经济学人86:种族广告的使用和限制

 　　Business Ethnic 1 advertising 2 One message, or many?

　　商业 种族广告 要一个还是多个声音？
　　The uses and limitations of ethnic ads
　　种族广告的使用和限制
　　IN THE television series "Mad Men", a 1960s adman makes a pitch to a television-maker 3 whose sales are flat.
　　电视剧《广告狂人》，描述了二十世纪六十年代的一个广告制作人向电视制作人推销其对付销售平淡的招数。
　　"Among Negroes sales are actually growing," he chirps 4.
　　他很兴奋地提出"黑人的购买额确实在上升。"
　　He proposes making "integrated" ads that appeal to both black and white consumers.
　　他建议制作"一体化"广告以吸引黑人和白人消费者。
　　His idea bombs. This being the era of segregation 5, one of his listeners wonders if mixed-race ads are even legal.
　　他的想法遭到狂轰烂炸。那时还处于种族隔离时期，其中一个在场人员甚至怀疑种族混合的广告是否合法。
　　Such days are long gone. America's minorities will eventually be a majority of the population: by 2045, according to the most recent census 6.
　　今非昔比。根据最新的人口普查资料显示，至2045年，美国的少数族裔将最终在人数上成为主流大众。
　　Advertisers have noticed.
　　广告商知晓这趋势。
　　Many now favour cross-cultural ads that emphasise 7 what black, Hispanic and Asian-American consumers have in common.
　　如今许多广告商热衷于拍跨文化的广告，强调黑人、西班牙人和亚裔美国人的消费共性。
　　This approach is thought to work well with the young, who often listen to the same music, eat the same food and wear similar clothes regardless of their ethnic background.
　　这一方法非常对年轻一代人的胃口，这些年轻人不管是何种族背景，他们通常听同一首歌，吃同一种食物和穿相似的衣服。
　　Ogilvy & Mather, a big ad agency, formed OgilvyCulture in 2010 as a unit specialising in cross-cultural marketing 8.
　　广告业巨头奥美于2010年组建了奥美文化作为一个业务单元专门从事跨文化营销。
　　"The ethnic ad model has not changed since the 1960s," says Jeffrey Bowman, head of OgilvyCulture.
　　奥美文化的部门主管杰弗瑞?鲍曼说"种族广告模式自从二十世纪六十年代以来一成不变。
　　It was the census data that made Ogilvy change its model.
　　正是人口调查资料让奥美改变了其营销模式。
　　In 2010 Burger King stopped employing ethnic agencies such as LatinWorks, which specialised in the Hispanic market, to address its consumers as a whole rather than taking a segmented approach.
　　2010年快餐连锁品牌汉堡王炒掉了如LatinWorks那些专攻西班牙市场，具有种族色彩的广告代理商。汉堡王将顾客视为一体而不再采取细分的方式。
　　Yet some admen feel ethnicity remains 9 relevant.
　　但是有些广告人仍感到种族与广告还是有千丝万缕的关系。
　　"Every ten years we go through a rethink of targeted versus 10 one voice," says McGhee Williams Osse, co-chief executive of Burrell, a Chicago-based agency specialising in the African-American market.
　　专攻非洲裔市场，总部位于芝加哥的Burrell公司的联合行政长官 McGhee Williams Oss说 "每隔十年，我们会重新考虑反对传播一个声音的广告"
　　She argues that ethnic origin is the key to people's identity, much more than education, income, religion, sex and sexual orientation 11.
　　她认为种族血缘是人的身份认同的主要因素，比教育、收入、宗教、性和性取向等更重要。
　　She would say that, of course.
　　她是这样说的，千真万确。
　　Maurice Lévy, the boss of Publicis Groupe, the French ad giant that owns 49% of Burrell, says that ethnic advertising makes sense for advertisers that are very big (and so can afford multiple ad campaigns), or very specialised.
　　法国广告业巨头阳狮集团拥有Burrell49%的股票份额。阳狮的老板马千里说，种族广告对大公司（因能付得起多个广告活动）或专业型公司还是有商业意义的。
　　A maker of cream for black skin, for example, will probably not bother marketing it to Asians.
　　例如，为黑人制造的面霜就没有必要进军亚洲市场了。
　　Nestlé, a huge food firm, aims some ads at Hispanics, America's largest minority.
　　食品巨擘雀巢公司针对美国最大的少数族裔西班牙裔制作了一些广告。
　　It recruited four Hispanic mothers to blog on a new bilingual website, El Mejor Nido (The Best Nest), offering tips about parenting and healthy eating.
　　它招聘了4名西班牙裔母亲在其新设双语版的 El Mejor Nido （雀巢最佳）网上写博客，提供为人父母之道和健康饮食的小贴士。
　　Hispanics are younger than other Americans, have more children and spend more on food, says Juan Motta,
　　负责雀巢西班牙裔广告促销的美国加利福尼亚分部主管胡安?莫塔说，
　　who heads the California-based unit running Nestlé's Hispanic campaign in the United States,
　　西班牙裔人比其他美国人更年轻，育有更多小孩且更舍得在食品上花钱。
　　which promotes both the firm's Latin American brands, such as La Lechera and Abuelita, and the rest of its larder 12.
