学英语，英国广播公司B-B-C的经验是，“为什么不用学母语的方式学英语呢？”大家学母语都是先学说后认字的吧？听说应该先于阅读才对。

学习英语要循序渐进，对于普通学习者来说，可以选择慢速英语作为入门。B-B-C的慢速英语收集整理了很多生活话题，它从身边事物入手，引导大家循序渐进学习，侧重于听力练习，让你不知不觉学会英语。

广告的目的是说服人们购买产品。营销者使用一系列的技巧来影响消费者对商品的认知，以促成其购买意愿。本期节目分析常见的营销策略并讨论其有效的原因。

点击下方听音频。

BBC英语-影响作出正确决定的因素.mp3(没法传音频，需要私)

先听一遍，肯定有生词，不要紧，看看下面的单词表。

⇒persuade 说服，使相信
⇒entice 诱使，引诱
⇒portray 描绘
⇒advertising 广告业
⇒normalisation 正常化，常态化
⇒product placement 植入式广告
⇒convincing 有说服力的
⇒appeal to emotions 迎合（某人的）情感，投合（某人的）喜好
⇒credible 可信的，令人信服的
⇒exaggerate 夸张，夸大
⇒switch off 失去兴趣，不再理睬
⇒marketer 营销商
⇒aspire 渴望
⇒endorse 宣传，代言
⇒put off 让（人）打消念头，望而却步
⇒sway 说服
⇒endorsement （产品）宣传，名人代言
⇒believable 可信的。

学习了生词，回过头再听几遍，争取每句话都听懂，没听出来的对照下面的英文原稿。

Adverts are designed to persuade us, but which techniques have been shown to be effective in enticing us to buy things?

One way is simply to portray something as normal. Former advertising professional Dan Parker explains that 'normalisation', showing people happily eating unhealthily, can lead to higher sales of junk food as people start to see these habits as normal. This is like product placement, where products are shown or mentioned in TV shows and films. Beth Fossen, an assistant professor of marketing, tells us that product placement is most effective when it is not too obvious. We become defensive if we know that someone is trying to sell us something. It seems that a subtle approach can be more convincing.

Appealing to our emotions is another strategy that advertisers use. Some of them use fear to persuade us. Jannet Pendleton, a senior lecturer in communication studies, explains that for fear to be an effective tool, we need to believe that both the fears raised, and the possibility that our actions can make a difference are credible. Where fears are exaggerated or we feel helpless, we are likely to switch off.

Adverts often show perfect-looking people because marketers believe that we will aspire to be like them and buy the products they endorse. However, as Karen Middleton, a senior lecturer in marketing and advertising, points out, this may not be the best strategy. The research that she mentions shows these adverts can make people feel bad and put them off products. These studies say that seeing a more human and relatable side of people can sway us into believing them. David Robson, writing for BBC Worklife, explains that endorsements from characters who admit their mistakes can often be more believable.

So, it seems that the secret to these persuasion techniques is that, to be most effective, they need to be used carefully. Perhaps the best technique advertisers can use to persuade people is to fully understand the people they are selling to.

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