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
69
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.
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/EA74777K
0
考研英语一
相关试题推荐
Inmyexperience,themorepeoplehave,thelesslikelytheyaretobecontented.Indeed,thereisabundantevidencethatdepres
TheCollisionBetweenNetworkGenerationMeetTraditionalManagementTheirdefenderssaytheyaremotivated,versatileworke
AmericanPrivateClinicsTransformTowardtheMedicalInstitutionsAquietrevolutionistransforminghowmedicalcareisde
NewToolstoResearchEarthquakeOnDecember16th,1811,theresidentsofNewMadrid,Missouri,werestartledoutoftheirb
McKinsey’sResearchPaperAboutReducingGreenhouseGasesMcKinseyReportonReducingGreenhouseGases:TheUnitedStatesco
Inthefollowingtext,somesentenceshavebeenremoved.ForQuestions41—45,choosethemostsuitableonefromthelistA—Gt
Istheprofessionalbookreviewerold-fashioned?InarecentHarvardBusinessSchoolstudyofnonfictionreviews,assessmentsin
Everyprofessionortrade,everyart,andeverysciencehasitstechnicalvocabulary,thefunctionof【C1】______ispartlyto【C2】_
YouwillgraduatefromPekingUniversitythisyearandhavemadeadecisiontostudyabroad.WritealettertoaUSuniversityy
TheFederalTradeCommissionpushedforwardapplicationdeveloperstotakestepstoprotectconsumerprivacy.【B1】______,manyc
随机试题
案情:李某于2012年7月毕业后到某国有企业从事财务工作。因无钱买房,单位又不分房,在同学、朋友及亲戚家里四处借住,如何弄钱买一套住房成为他的心结。2013年4月,单位有一笔80万元现金未来得及送银行,存放于单位保险柜,李某借职务之便侵吞了全部现
下列对应正确的有()
十二指肠溃疡的疼痛特点有()
对天柱穴的说明哪些是正确的
标记免疫技术实际应用时测定的是
急性肾小球肾炎的最常见病因是
()是指政府根据本国经济发展要求和一定经济时期内本国产业的现状以及发展趋势,为加快各产业协调发展和促进产业结构的优化升级,并达到提高本国产业竞争力和确保动态比较优势的日的,而制定的政策措施。
国有经济控股企业是指在企业的全部资本中,国家资本(股本)所占比例大于50%,并且由国家实际控制的企业。()
[*]
某数据表中有5条记录,其中"编号"为文本型字段,其值分别为:129、97、75、131、118,若按该字段对记录进行降序排序,则排序后的顺序应为( )。
最新回复
(
0
)