原文：

A key decision required of advertising managers is whether a "hard-sell" or "soft-sell" strategy is appropriate for a specific target market. The hardsell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors' offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly. One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusions, with little room for confusion regarding the advertiser's message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counterargumentation and to boomerang effects（反向效应） where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang effects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counterargumentation.

Recent research on consumer memory and judgment suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, selfgenerated beliefs are often perceived ·as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading. Line Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference.

译文：

广告经理需要做的一个关键决定是，“硬推销”或“软推销”策略是否适合特定的目标市场。硬推销的方法包括使用直接的，有力的声明，关于广告品牌的利益超过竞争对手的产品。相比之下，软销售方法涉及使用更微妙地暗示优越性的广告宣传。硬推销方法的一个积极方面是，它使用非常简单和直接的产品声明作为明确的结论，几乎没有对广告商的信息造成混淆的空间。然而，有些消费者可能不喜欢被告知应该相信什么，而有些人可能不相信这些信息。怨恨和不信任常常导致反论证和回旋效应(反向效应)，消费者会相信与广告宣传中支持的结论截然相反的结论。相比之下，软推销方法大大降低了回旋镖效应的风险。实施软推销的一种方法是提供广告客户希望消费者得出的主要结论的信息，但不说明结论本身。因为消费者被邀请做出自己的决定，含蓄的结论减少了怨恨、不信任和反对的风险。

最近关于消费者记忆和判断的研究显示了内隐结论的另一个优势。自我产生的信念或结论比他人明确提供的信念更容易从记忆中获得，因此对判断和决策的影响更大。此外，自我产生的信念往往被认为比他人的信念更准确和有效，因为其他人可能会被认为知识较少，或可能被认为是操纵或故意误导。尽管有这些优点，但内隐结论并不总是比外显结论更有效。一个风险是，一些消费者可能无法得出自己的结论，从而错过了信息的要点。只有当消费者被激励并能够参与费力的认知过程时，推理活动才可能发生。另一个风险是，一些消费者可能会得出与预期不同的结论。即使推理活动很可能发生，也不能保证消费者会遵循广告商提供的路径。最后，第三个风险是，消费者可能推断出预期的结论，但质疑其推断的有效性。

课代表：

Hard-sell 硬销售：The hardsell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors' offerings.使用直接、有力的声明，说明所宣传的品牌优于竞争对手的产品。

好处：简单直接，消费者不会不理解

坏处：有些消费者可能不喜欢被告知应该相信什么，可能有反向效应。

Soft-sell 软销售：使用更巧妙地暗示优越性的广告宣传。

好处：自我产生的信念或结论比他人明确提供的信念更容易对决策产生影响。

坏处：有的消费者推测不出来，或者推测出其他结论，或者怀疑自己的论证。哈哈好逗~