男性思维剖析-男性世界广告小秘诀（根据录音整理并翻译，ＧＥ和ＣＥＩＢＳ版权所有。如需转载，必须先与ＣＥＩＢＳ市场及公共关系部取得联系。）汤姆·多克托罗夫[简介]智威汤逊-中乔广告公司东北亚区总裁兼大中华区首席执行官注：汤姆·多克托罗夫先生基本上使用英文演讲，但是偶尔也使用了中文。我们在此保持了演讲内容的原来风貌。TodaywearegoingtobetalkingaboutthemindofChinesemen.Thisisactuallytheresultofalotofplansthatwehaveandobservationswehadinthemarketaboutwhatismotivatingmen.Motivating.Thesecretofadvertising-actuallythesecretofbrandloyalty-thesecrettonon-commoditization,thesecrettoChina'sfundamentaleconomicchallenge,whichisofcourseoverproductionandadeflationarypriceenvironmentisthecreationofbrandsthatdemandapricepremium.Thepointisthatadvertisingstartsfromtheconsumerinside.Theconsumerinside.Theconsumerpsychologyiswhatheistoprofit.That'swhereloyaltycomesfrom.Thatisn'tjusttalkingtoanaudience,buthavingadialogue.Whatisaconsumerinside?Aconsumerinsideisfundamental.Itanswersthequestionwhy.它解释根本的东西，根本的行为。Aconsumerinsideexplainsbehaviourandpractice.Aconsumerinsidestopswhenyoucannolongeranswerthequestionwhy.Youknowyouhaveaninsidewhenthereisnomorewhy.SowhatwearegoingtodotodayisultimatelyusingourexperiencetocomeupwithwhatIcalla"masterconsumerinside".ThatistheonethingyouwomenneedtoknowaboutChinesementosecuretheirromanticloyalty.Andthenwhatwearegoingtodoistotranslatethatinsideintodifferent,morespecificmarketingapplicationsandadvertisingstrategies.Thisisnotquantitative.不是定量的，是抽象的，是一种概念的。今天的中国，是个历史的机会。Itisthenewera,itisthenewgoldenhorizonthateveryoneofyoucangrabupon.Soeverythingisperfect.Well,youknowfrommylastpresentation,nothingisperfect.Thebestinsidehasconflict.Inallofus,inourheart,wehavesomeconflicts.Arethereunderlyingtensions?NowIhope,asIgoforward,youcantrustmewhenIsay中国男人比美国男人好很多。他们是最厉害的，最激进的，最接受挑战的。他们不是消极的，是积极的，只是他们还有一些弱点。所有文化，都有它们的长处和自己的弱点，对不对？Let'stryto坦诚相待。（VideoshowstheChinesecharacterforman：男）这个是什么？What'sonthetop?田；What'sonthebottom?力，OK?Forourforeignguestshere.ThisistheChinesecharacterforman.ThisisbasicallyChinese.Man'spowerinthefield.Manworkshard.Mandoesnothaveaneasylife.Hehasburden.Hehasresponsibility.Right?InChina,inaConfuciansociety,manhastocarrytheweightofthefamily'ssuccessontheshoulder.Andithasbeenthiswayfor2,500years,3,000years,4,000years,5,000years.Patriarchy,这个是孔子主义的社会。Confuciansocietyisapatriarchicsociety.ConfuciansocietywhichisultimatelywhatChinastillistoday.Historically,womanhasnothadalotofrights.Thewoman'sprimaryobligationistogivebirthtoachild,amaleheir.Themanhastheresponsibilityofsucceedingandprovidingforthefamily.AndithasbeentoughbeingamaninChina.Anditcontinuestobe-toughtobeaguyinChina.Youhavesomanyresponsibilities:成家立业，三十而立,eveninhonouringyourancestors.OK?Soyoudon'thavetojustcareforyourfamily,youdon'tjustcareforyourchildren,notjustextendedfamily,butevendeadpeople.Allright?It'stoughbeingaman.NowinaConfuciansociety,oneofthethingsaboutConfucianism-itssocietyistheworld'sfirstsociallymobilesociety.Bystudyinghard,youcanmoveforward,itisalsoaregimentedsociety,就是说有很多的结构，有很多等级制度的。So,luckily,menalwaysknewwherehestood;menalwaysknewwhetherhewasmeasuringuptowhatasuccessfulmanshouldbe-hasalwaysbeenlikethis.Ho...
