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
2015-05-24
81
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 anda 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.
According to Paragraph 1, advertising
选项
A、is mainly seen in newspapers or online.
B、has little effect on most people.
C、is affected by economic situation.
D、has an impact hard to ignore.
答案
D
解析
推理判断题。根据题干直接定位到第一段。该段说尽管人们尽量忽略广告,但广告业依然收益丰厚,并引用林德斯特劳姆的观点称想不受广告影响是很难的。故D项“有难以忽视的影响”为答案。
转载请注明原文地址:https://kaotiyun.com/show/6A74777K
0
考研英语一
相关试题推荐
Inthe1960spopwasayoungperson’sbusiness.Buttodayageisnobarriertosuccess.TheRollingStonesarestilltouringin
Inthe1960spopwasayoungperson’sbusiness.Buttodayageisnobarriertosuccess.TheRollingStonesarestilltouringin
AccordingtoarecentGallupWorldPoll,1.1billionpeople,orone-quarteroftheearth’sadults,wanttomovetemporarilytoa
TheCollisionBetweenNetworkGenerationMeetTraditionalManagementTheirdefenderssaytheyaremotivated,versatileworke
TheFluVirusCannotBeForeseenThereisajokeamongfluresearchers:"Ifyou’veseenonefluseason,you’veseen...o
PoorPeopleAlsoCanHaveaLawsuitinAmericanAmerica’scourtsarebuiltonasystemofrulesandproceduresthatassumet
Eventhoughresearchershavesuggestedthatlessthan10%offamilieswithadolescentsexperienceseriousrelationshipdifficult
Istheprofessionalbookreviewerold-fashioned?InarecentHarvardBusinessSchoolstudyofnonfictionreviews,assessmentsin
Everyprofessionortrade,everyart,andeverysciencehasitstechnicalvocabulary,thefunctionof【C1】______ispartlyto【C2】_
YoureceivedaletterfromyouruncleMr.Smith,whowantedtoknowyourrecentlifeincollege.Pleasewriteaprivatelettert
随机试题
中国甲公司诉某国乙公司侵犯其商业秘密案件,由于属于重大涉外案件,所以一审由某中级人民法院审理。根据此案情,回答以下问题:第二次开庭前,甲公司发现审判员常某接受乙公司诉讼代理律师吴某的请客送礼,于是向法院提出回避申请,则以下各选项中哪些说法是不正确的?(
如图所示半径为R的半圆形截面,形心C与直径轴x1的距离yc=4R/(3π),求得半圆截面对于形心轴Xc的惯性矩IXc为:
甲公司20×5年12月31日发行在外的普通股为7.500万股。20×6年7月1日,根据股东大会决议,以20×5年12月31日股份为基础分派股票股利,每10股送3股;20×6年10月1日,根据经批准的股权激励计划,授予高级管理人员1500万份股票期权,每一份
按照发生的实际情况划分,旅游事故分为()。
企业劳动争议调解委员会由()组成。
下列属于智力因素的是()。
①按我们的标准,其中的大多数寿命都很短②它们在层层大气中像浮游生物一样漂游,在不断死亡着③据说,地球上任何时候都有着成亿兆的昆虫④有些被吃掉,有的只是随时随地掉落下来⑤有人估计过,在温带的每平方英里的上空,往上延伸到数千英尺的大气中,悬浮着二千五百
下列各项中,属于总分类会计科目的是()。
CollegeNightOwlsHaveLowerGradesCollegestudentswhoaremorningpeopletendtogetbettergradesthanthosewhoareni
Consumersandproducersobviouslymakedecisionsthatmoldtheeconomy,butthereisathirdmajor【1】toconsidertheroleofgov
最新回复
(
0
)