{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"ef817ee5-07cd-4d04-b5aa-20e07a77acc2","title":"审美资本主义：品味的工业化","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787567508804","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"ef817ee5-07cd-4d04-b5aa-20e07a77acc2","id":"ef817ee5-07cd-4d04-b5aa-20e07a77acc2","uuid":"ef817ee5-07cd-4d04-b5aa-20e07a77acc2","title":"审美资本主义：品味的工业化","normalized_title":"审美资本主义品味的工业化","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787567508804","isbns":["9787567508804"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":221,"navigation_url":"https://workshop.closeclaw.top/ai/book/ef817ee5-07cd-4d04-b5aa-20e07a77acc2","title_url":"https://workshop.closeclaw.top/ai/title/%E5%AE%A1%E7%BE%8E%E8%B5%84%E6%9C%AC%E4%B8%BB%E4%B9%89%EF%BC%9A%E5%93%81%E5%91%B3%E7%9A%84%E5%B7%A5%E4%B8%9A%E5%8C%96","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/ef817ee5-07cd-4d04-b5aa-20e07a77acc2/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/ef817ee5-07cd-4d04-b5aa-20e07a77acc2/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/ef817ee5-07cd-4d04-b5aa-20e07a77acc2","page_url":"https://workshop.closeclaw.top/api/ai/books/ef817ee5-07cd-4d04-b5aa-20e07a77acc2/page","search_url":"https://workshop.closeclaw.top/api/ai/books/ef817ee5-07cd-4d04-b5aa-20e07a77acc2/search"},"page":{"printed_page":113,"pdf_page":120,"physical_index":120,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"d76f2e1954a1e39570c1cff36528eb975c264c24976368578a8d28a4f8dafa24"},"chapter":"审美资本主义","content":"20世纪前半叶，随着国内市场被报刊和交通所统一化，广告借助于消费者的审美感官，从信息变成了商业诱惑。在此背景下，相比于其他广告媒介，报刊拥有极大的优势。广告客户不再在街上派发广告，而是直接能够渗透入消费者家里，与客户群建立一种亲密关系，这种关系是代理商、零售商和推销员都无法建立的。借助于大规模商业广告攻势，客户与品牌变得相互熟悉，广告手段让不久前还是必不可少的销售员的当面推销变成次要的。随着品牌的逐渐涌现和客户向消费者的转变，第三方人员逐渐被非人类的媒介所取代。此外，因为有了市场调查的设备，对消费者深层动机的调查能够对比过去由零售商提供的信息反馈。\n\n20世纪初，用来说服初级消费者的手段是演示产品的实际用途和功用特点(比如健康、营养、舒适、快捷、有效)。它较少直接刺激消费者的审美感官，而是更多地让消费者理性地判断新的消费能为其提供的利益和进步。品味远不止是一种自我目的、一种独立的享乐源泉，而是为生产者想要突出的消费品的功用特点所服务的。事实上，品味后来具备仲裁的功能，唯一的原因是具备相同或类似功用性能的产品供应的增加。\n\n113","previous_page":112,"next_page":114}