為什麼你看不到特斯拉的商業廣告：英語精讀講義

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這支影片由 Squarespace 贊助播出。

Most companies depend on advertising to inform, 講解

大多數公司仰賴廣告來告知、

persuade, and remind consumers of their products and services, 片語搭配

說服並提醒消費者他們的產品與服務，

but not Tesla.

但特斯拉並非如此。

You won't see any Tesla ads anywhere,

你在任何地方都看不到特斯拉的廣告，

not online, 表達脈絡

不在網路上，

not on the radio,

不在廣播裡，

and not on television,

也不在電視上，

where sometimes companies can spend millions on just a single ad. 片語搭配

儘管有時公司光是一支廣告就會花費數百萬美元。

Norway coming for you.

挪威，我們來了。

It's unclear how much General Motors spent on the Super Bowl commercial,

目前尚不清楚通用汽車在超級盃廣告上花了多少錢，

but the going rate for a 30-second spot is 5 million. 講解

但30秒廣告位的行情是500萬美元。

In total,

總的來說，

GM spent 2.7 billion in advertising and promotion in 2020.

通用汽車在2020年的廣告和促銷上花費了27億美元。

That's actually down a billion from the year before 片語搭配

這實際上比前一年減少了10億美元，

due to disruptions from COVID-19. 片語搭配

原因是受到COVID-19的影響。

Here's the advertising cost per vehicle sold for the leading automakers. 用詞

這是主要汽車製造商每售出一輛車的廣告成本。

Genesis, part of the Hyundai Motor Company,

現代汽車公司旗下的捷尼賽斯（Genesis），

dished out $2,000 per vehicle in 2019, 片語動詞

在2019年每輛車花費了2000美元，

whereas Tesla spent 14 cents incurring costs from promotional activities

而特斯拉的促銷活動成本僅為14美分，

rather than traditional advertising. 文法

並且不是用於傳統廣告。

So,

那麼，

why does Tesla not run ads? 片語搭配

為什麼特斯拉不打廣告呢？

It doesn't have to persuade anyone to buy its electric cars.

因為它不需要說服任何人來買它的電動車。

Back in the day, 慣用語

曾幾何時，

Tesla couldn't keep up with demand. 片語動詞

特斯拉供不應求。

There was no need for advertising. 文法

根本不需要打廣告。

Thank you to everyone that ordered the car.

感謝所有訂購這款車的人。

We love you.

我們愛你們。

Customers had to wait years to get the car they ordered,

顧客不得不等上幾年才能拿到他們訂購的車，

like the $35,000 Model 3,

比如35000美元的Model 3，

its most affordable model yet. 文法

這是它迄今為止最便宜的車款。

And when they did,

而當他們終於拿到車時，

a million people watched the handover on Tesla's YouTube channel.

有一百萬人在特斯拉的YouTube頻道上觀看了交車儀式。

Its streamed events frequently rake in millions of views. 片語動詞

其串流直播活動經常能吸引數百萬的觀看次數。

Oh my...

噢我的天……

Well,

好吧，

maybe that was a little too hard.

也許剛剛砸得太用力了。

The Cybertruck unveil,

在Cybertruck的發表會上，

where a steel ball shattered the armored glass,

一顆鋼球砸碎了防彈玻璃，

also apparently helped smash sales. 慣用語

這顯然也幫助打破了銷售紀錄。

Oh, man.

噢，天哪。

CEO Elon Musk suggested the company had received 250,000 orders of the electric pickup

執行長伊隆·馬斯克暗示，公司收到了25萬輛這款電動皮卡的訂單，

less than a week later,

而這僅僅是在不到一週之後，

all without having to pay for advertising. 文法

所有這些都無需支付廣告費。

Still, 表達脈絡

儘管如此，

even events fail to fully explain why Tesla doesn't advertise.

