lov男性思维剖析男性世界广告小秘诀Word文档格式.docx

lov男性思维剖析男性世界广告小秘诀Word文档格式.docx

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7月3日，来自智威汤逊广告公司的汤姆·

多克托罗夫先生在热烈的掌声和轻松的笑声中开始了他对男性思维的剖析。

“成功、友谊、爱情，男性世界的永恒主题，也是商业广告中男性角色的共同特征”，多克托罗夫先生从历史视角出发，通过一系列的录像和广告片，指出当今中国男士所感受到的压力来源，为营销人员和广告商们提出了一些颇具洞察力的战略启示。

作为智威汤逊广告公司东北亚区总裁兼大中华区首席执行官，汤姆·

多克托罗夫先生认为男性消费群体是众多商家瞄准的一个细分市场，却也是营销与广告领域中常常被人们忽视的一个对象。

他希望通过和中欧国际工商学院校友们的交流，共同加深对于男性消费群体的了解，从而改善营销战略，使商家能够更好地把握当代中国的男性消费市场。

（根据录音整理并翻译，ＧＥ和ＣＥＩＢＳ版权所有。

如需转载，必须先与ＣＥＩＢＳ市场及公共关系部取得联系。

）

2003年7月3日

注：

多克托罗夫先生基本上使用英文演讲，但是偶尔也使用了中文。

我们在此保持了演讲内容的原来风貌。

TodaywearegoingtobetalkingaboutthemindofChinesemen.Thisisactuallytheresultofalotofplansthatwehaveandobservationswehadinthemarketaboutwhatismotivatingmen.Motivating.Thesecretofadvertising-actuallythesecretofbrandloyalty-thesecrettonon-commoditization,thesecrettoChina'

sfundamentaleconomicchallenge,whichisofcourseoverproductionandadeflationarypriceenvironmentisthecreationofbrandsthatdemandapricepremium.

Thepointisthatadvertisingstartsfromtheconsumerinside.Theconsumerinside.Theconsumerpsychologyiswhatheistoprofit.That'

swhereloyaltycomesfrom.Thatisn'

tjusttalkingtoanaudience,buthavingadialogue.Whatisaconsumerinside?

Aconsumerinsideisfundamental.Itanswersthequestionwhy.它解释根本的东西，根本的行为。

Aconsumerinsideexplainsbehaviourandpractice.Aconsumerinsidestopswhenyoucannolongeranswerthequestionwhy.Youknowyouhaveaninsidewhenthereisnomorewhy.SowhatwearegoingtodotodayisultimatelyusingourexperiencetocomeupwithwhatIcalla"

masterconsumerinside"

.ThatistheonethingyouwomenneedtoknowaboutChinesementosecuretheirromanticloyalty.Andthenwhatwearegoingtodoistotranslatethatinsideintodifferent,morespecificmarketingapplicationsandadvertisingstrategies.Thisisnotquantitative.不是定量的，是抽象的，是一种概念的。

今天的中国，是个历史的机会。

Itisthenewera,itisthenewgoldenhorizonthateveryoneofyoucangrabupon.Soeverythingisperfect.Well,youknowfrommylastpresentation,nothingisperfect.Thebestinsidehasconflict.Inallofus,inourheart,wehavesomeconflicts.Arethereunderlyingtensions?

NowIhope,asIgoforward,youcantrustmewhenIsay中国男人比美国男人好很多。

他们是最厉害的，最激进的，最接受挑战的。

他们不是消极的，是积极的，只是他们还有一些弱点。

所有文化，都有它们的长处和自己的弱点，对不对？

Let'

stryto坦诚相待。

（VideoshowstheChinesecharacterforman：

男）

这个是什么？

What'

sonthetop?

田；

sonthebottom?

力，OK?

Forourforeignguestshere.ThisistheChinesecharacterforman.ThisisbasicallyChinese.Man'

spowerinthefield.Manworkshard.Mandoesnothaveaneasylife.Hehasburden.Hehasresponsibility.Right?

