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
34
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.
Which of the following sounds is the most powerful?
选项
A、McDonald’s "I’m Lovin’ It it" jingle.
B、The sound of blowing open a door.
C、The giggling sound of a baby.
D、The hum of a vibrating cell phone.
答案
C
解析
事实细节题。根据题干中的most powerful定位到第三段,文中相对应的词组是most appeals to our ear。该段第二句提到,结果显示最吸引人且让人有积极反应的是婴儿的笑声,故C项为答案。
转载请注明原文地址:https://kaotiyun.com/show/IA74777K
0
考研英语一
相关试题推荐
Marriage,anditsmanyupsanddowns,stilloften【C1】______theheadlinesonnewspapers,magazinesandtheairwaves.Nearly23mA
Marriage,anditsmanyupsanddowns,stilloften【C1】______theheadlinesonnewspapers,magazinesandtheairwaves.Nearly23mA
TheCollisionBetweenNetworkGenerationMeetTraditionalManagementTheirdefenderssaytheyaremotivated,versatileworke
TheCollisionBetweenNetworkGenerationMeetTraditionalManagementTheirdefenderssaytheyaremotivated,versatileworke
PoorPeopleAlsoCanHaveaLawsuitinAmericanAmerica’scourtsarebuiltonasystemofrulesandproceduresthatassumet
AboutPainPain,unfortunately,isahorriblenecessityoflife.Itprotectspeoplebyalertingthemtothingsthatmightin
InTheNewRealities,thelatePeterDrucker,describedmanagementasa"liberalart"thatis,theapplicationofknowledge,se
Everyprofessionortrade,everyart,andeverysciencehasitstechnicalvocabulary,thefunctionof【C1】______ispartlyto【C2】_
Everyprofessionortrade,everyart,andeverysciencehasitstechnicalvocabulary,thefunctionof【C1】______ispartlyto【C2】_
TheFederalTradeCommissionpushedforwardapplicationdeveloperstotakestepstoprotectconsumerprivacy.【B1】______,manyc
随机试题
人们对自己是否能够成功地进行某一成就行为的主观推测和判断称为______。
法人能否成为特定经济法律关系的主体,取决于其【】
甲国人李某长期居住在乙国,并在乙国经营一家公司,在甲国则只有房屋出租。在确定纳税居民的身份上,甲国以国籍为标准,乙国以住所和居留时间为标准。根据相关规则,下列哪一选项是正确的?(2014年卷一第44题)
下列关于汽车停车场的说法,正确的有()。
根据公司法律制度的规定,有限责任公司股东会会议对下列事项作出的决议中,必须经代表2/3以上表决权的股东通过的有()。
编辑加工题:按发稿要求以规范的方式对短文进行编辑加工整理。张元济张元济出生于浙江省海盐县名门旺族,幼承家学,26岁即考中进士,甲午战争失败后,张元济开始学习英文,倡导新政与变法
函数f(x)=的单调递减区间为_______。
下列哪组物品均属可燃固体?
对长波最敏感的颜色是()。
简述提高测验效度的方法。
最新回复
(
0
)