British writer

Chapter 208 Then thank me

"Isn't "The Interpretation of Dreams" full of loopholes? How could it be such a groundbreaking work?"

"How do I understand this? I study physics."

"Professor Lu is good at everything, but he likes to talk only halfway."

…

In the auditorium, the students couldn't help but talk.

Lu Shi said: "This book pioneered psychoanalysis. Dr. Freud has clearly put forward this theory."

He looked at Freud;

"Doctor, can you tell me something?"

Freud nodded,

"Human psychology contains two main parts, namely consciousness and unconsciousness. Consciousness is the psychological activity that can be perceived; unconsciousness includes human instinctive impulses and human desires that have been suppressed after birth."

Lu Shi coughed slightly,

"Be more specific."

Freud raised his eyebrows,

After pondering for a while, he said: "If you insist on making a generalization, I think psychoanalysis is a dialogue between people."

This is still confusing to say.

Freud scratched his head;

"This is actually a treatment method developed from my own medical practice. By communicating with the counselee, establishing a connection, and then analyzing the unconsciousness of the counselee."

The auditorium fell silent.

After a moment, Gale suddenly smiled and said: "Isn't this the application of psychology?"

The corners of Floyd's mouth twitched, looking a little embarrassed.

At this time, some students raised their hands,

"I have a question."

Now it's becoming more and more like a normal exchange meeting.

Lu Shi nodded,

"you say."

The student stood up and said, "Dr. Freud, suppose I suffer from a mental illness and accept your psychoanalysis. How should I judge whether I am cured or not?"

This is another scientific question——

Quantify.

As long as treatment is involved, the word "quantification" can never be avoided.

For example, if you have a fever and the temperature drops below 37°C, even if it is cured,

And what about psychoanalysis?

Are there any indicators?

All eyes fell on Floyd.

Freud twirled his beard with his fingers,

"This is a good question. Frankly speaking, I have thought about it before, but then there will be another doubt. The object of psychoanalysis is people, and can people be quantified?"

No one can answer.

The scene fell silent again.

Suddenly, Gale spoke up: "Dr. Freud, is it really impossible to quantify?"

Freud was surprised,

"Can humans be quantified?"

Gale chuckled,

"Now we have to talk about the soft advertisement that Professor Lu made in the "Mirror". I think all the students should have read the comic "I am a Cat"? What do you think about the canned cat in it? Thought?"

The question was too general and the students looked at each other.

The corners of Gale's mouth curled up,

"Let me rephrase the question. If you raise cats, when you want to buy canned cats, what do you think of first?"

It's obvious that you can think of the answer with your knees.

Freud immediately retorted,

"Isn't this an appropriate example? Professor Gale, there is only one brand of canned cats now!"

Gale suddenly burst into laughter and said, "Doctor, you are still fooling yourself! So what if there are ten or a hundred brands? When people decide to buy canned cats, the first brand that comes to mind must be the only one!"

Facts speak louder than words!

Freud's lips trembled slightly,

In the end, he stopped messing around and kept his grace.

Gale said: "So, human psychology can be quantified, vulgarly speaking, it can even be quantified in terms of money, profits, and sales."

With the ready-made example of "I Am Cat", this view seems irrefutable.

Freud sighed;

He suddenly felt that his "Interpretation of Dreams" still had many areas that could be improved.

Perhaps psychoanalysis is not a treatment at all;

It works in a higher and more difficult dimension, and cannot do specific processing, such as "curing insomnia" or "killing the timid self". Instead, it should look for the inner truth about the person being consulted. ,

Treating mental illness is just a side task and an unexpected blessing.

Freud lowered his head and fell into thought.

I originally thought that this trip to Cambridge was just a chance to catch up on the fame of Lu Shi and Cambridge, but now it seems that it is a real exchange meeting where I can improve my theory.

He couldn't help but say: "It's really worth coming here."

Gail:? ? ?

"Dr. Freud, what did you say?"

Freud shook his head repeatedly and changed the topic: "Professor Gale, listening to what you just said, do you think psychology is applied and statistical?"

When Gale looked at Lu, there was questioning in his eyes.

Lu Shi smiled and said, "Let's talk about advertising."

Hearing this sentence, the students started talking in low voices again,

"Tsk...Professor Lu said 'advertising' again, right?"

"It's also a positive attitude~"

"Maybe after today, Mr. Principal will consider adding these two departments."

"Putting psychology aside, I think advertising is really a lucrative career. Think about it, if you can create the kind of soft advertising in "I Am Cat", do you still worry about not making money?"

…

The discussion gradually died down,

The auditorium fell silent again.

Gale cleared his throat and said: "I wrote a book "Advertising Psychology". Frankly speaking, there is no strict 'confirmation' or 'falsification' in it. However, there are a large number of cases and data as supporting evidence in the book. .”

