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广告对孩子大脑的负面影响 – 译学馆
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广告对孩子大脑的负面影响

How Advertising Rewires Kids' Brains

– [Boy] Here’s why we need Wii U.
这是我们需要Wii U游戏机的理由
(static) – Anyone can belike a superhero.
任何人都能像超级英雄一样
– Silly rabbit, Trix are for kids.
傻兔子 Trix是给孩子们的
(static) – Hi, I’m Brett.
嗨大家好 我是布莱特
Kids spend a lot of time on screens these days
这年头孩子们看电视的时间越来越长
and where there are screens, there are ads
有屏幕的地方就有广告
and lots of them.
而且广告总是特别多
In this video, you’re gonna learn
在这个视频中 你将会了解到
how advertising rewires kids brains
广告是如何影响孩子们的大脑的
《东西的故事》
Carl Sagan once said that the visions
卡尔·萨根曾经说过
we offer our children shape the future.
给孩子们看的东西 会塑造了他们的未来
But these days, we’re not treating kids like shapers of the future.
但现今 我们不是将孩子们视为未来的塑造者
We’re treating them like shoppers of the future.
而将他们视为未来的消费者
How?
具体怎样呢?
By serving up ads everywhere;
我们到处投放广告
on TV, with product placements in the shows they watch,
在他们观看的电视节目里放植入广告
in apps, and even in video games.
在手机软件里 甚至电子游戏里
But kids don’t always understand that
但孩子们并不明白
advertising isn’t designed to shape them into healthy,happy adults.
广告并不是为了他们能健康快乐地成长而设计的
It’s designed to sell them more stuff.
而是为了卖给他们更多的东西
Some marketers even intentionally take advantage
有些营销人员甚至故意利用了年轻人的不安全感
of young people’s insecurities and their desire to fit in.
和他们融入团体的渴望
(horn honks)
[喇叭声]
– Get in loser, we’re going shopping.
快进来 我们要去购物了
– And that’s all because advertisers care about
这都是因为广告商关心的是如何在底线之内
what’s best for their bottom line,
将他们的收益最大化
not what’s best for kids.
而不是孩子们的
So what do children learn from this constant stream of advertising?
那么 孩子们从源源不断的广告中学到了什么?
Kids learn that buying more stuff leads to more happiness.
孩子们学到了 买得越多就越快乐
In short, the more ads kids see,
简而言之 孩子们看到的广告越多
the more materialistic they become.
他们就越物质至上
That means that they’re more likely
这意味着他们更有可能
to say they wan na be rich and famous when they grow up
说他们长大后想变得有钱和出名
and that having lots of money is important.
并且变成有钱人是十分重要的
To learn more, I talked to this guy,
为了了解更多 我跟这位
Josh from Campaign for a Commercial-Free Childhood,
来自“无商业童年运动”组织的乔什聊了聊
explains some of the consequences of these materialistic values.
他解释了这些物质至上价值观的一些后果
– Research shows that kids who are more materialistic report lower levels of happiness
研究表明 那些更注重物质的孩子们更不快乐
and that’s not surprising,
但这并不令人意外
given that materialism teaches us
物质主义告诉我们
that stuff is what’s important.
物质的东西才是重要的
In fact, it’s actually our relationships
实际上 我们的人际关系
and our life satisfaction that makes us happy.
和生活的满足感才让我们快乐
– These materialistic kids also have lower academic performance,
这些物质主义的孩子学习也更差
and that may be because they’re more concerned
可能因为比起真正学到新本领和知识
with appearing successful than actually learning new skills and ideas.
他们更关注表面上的成功
And when it comes to sharing and caring, well,
这些孩子也更不愿意分享以及关心他人
they don’t care about that either.
这些孩子也更不愿意分享以及关心他人
– When asked what they would do with
当问到如果彩票中奖了
the money if they won the lottery,
他们会怎么花钱
kids who are more materialistic are less likely
那些越物质至上的孩子越不愿意
to say they would use that money to help others.
拿那些钱去帮助他人
– Oh yeah, they’re less likely to care about the environment, too.
他们也更不关心环境
