How Does BADvertising Work?

 

它为什么要运作?

 

Through the process of gathering the ads, it becomes obvious who's being targeted where and with what techniques.

通过收集广告的过程,谁是被广告的对象,地点以及广告所使用的技巧,一切都显得一目了然。

When workshop participants search for images that depict the actual effects of tobacco use, they get into the medical journals and find a plethora of medications and torturous-looking medical devices being advertised.

研讨会参与者在搜寻描绘香烟使用的实际效果图片时, 翻阅了医学杂志并且发现药品和痛苦般的医疗设备都被做了过量的广告。

They see photos of sick people and their various diseases.

他们看见了病人和各种疾病的照片。

•  They want to know which sicknesses require which treatments, and which are caused by tobacco.

他们 想了解哪种病需要哪种治疗,以及哪些疾病是由香烟所导致的。

•  They see for themselves that almost all of these awful diseases could be avoided by making positive lifestyle choices.

他们自己认识到几乎所有这些可怕的疾病都可以通过选择积极的生活方式予以避免。

•  They also see that there is a huge, thriving medical/pharmaceutical/ health care/ quit smoking industry profiting from smokers' and their devastating misfortune.

他们还可以看到有些大型成功的医疗 / 药品 / 保健品 / 戒烟工业所创的利润都是来自吸烟者以及他们的毁灭性厄运。

Seeing the discrepancies between the ads and what really happens violates their sense of justice. Their indignation awakens in them a desire to take a stand for truth and honesty. They feel a calling to alert and protect the next target audience.

了解到广告和实际之间的差别有违他们的正义感。 他们的愤怒唤醒他们心中的一个愿望,那就是为真实和诚信表明立场。 他们感到有提醒并且去保护下一个目标对象的使命。

When they compare the glamour of the tobacco ads with more the more difficult truthful imagery and begin to synthesize the conflicting images, something happens on a very deep level and they comprehend the problem in a way that is profound and truly their own.

把烟草广告的魅力同更多更难的真实意象比较一下,在他们开始合成相反的图像时, 有些东西在深层处爆发,他们领会了问题所在,那就是深思与真诚。

The creative process kindles in them new skills and confidence. They come away feeling empowered and eager to share the truth and create some " peer pressure " in a positive, constructive direction.

种创造性的过程引燃了他们新的能力和信心。 他们转而感到被赋予权力并渴望去分享那些真实给周围的朋友们人。

 
Brought to you by
The BADvertising Institute
© 1995, 2000, 2005 Bonnie Vierthaler