InChina,inaConfuciansociety,manhastocarrytheweightofthefamily'

ssuccessontheshoulder.Andithasbeenthiswayfor2,500years,3,000years,4,000years,5,000years.Patriarchy,这个是孔子主义的社会。

Confuciansocietyisapatriarchicsociety.ConfuciansocietywhichisultimatelywhatChinastillistoday.Historically,womanhasnothadalotofrights.Thewoman'

sprimaryobligationistogivebirthtoachild,amaleheir.Themanhastheresponsibilityofsucceedingandprovidingforthefamily.AndithasbeentoughbeingamaninChina.Anditcontinuestobe-toughtobeaguyinChina.Youhavesomanyresponsibilities:

成家立业，三十而立,　eveninhonouringyourancestors.OK?

Soyoudon'

thavetojustcareforyourfamily,youdon'

tjustcareforyourchildren,notjustextendedfamily,butevendeadpeople.Allright?

It'

stoughbeingaman.

NowinaConfuciansociety,oneofthethingsaboutConfucianism-itssocietyistheworld'

sfirstsociallymobilesociety.Bystudyinghard,youcanmoveforward,itisalsoaregimentedsociety,就是说有很多的结构，有很多等级制度的。

So,luckily,menalwaysknewwherehestood;

menalwaysknewwhetherhewasmeasuringuptowhatasuccessfulmanshouldbe-hasalwaysbeenlikethis.HowwasthisinConfuciansociety?

Well,successhasalwaysbeenrelativelynarrow.Thedefinitionofsuccesshasalwaysbeenrelatively"

窄，比较窄"

.Societydefinessuccess.Successisnottheindividual.Westerncultureultimatelyreliesontheindividualtodefinehisownsuccess.Asianculture,Confuciancultureprimarilyreliesonasocietystructuraldefinitionofsuccess.Itwasaregimentedpattern.Itwasapatternthatdidnotleavealotofroomforinterpretation.Butonthepositiveside,atleastIknowtheway.Whatwastheway?

Thosewhoexcelscholarshipbecomeofficials.Letmetrytoreadthis:

"

学而优则仕"

.Howaboutthisone?

"

劳心者治人，劳力者治于人"

Thosewhoworkwithmindrule;

thosewhoworkwithstrengthberuled.InChineseConfucianculture,themindwastheultimateweapon.Themindwastheultimateweaponofsuccessonthebattlefieldoflife.Sharpenthemind,masterthemind,youwillsucceed.

Butnotjustintelligence-focusingintelligence,structuralintelligence,regimentedintelligence.TherewasaclearhierarchybyabsorbingandunderstandingConfuciantexts,比如说四书五经，等等.AmancouldmoveforwardbybecominganexpertathowConfuciandefinedtheidealsociety,andhowsuccessfuldynastiesandemperorsdefinedtheidealsociety,all-mostly,moreorless,giveortake,theywentuptheywentdown,butthey'

restillupthere-Confucianpreceptsamantosucceed.Therewasahierarchy,anarrowhierarchy.Atthebottomofanimperialsocietywerethemerchants-thosewhoworkedwithyourhands.Excuseme,thosewhoworkedwithyourmoney.Actually,thishassomethingincommonwithEuropeintheMiddleAges.Jewishpeople,youknow,我是犹太人.ThereasonwhyJewishpeoplearesogoodwithmoneyisbecausewhenwewerethrownoutofmostoftheEuropeansociety,theonlythingweJewswereallowedtodowasthedangerouswork-touchthemoney.Sowedevelopedaspeciallittleskill.InChina,itwasthesameasinEuropeinaway,moneywasdirty.Well,itwasnot,butdealingwithmoneywasdirty.Farmers,theyworkwithhands,theywerethelesslevel,theywereproducingsomethingoutoftheearthinafundamentallyagriculturalsociety.Andfinallyscholarsandofficials,theywereatthetopofthehierarchy.Therewasnotalotofroomforinterpretationhere.

