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
2017-04-13
70
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.
Lindstrom’s studies imply that
选项
A、only sight is needed for understanding advertising.
B、advertisers regard hearing as powerful as sight.
C、jingles and slogans can be very powerful in advertising.
D、combining sight with hearing can make ads more powerful.
答案
D
解析
推理判断题。根据选项定位到第二段。段末说“如果将日常声音融入广告,我们可能就只有束手就擒的份了”,故D项“将视觉、听觉融合会让广告更强大”为答案。
转载请注明原文地址:https://kaotiyun.com/show/91bZ777K
0
考研英语一
相关试题推荐
Bankershavebeenblamingthemselvesfortheirtroublesinpublic.Behindthescenes,theyhavebeentakingaimatsomeoneelse;
Inspiteof"endlesstalkofdifference,"Americansocietyisanamazingmachineforhomogenizingpeople.Thereis"thedemocra
"Theconceptofmasculinityisbecomingmoreelusiveinsocietyasgenderrolesblur,withmorewomentakingmanagementposition
Thetypicalpictureofacorporatehighflierissomeonewhosurvivesonverylittlesleep.Heorsheriseswhenitisstilldark
Whatifsomeonecameupwithanewtechnologyproductthatwashailedasabreakthroughwiththepotentialtorivalthesmartpho
WhilewesterngovernmentsworryoverthethreatofEbola,amorepervasivebutfarlessharmful【C1】______isspreadingthroughth
YouareastudentofBeijingScienceandEngineeringUniversity.Writeanapplicationtogetascholarshipforyouroverseasstu
Insomniacs(someonewhocannotsleepeasily)don’tjustsufferatnight.Duringtheday,theyoftenfeelsleepy,havetroubleco
随机试题
影响“利润分配——未分配利润”科目余额的因素有()
A.α1﹣球蛋白B.α2﹣球蛋白C.T﹣H蛋白D.白蛋白E.β2﹣微球蛋白肾小管性蛋白尿时尿中出现的蛋白为
经血非时暴下不止或淋漓不尽,为
已知白炽灯A和B的额定电压相等,但A的电阻值大于B的电阻值。现将A和B并联后接于额定电压的电源上,则白炽灯B中的电流()。
设备和工程量的计算依据包括()。
收货人为“大连化工进出口公司”。( )合同号为“00XFFFG-78017KR”。( )
游客发生心肌梗死时,导游员应进行急救,下列做法错误的是()
Somepeoplebelievethatadvertisinginfluencespeople’sbehaviorinanegativewaywhileothersbelievethattheoppositeisri
下列不属于Access中定义主关键字是()。
Stratford-on-Avon,asweallknow,hasonlyoneindustry—WilliamShakespeare—.Buttherearetwodistinctlyseparateandincreas
最新回复
(
0
)