BEC听力：How the Internet Is Changing Advertising

2016-02-08 15:12:00来源：英文巴士网

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Since the dawn of humanity we have used tools to communicate. Over time these tools have become more complex; Like in 2700 B.C, when the Egyptians started using pictures to represent sounds. This later came to be known as “the alphabet.” Every time a new discovery is made, it changes the way that we live.

But there’s always some people who struggle to adapt; like when radios – look, here is the new Band-Aid plastic strip with new super were replaced with televisions; look, here is the new Band-Aid plastic strip with new super stick. At first we didn’t realize TV’s potential. But one day it dawned on us: TV is a new kind of communication, one driven by images. And the use of images changed everything.

Then along came this thing called the Internet. At first it was just email and banner ads, but then it evolved into something much bigger. Just think about it. We used to come home to watch TV, but now we watch TV on the Internet. And not just that, we search on the Internet, we read blogs on the Internet, we upload pictures to the Internet, we update our status on the Internet. We share our lives and our experiences on the Internet with the world. We’re not on the Internet as passive observers. We’re on the Internet to have a shared experience.

So why do we keep using outdated tools designed for TV to reach an interactive audience on the Internet? If history has taught us anything, it’s that new technology demands a new way to communicate. What could this look like? Well, let’s say you have a brilliant idea and instead of creating an image-based video designed for TV, you create a video designed for this new technology. A video that creates a shared experience, a video that educates and enlightens. And this part is key. You see, you can put your video online and a few people will find it, but let’s say your video helps someone discover something important. Let’s say your video helps someone see something differently. Why is this significant? Well, let’s take a look.

When something like a video helps us think differently, we change. Sometimes in small ways, like deciding to use a new web application, and sometimes in big ways, like discovering a new cause that gives us purpose in our lives. But every time this switch happens, we feel compelled to pass this experience on to others. And the Internet is designed to share experiences. And as it gets shared, it helps other people create epiphanies, who in turn share it, who in turn have epiphanies. We’ve learned that this new way to communicate taps into these shared epiphanies.

There is an emerging style of video made to be viral that helps you discover new things. It creates an experience and a paradigm shift together. In a word, it creates an epiphany. Epiphany. People seek out, remember, share new epiphanies. So why not create a video that has an epiphany that can be shared, or what we call an “Epipheo”? Epipheo.

So you can keep trying to use yesterday’s methods, or you can use a tool built for the Internet, a tool designed to be discovered and shared. What’s the untold epiphany that inspires your project? Because Epipheos, just like the one you’re watching right now, brings your message to life each time it unlocks a new mind.

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