lov男性思维剖析男性世界广告小秘诀.docx
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lov男性思维剖析男性世界广告小秘诀.docx
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lov男性思维剖析男性世界广告小秘诀
男性思维剖析-男性世界广告小秘诀
汤姆·多克托罗夫[简介]
智威汤逊-中乔广告公司
东北亚区总裁兼大中华区首席执行官
当今社会,成功之路日益繁杂,要取得成就,中国的男士们面临着巨大的挑战。
他们在想些什么?
什么样的广告营销诉求,才能够真正打动男性消费群体?
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。
男性思维剖析-男性世界广告小秘诀
(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。
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汤姆·多克托罗夫[简介]
智威汤逊-中乔广告公司
东北亚区总裁兼大中华区首席执行官
2003年7月3日
注:
汤姆·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;What'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"革命"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
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