首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
If you’re like most people, you’re way too smart for advertising. You flip right past newspaper ads and never click on ads onlin
If you’re like most people, you’re way too smart for advertising. You flip right past newspaper ads and never click on ads onlin
admin
2015-10-20
30
问题
If you’re like most people, you’re way too smart for advertising. You flip right past newspaper ads and never click on ads online. That, at least, is what we tell ourselves. But what we tell ourselves is nonsense. Advertising works, which is why, even in hard economic times, Madison Avenue is a $34 billion-a-year business. And if Martin Lindstrom, author of the best seller Buyology and a marketing consultant, is correct, trying to tune this stuff out is about to get a whole lot harder.
Lindstrom is a practitioner of neuro-marketing research, in which consumers are exposed to ads while hooked up to machines that monitor brain activity, pupil dilation, sweat responses and flickers in facial muscles, all of which are markers of emotion. According to his studies, 83% of all forms of advertising principally engage only one of our senses: sight. Hearing, however, can be just as powerful, though advertisers have taken only limited advantage of it. Historically, ads have relied on jingles and slogans to catch our ear, largely ignoring everyday sounds. Weave this stuff into an ad campaign, and we may be powerless to resist it.
To figure out what most appeals to our ear, Lindstrom wired up his volunteers, then played them recordings of dozens of familiar sounds, from McDonald’s ubiquitous "I’m Lovin’ It" jingle to birds chirping and cigarettes being lit. The sound that blew the doors off all the rest—both in terms of interest and positive feelings—was a baby giggling. The other high-ranking sounds, such as the hum of a vibrating cell phone, an ATM dispensing cash, and etc, were less primal but still powerful.
In all of these cases, it didn’t take a Mad Man to invent the sounds, infuse them with meaning and then play them over and over until the subjects internalized them. Rather, the sounds already had meaning and thus triggered a cascade of reactions: hunger, thirst, happy anticipation.
"Cultural messages that get into your nervous system are very common and make you behave certain ways," says neuroscientist Read Montague of Baylor College of Medicine. Advertisers who fail to understand that pay a price. Lindstrom admits to being mystified by TV ads that give viewers close-up food-porn shots of meat on a grill but accompany that with generic jangly guitar music. One of his earlier brain studies showed that numerous regions, jump into action when such discordance occurs, trying to make sense of it. TV advertisers aren’t the only ones who may start putting sound to greater use, retailers are also catching on. Lindstrom is consulting with clients about employing a similar strategy in European supermarkets.
The last paragraph indicates the meaning of a sound originates from
选项
A、cultural influences.
B、advertisers’ reinforcement.
C、our nervous system.
D、the sound itself.
答案
A
解析
推理判断题。根据题干直接定位到最后一段。该段首句提到,进入到神经系统的文化信息十分普遍,并且能使人产生某种行为,故A项“文化影响”为答案。
转载请注明原文地址:https://kaotiyun.com/show/AAzZ777K
0
考研英语一
相关试题推荐
InPlato’sUtopia,herearethreeclasses:thecommonpeople,thesoldiers,andtheguardianschosenbythelegislator.Themain
Inthefollowingarticle,somesentenceshavebeenremoved.ChoosethemostsuitableonefromthelistA—Gtofitintoeachoft
Advertisingisaformofselling.Forthousandsofyearstherehavebeenindividualswhohavetriedto(1)_____otherstobuyth
Youwillgraduatefromuniversityandintendtocontinueyourfurtherstudyoverseas.Writealettertoagraduateschoolto1)
Accordingtothepassage,whichorganizationsraisedtheproposaltostopthepracticeofliedetectionevidenceinmilitarycou
Manyteachersbelievethattheresponsibilitiesforlearningliewiththestudent.(1)_____alongreadingassignmentisgiven,
Themainideaofthefirsttwoparagraphsisthatmanypeople______.ThemainaimoftheWFPisto______.
Themainideaofthefirsttwoparagraphsisthatmanypeople______.Becausethereexistsurpluses(e.g.wheat,rice,butter),
Nearlyeverybodycheats,butusuallyonlyalittle.ThatisoneofthethemesinDanAriely’snewbook"The(Honest)TruthAboutD
Acuriousphenomenonoccursduringeveryeconomiccrisis—therichwhinethattheyaretheoneswhoaresufferingmost.Incurren
随机试题
男,60岁,进行性吞咽困难6个月,左锁骨上有2cm直径淋巴结,质硬,不能推动,经检查诊断为食管癌。治疗应首选
A.成熟畸胎瘤B.黏液性囊腺瘤C.浆液性囊腺瘤D.纤维瘤E.类脂质细胞瘤发生于卵巢非特异性间质
肝肾综合症与哪些因素有关
患者女,24岁。孕37周,在家排便时,突然全身抽搐,持续约1分钟,家人即将其送往医院检查:血压170/108mmHg,下肢水肿(++),胎头先露,胎心率150次/分,有不规律宫缩。该孕妇的诊断应考虑
常观察紫绀的部位不包括
关于施工单位项目负责人安全生产责任的说法,正确的有()。
甲(1996年3月5日生)于2012年3月5日入户实施盗窃,为抗拒抓捕而用菜刀将民警砍成重伤。2012年5月31日人民检察院对其依法提起公诉。对甲的行为应如何认定?()
税收政策主要用于实现稳定和发展经济,调节收入分配等目标。()
在长期观察自己孩子后于1876年写成《一个婴儿的传略》,被认为是科学研究儿童心理先驱的是()。
“物必先腐也,而后虫生之;人必先疑也,而后谗入之。”从哲学上看。这句话表明
最新回复
(
0
)