He looked at Lu Shi,

"Professor Lu, what do you think is the golden rule of advertising?"

Lu Shi said "Uh..."

"Um...Professor Gale, I haven't read your book. If my answer is contrary to the theory in your book..."

The two looked at each other,

"..."

The atmosphere is eerie.

Gale touched his forehead a little guilty and said, "It's okay, Professor Lu, just speak freely."

This guy is quite honest.

Lu Shi responded by saying an English word: "Drink! (Drink)"

The students were all confused.

On the contrary, it was Gale who reacted first and answered: "Drink Coca-Cola! Please drink Coca-Cola!"

Everyone suddenly realized.

Since Coca-Cola is an American product, it’s no wonder Gale could think of it.

Lu Shi said with a smile: "I think the golden rule of advertising is repetition. For example, this sentence 'Drink Coca-Cola!' I bought the 14-day edition of the New York Times in a row. It is hard to imagine whether it will become popular in the United States. .What American didn’t drink Coca-Cola during Prohibition?”

This is of course an exaggeration;

But this is indeed Lu Shi’s point of view. Repetition is the golden rule of advertising.

for example,

find a job,__________;

Buying a used car, __________;

I won’t accept any gifts during the holidays this year, __________;

…

Most people who like to watch videos should be able to fill in the blanks of these advertising words.

This is the power of repetition.

In other words, the power of brainwashing.

Lu Shi explained: "The Mirror's advertising has always been based on repetition, whether it is soft advertising or hard advertising. Professor Gale, what do you think?"

As he said that, he looked towards the podium,

Who would have thought that Gale was burying his head and writing furiously with a pen and paper, like a primary school student taking notes in a lecture.

Lu Shi was speechless,

"Ahem..."

He coughed a few times and repeated: "Professor Gale?"

Only then did Gale look up,

"Ah? Ah...yes, yes! Everything Professor Lu said is right! So right! I think so too. You continue, I'm listening~"

Lu Shi: "..."

Cavendish in the first row couldn't help laughing.

With him taking the lead, the students laughed too.

Lu Shi waved his hand,

"Professor Gale, it's up to you to speak."

Gale said "Huh?". Looking at his regretful look, it was obvious that he was not satisfied with the lecture.

He put away the pen and paper,

"Students, I think advertising is about statistics, so it must come up with examples. In this case, I simply do a survey on the spot, for example... take soap as an example, how many brands can you think of? And only If you can think of three, raise your hand.”

Students raised their hands sparsely.

Next, Gale counted in turn. When the number seven came, there was only one person raising his hand.

Gale nodded,

"It seems that British and American brains are similar in structure."

The students laughed.

Compared to Freud, Gale was obviously a better lecturer and better at mobilizing students' emotions.

Gale said: "Generally speaking, people can only remember a limited number of brands for a certain product. After three, they have to search for more. This may be related to the structure of the human brain. Of course, I don't study medicine or biology, so It’s just a guess. But in any case, from the statistical results, if a brand wants to be purchased, it needs advertising.”

The students were easily convinced because of the previous interaction of raising their hands.

Lu Shi knew, however, that this was a conclusion drawn from the print media era and was not applicable to modern times.

Gale looked around;

"Let's consider the example just now. Coca-Cola's advertising slogan, 'Drink Coca-Cola!', doesn't everyone find it strange?"

Everyone was surprised and a little confused by this confusing question.

Lu Shi understood,

"The strange thing about this slogan is that it conveys just a feeling."

Gale's eyes lit up, and he took out pen and paper again,

He silently muttered "pass on the feeling" and continued recording.

Seeing that he was going crazy, Lu Shi couldn't help complaining: "Professor Gale, can you concentrate!? You are attending the exchange meeting now! Not me!"

Gale: "Hey~"

Put away pen and paper.

He continued: "Professor Lu is right. What this advertisement actually conveys is a feeling, even a desire. When you see 'Drink Coca-Cola!', you will have the urge to drink it. .”

The students couldn't help but nod,

Coca-Cola's ads are indeed provocative.

Gale asked everyone: "Can any student think of the reason?"

The difficulty of this problem is relatively low.

A student immediately stood up and answered: "Because buying drinks does not require consumers to think carefully and make careful choices. Just like beer, if you use quantitative indicators to advertise, such as the degree of alcohol, 'XX degree beer', you will definitely not be able to sell it."

Lu Shi immediately corrected him: "The quantitative point of view is correct and incorrect. Take the beer you mentioned as an example. Now a bottle is 350 ml. If the manufacturer increases it to 400 ml and sets the advertising slogan as 'Add amount Without a price increase, will sales not increase?"

"Ah this..."

The student found himself unable to refute.

