六月十五日

六月十五日

Jun 15 ·
32 Min Read

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https://www.bbc.co.uk/learningenglish/english/features/6-minute-english_2026/ep-260611

BBC 6 Minute English 的疑难用法：

节目主题：How advertisers make us spend money（广告商如何让我们花钱）

📝 重点词汇与用法解析

1. celebrity endorsement

2. behavioural research expert

3. credible

4. mental shortcut

5. navigate

6. touchscreen machines

7. feel judged

8. extra fried

9. go large

10. a large proportion of people

11. linked to

12. upsell

13. be inclined to

14. basket spend

15. transaction

16. nudge

17. United Nations World Food Programme

18. think outside the box

19. come up with

20. model behaviour

21. nudge theory

22. prompt

🎯 重点句型解析

1. When we’re unsure, we don’t know what to do…

2. …it’s kind of easy to follow the lead of those who we think are credible…

3. Would you like extra fried? Would you like to go large?

4. …you’re very much more inclined to actually say yes to these things.

5. An increased basket spend of typically 25, 30 percent.

6. They made a TV show set in a restaurant.

7. …to think in a different way to come up with something creative.

📚 行为科学相关术语

  1. behavioural science - 行为科学
  2. nudge theory - 助推理论
  3. mental shortcut - 思维捷径
  4. celebrity endorsement - 名人代言
  5. upselling - 向上销售
  6. basket spend - 单次购物总额
  7. modelling behaviour - 行为示范

💡 文化背景知识

名人代言为何有效？

触摸屏点餐为何增加销售额？

  1. 顾客不感到被评判（not feel judged）
  2. 有更多时间查看产品
  3. 可以看到相关产品推荐
  4. 更容易接受追加销售（upsell）
  5. 通常增加25-30%的消费

突尼斯的案例

🔑 节目词汇总结

词汇音标含义
mental shortcut/ˈmentl ˈʃɔːtkʌt/思维捷径
feel judged/fiːl dʒʌdʒd/感到被评判
upsell/ˈʌpsel/向上销售
basket spend/ˈbɑːskɪt spend/单次购物总额
think outside the box/θɪŋk ˌaʊtsad ðə bɒks/跳出思维定式
model (v.)/ˈmɒdl/示范，模仿

以下是为您提取的 BBC 6 Minute English 2026年6月11日节目 《How advertisers make us spend money》（广告如何让我们花钱） 的完整文稿，并进行了详细的逐句/逐段解析。

本期节目由 Pippa 和 Phil 主持，探讨了行为科学和广告心理学如何潜移默化地影响我们的消费决策。

🎙️ 节目文稿与逐句解析

1. 开场与引入话题

【原句】 Pippa: Hello, this is 6 Minute English from BBC Learning English. I’m Pippa. Phil: And I’m Phil. What’s the last thing you bought, and why did you buy it? 【翻译】 Pippa: 大家好，这里是BBC英语教学带来的《六分钟英语》。我是Pippa。 Phil: 我是Phil。你最近买的一件东西是什么？你为什么买它呢？ 【解析】

2. 主持人的分享

【原句】 Phil: Er, I bought a new pair of headphones recently because my old ones broke, and I did lots of research to try and find a good pair. How about you? Pippa: Um, I bought a soft drink on the way to work this morning. 【翻译】 Phil: 呃，我最近买了一副新耳机，因为我原来的坏了，而且我做了很多研究想找到一副好耳机。你呢？ Pippa: 嗯，我今天早上上班路上买了一瓶软饮料。 【解析】

3. 名人代言的心理学

【原句】 Phil: Mm. It might be because I saw someone I like promoting it in an advert. We call this a celebrity endorsement, but why do they work? Let’s start by hearing from Ben Jones, a behavioural research expert, speaking to BBC World Service programme Business Daily. 【翻译】 Phil: 嗯。可能是因为我看到我喜欢的人在广告中推广它。我们称之为“名人代言”，但为什么它们会奏效呢？让我们首先来听听行为研究专家本·琼斯（Ben Jones）在接受BBC全球服务频道《商业日报》节目采访时的说法。 【解析】

4. 专家访谈：心理捷径

【原句】 Ben Jones: When we’re unsure, we don’t know what to do, it’s kind of easy to follow the lead of those who we think are credible or knowledgeable. It’s a mental shortcut. It’s something that helps us navigate uncertain times or make quick choices. We start doing that from an early age. Our parents, for some people. It’s about our teachers. You know, these people help us learn and make sense of the world. And some businesses can draw on this through things like endorsements, you know, dentists recommending toothpaste, athletes endorsing sportswear. 【翻译】 Ben Jones: 当我们不确定、不知道该怎么办时，很容易去跟随那些我们认为可信或知识渊博的人的引导。这是一种心理捷径。它能帮助我们在不确定的时期找到方向或快速做出选择。我们从小就开始这样做。对某些人来说，是我们的父母，或者是我们的老师。你知道，这些人帮助我们学习并理解这个世界。而一些企业可以通过代言之类的方式来利用这一点，比如牙医推荐牙膏，运动员代言运动服。 【解析】

