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
外语
(l)If you’re like most people, you’re way too smart for advertising. You flip right past newspaper ads, never click on ads onlin
(l)If you’re like most people, you’re way too smart for advertising. You flip right past newspaper ads, never click on ads onlin
admin
2017-02-18
45
问题
(l)If you’re like most people, you’re way too smart for advertising. You flip right past newspaper ads, never click on ads online and leave the room during TV commercials.
(2)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 for Fortune 500 companies, including PepsiCo and Disney—is correct, trying to tune this stuff out is about to get a whole lot harder.
(3)Lindstrom is a practitioner of neuromarketing research, in which consumers are exposed to ads while hooked up to machines that monitor brain activity, sweat responses and movement 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—a steak sizzling (咝咝声), a baby laughing and other noises our bodies can’t help paying attention to. Weave this stuff into an ad campaign, and we may be powerless to resist it.
(4)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 "I’m Lovin’ It" jingle to 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 were less primal but still powerful. The hum of a vibrating cell phone was Lindstrom’s second-place finisher. Others that followed were an ATM dispensing cash, a steak sizzling on a grill and a soda being popped and poured.
(5)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 series of reactions: hunger, thirst, happy anticipation.
(6)TV advertisers aren’t the only ones who may start putting sound to greater use. Retailers are also catching on. The 0101 department store in Japan, for example, has been designed as a series of soundscapes, playing different sound effects such as children at play, birdsongs and lapping water in the sportswear, fragrance and formal-wear sections. Lindstrom is consulting with clients about employing a similar strategy in European supermarkets, piping the sound of fizzing (嘶嘶声) soda into the beverage department.
(7)None of this means that advertisers just have to turn the audio dials and consumers will come running. Indeed, sometimes they flee. In the early years of mainstream cell-phone use, the Nokia ringtone was recognized by 42% of people in the U.K.—and soon became widely disliked. That, Lindstrom says, was partly because so few users practiced cell-phone etiquette and the blasted things kept going off in movie theaters. The Microsoft start-up sound has taken on similarly negative associations, because people so often hear it when they’re rebooting after their computer has crashed. In these cases, manufacturers themselves must reboot by changing the offending sound slightly or replacing it entirely.
What is true about the sound of a baby giggling, according to Lindstorm’s research?
选项
A、Advertisers infuse a positive meaning in it.
B、It arouses positive associations in general.
C、People come across it most often every day.
D、It triggers hunger and thirst besides happiness.
答案
B
解析
第4段第2句表明在吸引力和产生愉悦感两方面,婴儿咯咯的笑声排在第一,可以推断选项B的说法是正确的。
转载请注明原文地址:https://kaotiyun.com/show/N0JK777K
0
专业英语四级
相关试题推荐
Everyonewouldhaveheardthefamousphrase"Angerisoneshortofdanger".Itisanage-oldadage,butitis【C1】______andstill
Everyonewouldhaveheardthefamousphrase"Angerisoneshortofdanger".Itisanage-oldadage,butitis【C1】______andstill
Interruption,moresurelythananythingelse,killsconversation.Thebestoftalkersinterrupt【C1】______inconversation.Howe
Shewouldhavebeenmoreagreeableifshehadchangedalittlebit,______?
Manypeoplearemakingpromiseseveryday.Administrationdepartmentspromisetoperformtheirtasksefficientlyandfairlywith
Histripthroughtheworldmadeaninteresting______.
Hewasreadingexcitedlythebookpublishedbyhiscompanyin______withafamouspress.
Accordingtothepassage,ifoneenjoyslife,he/sheissuretoprefer______.
BBC’sweatherforecastisa_______program.
Thedestructionoftheworld’sgreatestrainforest,theAmazon,isaccelerating.PhilipFearnside,anAmericanecologistpredic
随机试题
中风病是依据什么命名的胸痹、肺痿是依据什么命名的
糖尿病最常见的急性并发症糖尿病最常见的死亡原因是
患者,女性,30岁。外阴瘙痒伴白带增多4天。妇科检查:大量白色豆腐渣样浓稠状白带,子宫双附件未见异常。关于本病例以下说法不恰当的是
《关于进一步加强公路水运工地试验室管理工作的意见》是由省级交通质监机构发布的。()
( )工程,可以由两个以上的承包单位联合共同承包。
隐形眼镜片用的溶液
下列选项没有体现资本监管重要性的是()。
求真、向善既是人类追求的精神境界,也是人们奋斗的目标。下列诗句符合“求真、向善”的是()。
阅读文字材料。按要求回答36-40题。教育的任务就是唤醒人的潜力或潜在本质,使其内部产生一种自动力,最大限度地使其内部灵活性与可能性得到最佳发展。教育实质上是人的灵魂的教育,而不仅仅是知识和认识的积累,而灵魂的成长成熟是没人可以代劳的。按本性说,人
程序流程图中带有箭头的线段表示的是
最新回复
(
0
)