Lu Shi spread his hands,

"Do you understand? The problem is not quantification or not, but the product details that consumers pay attention to."

As he spoke, he looked at Gale.

As expected, this guy is taking notes again.

Lu Shi was completely at a loss and had to wait until the other party finished writing before speaking: "Professor Gale, you continue."

Gale glanced at Floyd,

Xin said, no wonder this old man just said, "It's really worthwhile to come here." After taking so many notes, I also have this thought now.

Gale continued: "In that case, let me give you an example of product details. De Dion-Bouton, this brand, you should have heard of it, right?"

The students all nodded along,

De Dion-Bouton, Didion-Bouton, a brand of electric tricycles,

In modern times, when the streets are full of eDonkeys, people naturally don’t like them.

But at the beginning of the 20th century, electric tricycles were synonymous with "fashionable" and the dream car of young people.

Students can even recite advertising slogans accurately:

"With a load capacity of 75 kilograms, you can explore the new world at a speed of 13km/h and travel comfortably! With the help of advanced electric technology, our electric tricycle takes you around the city and countryside to experience an unparalleled driving experience."

Gale nodded with satisfaction,

"Did you see it? When buying a tricycle, people pay more attention to the details of the product and want greater load-bearing capacity and faster speed."

The students were a little confused;

They had reservations about Gale's views.

Lu Shi said: "Dear students, if I launch an electric tricycle now with a load capacity of 75.1 kilograms and a speed of 13.1km/h, will you consider it when purchasing?"

A word to wake up the dreamer.

The students couldn't help but communicate in low voices,

"It's strange. It's obviously only a 0.1 improvement, but I don't want to buy De Dion-Bouton anymore."

"Yes, I always feel that I will lose money if I buy De Dion-Bouton."

"This shows that Professor Gale is right. Some advertisements must pay attention to product details; some advertisements must focus on spreading feelings and desires."

…

Obviously, advertising has begun to take root in people's minds.

Gale was very satisfied,

So, he continued to talk along the lines of his "Advertising Psychology".

Students also actively interacted with each other,

The atmosphere was very good.

"Huh~"

Lu Shi finally took a deep breath and sat back in his seat.

He joked to Cavendish: "Mr. Principal, I'm sorry, there is no 'river of blood' you are eager to see this time~"

Cavendish winked subtly,

"When did I say that I wanted to 'bleed like a river'? Don't get me wrong."

Of course Lu Shi didn't believe it and stretched out boredly.

"Whatever you say."

Seeing that he didn't believe it, Cavendish put on a serious expression and said solemnly: "Professor Lu, you know me. I am a serious person, and Cambridge University is also a serious university. Please invite Dr. Freud and Professor Gale The main purpose of coming here is to… cough cough cough… to demonstrate the feasibility of psychology and advertising becoming psychology and advertising.”

This guy clearly said "ru\

,"Lu Shi's head was full of black lines,

￣□￣｜｜.

He asked: "So, does Mr. Principal have the answer? Has psychology and advertising become psychology and advertising?"

Cavendish couldn't help laughing after hearing this,

"Hahaha……"

As a result, everyone's attention was focused on him.

He stood up,

"Professor Gale, I wonder if you have finished sharing your views?"

Gale actually had some unfinished thoughts.

But since Cavendish asked this, he could only stop at it and replied: "There are not many theoretical parts in "Advertising Psychology". It mainly focuses on examples and data. There is no need to share it with everyone in detail."

Gale took a step back;

"That's all."

Cavendish nodded, walked slowly onto the podium, and faced the students present.

"It is my honor and your honor to participate in today's exchange meeting. Because today, in Cambridge, you have witnessed the birth of two new disciplines!"

In an instant, the auditorium fell silent.

Cavendish took a deep breath,

"Of these two disciplines, one is called psychology! The other is called advertising!"

The establishment of a discipline is by no means completed overnight.

Before Freud, there was Descartes' "dual entity theory", Kant's "transcendental knowledge", and Wundt and Willemde.

As for Gale before, not to mention,

Because the practice of advertising is a synthesis of journalism, communication, marketing and psychological activities.

But neither Freud nor Gale would deny Cavendish's statement.

Today, two new disciplines were born!

Cavendish continued: "Of course we want to thank Dr. Freud and Professor Gale. But what we should be most grateful to is the consultant of this exchange meeting - Lu Shi, Professor Lu!"

A moment of silence,

Subsequently,

cheers,

applause,

laughter,

discussion,

…

These voices sounded from all directions.

Gradually, they converged into the same syllable: "Lu! Lu! Lu!"

Lu Shi smiled bitterly, complaining about Cavendish in his heart.

As expected, I am a politician and have profound speech skills, but I can incite the students' emotions so easily.

Cavendish smiled and said, "Can you say a few words?"