评论
打印
Recording One
录音一
In last week's lecture, we talked about the problems caused by poor eating habits, focusing on how medical professionals are trying to solve these problems.
在上周的讲座中，我们讨论了不良饮食习惯导致的问题，重点是医学专业人士如何试图解决这些问题。
Today, we'll continue with the topic, but focus on research from a different field: marketing.
今天，我们将继续讨论这个话题，但将重点放在一个不同领域的研究:营销。
Now, what can marketing tell us about improving nutrition?
那么，关于改善营养，市场营销能告诉我们什么呢?
Well, a team of marketing professors has studied the importance of the visual aspect of food and how that influences food choices.
一个市场营销学教授团队研究了食物视觉方面的重要性，以及它是如何影响食物选择的
Those marketing experts assert that the impact of the appearance of food is greater than we might presume, and might hold the key to encouraging better eating.
这些营销专家断言，食物外观的影响比我们想象的要大，而且可能是鼓励人们更好饮食的关键。
So how important is the appearance of food?
那么，食物的外观有多重要呢?
Research shows that just seen an appealing photograph of a hamburger in an advertisement, for example, can cause individuals to imagine the taste or smell of that hamburger.
例如，研究表明，只要在广告中看到一张吸引人的汉堡照片，就能让人想象出那个汉堡的味道或气味。
This can make them more likely to purchase and consume it.
这可以让他们更有可能购买和消费它。
Of course, that's the point of advertisements.
当然，这就是广告的意义所在。
So isn't that a good thing?
这难道不是一件好事吗?
Well, the marketing professors argued that this is actually a problem because the combination of pleasing aesthetics of and easy access to unhealthy foods,
嗯，营销学教授认为这实际上是一个问题，因为令人愉悦的美学和容易获得不健康食品的结合，
such as hamburgers and pizza, may be contributing to a worldwide health crisis.
如汉堡和披萨，可能会导致全球健康危机。
In fact, statistics show that 39% of all adults in the world weigh too much, and another 13% are obese.
事实上，统计数据显示，世界上39%的成年人体重过重，另有13%的人肥胖。
Now, as we discussed last time, medical professionals have tried to fight the obesity epidemic by focusing on the nutrients found in different foods,
现在，正如我们上次讨论的那样，医学专业人士试图通过关注不同食物中的营养物质来对抗肥胖，
emphasizing things like carbohydrate, fat, sugar and calorie content.
强调碳水化合物、脂肪、糖和卡路里含量。
But they've had limited success.
但他们的成功有限。
The marketing professors believe that the real solution to obesity is making food look appealing and focusing on the pleasure of both looking at and eating that food.
这两位营销学教授认为，解决肥胖问题的真正方法是让食物看起来更有吸引力，并让人们关注看食物和吃食物的乐趣。
That pleasure can be used as a tool to promote healthy food choices.
这种快乐可以作为促进健康食品选择的工具。
In fact, the research done by the team showed that associating healthy food with pleasant images, experiences, and emotions lead to greater interest in purchasing or eating.
事实上，该团队的研究表明，将健康食品与愉快的图像、经历和情绪联系起来，会让人更有兴趣购买或食用。
This is a better strategy, they claim, than reminding consumers that a certain food is good for them.
他们声称，这是一个比提醒消费者某种食物对他们有好处更好的策略。
But are they right?
但他们是对的吗?
Well, the researchers cited a marketing campaign designed to reverse the sales decline of carrots.
研究人员引用了一项旨在扭转胡萝卜销量下降趋势的营销活动。
The campaign didn't emphasize the carrots healthy qualities, but embraced their beauty and the pleasure derived from eating them.
该活动并没有强调胡萝卜的健康品质，而是包含了它们的美丽和吃胡萝卜带来的快乐。
For example, the ads focused on the bright, beautiful orange color and crisp texture of the carrots.
例如，广告集中在胡萝卜明亮、美丽的橙色和脆脆的口感上。
The campaign led to an impressive increase in product sales of more than 10%.
该活动使产品销量惊人地增长了10%以上。
The researchers believe that other companies could bolster sales of healthy foods with similar ads, depicting their products as attractive and a source of pleasure.
研究人员认为，其他公司也可以通过类似的广告来促进健康食品的销售，将他们的产品描述为具有吸引力和快乐的来源。
Questions 16 to 18 are based on the recording you have just heard.
请根据你刚听到的录音回答问题16到问题18。
Question 16: What does the speaker say a team of marketing professors has studied?
问题16:叙述者说一组营销学教授研究了什么?
Question 17: How have medical professionals tried to fight obesity?
问题17:医学专家是如何对抗肥胖的?
Question 18: What can other companies learn from the example of the carrot promotion campaign?
问题18:其他公司能从胡萝卜促销活动的例子中学到什么?
