Nyuam qhuav pib lub caij ntuj sov no kuv nyob hauv Stanwood, Washington dai nrog ib pab pawg neeg sib koom ua ke hu ua "Positive Futures Network."
Nws nyob ntawd kuv tau ntsib Raffi, uas txij li xyoo 1976, tau txais kev qhuas los ntawm cov niam txiv thiab cov menyuam hauv ntiaj teb no rau nws cov menyuam cov nkauj thiab kev ua yeeb yam. Tab sis txawm tias koj tsis tau hnov โโโโtxog nws, tab sis zoo li kev nyeem cov ntawv sau keeb kwm, koj yuav txaus siab nyeem, "Raffi: Lub Neej Ntawm Cov Menyuam Yaus Dab Tsi (1999, Xovxwm Hauv Tebchaws).
Tau siv ob peb hnub nyob rau hauv nws lub xub ntiag kuv tuaj yeem qhia rau koj tias nws lub suab paj nruag yog qhov tseeb ex-pression ntawm nws lub hnub ci cwm pwm, uas nyob ib puag ncig saib xyuas lub meej mom ntawm cov menyuam yaus. Nws tsis ntev ua ntej Raffi thiab kuv tau tham txog cov menyuam yaus - kuv tus kheej ob tug ntxhais tshwj xeeb.
Nws tau hais tias lub ntiaj teb xav tau dab tsi tam sim no, yog "kev hwm menyuam yaus," uas yuav tsum tsis txhob cuam tshuam nrog "lub zej zog menyuam yaus."
Hauv qhov xaus ntawm nws phau ntawv nws sau tias: "Kuv qee zaum xav tsis thoob tias lub ntiaj teb yuav muab kuv cov phooj ywg hluas li cas thaum lawv yog kuv hnub nyoog." Ces nws ua ib qho kev soj ntsuam tseem ceeb. "Qhov kev tsis txaus ntseeg ntawm kev lag luam peev ua rau lub zog thoob ntiaj teb, kev txhawj xeeb uas yuav tsum tsis txhob cia rau cov kws lag luam ib leeg."
Vim li cas? Vim tias "kev ua lag luam niaj hnub no cuam tshuam rau txhua tsev neeg txoj kev noj qab haus huv - kom zoo dua lossis phem dua - zoo li tsis tau dhau los."
Piv txwv li, nce cov tshuaj lom thiab txo qis ntawm biodiversity, uas ua rau muaj kev puas tsuaj ntau dua li kev ua phem, tab sis tau txais kev saib xyuas tsawg dua li J-Lo's booty.
Yog li kuv nug kuv tus kheej, kuv puas tuaj yeem txheeb xyuas ib qho ntawm "lub zog thoob ntiaj teb" cov chaw no raws li nws cuam tshuam rau menyuam yaus? Kev xav txog Raffi coj kuv mus tshawb fawb Madison Avenue - lub cim mecca ntawm kev lag luam tshaj tawm, qhov twg Asmeskas "npau suav" tau ntim rau muag. Kuv pom tias nyob rau hauv lub qhov muag ntawm ad execs cov me nyuam raug saib raws li ib tug trifecta ntawm profitability - raws li buyers, raws li influencers ntawm lawv niam txiv kev siv nyiaj thiab yav tom ntej cov neeg laus.
Thiab vim li ntawd, ad execs aggressively clamor rau cov me nyuam mloog. Nrog rau kev nkag mus rau $ 15 billion los siv rau cov khoom ua si, khaub ncaws, khoom qab zib thiab khoom noj txom ncauj, kev tshawb fawb kwv yees tias cov menyuam yaus cuam tshuam lwm $ 160 nphom hauv kev yuav niam txiv.
Koj yuav tsum tshawb xyuas qee cov ntaub ntawv ntawm cov khoom no. AdRelevance, piv txwv li, hauv tsab ntawv tshaj tawm hu ua "ABC's of Advertising to Kids Online," hais tias qhov no: "Koj hu li cas rau cov neeg siv khoom uas xav yuav txhua yam koj muaj, tsis quav ntsej nws tus nqi thiab tsawg dua tsib taw. siab? Ib tus neeg ua lag luam npau suav? Tsis yog. Koj hu lawv cov menyuamโฆ Vim li cas thiaj tsim kev tshaj tawm rau menyuam yaus? Lawv muaj txiaj ntsig ntau dua li nyiaj ntsuab: cawv. "
Txawm hais tias tsoomfwv tswj hwm kev tshaj tawm, AdRelevance zoo siab tshaj tawm: "kev tshawb xyuas ntawm 78 tsev neeg tsom mus rau cov tuam txhab ... pom kev loj hlob ntawm kev tshaj tawm tom qab FTC cov lus qhia."
Tom qab ntawd, muaj phau ntawv zoo siab no hu ua "Creating Ever-Cool: A Marketers Guild to a Kids Heart," los ntawm Gene Del Vecchio. Ib ntu - "Tus Me Nyuam Psyche" - tshuaj xyuas "qhov kev xav tau ntawm cov menyuam yaus tsis muaj sijhawm."