即使是這些活動也無法完全解釋為什麼特斯拉不打廣告。

Musk has gone on the record to say he'd rather use that money to make the product great. 講解

馬斯克曾公開表示，他寧願用這些錢把產品做得更好。

Tesla's research and development budget has been increasing drastically over the years, 文法

多年來，特斯拉的研發預算一直在大幅增加，

while GM's has been steady and recently dropped slightly in 2020. 表達脈絡

而通用汽車的預算一直保持穩定，並在2020年略有下降。

It still spends considerably more than Tesla. 文法

它的花費仍然比特斯拉多得多。

It does own several car brands.

它確實擁有多個汽車品牌。

However,

然而，

Musk's company is closing the gap. 慣用語

馬斯克的公司正在縮小差距。

The thinking behind Tesla's focus on design, engineering, and testing 表達脈絡

特斯拉之所以專注於設計、工程和測試，其背後的理念是：

is that if you build the best car, 文法

如果你打造出最好的車，

the product will speak for itself or have others speak for it free of charge. 慣用語

產品就會自己說話，或者讓別人免費為它說話。

Celebrities and influencers have showered plenty of affection on the company. 慣用語

名人和網紅們對這家公司投注了大量的喜愛。

Jaden Smith showed off his pink Model X in a music video. 片語動詞

傑登·史密斯在一段音樂錄影帶中展示了他粉紅色的Model X。

Kanye West has made no secret of his Tesla love affair. 慣用語

肯伊·威斯特毫不掩飾他對特斯拉的熱愛。

Oh.

噢。

Youtuber ZHC surprised Mr. Beast with a custom-designed Tesla.

Youtuber ZHC用一輛客製化設計的特斯拉給了Mr. Beast一個驚喜。

Not to mention, 表達脈絡

更不用說，

Tesla also receives an abundance of free promotion from Musk's other company, 片語搭配

特斯拉還從馬斯克的另一家公司獲得了大量免費推廣，

SpaceX.

那就是SpaceX。

Model X's carried NASA astronauts to the launch pad for flights aboard Falcon 9,

Model X將NASA太空人送到發射台，乘坐獵鷹9號飛行，

while the Falcon Heavy launched a Tesla Roadster on a path to Mars.

而獵鷹重型火箭則將一輛特斯拉Roadster跑車送上了飛往火星的軌道。

That event generated a flood of media attention. 慣用語

那次事件引發了媒體的廣泛關注。

But the relationship between Musk and the traditional news media hasn't always been so rosy, 慣用語

但馬斯克與傳統新聞媒體之間的關係並不總是那麼美好，

to put it lightly. 語氣意圖

說得好聽點是這樣。

He's criticized media coverage,

他批評了媒體的報導，

for example,

例如，

about a deadly crash of a Model X on autopilot mode

關於一輛Model X在自動駕駛模式下發生致命車禍的報導，

or production delays involving the Model 3.

或者涉及Model 3的生產延誤。

Musk suggested journalists write negative stories in order to get maximum clicks

馬斯克暗示，記者寫負面報導是為了獲得最大點擊率，

and because gas and diesel car companies advertise with these news organizations,

並且因為汽油和柴油汽車公司在這些新聞機構投放廣告，

while Tesla does not,

而特斯拉則沒有，

inferring Big Oil plays a role behind critical coverage of Tesla, 文化背景

他推斷大型石油公司在針對特斯拉的批評性報導背後發揮了作用，

which reporters have denied.

而記者們對此予以否認。

You might think Tesla would respond with a slick public relations campaign, 表達脈絡

你可能認為特斯拉會以一場漂亮的公關活動作為回應，

but actually Tesla got rid of its PR team in North America, 片語動詞

但實際上特斯拉解散了其在北美的公關團隊，

although it still has one in Europe.

儘管它在歐洲還有一個。

While most companies use their PR departments to communicate information to journalists,

雖然大多數公司利用其公關部門與記者溝通訊息，

Tesla appears to be cutting out the journalists in favor of communicating directly with the public via social media. 講解

但特斯拉似乎正在拋棄記者，轉而透過社群媒體直接與大眾溝通。

Musk's belief in the power of social media is so strong 文法

馬斯克對社群媒體力量的信念如此強烈，

that he once hired a meme maker as Tesla's social media manager.

