{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"522f0795-2372-4d31-8b2a-aee96946e042","title":"14410512","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787508681948","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"522f0795-2372-4d31-8b2a-aee96946e042","id":"522f0795-2372-4d31-8b2a-aee96946e042","uuid":"522f0795-2372-4d31-8b2a-aee96946e042","title":"14410512","normalized_title":"14410512","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787508681948","isbns":["9787508681948"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":466,"navigation_url":"https://workshop.closeclaw.top/ai/book/522f0795-2372-4d31-8b2a-aee96946e042","title_url":"https://workshop.closeclaw.top/ai/title/14410512","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/522f0795-2372-4d31-8b2a-aee96946e042/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/522f0795-2372-4d31-8b2a-aee96946e042/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/522f0795-2372-4d31-8b2a-aee96946e042","page_url":"https://workshop.closeclaw.top/api/ai/books/522f0795-2372-4d31-8b2a-aee96946e042/page","search_url":"https://workshop.closeclaw.top/api/ai/books/522f0795-2372-4d31-8b2a-aee96946e042/search"},"page":{"printed_page":154,"pdf_page":173,"physical_index":173,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"36fefb4bcf8724770ef83bfda0c8e0c30c91e0bb3464c0ecb82b801b28e79325"},"chapter":"第10章注意力霸主——电视","content":"1955年推出的“万宝路男人”广告宣传是贝纳最为成功的策划也是需求创造史上最令人叹为观止的策划之一。万宝路以牛仔形象面世后，在一年的时间内，从之前仅有的1%的销售额跃然成为美国第四大畅销品牌，而同期销售额令人难以置信地增长了3000%。贝纳并不是以自己为原型来设计“万宝路男人”的。他“衣着凌乱、驼着背、秃着头、双下巴，一副厚厚的牛角眼镜架在圆圆的鼻子上”。17虽然他声称自己是反对心理学理论的，但是他确实写道，“牛仔普遍被认为是备受爱慕的男子汉的象征”。也许，他这样做是发现20世纪50年代文明社会里的男性需要确信自己的那种本性。无论什么情形都能证明广告不仅可以映射出“理性”，而且能体现完全的神秘感，自然它也十分适用于精神世界。\n\n154\n\n注意力经济\n\n①早期的万宝路广告活动不仅采用了牛仔的形象，而且还采用了水手、建筑工人等的形象，不知为何每种形象在手背的圣痕位置都有文身。文化理论家极为重视这个事实。\n\n②荣格原型，参见瑞士著名心理学家和分析心理学创始人荣格的原型理论。原型是指人类长期心理积淀中未被直接感知的集体无意识的显现，文艺作品中多次出现的英雄、大地母亲、智慧老人皆是原型。—编者注","previous_page":153,"next_page":155}