돈: 당신이 소비하는 진짜 이유(Bucks: The Real Reasons Why You Buy) - 3회

영어/NYT 읽어주는 남자 2012. 4. 22. 06:19

http://bucks.blogs.nytimes.com/2012/04/16/the-real-reasons-why-you-buy/

BUSINESS DAY
Bucks: The Real Reasons Why You Buy
By By CARL RICHARDS
Published: April 16, 2012
If you think a purchase will ultimately save you money, ask yourself whether that's a story you've invented to justify something you're buying for more emotional reasons.

돈: 당신이 소비하는 진짜 이유
1차 시도>

만약에 어떤 물건을 구매하는 것이 당신의 돈을 근본적으로 아껴줄 것이라고 생각한다면, 당신이 더 정서적인 이유로 물건을 사는 것을 정당화 시켜줄 것이라고 꾸며왔던 이야기인지 아닌지 자기 스스로에게 물어보기 바랍니다.


2차 시도>

어떤 물건을 산다는 것이 돈을 아껴주는 것이라고 생각하는 사람이라면, 본인 스스로에게 물어보기 바랍니다.

물건을 사는 것을 더 정서적인 이유로 정당화하기 위해 본인 스스로가 꾸며냈던 이야기는 아닌지 말입니다.


3차 시도>

어떤 물건을 산다는 것이 돈을 아끼는 것이라고 생각하신다면,

그런 생각 자체가 사실은 더 정서적인 이유로 물건을 사게되는 것을 정당화하기 위해서 본인이 꾸며내 왔던 이야기는 아닌지 스스로에게 물어보기 바랍니다.


역시 번역은 어려웡.



오늘의 단어


invented            허구의

ultimately            궁극적으로, 결국, 본질적으로

slippery slope        미끄러운 비탈길

internal-combustion    내연 기관의, 내연식의

conmbustion    불이 탐. 연소.

conventional    관습적인, 평범한, 전통적인

get past    ~의 곁을 지나가다. 추월하다. 들키지 않다.

fond of    ~을 좋아하는. 





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Pitching the Ad Life to the Digital Set

영어/NYT 읽어주는 남자 2012. 3. 26. 11:50
http://www.nytimes.com/2012/03/26/business/media/pitching-the-advertising-life-to-the-digital-generation.html?_r=1&partner=rss&emc=rss 

THE leading trade organization for advertising agencies is intensifying efforts to cast a wider net when recruiting employees with an initiative aimed not only at students, but also at talented younger people who work in other industries.

Executives of the organization, known as the Four A's, are to describe the initiative during their annual Transformation conference, to be held in Beverly Hills, Calif., beginning on Monday and concluding on Wednesday.

The centerpiece of the initiative, called Open Advertising, will be a video-focused Web site, openadvertising.aaa.org, that is to go live on Wednesday. It is mean to address a survey last year that concluded the industry was falling short in its attempts to attract and keep talented employees.

The contents of the Web site will be devoted to subjects like creativity, technology and agency work life. Another survey, conducted this year by two Four A's members, Colle & McVoy and Partners & Napier, found considerable misconceptions on those subjects among the target audience.

"The No. 1 thing you hear from students and young people in other fields is, 'Wow, I didn't think you could do that in advertising,'" said Andrew Benett, global chief executive of Arnold Worldwide, part of Havas. He is to announce the initiative during the conference along with Sharon Napier, president and chief executive of Partners & Napier, part of Project WorldWide, and Nancy Hill, president and chief executive of the Four A's.



The goal is "to tell the story of the industry in a high-touch, high-engagement way," Mr. Benett said, and show advertising in a way that makes it appealing to "career switchers" as well as those seeking their first jobs.

Mr. Benett acknowledged that "you can never 'solve' the talent problem for the industry because talent is going to constantly evolve." But the industry needs to move beyond "a communications effort or a P.R. campaign," he added, and address its recruitment problems in a substantive manner.

Among the initial participants in Open Advertising, Ms. Hill said, are digital and social media specialists like Razorfish, R/GA, Rokkan and Socialistic as well as agencies like Arnold Worldwide; Deutsch; Euro RSCG; McGarryBowen; McKinney; Mullen; JWT; Rapp; Saatchi & Saatchi; and Y&R

"Three months ago, I was on a panel and someone asked, 'How do I get into advertising?' " Ms. Hill said. "We want to make it easy to answer."

"This is about bringing in a generation that's been content creators all their lives," she added, on social media like Facebook and YouTube, "and making advertising the preferred career choice for talent of all stripes."

To underline the target audience for Open Advertising, anyone will be able to watch video clips on the Web site but to comment, share content or upload work, visitors will need to log in through their Facebook accounts.

