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超过大脑
案例简介：条目摘要 凤凰城大学是美国最令人讨厌的在线大学之一，它被称为 “文凭工厂”。它面临法律麻烦和公众反对。我们知道，大学对自己说什么都不会改变人们的想法。所以，这不是一个关于大学的故事。这是一个关于学生的故事。凤凰城大学的学生不同于普通大学生，因为他们没有得到任何东西来达到他们的目的。他们与酷实习或出国留学没有联系。他们没有权利; 他们四面楚歌。他们已经下定决心了。他们是战士。当人们说他们没有大脑时，他们真的什么都不知道。我们想证明他们有大脑，等等。他们有生活经验，这比简历上的任何东西都要好。 广告格式其他 《绿野仙踪》中的歌曲《如果我只有一个大脑》是一首关于出卖自己和相信假设的经典歌曲。因为，最终，稻草人拥有了任何人中最多的大脑。我们用这首歌来消除人们对凤凰城大学学生无脑或 “文凭工厂” 大学的产品的看法。事实上，大多数人可能根本不认识这些学生。他们没有施舍。没有连接。他们在做两份工作，抚养三个孩子的同时获得学位。他们也有大脑。我们重写了歌词，把这首歌的头作为对学生斗争的颂歌，用 “我也有一个大脑” 来结束它。 “通过旋转这首标志性的歌曲，我们可以向人们展示他们的感知在短期内出售这些学生。 简要解释 人们说凤凰城大学的学位毫无价值。他们说它的学生是在线大学计划的产物，他们是愚蠢的或不合格的。但是我们的学生不同于其他任何学生。他们是战士。他们有资格获得比简历上任何东西都更强大的东西。他们在生活中是合格的。我们挑战公众认为我们的学生是哑巴的观点，重写了《绿野仙踪》中的歌曲《如果我只有一个大脑》, 一个稻草人自我怀疑和智力不足的经典故事，证明 UoPX 学生拥有的不仅仅是大脑,他们把学术界以外的真实经历带到他们 skill-set.As 重写的歌曲剧中，我们看到学生克服逆境的场景 -- 从轮班之间获得学位到照顾生病的父母。我们的学生比你想象的更受考验，更坚定，更合格。这就是为什么它们会上升。
超过大脑
案例简介：Entry Summary The University of Phoenix is one of the most hated online universities in the U.S. It’s called a “diploma mill.” It’s called predatory. It’s faced legal trouble and public backlash. We knew that nothing the university could say about itself would change people's minds. So, this isn't a story about a university. It's a story about its students.University of Phoenix students are different than normal college students, because they haven’t been handed anything to get where they are. They don’t have connections to cool internships or studies abroad. They’re not entitled; they’re embattled. They’re determined. They’re fighters. And when people say that they don’t have brains, they really don’t know anything about them. We wanted to show that they’ve got brains, and more. They come with life experience, which is better than anything that fits on a résumé. Advertising Format Other The song “If I Only Had a Brain” from The Wizard of Oz is a classic song about selling yourself short and believing presumptions. Because, in the end, it turned out the Scarecrow had the most brains of anyone.We used this song to dispel the perception that University of Phoenix students are brainless or a product of a “diploma mill” university. In fact, most people might not know these students at all. They’ve had no handouts. No connections. They get degrees while working two jobs, while raising three kids. And they’ve also got brains.We rewrote the lyrics and turned the song on its head as an ode to the struggle of our students, capping it off with the line, “And I’ve also got a brain.” By spinning this iconic song, we could show people that their perceptions are selling these students short. Brief Explanation People say University of Phoenix degrees are worthless. They say its students are a product of an online university scheme, and that they’re dumb or unqualified. But our students are unlike any other. They’re fighters. They’re qualified in something more powerful than anything on a résumé. They’re qualified in life.We challenged the public opinion that our students are dumb, and rewrote the song “If I Only Had a Brain” from The Wizard of Oz, the classic tale of a Scarecrow’s self-doubt and presumed intellectual inadequacies, to prove UoPX students have more than brains, and that they bring real experiences beyond academia to their skill-set.As the rewritten song plays, we see scenes of students overcoming adversity—from earning a degree between shifts to taking care of a sick parent. Our students are more tested, more determined, and more qualified than you think. And that’s why they rise.