Ib tug neeg soj ntsuam hais txog phau ntawv lub tswv yim loj "Kuv pom lub tswv yim tias yuav muaj Kid Psyche Gap nyob rau hauv qhov chaw ua lag luam kom txaus siab tshwj xeeb....Psyche Gaps yog 'uas yog ib feem ntawm tus me nyuam lub siab lub ntsws uas tam sim no tsis txaus siab los ntawm tus neeg sib tw. โ
Ad txiv neej Buzz Potamkin piav txog qhov kev sib tw ntawm cov menyuam yaus tshaj tawm: "Muaj tseeb, qhov kev sib cav mus, cov me me tykes qhib, yog li kev ntseeg siab, yog li xav ntseeg, tias cov me nyuam lub siab yog dav qhib rau wiles thiab ruses ntawm kev hwm tus kheej. nab roj muag. Txhua leej txhua tus qhia rau koj tias nws yooj yim, thiab tom qab ntawd koj sim nwsโฆ.Thiab tom qab ntawd koj pib nkag siab tias nws nyuaj npaum li cas los nqa khoom qab zib los ntawm tus menyuam. "
Raws li yog tias ntau pua txhiab qhov kev tshaj tawm uas cov menyuam yaus raug foob nrog txhua xyoo tsis txaus, lawv tau txais yam zoo li Channel One, uas yog 12 feeb "xov xwm" kev tshaj tawm hauv ntau pua txhiab chav kawm thoob plaws tebchaws nrog kev tshaj tawm popped nyob rau hauv nruab nrab, uas siv ib puag ncig kev nom kev tswv nyob rau hauv uas cov tsev kawm ntawv nyiaj ntsuab-straped yuav ua tau yuav luag txhua yam kom tau nyiaj, nrog rau muab ib tug neeg raug ntes, txaus siab rau cov neeg tuaj saib Madison Avenue.
Yog li thaum lub xov tooj cua sab xis qhia cov tswv tsev thiab cov neeg saib xyuas "cov kws tshawb fawb" zoo li William Bennett quaj rau cov kws qhia ntawv uas muaj kev txhawj xeeb ntau dua rau cov tub ntxhais kawm kev hwm tus kheej dua li nrog peb R's, kuv txhawj xeeb ntau dua rau cov execs uas pom cov me nyuam nrog "psyche gaps" xav tau kev tshaj tawm los kho lawv thiab ua kom lawv zoo li "cov neeg siv khoom uas xav yuav txhua yam koj muaj, thiab leej twg tsis quav ntsej txog nws tus nqi."
Hauv lwm cov xov xwm tshaj tawm: Kuv tau txais kev hu xov tooj los ntawm tus kws tshaj lij xov tooj rau lwm hnub. (Kuv yuav tsum tau txais kuv lub npe nyob rau hauv daim ntawv teev npe uas tsis yog-hu).
"Nyob zoo, qhov no yog blah-blah thiab kuv nrog blah, blah ... Peb tau xav paub yog tias koj blah, blah, blah, blah," tus xov tooj tau hais.
โSaib, kuv tsis muaj sijhawm tam sim no. Kuv nyob nruab nrab ntawm tej yam tseem ceeb. "
Bzzzzz. Teb tsis yog! Cov lus teb yog: Kuv tsis xav kom koj hu lub tsev no dua thiab yog tias koj ua kuv yuav tshuab xuav rau hauv xov tooj kom txog thaum koj kaw.
"OK, zoo kuv mam li hu rov qab tag kis ntawm lub sijhawm no." Nyem.
Yog tias peb ua ncaj ncees, tus cwj pwm zoo li no yuav raug hu ua neeg ua phem thiab roj teeb. Tab sis, tsam kuv yuav tau branded ib tug liberal, Democrat, Pinko, Commie, Socialist, Utopian (vajtswv txwv), cia peb hu nws dawb-kev lag luam ntaub ntawv networking.
Case in point: Tom qab poob nees nkaum bucks rau koj thiab koj cov zib ntab mus saib ib tug yeeb yam, koj nyob nraum vam tias qhov no yog ib tug ntawm ob peb zaug koj tsis tau dag los ntawm hyped-up tshaj tawm.
Tom qab ntawd tus neeg saib xyuas kev pom zoo muab rau koj tag nrho rau cov paj kws stale thiab cov dej qab zib ntim dej khov thiab koj xav paub yog tias lub tsheb ntxuav dawb lossis hloov roj los nrog nws.
Koj nkag mus hauv lub theatre thiab qhov ntawd yog thaum nws tshwm sim. Kev lag luam! Kuv tsis tham txog cov yeeb yaj kiab saib ua ntej, uas kuv tuaj yeem ua tau. Kuv tab tom tham txog kev lag luam uas tsis muaj qhov tsis txaus ntseeg ua nrog cov yeeb yaj kiab yav tom ntej? (Kuv tau pom kev lag luam tsheb thaum lub sijhawm saib ua ntej, rau kev quaj nrov).
