"Isn't "The Interpretation of Dreams" full of loopholes? How can there be a pioneering work? ”

"How do I understand this? I studied physics. ”

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

……

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

Lu Shi said: "This book is the first of its kind in psychoanalysis, and Dr. Freud has clearly put forward this theory. ”

He looked at Freud,

"Doctor, can you tell me?"

Freud nodded,

"The human psyche consists of two main parts, the conscious and the unconscious. Consciousness is a mental activity that can be perceived; The unconscious, on the other hand, contains the instinctive impulses of the person and the desires of the person who are suppressed after birth. ”

Lu Shi coughed lightly,

"To be more explicit."

Freud raised an eyebrow,

After a long silence, he said: "If you insist on induction, I think that psychoanalysis is a kind of dialogue between people. ”

It's still puzzling.

Freud scratched his head,

"It's actually a treatment that I developed from my own medical practice. By communicating with the counselor, the connection is established, and the unconscious of the counselor is analyzed. ”

There was silence in the auditorium.

After a moment, Gail 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, a student raised his hand,

"I have a problem."

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

Lu Shi nodded,

"You say."

The student stood up and said, "Dr. Freud, assuming that I have a mental illness and have undergone your psychoanalysis, how can I tell if I am cured or not?" ”

This is again a scientific question -

Quantify.

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

For example, if the temperature drops below 37 °C, it will be cured.

And what about psychoanalysis?

Are there indicators?

All eyes fell on Floyd.

Freud twisted his beard with his fingers,

"That's a good question. Frankly, I have thought about it before, but then another question arises, the object of psychoanalysis is people, and can people be quantified? ”

No one can answer.

Once again, the scene fell silent.

Suddenly, Gale opened his mouth: "Dr. Freud, can't you really quantify?" ”

Freud was surprised,

"People are energized?"

Gail chuckled,

"This brings us to the soft advertisement that Professor Lu made in the Mirror. I think all of you have read the comics of "I Am a Cat", right? What do you think about the canned cat inside? ”

The question was so general that the students looked at each other.

The corners of Gail's mouth hooked,

"I'll ask you another way. If you have a cat, when you want to buy canned cats, what is the first thing that comes to your mind? ”

Obviously, you can think of the answer on your knees.

Freud immediately retorted,

"That's not a good example, is it? Professor Gale, there is only one brand of canned cat food now! ”

Gelton laughed and said, "Doctor, you're still deceiving yourself! What if there are ten, hundreds? When the shovelers decide to buy canned cat food, the first brand that comes to mind must be the only one! ”

Actions speak louder than words!

Freud's lips twitched slightly,

After all, he didn't continue to mess around, and maintained his demeanor.

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

There is a ready-made example of "I Am a Cat", and this view seems irrefutable.

Freud sighed,

He suddenly felt that his "Dream Interpretation" still had a lot to improve.

Perhaps, psychoanalysis is not a treatment at all,

It works in a higher dimension and more difficult, and cannot do specific treatments, such as "treating insomnia", "killing the timid and cowardly self", etc., but should seek a truth about the inner life of the person being consulted.

Treating mental illness is a passing task, and it is a bonus.

Freud bowed his head and fell into deep thought,

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

He couldn't help but say, "It's really worth it to be here." ”

Gail:???

"Dr. Floyd, what did you say?"

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

Gale looked at Lu with an inquiring look in his eyes.

Lu Shi smiled: "Let's talk about advertising." ”

Hearing this, the students whispered again,

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

"It's also a positive attitude~"

"Perhaps, after today, Mr. Chancellor will consider adding these two departments."

"Psychology aside, I think advertising is really lucrative. Think about it, if you can make the kind of soft bread in "I Am a Cat", are you still worried that you won't be able to make money? ”

……

The chatter faded away,

Silence fell back in the auditorium.

Gale cleared his throat and said, "I wrote a book called "The Psychology of Advertising", and frankly, there is no strict 'confirmation' or 'falsification' in it. However, there are plenty of cases and data in the book to back it up. ”

When he looked at Lu,

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

Lu Shi "forehead ......",

"That...... Professor Gale, I haven't read your book. If my answer contradicts the theory in your book......"

The two looked at each other,

“……”

“……”

The atmosphere is eerie.

Gale touched his forehead a little weakly and said, "It's okay, Professor Lu, you can speak freely." ”

This old brother is also sincere.