More Than Brains
案例简介：条目摘要 凤凰城大学是美国最令人讨厌的在线大学之一，它被称为 “文凭工厂”。它面临法律麻烦和公众反对。我们知道，大学对自己说什么都不会改变人们的想法。所以，这不是一个关于大学的故事。这是一个关于学生的故事。凤凰城大学的学生不同于普通大学生，因为他们没有得到任何东西来达到他们的目的。他们与酷实习或出国留学没有联系。他们没有权利; 他们四面楚歌。他们已经下定决心了。他们是战士。当人们说他们没有大脑时，他们真的什么都不知道。我们想证明他们有大脑，等等。他们有生活经验，这比简历上的任何东西都要好。 广告格式其他 《绿野仙踪》中的歌曲《如果我只有一个大脑》是一首关于出卖自己和相信假设的经典歌曲。因为，最终，稻草人拥有了任何人中最多的大脑。我们用这首歌来消除人们对凤凰城大学学生无脑或 “文凭工厂” 大学的产品的看法。事实上，大多数人可能根本不认识这些学生。他们没有施舍。没有连接。他们在做两份工作，抚养三个孩子的同时获得学位。他们也有大脑。我们重写了歌词，把这首歌的头作为对学生斗争的颂歌，用 “我也有一个大脑” 来结束它。 “通过旋转这首标志性的歌曲，我们可以向人们展示他们的感知在短期内出售这些学生。 简要解释 人们说凤凰城大学的学位毫无价值。他们说它的学生是在线大学计划的产物，他们是愚蠢的或不合格的。但是我们的学生不同于其他任何学生。他们是战士。他们有资格获得比简历上任何东西都更强大的东西。他们在生活中是合格的。我们挑战公众认为我们的学生是哑巴的观点，重写了《绿野仙踪》中的歌曲《如果我只有一个大脑》, 一个稻草人自我怀疑和智力不足的经典故事，证明 UoPX 学生拥有的不仅仅是大脑,他们把学术界以外的真实经历带到他们 skill-set.As 重写的歌曲剧中，我们看到学生克服逆境的场景 -- 从轮班之间获得学位到照顾生病的父母。我们的学生比你想象的更受考验，更坚定，更合格。这就是为什么它们会上升。
More Than Brains
案例简介：Entry Summary The University of Phoenix is one of the most hated online universities in the U.S. It’s called a “diploma mill.” It’s called predatory. It’s faced legal trouble and public backlash. We knew that nothing the university could say about itself would change people's minds. So, this isn't a story about a university. It's a story about its students.University of Phoenix students are different than normal college students, because they haven’t been handed anything to get where they are. They don’t have connections to cool internships or studies abroad. They’re not entitled; they’re embattled. They’re determined. They’re fighters. And when people say that they don’t have brains, they really don’t know anything about them. We wanted to show that they’ve got brains, and more. They come with life experience, which is better than anything that fits on a résumé. Advertising Format Other The song “If I Only Had a Brain” from The Wizard of Oz is a classic song about selling yourself short and believing presumptions. Because, in the end, it turned out the Scarecrow had the most brains of anyone.We used this song to dispel the perception that University of Phoenix students are brainless or a product of a “diploma mill” university. In fact, most people might not know these students at all. They’ve had no handouts. No connections. They get degrees while working two jobs, while raising three kids. And they’ve also got brains.We rewrote the lyrics and turned the song on its head as an ode to the struggle of our students, capping it off with the line, “And I’ve also got a brain.” By spinning this iconic song, we could show people that their perceptions are selling these students short. Brief Explanation People say University of Phoenix degrees are worthless. They say its students are a product of an online university scheme, and that they’re dumb or unqualified. But our students are unlike any other. They’re fighters. They’re qualified in something more powerful than anything on a résumé. They’re qualified in life.We challenged the public opinion that our students are dumb, and rewrote the song “If I Only Had a Brain” from The Wizard of Oz, the classic tale of a Scarecrow’s self-doubt and presumed intellectual inadequacies, to prove UoPX students have more than brains, and that they bring real experiences beyond academia to their skill-set.As the rewritten song plays, we see scenes of students overcoming adversity—from earning a degree between shifts to taking care of a sick parent. Our students are more tested, more determined, and more qualified than you think. And that’s why they rise.
超过大脑
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More Than Brains
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