Nws yog kev ua txhaum ntawm kev cog lus ntawm kev sib raug zoo uas peb txhua tus tuaj yeem zam: yog tias kuv them nyiaj los saib hauv TV lossis ua yeeb yaj kiab, tsis muaj kev tshaj tawm, tshwj xeeb tshaj yog tom qab kuv nyuam qhuav hnoos li ib feem peb ntawm kuv daim ntawv them nyiaj kom pom qhov no flick.
Los yog yuav ua li cas 'txog qhov no: Koj tau nias rau lub sijhawm thiab koj hu rau ib qho ntawm cov khw muag khau ncaws pob kom paub seb lawv yuav qhib li cas lig. Ua ntej koj tuaj yeem tawm cov lus nug ceev uas tuaj yeem teb tau tsawg dua tsib vib nas this, koj raug ntaus nrog tsib feeb ntawm no yog-dab tsi-ntawm-muag-ad los ntawm monotone, qhov tsawg kawg nkaus-ua haujlwm-ua haujlwm, cov neeg ua haujlwm hauv kev tswj xyuas kev txiav txim rau qhia cov ntaub ntawv-overloaded muaj peev xwm cov neeg siv khoom ib yam dab tsi uas 99 feem pua โโโโntawm lawv tuaj yeem saib xyuas tsawg dua.
(Kev muag khoom? Qhov ntawd txhais li cas - cov khau no ua rau tsawg dua 6 bucks hauv qee lub khw muag khoom hauv Asia yuav raug nqi kuv tsuas yog $ 90 es tsis yog $ 150 ib txwm? Wow, zoo li cas.)
Los yog hais tias koj tsis nplua nuj txaus los them koj tus kheej tus kws txiav txim plaub thiab koj tsis nyob rau hauv Sears kev ua haujlwm slacks tab sis tseem xav saib stylish. Sim nrhiav cov khaub ncaws uas tsis muaj tus tsim daim ntawv lo emblazoned thoob plaws nws. "Koj xav kom kuv them $ 30 rau lub tsho luv luv no thiab ua kev tshaj tawm taug kev. Puas yog koj tsis them kuv - tsawg kawg yog ib feem ntawm qhov nws yuav raug nqi koj kom tau txais lub sijhawm ua lag luam ntau los ntawm TV network?
Kev rho menyuam. Phom tswv. Kev sib deev sib deev. Tsis txhob xav li ntawd. Kuv xav twv tus thawj tswj hwm tus neeg sib tw tuaj yeem tau txais ntau qhov kev xaiv tsa rau tsuas yog khiav ntawm I-sweat-the-me-khoom platform, cog lus tias yuav xaus Internet pop up tshaj tawm raws li peb paub.
Yog tias tus neeg sib tw npau suav no yog qhov tsis txaus ntseeg tiag tiag, nws yuav thawb txoj cai lij choj ua txhaum cai rau cov phiaj xwm ua tsov rog kom tau txais txiaj ntsig los ntawm kev ua tsov rog uas lawv tab tom ua. (Betcha tsis tuaj yeem sau npe rau ib lub koom haum nrog cov ntawv cog lus "rov tsim" cov teb chaws uas peb tau rhuav tshem hauv "kev ua tsov rog ntawm kev ntshai" uas tsis muaj kev sib raug zoo nrog Bush tswj).
Philosopher John Dewey txiv ib zaug muaj ib lub khw. Nws lub qhov rais ad: "Hams thiab cigars - haus luam yeeb thiab tsis haus luam yeeb." Tam sim no uas yog zoo qub- fashioned advertising. Qhov twg yog ib tug conservative pining rau lub zoo ol' hnub thaum koj xav tau ib tug?
Thaum kuv laus lawm, kuv tab tom kawm kev txawj ntse ntawm kev muag tawm. Yog li ntawm no yog kuv lub tswv yim zoo: Nyob rau hauv lub guise ntawm shrinking loj tsoom fwv (nco ntsoov thaum uas yog nyob rau hauv vogue?), peb muaj peev xwm txiav tus nqi ntawm tsoom fwv teb chaws se las peb siv nyob rau hauv qhov kev pab cuam los ntawm leasing lub kaj sab ntawm lub hli nto mus rau lub tuam txhab advertisers. . Xav txog: cov duab ua lag luam tuaj yeem raug teeb tsa los ntawm lub satellite txhua zaus muaj lub hli puv.
Qhov tseeb, tam sim no uas kuv xav txog nws, kuv tuaj yeem pib kuv tus kheej kev sab laj kev lag luam thiab tau txais nyiaj los tawm tswv yim zoo li ntawd txhua hnub. Nws yeej yuav nce GDP.
Los ntawm txoj kev, qhov kev tawm tswv yim no yog coj los rau koj los ntawm Sean Gonsalves uas nws kab lus cog lus tias yuav muab koj cov kas fes thaum sawv ntxov uas koj xav tau ntxiv.
Sean Gonsalves yog Cape Cod Times cov neeg ua haujlwm sau ntawv thiab tus kws sau ntawv sau ua ke. E-mail rau nws [email tiv thaiv].