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
79
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/B1bZ777K
0
考研英语一
相关试题推荐
Olderpeoplemustbegivenmorechancestolearniftheyaretocontributetosocietyratherthanbeafinancialburden,accordi
Olderpeoplemustbegivenmorechancestolearniftheyaretocontributetosocietyratherthanbeafinancialburden,accordi
Olderpeoplemustbegivenmorechancestolearniftheyaretocontributetosocietyratherthanbeafinancialburden,accordi
Olderpeoplemustbegivenmorechancestolearniftheyaretocontributetosocietyratherthanbeafinancialburden,accordi
Olderpeoplemustbegivenmorechancestolearniftheyaretocontributetosocietyratherthanbeafinancialburden,accordi
Olderpeoplemustbegivenmorechancestolearniftheyaretocontributetosocietyratherthanbeafinancialburden,accordi
随机试题
无驾驶资格驾驶机动车辆,交通肇事致1人以上重伤,负事故主要责任以上的,以交通肇事罪定罪处罚。
患者,女性,43岁。右下腹持续性疼痛5天,伴恶心、呕吐,呕出物为胃内容物。查体:体温38.5℃,右下腹5cm×5.5cm大小肿块,触痛明显。最可能的诊断是()
A、镇心安神,清热解毒B、镇惊安神,纳气定喘C、镇惊安神,收敛固涩D、养心安神,敛汗E、养心安神,润肠通便磁石的功效是()
会计机构、会计人员对违法的收支()。
下列各项经济业务的会计处理,体现了“实质重于形式”这一会计信息质量要求的有()。
司马谈把先秦诸子划分为“六家”,刘歆在此基础上进一步划分为“十家”。这对春秋战国思想的研究是有贡献的,但应指出,①____________。如杨朱学派在当时影响颇大,而且杨朱与老子、庄子不同,其观点立场更不一样,不宜列入道家,应是独立的一家。还应指出,
奥苏贝尔认为学生的学习主要是__________的接受学习。
儿童的数概念的形成,经历的阶段分别是()
哈维
计算并填写下表。
最新回复
(
0
)