Nowifyoureceivedwisdomcontainedintheclassics,youlookedback,youdidn'

tlookforward.Youlookedback.Youmemorizedwhatwasprescribed,whatwasmandated.Itwasnotanassimilativeintellect,itwasalogical,analyticintellect.Therewasofcourseahierarchy,astructuralroutetosuccess.Thedistrictexams-becamegovernmentstudents,thosewhopassed.Thisisbywayof2%ofthepopulation,or2%ofthepeoplewhotookthetest,thenprovincialexams-becameemployablemen,thenmetropolitanexams-becamepresentablescholars,andfinallythepalaceexams.0.2%ofthosepeopletakingthetestsbecameadvancescholars.Andthissystemofthecivilserviceexams,basicallycontinueduntilthefalloftheQingDynasty,anditreachedthepeakofregimentationofrigidity--不是灵活的，最高水平的死板-inQingDynasty.Soitwastherefrom2,000yearsago,1,800yearsagoreallyuntil1900.Butthegoodthing-therewasonesureroadtoRome-ifIsucceedatthesetests,ifIcanmasterthisknowledge,Iwillsucceed.Itislaidoutforme.ThereisnoguaranteethatIcanpassthetests,butthereisguaranteethatifIdopassthetests,thingswillbeOK.Masteryourprescribedknowledge,assureyoursuccess,andultimately,thesuccesswaswithinthecontrolofyourself.Ifyousharpenyourmind,ifyoutakecontrolofyourmind,ifyouareabletodisciplineyourintelligenceandyourintellect,youwillsucceed.

Butthenthingschanged.Maocame.

（VideoshowsthelifeduringtheCulturalRevolution）

YouknowtheChinesecharacterforrevolutioniswhat?

革命,what'

sitsmeaning?

Ithastwomeanings,right?

Oneisleather,theotherisanre-establishmentofadescribedorder.TheChinesedefinitionofrevolutionisnotthesameasanAmerican,Western,French,British,Italiandefinition.Whenwesayrevolutionwemeanthingsaregoingdifferently,butwhenChinesesayrevolutiontheymeanputtingitbackthewayitshouldbe.Andofcourseyoudon'

tcalltheCommunistrevolutiona"

革命"

，我们叫它"

解放"

。

Butitwasa"

intheChinesesenseoftheword.BecauseintheChinesesenseoftheword,therewerestillmanyaspectsofConfucianismonwhichMaobasedhiscontrol.Oneofthem,again,wascontinuedregimentationofhowtosucceed.Thecontentchangedalittlenow,butsuccesswasagainbasedontheassimilationandunderstandingofprescribedknowledge.SuccessunderMaountiltheearly80'

swasbasedonthecommandofMarxist,Leninist,Maoist,nowDengXiaoping,JiangZeminknowledge.Payoffagainfrommastery.PayofffrommasterytobecomehigheronthegovernmentstructureinaPartycareer.Thingsarechangingalways…today,payoffdoesnolongercomefrommastery.Today,payoffcomesfrommany,manymorethings,sothingsarenoaseasytobearticulatedastheywereinthepast.TherearemanyforcesshapingChinesementoday.

Now,IdonotwanttosuggestthatAmericansocietydoesnotalsohaveahierarchy.Ofcourse,ittoo,hasahierarchy.ButthesocialclasssysteminAmerica,althoughitisveryhierarchical,wehave,franklyspeaking,wehavelowerlower,middlelower,upperlower,lowermiddle,middlemiddle,uppermiddle,lowerupper,middleupperupperupper…OK?

We'

vegotalotofit,thedifferenceisthattherearemanycombinationsthatgointowhatyoursocialeconomicstatus,andtheyhaveequalweights.One,yourfamily'

sbackground.I,forexample,isaJewishperson,andit'

sgoingtobeverydifficultformetobecomeupperclass,becauseupperclassismorethanjustmoney.Fami