– The research shows that materialistic kids are less likely
研究表示这些物质主义的孩子
to recycle or turn off the lights when they leave a room.
用旧物或者离开房间时随手关灯的几率更低
– But advertising doesn’t just affect kids’ brains,
但是广告并不只是影响孩子们的大脑
it’s harming their bodies, too.
广告对他们的身体也有害处
About 98% of televised food ads
孩子们看到的电视食品广告中
that kids see are for unhealthy foods,
大约98%的都是垃圾食品
like soda, candy, and fast food.
比如苏打水 糖果 和快餐食品
– [Josh] Studies have shown the more ads for unhealthy food
研究表明孩子们看的垃圾食品广告越多
that kids see, the more of this unhealthy food that they eat,
他们吃的垃圾食品也越多
raising their risk for obesity, diabetes,
他们也就更可能得肥胖症 糖尿病
and other health complications.
以及其他健康并发症
Black and Hispanic kids and teens are exposed
非裔及拉丁裔的儿童 青少年
to twice as much junk food marketing
接触到的垃圾食品营销
as their white peers.
是白人的两倍
– So, yeah, advertising is really bad for children, and for society at large
广告对孩子和全社会都有很坏的影响
but here’s the good news.
但现在有个好消息:
– People know that advertising to children is a problem.
人们明白广告对孩子们有害处
In one poll in 2014, 57% of respondents supported
在2014年的一个投票中
banning all advertising to children.
57%的人支持对孩子屏蔽所有的广告
– You can be part of the solution, too.
你也可以帮忙解决这个问题
Let’s help kids understand what commercials and marketing are all about,
帮助孩子理解广告和市场营销是什么
and teach them that more stuff doesn’t bring more happiness.
并告诉他们 买更多的东西并不能带来更多的快乐
Just as kids learn negative lessons from advertising,
就像孩子们可以从广告中学到负面的东西一样
they can unlearn it, too.
他们也可以把这些内容忘掉
And that starts by asking questions.
这可以从向孩子问问题开始
– If you watch media with your children,
你和你的孩子在一起看电视
that gives you the opportunity to have conversations
当广告出现时
when the advertisements come on.
你就有了机会
You can ask your children, what is the ad trying to do?
你可以问孩子 这个广告的目的是什么呀?
Who made it?
谁做了这个广告?
But it’s also important to reduce children’s screen time.
但是减少孩子看屏幕的时间也是很重要的
Not only will that improve their academic performance,
这不仅仅会提高孩子的学习成绩
help with their relationships, and make them more physically healthy,
帮助他们处理人际关系 让他们身体更健康
but it will also reduce their exposure to advertising,
还能减少他们看到广告的时间
which is trying to convince them of the big lie,
其实广告在试图说服他们相信这个弥天大谎:
that stuff will make them happy.
物质使人快乐
– Groups like the Campaign for a Commercial-Free Childhood can help.
像“无商业儿童运动”这样的组织可以提供帮助
– So the Campaign for a Commercial-Free Childhood has all sorts
“无商业儿童运动”有各种各样的资源
of resources to help parents and caregivers reduce the amount of time
来帮助父母和看护人员
that children spend with ad supported screens.
减少孩子看有广告的电子设备的时间
And finally, we advocate for policies that would protect children from marketing.
最后 我们呼吁出台保护儿童不受营销侵害的政策
Because if we want less materialistic kids,
因为如果我们不希望孩子们只注重物质
it’s important that we change the rules of society,
我们就要改变一些社会规则
so that all kids have a chance to
这样所有孩子都能够先成长为一名市民
grow up and be citizens first and consumers later.
然后才是消费者
– Thanks for watching.
感谢观看
Did we miss anything?
我们漏了什么内容吗?
Let us know in the comments below.
请在下方评论让我们知道
And if you like this video, be sure to like and subscribe.
如果你喜欢这个视频 请点赞并关注吧

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视频概述

视频讲了广告对孩子的负面影响以及怎样解决这个问题

听录译者

收集自网络

翻译译者

Csy

审核员

审核员BZ

视频来源

https://www.youtube.com/watch?v=hGN1ZEABk_Y

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