5. 解释概念与知识问答

【原句】 Phil: Ben says that endorsements work as a mental shortcut. This is something that helps us make a decision quickly. If we trust the endorsement, then we don’t need to think about it that much. In this episode, we’re going to look at the way that people can be convinced to do things. And as usual, we’ll learn some useful new words and phrases. Phil: OK, but first I have a question for you, Pippa. Today we’re talking about behavioural science. What’s the name of the theory that says people respond to small prompts? Is it A, push theory; B, pull theory; or C, nudge theory? Pippa: Oh, I’m not sure. I’m going to say B, pull theory. Phil: OK, well, we’ll find out the answer at the end of the programme. 【翻译】 Phil: 本说，代言的作用就像一种心理捷径。这能帮助我们快速做出决定。如果我们信任这个代言，就不需要想那么多。在这期节目中，我们将探讨人们是如何被说服去做某些事的。像往常一样，我们还会学习一些有用的新单词和短语。 Phil: 好的，但首先我有一个问题要问你，Pippa。今天我们讨论的是行为科学。认为人们对微小的提示做出反应的理论叫什么名字？是A，推动理论；B，拉动理论；还是C，助推理论？ Pippa: 哦，我不确定。我选B，拉动理论。 Phil: 好的，我们将在节目最后揭晓答案。 【解析】

6. 快餐店的触摸屏点餐

【原句】 Phil: In recent years, many fast food chains have installed touchscreen machines for people to order their food. They’ve reported taking more money as a result. Could behavioural science tell us why this happens? Here’s product designer Dean Ward speaking to BBC World Service’s Business Daily. Dean Ward: Firstly, the psychology of speaking to someone and feeling judged, we think, is a key factor. So, would you like extra fried? Would you like to go large? Not all people, but I think there’s definitely a large proportion of people who may feel judged in those instances and may say no. There’s the fact that you’ve got more time to look. You can see the product. You can see what’s in it. You can see other products linked to it as well. And also around upsell as well, would you like to add this? Would you like to do that? Because you’ve got more time and you’re not being judged, you’re very much more inclined to actually say yes to these things. And that’s typically what we’re seeing. An increased basket spend of typically 25, 30 percent. 【翻译】 Phil: 近年来，许多快餐连锁店安装了触摸屏机器供人们点餐。结果他们报告说收入增加了。行为科学能告诉我们为什么会这样吗？以下是产品设计师迪恩·沃德（Dean Ward）在接受BBC全球服务频道《商业日报》采访时的发言。 Dean Ward: 首先，我们认为，与人交谈并感到被评判的心理是一个关键因素。比如，“您要不要多加一份炸薯条？”“您要不要升级大份？”不是所有人，但我认为肯定有很大比例的人在这些情况下会感到被评判，从而拒绝。还有一个事实是，你有更多时间去查看。你可以看到产品，看到里面有什么，还可以看到与之相关的其他产品。还有关于向上推销，比如“您想加点这个吗？”“您想来点那个吗？”因为你有更多时间，而且不会被评判，所以你实际上更倾向于对这些要求说“好”。这正是我们通常看到的情况。客单价通常增加了25%到30%。 【解析】

7. 解释“被评判感”与“向上推销”

【原句】 Pippa: If people feel judged, then it means that they worry what other people will think of them. If we have to ask a human for extra fries, we might worry what they think of us. But no one feels judged by a computer screen. If you upsell something, then you get someone to spend more. For example, waiters often try to get people to buy larger portions, more drinks, or dessert. Dean says that upselling can increase people’s basket spend. A basket spend is the total amount that someone spends in one transaction on everything that’s in their basket. 【翻译】 Pippa: 如果人们感到被评判，那就意味着他们担心别人会怎么看自己。如果我们必须向真人服务员要额外的薯条，我们可能会担心他们怎么想。但没有人会觉得被电脑屏幕评判。如果你向上推销某物，你就能让某人花更多的钱。例如，服务员经常试图让人们买更大份的食物、更多的饮料或甜点。迪恩说，向上推销可以增加人们的客单价。客单价是指某人在一次交易中为购物篮里所有东西支付的总金额。 【解析】

