff0c\u8fd9\u672c\u4e66\u6709\u4ee4\u4eba\u632f\u594b\u7684\u521b\u610f\u5e7f\u544a\u793a\u4f8b\u3002\u5176\u901a\u4fd7\u6613\u61c2\u7684\u5199\u4f5c\u98ce\u683c\u4e0e\u4ed6\u5173\u4e8e\u5e7f\u544a\u7b80\u5355\u6027\u548c\u5e38\u8bc6\u6027\u7684\u6574\u4f53\u7406\u8bba\u4e00\u81f4\u3002\u5176\u5e7f\u544a\u6d3b\u52a8\u7406\u8bba\u6709\u52a9\u4e8e\u6982\u5ff5\u5316\u6700\u6709\u6548\u7684\u5e7f\u544a\u6d3b\u52a8\u3002\u6211\u4eec\u552f\u4e00\u4e0d\u6ee1\u610f\u7684\u662f\uff0c\u5176\u7814\u7a76\u7406\u5ff5\u5e76\u6ca1\u6709\u4e3a\u8be5\u6d41\u6d3e\u7684\u5176\u4ed6\u4f5c\u8005\uff08\u4f8b\u5982\u300a\u6587\u5316\u5bc6\u7801\u300b\u7684\u4f5c\u8005\u514b\u6d1b\u6cf0\u5c14\u00b7\u62c9\u5e15\u8036\uff09\u5e26\u6765\u592a\u591a\u4ef7\u503c\u3002<\/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\/tla.jpg?__SQUARESPACE_CACHEVERSION=1233894251615\" alt=\"\" \/><\/span><\/span>\u4f5c\u4e3a\u6211\u4eec\u8425\u9500\u4e66\u8bc4\u7cfb\u5217\u7684\u4e00\u90e8\u5206\uff0c\u6211\u4eec\u6700\u8fd1\u8bc4\u8bba\u4e86 Jon Steel \u7684\u300a\u771f\u76f8\u3001\u8c0e\u8a00\u548c\u5e7f\u544a\uff1a\u5ba2\u6237\u89c4\u5212\u7684\u827a\u672f\u300b\u3002\u867d\u7136\u8fd9\u672c\u4e66\u7684\u91cd\u70b9\u662f\u5e7f\u544a\uff0c\u4f46\u5176\u5185\u5bb9\u53ef\u4ee5\u5207\u5b9e\u5e94\u7528\u4e8e\u8425\u9500\u670d\u52a1\u7684\u5176\u4ed6\u5206\u652f\u3002\u7279\u522b\u662f\uff0c\u6211\u4eec\u6e34\u671b\u9605\u8bfb\u5b83\u5bf9\u5e7f\u544a\u6d3b\u52a8\u4e2d\u7684\u5e02\u573a\u7814\u7a76\u7684\u770b\u6cd5\u3002<\/p>\n<p>Steel \u7684\u76ee\u6807\u662f\u63d0\u51fa\u4e00\u79cd\u57fa\u4e8e\u4eba\u53ca\u5176\u60c5\u611f\u7684\u590d\u6742\u6027\u7684\u5168\u65b0\u5e7f\u544a\u6a21\u5f0f\u3002\u8be5\u6a21\u5f0f\u5c06\u5229\u76ca\u76f8\u5173\u8005\u7684\u5408\u4f5c\u5173\u7cfb\u878d\u5165\u5e7f\u544a\u6d3b\u52a8\u4e2d\uff1a<\/p>\n<ul>\n<li>\u5ba2\u6237\u7684\u4e1a\u52a1\u89c6\u89d2<\/li>\n<li>\u673a\u6784\u7684\u521b\u610f\u89c6\u89d2<\/li>\n<li>\u5e7f\u544a\u6240\u9488\u5bf9\u7684\u4eba\u7fa4\u7684\u89c2\u70b9\u548c\u504f\u89c1\uff1b\u6362\u53e5\u8bdd\u8bf4\uff0c\u9700\u8981\u63a2\u7a76\u6d88\u8d39\u8005\u7684\u4e0d\u5b89\u5168\u611f\u3001\u52a8\u673a\u3001\u4e60\u60ef\u3001\u504f\u89c1<\/li>\n<\/ul>","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-11907","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\/zh\/wp-json\/wp\/v2\/posts\/11907","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/comments?post=11907"}],"version-history":[{"count":2,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/11907\/revisions"}],"predecessor-version":[{"id":68962,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/11907\/revisions\/68962"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/media?parent=11907"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/categories?post=11907"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/tags?post=11907"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}