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? asked in 社會與文化語言 · 2 decades ago


Now a change is taking place in the role of brands. Increasingly, customers pay more for a brand because it seems to represent a way of life or a set of ideas. Companies exploit people's emotional needs as well as their desires to consume. Hence Nike's “just-do-it” attempt to persuade runners that it is selling personal achievement, or Coca-Cola's relentless effort to associate its fizzy drink with carefree fun. Companies deliberately concoct a story around their service or product, trying to turn a run-of-the-mill purchase (think of Häagen-Dazs ice cream) into something more thrilling.

This peddling of superior lifestyles is something that irritates many consumers. They disapprove of the vapid notion that spending more on a soft drink or ice cream can bring happiness or social cachet. Fair enough: and yet people in every age and culture have always hunted for ways to acquire social cachet. For medieval European grandees, it was the details of dress, and sumptuary laws sought to stamp out imitations by the lower orders; now the poorest African country has its clothing markets where second-hand designer labels command a premium over pre-worn No Logo.

現在一個改變正在商標的角色中發生。 逐漸地,因為它似乎代表一個生活或一系列想法的方法,所以消費者為商標支付更多。 公司開發人的情緒需要和他們的欲望消費。耐吉由此而來”馬上做”嘗試勸跑步者它正在賣個人的成就,或可口可樂的無情努力聯合它的嘶嘶飲料和無憂無慮的樂趣。公司故意地在他們的服務或者產品的周圍混合而製一個故事,嘗試將非經選拔的購買 (想到 Haagen-Dazs 冰淇淋)變成更毛骨悚然的東西。

優越生活方式的這行商是激怒許多消費者的某事。他們反對支出多在一個清涼飲料或者冰淇淋上能帶快樂或社會的封印的無味的觀念。公平的充足: 而且仍然每個年齡和文化的人已經總是狩獵讓方法獲得社會的封印。 對於中古的歐洲貴族,它是服裝的細節,而且節省費用的法律尋找徹底消除更低的次序模仿; 現在最貧窮的非洲國家在前磨損的沒有標誌之上有二手貨設計者分類指令額外費用的它衣服市場。

2 Answers

  • Anonymous
    2 decades ago
    Favorite Answer

    現在變動越來越,發生在品牌的角色。 顧客支付更多品牌因為它似乎代表生活方式或一套想法。公司盤剝人的情感需要以及他們的慾望消耗。因此耐克的"做它" 企圖說服賽跑者, 它賣個人成就, 或可口可樂的不懈的努力同它的fizzy 飲料聯繫在一起無憂無慮的樂趣。公司故意地炮製一個故事在他們的服務或產品附近, 設法把普通購買變成(認為H5aagen-Dazs 冰淇淋) 這事令人興奮。優越生活方式和這偏狹的某事激怒許多消費者。他們花費更多在飲料或冰淇淋上可能帶來幸福或社會封印不同乏味的概念。足夠公平地: 人們在每年齡和文化總尋找了方式獲取社會封印。為中世紀歐洲貴族 和昂貴的這是禮服細節, 法律由下層社會尋求滅絕模仿; 現在最惡劣的非洲國家有第二手設計師標記指令額外費前破舊沒有商標的衣物市場。

  • Anonymous
    2 decades ago

    現在一個改變正在商標的角色中發生。 逐漸地,因為它似乎代表一個生活或一系列想法的方法,所以消費者為商標支付更多。 公司開發人的情緒需要和他們的欲望消費。耐吉由此而來”正直的-做-它”嘗試勸跑步者它正在賣個人的成就,或可口可樂的無情努力聯合它的嘶嘶飲料和無憂無慮的樂趣。 公司故意地在他們的服務或者產品的周圍混合而製一個故事,嘗試轉奔跑--

    Source(s): 翻譯
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