{"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":114,"pdf_page":121,"physical_index":121,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"312acaea7e84cd3a0a0abfdc300150525d9b12ea7239e30538ccae522eb01c17"},"chapter":"审美资本主义","content":"对商业关系的重新定义意味着将难以计算的顾客品味转变成可以预见的消费者需求，也就是将生活中的一个方面变成消费的可能性。为此，在20世纪初，必须打破与某些守旧的习惯和规则相关的禁忌。甚至是家庭活动的结构都应该被重组。因此，原本从没有买过玉米片的消费者被改造得对此有需要；原本喜欢在食品杂货店里买从大桶里舀出来的散装燕麦片的消费者则被告知为什么他们应该选择盒装的桂格牌燕麦片。此外，还需要向剃须匠的顾客和从没有自己刮过胡子的男人解释如何将安全刮胡刀融入他们的生活，将刮胡子变成他们每日的习惯。①20世纪初，消费的发展采取的方式是以教育公众为目的的广告攻势。广告的说教特点和教学野心隐藏在其通过消费进行社会化的能力之中。必须教会消费者使用他们的购买自由。市场营销变得更加必要，它的任务在于说服消费者产品是为他们而做的，以此为生产者带来更多的消费者。\n\n① 见苏珊·斯塔瑟(Suzan STASSER),《保证满意:美国大众行销的 形成》(Satisfaction Guaranteed. The Making of the American Mass Market),第89 页。\n\n114","previous_page":113,"next_page":115}