The discussion of the initiative is among steps being taken by Ms. Hill and the Four A's to make the conference agenda more compelling than "a bunch of agency talking heads saying the same stuff over and over," as she put it.



Speakers and panelists are to include
Rebecca Campbell, president of the ABC Owned Television Stations Group
Charlie Collier, president at AMC Networks, whose AMC channel presents "Mad Men"; 
Carrolyn Everson, vice president for global marketing solutions at Facebook
Jack J. Haber, vice president for global advertising and digital at Colgate-Palmolive
Jason Kilar, chief executive of Hulu
J.B. Perrette, chief digital officer at Discovery Commnications
Robert Pittman, chief executive of Clear Channel Media and Entertainment
Randall Rothenberg, president and chief executive of the Interactive Advertising Bureau
Larry Scott, commissioner of the Pacific-12 Conference
Kristin van Ogtrop, managing editor of Real Simple magazine
and Cuck Woolery, the former game show host who is now a "senior citizen marketing specialist" at Western Creative.

The fact that registrations for the conference, at 1,300, are higher than had been expected indicates that "a lot of people think they're going to get value out of it," said Chuck Porter, the 2010-12 chairman of the Four A's who is also chairman of Crispin Porter & Bogusky, part of MDC Partners, and chief strategist of MDC.

"People are busy, and the Four A's has begun to understand this is business," Mr. Porter said. "Nobody feels comfortable flying off to Bermuda." (In 2000 and 2005, the organization, formerly the American Association of Advertising Agencies, held its annual management conference, a predecessor to the Transformation conference in Southampton, Bermuda.)

"It's less about socializing and golfing," said Greg Stern, a Four A's board member who is chief of Butler, Shine, Stern & Partners, and more about offering "a results-oriented conference" with "substantive, significant topics relevant to everyone in the business."








































 

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To Draw Reluctant Young Buyers, G.M. Turns to MTV

영어/NYT 읽어주는 남자 2012. 3. 23. 08:48
http://www.nytimes.com/2012/03/23/business/media/to-draw-reluctant-young-buyers-gm-turns-to-mtv.html?partner=rss&emc=rss 


Ross Martin, 37, is an published poet and a former drummer in an alternative rock band. Wearing Nike high tops and loose-fitting jeans, he is the kind of figure who wouldn't attract a second glance on the streets of Brooklyn, where he lives.

But on a chilly afternoon here last month he managed to attract a few odd looks as he walked across the 24th floor of GM' global headquarters. Mr. Martin is the executive vice president of MTV Scratch, a unit of the giant media company Viacom that consults with brands about connecting with consumers.

He and his team are trying to help General Motors solve one of the most vexing problems facing the car industry: many young consumers today just do not care that much about cars.

That is a major shift from the days when the car stood at the center of youth culture and wheels as the ultimate gateway to freedom and independence. Young drivers proudly parked Impalas at a drive-in movie theater, lusted over cherry red Camaros as the ultimate sign of rebellion or saved up for a Volkswagen Beetle on which to splacsh bumper stickers and peace signs. Today Facebook, Twitter and text messaging allow teenagers and 20-somethings to connect without wheels.

"The think of a car as a giant bummer," said Mr. Martin. "Think about your dashboard. It's filled with nothing but bad news."

There is data to support Mr. Martin's observations. In 2008, 46.3 percent of potential drivers 19 years old and younger had drivers' license, compared with 64.4 percent in 1998, according to the Federal Highway administration, and drivers ages 21 to 30 drove 12 percent fewer miles in 2009 than they did in 1995.

Forty-six percent of drivers aged 18 to 24 said they would choose Internet access over owning a car, according to the research firm Gartner.

Cars are still essential to drivers of all ages, and car cultures still endure in swaths of suburban and rural areas. But automobiles have fallen in the public estimation of younger people. In a survey of 3,000 consumers born from 1981 to 2000 - a generation marketers call "millennials" - Scratch asked which of 31 brands they preferred. Not one car brand ranked in the top 10, lagging far behind companies like Google and Nike.

The five-year strategic vision that Scratch has developed for Chevrolet, kept quiet until now, stretches beyond marketing to a rethinking of the company's corporate culture. The strategy is to infuse General Motors with the same insights that made MTV reality shows like "Jersey Shore" and "Teen Mom" breakout hits.

