{"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":184,"pdf_page":203,"physical_index":203,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"e708efc191b401f23c0dfefd247ca565d08db0f484bafd1a590ba23b1a368cbd"},"chapter":"第12章","content":"“对我们来讲，用整整一代人来命名我们的产品并宣称这是属于他们的产品需要极大的勇气，”波塔什后来回忆道，“我们不知道事情会不会成功。”11但是，事实证明他的直觉是正确的。“你喝的饮料一定程度上会体现你的个性。我们将顾客的形象描绘为活泼、有朝气、心中保持青春的人。”12\n\n当然，百事并没有从音乐、性、礼仪、服饰等各个方面创造解放的渴望。相反，它巧妙地认同了一种流行的个人主义。当然，所有的个人主义都免不了带有一丝自恋情结，百事可乐也绝对认同这一点。因为最终，百事新生代消费的实际上并不是可乐，而是他们自己的形象。\n\n百事可乐的方法是否是真正的原创?这个问题问得好，但是仔细思量就会发现，广告商总是号称自己发明的东西实际上早已存在。但是，很显然，这次广告活动与传统的硬销售、商品本身及对顾客的正面影响毫不相干，百事的广告及其模仿者在某种意义上属于更为柔和的软销售，它描绘了一种理念并将其与产品关联了起来。有人也许会认为，“着箭牌的男士”—一个20世纪20年代穿着箭牌衬衫的健硕的家伙，和“万宝路男人”—一个孤独地在大平原上吸烟的人，都属于这类广告。但是抽万宝路香烟的人没有谁期待自己真的成为牧马人。百事的不同之处在于，暗示大众，只要购买产品，那么从某种意义上来说，你就会成为自己想象中的样子。\n\n184\n\n注意力经济","previous_page":183,"next_page":185}