a large biscuit tin
征購(gòu)大餅干筒
No one can avoid being influenced by advertisements. Much as we may pride ourselves on our good taste, we are no longer free to choose the things we want, for advertising exerts a subtle influence on us. In their efforts to persuade us to buy this or that product, advertisers have made a close study of human nature and have classified all our little weaknesses.
Advertisers discovered years ago that all of us love to get something for nothing. An advertisement which begins with the magic word FREE can rarely go wrong. These days, advertisers not only offer free samples, but free cars, free houses, and free trips round the world as well. They devise hundreds of competitions which will enable us to win huge sums of money. Radio and television have made it possible for advertisers to capture the attention of millions of people in this way.
During a radio programme, a company of biscuit manufacturers once asked listeners to bake biscuits and send them to their factory. They offered to pay $10 a pound for the biggest biscuit baked by a listener. The response to this competition was tremendous. Before long, biscuits of all shapes and sizes began arriving at the factory. One lady brought in a biscuit on a wheelbarrow. It weighed nearly 500 pounds. A little later, a man came along with a biscuit which occupied the whole boot of his car. All the biscuits that were sent were carefully weighed. The largest was 713 pounds. It seemed certain that this would win the prize. But just before the competition closed, a lorry arrived at the factory with a truly colossal biscuit which weighed 2,400 pounds. It had been baked by a college student who had used over 1,000 pounds of flour, 800 pounds of sugar, 200 pounds of fat, and 400 pounds of various other ingredients. It was so heavy that a crane had to be used to remove it from the lorry. The manufacturers had to pay more money than they had anticipated, or they bought the biscuit from the student for $24,000.
沒有人能避免受廣告的影響。盡管我們可以自夸自己的鑒賞力如何敏銳，但我們已經(jīng)無(wú)法獨(dú)立自主地選購(gòu)自己所需的東西了。這是因?yàn)閺V告在我們身上施加著一種潛移默化的影響。做廣告的人在力圖勸說(shuō)我們買下這種產(chǎn)品或那種產(chǎn)品之前，已經(jīng)仔細(xì)地研究了人的本性，并把人的弱點(diǎn)進(jìn)行了分類。
做廣告的人們多年前就發(fā)現(xiàn)我們大家都喜歡免費(fèi)得到東西。凡是用“免費(fèi)”這個(gè)神奇的詞開頭的廣告很少會(huì)失敗的。目前，做廣告的人不僅提供免費(fèi)樣品，而且還提供免費(fèi)汽車，免費(fèi)住房，免費(fèi)周游世界。他們?cè)O(shè)計(jì)數(shù)以百計(jì)的競(jìng)賽，競(jìng)賽中有人可贏得巨額獎(jiǎng)金。電臺(tái)、電視使做廣告的人可以用這種手段吸引成百萬(wàn)人的注意力。
有一次，在電臺(tái)播放的節(jié)目里，一個(gè)生產(chǎn)餅干的公司請(qǐng)聽眾烘制餅干送到他們的工廠去。他們?cè)敢庖悦堪?0美元的價(jià)錢買下由聽眾烘制的最大的餅干。這次競(jìng)賽在聽眾中引起極其熱烈的反響。不久，形狀各異，大小不一的餅干陸續(xù)送到工廠。一位女士用手推車運(yùn)來(lái)一個(gè)餅干，重達(dá)500磅左右。相隔不一會(huì)兒，一個(gè)男子也帶來(lái)一個(gè)大餅干，那個(gè)餅干把汽車的行李箱擠得滿滿的。凡送來(lái)的餅干都仔細(xì)地稱量。最重的一個(gè)達(dá)713磅，看來(lái)這個(gè)餅干獲獎(jiǎng)無(wú)疑了。但就在競(jìng)賽截止時(shí)間將到之際，一輛卡車駛進(jìn)了工廠，運(yùn)來(lái)了一個(gè)特大無(wú)比、重達(dá)2,400磅的餅干。它是由一個(gè)大學(xué)生烘制的，用去1,000多磅的面粉、800磅食糖、200磅動(dòng)物脂肪及400磅其他各種原料。餅干份量太重了，用了一臺(tái)起重機(jī)才把它從卡車上卸下。餅干公司不得不付出比他們預(yù)計(jì)多得多的錢，因?yàn)闉橘I下那學(xué)生烘制的餅干他們支付了24,000美元。
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