　　该分部主要负责促销公司的两个拉丁美洲品牌如La Lechera 和Abuelita和其他的食品柜。
　　McDonald's has been a pioneer of ethnic advertising since the 1960s.
　　自从二十世纪六十年代，麦当劳一直是种族广告的先驱者。
　　Minorities represent about 40% of its customers in America.
　　在美国少数民族裔占其消费者总数的40%。
　　Neil Golden, the firm's American chief marketing officer, argues that other Americans often follow trends set by ethnic minorities.
　　麦当劳主要负责美国市场首席营销官尼尔?戈登认为其他美国人常跟在少数族裔掀起的潮流后面。
　　So he watches minorities for insights he can use in ads aimed at the general market.
　　故他深入地了解少数族裔就可将其特色用于针对整个市场的广告中。
　　In 2010 McDonald's learned that African-Americans liked sweeter, weaker caramel mocha, so it started offering such blends everywhere, with great success.
　　2010年麦当劳得知非洲裔美国人喜欢更甜一点，咖啡味更淡一点的焦糖摩卡。
　　A similar thing happened with its mango and pineapple smoothies, a big hit with Hispanics.
　　故麦当劳开始到处提供这种混合物，结果一跑打响。它的芒果和凤梨冰沙也如法炮制，在西班牙裔人中大受欢迎。
　　McDonald's featured the drinks in restaurants nationwide and they quickly overtook strawberry banana, the traditional favourite.
　　麦当劳将此类饮品推广至遍布全国的门店，结果一夜之间便取代了传统畅销品草莓香蕉饮料。
　　David Burgos, co-author of a book on marketing to the "new majority", says that in spite of the increasing importance of minority consumers, advertisers still put ethnic ads into a separate budget—which tends to be cut first when the economy goes sour.
　　David Burgos和别人合写了一本针对"新生大众"营销的书。该书上说尽管少数族裔消费者的重要性日益俱增，广告商仍将种族广告单独预算——一旦经济不景气，首先便拿这块预算开刀。
　　Only 7% of marketing dollars are spent on targeted ethnic campaigns, although nearly half of Americans belong to ethnic minorities.
　　尽管少数族裔占了将近一半的美国人口，但只有7%的营销费用花在针对种族的广告活动上。
　　He thinks ad-agency staff need to be more diverse.
　　他认为广告机构应招聘各种族的工作人员以使营销更多样化。
　　Getting the right ethnic perspective is tricky 13.
　　在广告中从不同种族角度看问题这是非常高难度的工作。
　　Hispanics are a varied 14 lot.
　　同为西班牙人却迥然不同。
　　An ad that delights Cuban-Americans may irritate migrants from Venezuela.
　　能让古巴裔美国人捧腹大笑的广告可能会让委内瑞拉移民暴跳如雷。
　　Asians are hardly monolithic 15, either.
　　亚洲人也很是众口难调。
　　Even the wittiest 16 Korean catchphrases will provoke only bafflement in Chinatown.
　　即便是韩国的警言妙句也可能令唐人街的中国人迷惑不解。
　　Saul Gitlin of Kang & Lee, an agency specialising in selling to Asian-Americans, argues that recent Chinese and Korean immigrants are best reached with communications in their mother tongue.
　　专门针对亚洲裔美国人的广告公司Kang & Lee的Saul Gitlin认为和新一代的中国和韩国的移民用其母语沟通能收到最好的效果。
　　They are generally ignored by advertisers, however, with the exception of financial firms.
　　但是除了金融公司做到这一点外，广告商一般都置若罔闻。
　　This is a mistake, he reckons: the median household income of Asian-Americans is some $10,000 higher than that of non-Hispanic whites.
　　广告商的做法大错特错，他推测：亚洲裔美国人的家庭收入中值比非西班牙裔白人还高10,000美元。
　　Many modern Mad Men think digital media will allow them to know their audiences better, and feed them more precisely-tailored messages.
　　许多现代的广告狂人认为数字媒体能让他们更加了解受众，从而更易提供量身定制的信息来满足他们的需求。
　　This can be costly 17 (see Schumpeter).
　　这要付出很高的代价（请看熊彼得文）。
　　But many consumers seem to like it.
　　但是许多消费者看来很喜欢这样。
　　When Latinas disagree with something the four mommy bloggers at El Mejor Nido have written, they can go to the El Mejor Nido Facebook page, and let loose.
　　如果拉丁裔美国人不喜欢在 El Mejor Nido网站上4位母亲所写的博客观点，他们可以移步至El Mejor Nido脸谱网，可在此畅所欲言。