Lu Shi cooperated and said an English word: "Drink!" (Drink)"

The students were all confused.

It was Gail, on the other hand, who reacted first and answered, "Drink Coca-Cola!" (Drink Coca-Cola, please!) ）”

It dawned on everyone.

Because Coca-Cola is an American product, it's no wonder Gail could think of it.

Lu Shi smiled: "I think the golden rule of advertising is repetition. For example, the phrase 'Drink Coca-Cola! I bought the fourteen-day edition in the New York Times in a row, and it is difficult to think that it will not become popular in the United States. During Prohibition, what American didn't drink Coca-Cola? ”

This is, of course, an exaggeration,

But this is indeed Lu Shi's point of view, repetition is the golden rule of advertising.

Like what

Find a job, __________;

Buy a used car, __________;

I don't accept gifts for the holidays this year, __________;

……

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

That's the power of repetition.

Or rather, the power of brainwashing.

Lu Shi explained: "The Mirror's advertisements have always regarded repetition as the criterion, whether it is soft or hard. Professor Gale, what do you think? ”

As he spoke, he looked at the podium,

Who would have thought that Gail was burying his head in his head, holding a pen and paper and writing hard, like a schoolboy listening to a lecture taking notes.

Lu Shi was speechless,

"Ahem......"

He coughed a few times and repeated, "Professor Gale? ”

Gail then looked up,

"Huh? Yes...... Yes, yes, yes! Professor Lu is right! That's right! That's what I thought, too. You go on, I'm listening~"

Lu Shi: "......"

Cavendish in the first row couldn't help but laugh,

He took the lead, and the students laughed along.

Lu Shi waved his hand,

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

Gail: "Huh? With a sigh, looking at the regretful appearance, it was obvious that I hadn't listened to the lecture yet.

He put away the pen and paper,

"Students, I think advertising is statistical, so we have to come up with examples. In that case, I simply do a survey on the spot, for example...... Take soap as an example, how many brands can you think of? If you can think of three and can only think of three, raise your hand. ”

The students raised their hands in a sparse manner.

Next, Gale counted them in turn, and by the time the number seven came, there was only one person raising his hand.

Gail nodded,

"It seems that the brains of the British and Americans are about the same."

The students laughed.

Gale was clearly a better lecturer than Freud, and was better at engaging the emotions of his students.

"Generally speaking, there are only a limited number of brands that people can remember about a product, and after three, they have to search their stomachs," Gale said. This may have something to do with the structure of the human brain, but of course, I don't study medicine or biology, so it's just speculation. But in any case, judging from the statistical results, if a brand wants to be bought, it needs advertising. ”

Because of the previous interaction of raising hands, the students were easily convinced.

Lu Shi knew that this was the conclusion of the paper media era and did not apply to modern times.

Gail looked around,

"Let's think about the example again. Coca-Cola's advertising slogan, 'Drink Coca-Cola! Don't you think it's strange? ”

Everyone was surprised, a little dizzy by this brainless question.

Lu Shi understood,

"What's weird about this slogan is that it's just a feeling."

Gail's eyes lit up, and he took out his pen and paper,

He silently muttered "Convey Feelings" and continued to record.

Lu Shi saw that he was going crazy, and couldn't help but complain: "Professor Gale, can you concentrate!?" Now you're in for the exchange! Not me! ”

Gail: "Hey~"

Put away the pen and paper.

He continued: "Professor Lu is right. This advertisement actually conveys a feeling, even a desire. See 'Drink Coca-Cola! And then you will have the urge to drink and watch. ”

The students couldn't help but nod,

Coca-Cola's ads are indeed inflammatory.

Gail asked the crowd, "Can anyone think of a reason?" ”

This question is relatively low,

Immediately, a student stood up and replied, "Because buying a drink does not require consumers to think carefully and choose carefully." It's like beer, advertising with quantitative indicators, such as degrees, 'XX degree beer', and it can't be sold. ”

Lu Shi immediately corrected: "Regarding the quantitative view, yes and no. Take the beer you said as an example, now a bottle is 350 ml, if the manufacturer raises it to 400 ml and sets the advertising slogan as 'increase the amount without increasing the price', will the sales not increase? ”

"Ah......h

Students find themselves at a loss to refute.

Lu Shi spreads his hands,

"Got it? The question is not quantification or not, but the details of the product that consumers pay attention to. ”

As he spoke, he looked at Gail.

Unsurprisingly, this dude is taking notes again.