8. 联合国世界粮食计划署的案例

【原句】 Phil: Now, this is an example of a business using behavioural science to nudge people to do things. But it’s not just businesses that use behavioural science in this way. In Tunisia, the United Nations World Food Programme wanted to encourage people to eat food together more often. They made a TV show set in a restaurant. Let’s hear from Takwa Khalifi from the World Food Programme, talking to BBC World Service’s Business Daily. Takwa Khalifi: So we needed something really creative and really different to, um, to think outside of the box or to let people see themselves in those stories. Because, um, people are learning and changing by imitating and modelling and, uh, um, like, uh, observing others’ behaviours and others’ actions and emotional reactions to things. So this is why we tried this, um, project or this tried this product or this TV series in order to impact people. 【翻译】 Phil: 现在，这是一个企业利用行为科学来助推人们做某些事的例子。但不仅仅是企业在以这种方式使用行为科学。在突尼斯，联合国世界粮食计划署希望鼓励人们更经常地一起吃饭。他们制作了一档以餐厅为背景的电视节目。让我们听听世界粮食计划署的塔克瓦·哈利菲（Takwa Khalifi）在接受BBC全球服务频道《商业日报》采访时的说法。 Takwa Khalifi: 所以我们需要一些非常有创意、非常不同的东西，去打破常规思维，或者让人们在这些故事中看到自己。因为，人们是通过模仿、示范以及观察他人的行为、行动和对事物的情感反应来学习和改变的。这就是为什么我们尝试了这个项目，或者说这个产品，或者说这部电视剧，以此来影响人们。 【解析】

9. 解释“打破常规”与“行为示范”

【原句】 Phil: Takwa says that they needed to think outside the box. This means to try and think in a different way to come up with something creative. The TV programme leads to people modelling behaviour. If you model behaviour, then you behave in a way that other people can copy. 【翻译】 Phil: 塔克瓦说，他们需要打破常规思维。这意味着尝试以不同的方式思考，从而想出有创意的东西。这部电视节目促使人们模仿（节目中的）行为。如果你示范某种行为，那么你的举止方式就会成为其他人可以效仿的榜样。 【解析】

10. 揭晓答案与词汇回顾

【原句】 Pippa: Now, Phil, I think it’s time to hear the answer to your question. Phil: Yes, it is. I asked what theory says that people respond to small prompts to change their behaviour. I thought it was pull theory. Pippa: Which I’m afraid was the wrong answer. Nudge theory says that people’s behaviour can be changed by small prompts or nudges. Phil: OK, let’s recap the vocabulary we’ve learned, starting with mental shortcut, which is something that helps us make a decision quickly, usually because we don’t need to think about it. Pippa: If someone feels judged, then they’re worried about what other people think about them. Phil: Upsell refers to persuading someone to buy something extra, like a dessert at a restaurant. Pippa: Basket spend is what you spend in one transaction on the things in your shopping basket. Phil: If you think outside the box, then you think about something in a different way to come up with a creative solution. Pippa: And finally, modelling is behaving in a way that others can copy. 【翻译】 Pippa: 现在，Phil，我想是时候公布你问题的答案了。 Phil: 是的。我问的是哪种理论认为人们对微小的提示做出反应从而改变他们的行为。我以为是拉动理论。 Pippa: 恐怕我答错了。助推理论（Nudge theory）认为，人们的行为可以通过微小的提示或助推来改变。 Phil: 好的，让我们回顾一下学过的词汇。首先是 mental shortcut（心理捷径），它是指能帮助我们快速做出决定的事物，通常因为我们不需要深入思考。 Pippa: 如果某人 feels judged（感到被评判），那意味着他们担心别人怎么看自己。 Phil: Upsell（向上推销） 是指说服某人购买额外的东西，比如餐厅里的甜点。 Pippa: Basket spend（客单价） 是指你在一次交易中为购物篮里的商品所花费的金额。 Phil: 如果你 think outside the box（打破常规思维），那么你就是在以不同的方式思考某事，从而想出一个创造性的解决方案。 Pippa: 最后，modelling（模仿/示范） 是指以一种他人可以效仿的方式行事。 【解析】

11. 结束语

【原句】 Phil: Once again, our 6 Minutes are up, but why not head over to our website, bbclearningenglish.com, to try the quiz and worksheet for this episode. Pippa: See you again soon. Phil: Bye. 【翻译】 Phil: 我们的6分钟又要到了，但为什么不访问我们的网站 bbclearningenglish.com，去试试这期节目的测验和练习册呢。 Pippa: 下次再见。 Phil: 再见。 【解析】

📝 本期核心词汇总结 (Vocabulary Recap)

词汇/短语词性中文释义例句/语境
mental shortcut名词短语心理捷径，思维捷径大脑为了节省精力而采用的快速决策方式。
feel judged动词短语感到被评判担心别人用负面眼光看待自己（如点太多垃圾食品时）。
upsell动词/名词向上推销劝说顾客购买更贵或额外的东西（如“升级大份”）。
basket spend名词短语客单价，篮筐消费顾客在一次交易中为购物篮里所有商品花费的总金额。
think outside the box习语打破常规思维跳出框架，用新颖、创造性的方式思考问题。
modelling名词/动名词模仿，行为示范做出某种行为供他人效仿（如电视节目中的角色）。
Last edited Jun 18