CH -- LARRY ROMANOFF -- 肤浅的美国 -- 2022年7月24日

 

Superficial America

肤浅的美国

 

通过 拉里·罗曼诺夫，2022年7月24日

译者：珍珠

 

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EN — LARRY ROMANOFF — Superficial America — July 24, 2022

 

Superficial America

 

By Larry Romanoff, July 24, 2022

 

 

 

If we were to try to identify one point in US history where superficiality took root in America, it might well be a speech by an American salesman named Elmer Wheeler who in 1937 coined the now-famous maxim of "Don’t sell the steak - sell the sizzle!". For those who don't know, the sizzle is the sound made by a steak when it is first tossed onto a hot barbeque. His idea had merit. Looking at a photo of a steak or listening to a radio commercial about steaks would be unlikely to generate much immediate purchasing response, but hearing that sound might well recall fond memories and persuade shoppers to head for the supermarket. His theory was that it isn't the simple product that generates a purchase but rather our emotional response to some element of that product.