Lu Shi was completely at a loss, so he had to wait for the other party to finish writing before he spoke: "Professor Gale, you continue." ”

Gail glanced at Freud,

The heart said, no wonder this old brother just said "It's really worth coming here", and after taking so many notes, he now has this thought.

Gail continued: "In that case, I'll give you an example of a product detail, De Dion-Bouton, this brand, you should have heard of it, right? ”

The students all nodded their heads,

De Dion-Bouton, a brand of electric tricycles,

Put modern, the streets are full of small electric donkeys, people naturally don't like it,

But at the beginning of the 20th century, the electric tricycle was synonymous with "pulling the wind", the dream car of young people.

Students can even recite the slogan accurately:

"With a load capacity of 75 kg, you can explore new worlds at a speed of 13 km/h and travel comfortably! Thanks to state-of-the-art electric technology, our electric tricycles take you through the city and countryside for an unrivalled driving experience. ”

Gail nodded in satisfaction,

"See? When buying a tricycle, people pay more attention to the details of its products, want a larger load-bearing, and have a faster speed. ”

The students were a little confused,

They had reservations about Gael's views.

Lu Shi said: "Ladies and gentlemen, if I launch an electric tricycle with a load capacity of 75.1 kg and a speed of 13.1km/h, will you consider it when you buy it?" ”

A word to wake up the dreamer.

The students couldn't help but whisper to each other,

"It's weird, it's just a 0.1 boost, but I don't want to buy De Dion-Bouton."

"Yes, I always felt that buying De Dion-Bouton would be a loss."

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

……

Obviously, advertising has begun to take root in the hearts of the people.

Gail was very satisfied,

So, he followed his "Psychology of Advertising" and talked about it all the time.

The students also actively interacted.

The atmosphere was very good.

"Whew~"

Lu Shi finally let out a sigh of relief and sat back in his place.

He quipped to Cavendish and said, "I'm sorry, Mr. Headmaster, this time there is no 'river of blood' that you want to see~"

Cavendish blinked subtly,

"When did I say I wanted to 'bleed'? Don't get me wrong. ”

Of course Lu Shi didn't believe it, so he stretched out boredly,

"Say whatever you want."

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." The main purpose of inviting Dr. Freud and Professor Gale over was to rub ...... cough cough cough ...... It is to demonstrate the feasibility of psychology and advertising as psychology and advertising. ”

This product clearly said "rubbing",

When the land is full of black lines,

￣□￣｜｜。

He asked, "So, does Mr. Chancellor have an answer?" Did psychology and advertising become psychology and advertising? ”

When Cavendish heard this, he couldn't help laughing,

"Hahaha......"

So, the eyes of the audience were focused on him.

He stood up,

"Professor Gale, I wonder if you've finished sharing your opinion?"

Gail is actually a little unsatisfied,

But since Cavendish asked, he could only stop in moderation and replied: "There are not many theoretical parts of "Advertising Psychology", mainly examples and data, so there is no need to share everything with you. ”

Gail took a step back,

"That's all for now."

Cavendish nodded, walked slowly to the podium, and faced the students present,

"It is my honor to participate in today's exchange meeting, and it is also your honor. Because, today, in Cambridge, you are witnessing the birth of two new disciplines! ”

In an instant, the auditorium fell silent.

Cavendish took a deep breath,

"One of these two disciplines is called psychology! The second is called advertising! ”

The establishment of disciplines is by no means completed overnight.

Before Freud, there was Descartes' "double substance theory", there was Kant's "transcendental knowledge", and Wundt and Wilhelm De,

As for before Gael, 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 Cavendis's statement,

Today, two new disciplines are born!

Cavendish continued: "Of course we have to thank Dr. Floyd, Professor Gale. But what we should be most grateful to is the advisor of this exchange meeting - Professor Lu Shi, Lu! ”

A moment of silence,

subsequently

Cheers,

Applause,

laughter

Discussions,

……

These voices rang out from all directions.

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

Lu Shi smiled bitterly, and complained in his heart about Cavendish Sh,

The elder brother is worthy of being a politician and has profound speech skills, and he can so easily stir up the emotions of the students.

Cavendish laughed, "Say a few words, right?" ”

"Okay."

Is it possible for Lu Shi to refuse?

He stood up, jumped on the podium lightly, and looked at the excited students below,

After a long time, he said, "Then you can thank me." ”

(End of chapter)