{"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":27,"pdf_page":46,"physical_index":46,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"12c208d92524a16c087deaffbb157fa3241ab83a3120a312a7b30bdc572ad9a9"},"chapter":"第2章策划专利药物广告的高手","content":"但是这些药物广告的秘诀不仅仅在于引人注目，还在于厚颜无耻地承诺能让治愈病痛的愿望成为现实。①还有什么愿望能比治愈个人病痛更加根本、更具诱惑力的呢?克拉克·斯坦利介绍自己的蛇油对于“风湿、神经痛、坐骨神经痛、背部僵疼、腰疼、肌肉收缩、牙疼、扭伤、肿胀等”都具有良好的疗效。有些专利药物，例如詹姆斯·W.基德医生(Dr.JamesW.Kidd)在印第安纳州韦恩堡销售的“永生之药”(TheElixirofLife)，居然承诺长生不老，可以将人从人生最大的恐惧中拯救出来。在这种药物广告中，基德医生声称“自己借助独家神秘配方，能治愈已知的任何人类疾病”。11\n\n霍普金斯这位前牧师对于广告所承诺的种种神奇疗效必然无比熟悉，更不要说永生之道了。他为“舒普医生恢复药”撰写的广告词在百年之后的今天仍然值得逐字斟酌，因为它遵循了大众熟知的惯用语—预见了患者的疑虑以及之前多次失望的可能。人们甚至可以感受到《马太福音》的影响，尤其是其中一篇寓言故事讲道：“有一个女人，患了12年的血漏病，在好些医生那里受了许多的苦，又花尽了她的所有，一点也不见好，病势反倒更重了。”霍普金斯在写下下面的广告词时也许心里想的正是这个寓言故事。\n\n第2章策划专利药物广告的高手\n\n27\n\n①在早期的广告术语中，向买家做出令人信服的承诺这种技巧被称为“理性广告”或者“硬销售广告”。","previous_page":26,"next_page":28}