以至於他曾經聘請了一位迷因製作者擔任特斯拉的社群媒體經理。

Adam Koszary had a sheep to thank for the job. 片語搭配

Adam Koszary能得到這份工作還得感謝一隻羊。

He caught Musk's attention after tweeting out a photo of this absolute unit when he worked at a British Museum. 講解

他在大英博物館工作時，在推特上發布了一張這隻體型龐大的羊的照片，從而引起了馬斯克的注意。

It went viral, 慣用語

這張照片在網路上瘋傳，

and for some reason Musk ended up changing his profile picture to that of the big fluffy fella, 片語動詞

出於某種原因，馬斯克最終把他的頭像換成了那個毛茸茸的大塊頭，

which generated even more chatter online.

這在網路上引發了更多的討論。

His 50 million follower count on Twitter is far greater than that of the leading automotive companies combined. 文法

他在Twitter上的5000萬粉絲數遠遠超過了主要汽車公司的總和。

He often replies to people asking for help,

他經常回覆尋求幫助的人，

like the time singer Sheryl Crow got stuck in a parking lot with a dark Tesla display.

比如歌手雪兒·可洛在停車場被困，特斯拉螢幕變黑的那次。

It's not just the rich and famous who have his attention. 文法

不僅僅是富人和名人能得到他的關注。

Mr. Musk routinely answers questions from the general public.

馬斯克先生經常回答一般大眾的問題。

In many ways,

在很多方面，

he himself is a walking advertisement for Tesla, 慣用語

他本人就是特斯拉的活招牌，

though occasionally it's gotten him into trouble. 片語搭配

儘管偶爾這也讓他陷入麻煩。

The US Securities and Exchange Commission sued Musk for fraud when he tweeted he was considering taking Tesla private at $420 a share, 講解

美國證券交易委員會起訴馬斯克涉嫌欺詐，因為他在推特上表示考慮以每股420美元的價格將特斯拉私有化，

a reference to marijuana,

這是一個與大麻有關的哏，

and that funding had been secured. 用詞

並且資金已經到位。

Controversial or not, 表達脈絡

無論是否有爭議，

Musk puts his companies in the spotlight without the need to pay for it. 慣用語

馬斯克都讓他的公司處於聚光燈下，而無需為此付錢。

It should be noted that some other companies have employed the same strategy. 表達脈絡

應該注意的是，其他一些公司也採用了同樣的策略。

Starbucks relied on word of mouth to grow. 慣用語

星巴克依靠口碑成長。

Costco doesn't pay for advertising.

好市多不付廣告費。

Neither does Krispy Kreme. 文法

Krispy Kreme也不付。

So, Tesla is far from the only brand that doesn't rely on paid advertising. 慣用語

所以，特斯拉絕非唯一不依賴付費廣告的品牌。

It does, however, rely on its website for sales. 文法

然而，它的銷售確實依賴於其網站。

You don't need to run a company or be a business to realize the importance of having a website. 用詞

你不需要經營一家公司或做生意才能意識到擁有一個網站的重要性。

It's great for starting a blog or showing off your work.

它是開始寫部落格或展示你的作品的絕佳方式。

That's what I did as a journalist years before Squarespace became my sponsor,

這就是我作為一名記者在Squarespace成為我的贊助商之前所做的，

and it helped me land a lot of reporting jobs. 片語搭配

它幫助我獲得了許多報導工作。

Squarespace is super easy to use.

Squarespace非常容易使用。

You don't need any experience in website building whatsoever. 用詞

你根本不需要任何架站經驗。

There are many beautiful templates to choose from. 文法

有許多漂亮的模板可供選擇。

You can try it out for free for a couple of weeks by heading to squarespace.com/newsthink. 片語動詞

你可以透過前往 squarespace.com/newsthink 免費試用幾個星期。

The link is in my description.

連結在我的資訊欄裡。

And when you're ready to launch,

當你準備好發布時，

use my discount code newsthink to save 10% off your first purchase of a website or a domain.

使用我的折扣碼 newsthink 在首次購買網站或網域時享受 10% 的折扣。

Thanks for watching.

感謝觀看。

For NewsThink, I'm Cindy Pom.

這裡是 NewsThink，我是 Cindy Pom。