Mr. Martin calls the G.M. headquarters the "Death Start," after the Star War headquarters of Darth Vader, He says he under 


 

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영어/NYT 읽어주는 남자 2012. 3. 21. 10:13

드디어 내가 찾던 프로그램이 나타났다!
서바이벌 프로그램, 오디션 프로그램들을 보다보면 '내가 관심있어하는, 내가 전공하는 분야의 일들을 저런 식으로 만들어 보면 어떨까?' 하는 상상을 해본적들이 있다. 예를 들면, '랩퍼들만 나오는 오디션', '연구자들간의 연구 배틀!' ㅋㅋ. 

요즘  미국 및 영국 드라마/쇼에 관심이 많았는데 마침 흥미로운 소식을 접했다. 광고쟁이들의 서바이벌을 리얼리티쇼로 제작한다는 것이다. 이름하여 'The Pitch' (사전을 찾아보니 '설득하다'라는 의미도 가지고 있었다!)

The Pitch 는 매회 두 개의 에이전시가 나와서 클라이언트의 요구 사항에 맞는 광고를 일주일 동안 제작해서 실제로 방영하는 과정까지를 보여주는 리얼리티 쇼. 출연을 결심한 에이전시들은 대부분 중소업체라고 한다. 대형 에이전시야 뭐 아쉬울 것도 없고, 나가봐야 노하우만 노출될 것 같아서라는 군!
 
여튼 주제 자체가 굉장히 흥미롭다! 알고보니 제작사가 Mad Men 제작사였네(AMC)! 매드멘은 왠지 옛날 느낌이 나서 아직 잘 안봐지던데(옛날 배경이니까 그렇지만 ㅎㅎ). 이번 프로그램은 굉장히 기대가 된다.
역시 미쿡 TV들은 주제가 다양해서 좋아!

첫 방송은  4월 9일! 3주나 남았네~


자세한 내용은 아래 기사를 참고.

http://www.nytimes.com/2012/03/21/business/media/the-pitch-gets-ad-agencies-into-reality-tv.html?_r=1&partner=rss&emc=rss 
 

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Marketers Are Joining the Varsity

영어/NYT 읽어주는 남자 2012. 3. 21. 01:57
http://www.nytimes.com/2007/06/11/business/media/11adcol.html?ref=stuartelliott 

Athletes, if they are talented, train hard and get a break or two, can climb the sports ladder from high school to college to the pros. Madison Avenue, sensing a lucrative opportunity, is heading the other way.

Decades after marketers began selling products by capitalizing on consumer interest in professional teams, then college teams, they are becoming big boosters of high school sports.

Big media companies are getting into the market as well, in part by offering high school competitors a taste of the exposure that is typically lavished on college and pro athletes. In March, the CSTV Networks division of the CBS Corporation - the "CS" stands for college sports - acquired MaxPreps, which operates a Website and has more than a million high school athletes in its databse. Last month, CSTV began creating video-on-demand television channels under the MaxPreps brand carrying high school sports programming.

Another media giant, the Time Inc. division of Time Warner, formed an alliance in December with Takkle, which operates a social-networking Web site for high school athletes. Visitors to the site can nominate students for the familiar "Face in the Crowd" feature in Sports Illustrated magazine.

"High school kids are more sophisticated than a generation ago," said Mark Ford, president and publisher of Sports Illustrated in New York, "and brands like Nike and Gatorade are on this, reaching athletes at a much earlier stage than they previously have."

The goal is to gain favor with student athletes ans also their coaches, teachers and principals - not to mention their fans, friends and families.

"Energy for student athletes, and the moms who keep up with them" is, for instance, the theme of advertisements for EAS AdvantEDGE nutritional bars and shakes, sold by Abbott laboratories.

High school athletes buy all the obvious products - sneakers, gear sports beverages - along with general items like grooming aids, magazines and video games. Many high schoolers shop for the family while their parents work, so they may be buying groceries along with items for themselves.

Students can also influence the purchasing choices of their parents in important categories like cars, cellphones and computers.

For example, in 2005 Allstate Insurance started coordinating a program for local agents "to demonstrate their support of high athletes," said Lisa cochrane, vice president for integrated marketing communications at Allstate in Northbrook, Ill. Today, the brand is present i more than 700 high schools where agents sponsor teams and make donations to athletic departments.

"In many, many communities, high school athletics is on the premier events," Ms. Cochrane said, adding: "Teenagers themselves are not big customers for insurance, but their parents are. And they will be, in the future."

The trend is also visible in the popular culture, as two TV series - "Friday Night Lights" on NBC and "One Tree Hill" on CW - are centered on high school teams that play football and basketball, respectively. Both have attracted sponsors willing to pay to weave their brands into plot lines; among them are Applebee's restaurants, Cingular Wireless and Secret deodorant.

"We've spen more than 30 years building our
 

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