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The Power of Fun 有趣才是王道

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When most companies release a new product or service, they try to persuade people to buy it with catchy slogans and flashy ad campaigns. But when it came time for Volkswagen to launch their ___1___ innovation, they decided to take a different route.

当大多数公司推出新的商品或服务，他们试图用朗朗上口的口号和绚丽耀眼的广告活动说服人们购买产品。但是，当福斯汽车发表其最新的创新产品时，他们决定采取不同的路线。

The company decided to sponsor a competition called the Fun Theory ___2___ the premise that the best way to make people change their ways is to turn the decision-making process into a game. In this contest, people were encouraged to submit their own video ___3___ ideas for making everyday life a little more fun. To get users to take the stairs, in lieu of using the escalator, one person suggested turning each step into a piano key. So anytime someone ___4___ one of the black and white steps, it produced a musical tone. ___5___, the number of people who used the stairs increased by 66%. In another case, a speed camera lottery was created as an incentive to get people to stop driving over the speed limit. Everyone ___6___ under the speed limit was eligible for the prize, and the experiment resulted in a 22% reduction in speed at the intersection where camera was operating.

在基于改变人们行为最好的方式就是把他们的决策过程变成游戏的前提下，福斯汽车决定发起一项名为「趣味理论」的比赛。这场竞赛鼓励人们提交自己让日常生活多了几分乐趣的概念影片。为了让使用者走楼梯而不使用电扶梯，有人就建议把每一阶楼梯变成钢琴的琴键。所以任何时候，只要有人踏上黑白键的楼梯就会产生乐音。结果，使用楼梯的人数增加66%。在另一例子中，测速照相机乐透被创造出来以作为让人们停止超速的诱因。每位被照到未超速的驾驶人即有资格得到奖金，而这项实验的结果是，在有乐透测速照相机拍摄的路口，车速降低了22%。

All in all, Fun Theory competition has been a major success. It has spawned more than 700 user-generated videos. Many of these short films became popular, and the campaign has earned the company over 20 million YouTube views. With its ___7___ campaign, Volkswagen has suggested that if you want people to make changes for the better, all you really need is fun.

总而言之，「趣味理论」的竞赛已经是个大成功。它催生了700多支使用者自制的影片。其中有许多短片变得受到欢迎，而且这项活动已经让该公司有超过2,000万人次的YouTube点阅率。凭借其富创造性的活动，福斯汽车表示，如果希望人们为了更好而做出改变，真正需要的就只是乐趣。

－by Jamie Blackler

Vocabulary

单词发音

release [rɪˋlis] v. 发行；发表

persuade [pɚˋswed] v. 说服，劝服

catchy [ˋkætʃɪ] adj. 动听而易记的

slogan [ˋslogən] n. 口号

flashy [ˋflæʃɪ] adj. (因昂贵巨大等) 显眼的

campaign [kæmˋpen] n. 活动

route [rut] n.（商品推销员的)推销路线 a means of reaching a goal

premise [ˋprɛmɪs] n. 假设；前提

escalator [ˋɛskə͵letɚ] n. 电扶梯

incentive [ɪnˋsɛntɪv] n. 鼓励；动机

eligible [ˋɛlɪdʒəb!] adj. 合格的

spawn [spɔn] v. 造成，酿成

user-generated 使用者自我产生的

Idiom

片语发音

in lieu [lu ] of  取代某事(物)  instead of

Piano stairs - TheFunTheory.com - Rolighetsteorin.se

The Speed Camera Lottery - The Fun Theory

Answer