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
外语
(1)If you’re like most people, you’re way too smart for advertising. You flip right past newspaper ads, never click on ads onlin
(1)If you’re like most people, you’re way too smart for advertising. You flip right past newspaper ads, never click on ads onlin
admin
2018-05-11
90
问题
(1)If you’re like most people,
you’re way too smart for advertising
. You flip right past newspaper ads, never click on ads online and leave the room during TV commercials.
(2)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 for Fortune 500 companies, including PepsiCo and Disney—is correct, trying to tune this stuff out is
about to get a whole lot harder
.
(3)Lindstrom is a practitioner of neuromarketing research, in which consumers are exposed to ads while hooked up to machines that monitor brain activity, sweat responses and movement 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—a steak sizzling (咝咝声), a baby laughing and other noises our bodies can’t help paying attention to. Weave this stuff into an ad campaign, and we may be powerless to resist it.
(4)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 "I’m Lovin’ It" jingle to 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 were less primal but still powerful. The hum of a vibrating cell phone was Lindstrom’s second-place finisher. Others that followed were an ATM dispensing cash, a steak sizzling on a grill and a soda being popped and poured.
(5)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 series of reactions: hunger, thirst, happy anticipation.
(6)TV advertisers aren’t the only ones who may start putting sound to greater use. Retailers are also catching on. The 0101 department store in Japan, for example, has been designed as a series of soundscapes, playing different sound effects such as children at play, birdsongs and lapping water in the sportswear, fragrance and formal-wear sections. Lindstrom is consulting with clients about employing a similar strategy in European supermarkets, piping the sound of fizzing (嘶嘶声) soda into the beverage department.
(7)None of this means that advertisers just have to turn the audio dials and consumers will come running. Indeed, sometimes they flee. In the early years of mainstream cell-phone use, the Nokia ringtone was recognized by 42% of people in the U.K.—and soon became widely disliked. That, Lindstrom says, was partly because so few users practiced cell-phone etiquette and the blasted things kept going off in movie theaters. The Microsoft start-up sound has taken on similarly negative associations, because people so often hear it when they’re rebooting after their computer has crashed. In these cases, manufacturers themselves must reboot by changing the offending sound slightly or replacing it entirely.
What is true about the sound of a baby giggling, according to Lindstorm’s research?
选项
A、Advertisers infuse a positive meaning in it.
B、It arouses positive associations in general.
C、People come across it most often every day.
D、It triggers hunger and thirst besides happiness.
答案
B
解析
第4段第2句表明在吸引力和产生愉悦感两方面,婴儿咯咯的笑声排在第一,可以推断选项B的说法是正确的。
转载请注明原文地址:https://kaotiyun.com/show/23xK777K
0
专业英语四级
相关试题推荐
AliensForalongtime,alienshaveoftenbeeninthenews./Peoplehaveclaimedtohavebeenabductedbyaliens./Aliensi
DealingwithLifeAbroadI.Cultureshockoflifeabroad1)Moreandmorepeopletendtogoabroad—Goabroadtowork,studyort
DealingwithLifeAbroadI.Cultureshockoflifeabroad1)Moreandmorepeopletendtogoabroad—Goabroadtowork,studyort
DealingwithLifeAbroadI.Cultureshockoflifeabroad1)Moreandmorepeopletendtogoabroad—Goabroadtowork,studyort
A、Itmakespeopleunhealthy.B、Itmakespeopledepressed.C、Itbringspeoplemorework.D、Itmakestheworkcomplicated.C本题考查人物
A、ItusedtobeacitybuiltbytheIncaPeople.B、Itwasbuiltthreehundredyearsago.C、ItwasrecentlydiscoveredbyEuropea
随机试题
2岁小儿,出生后半个月开始出现便秘,进行性加重,常需要辅以泻药。体检:精神尚好,消瘦,腹胀,可见肠型及肠蠕动波,X线示肠管扩张,腹腔内可见液平面。最可能的诊断是
周女士,53岁,胸闷气急3周。胸片示右侧大量胸腔积液,胸穿抽出血性胸水l000ml。最可能的病因为
在图示电路中,开关S断开前已达稳定状态。在t=0瞬间将开关S断开,则i1(0+)=()。
商品流通企业销售总成本中的固定成本包括()等。
假如你的两名下属不知何故发生了矛盾,不仅影响了他们之间的关系,还影响到工作的正常开展。面对这种情况,你将怎样处理?
要帮助孩子学电脑,最好家长先学会使用电脑,这样既可以向孩子推荐好的软件,也可以有效地防止孩子使用不健康的软件,并可为孩子树立一个不断学习、勇于进取的人生榜样。这段话的主要意思是( )。
口语和书面语在表达形式上是完全一样的。()
WhowontheWorldCup1994footballgame?WhathappenedattheUnitedNations?Howdidthecriticslikethenewplay?【C1】______a
Whenisthedeadlineforhandingindissertations?Thelibraryhasa______forgettingbooksbackfromotherstudentsifyoun
A、WinterinAlaska.B、ThebraveAlaskanpeople.C、Alaskantransportationtoday.D、Adogsledrace.D主旨题。结合文章第三句及其后面的内容可知,文章主要讲述了
最新回复
(
0
)