首页
登录
职称英语
If you’re like most people, you’re way too smart for advertising. You skip r
If you’re like most people, you’re way too smart for advertising. You skip r
游客
2024-01-31
23
管理
问题
If you’re like most people, you’re way too smart for advertising. You skip right past newspaper ads, never click on ads online and leave the room during TV commercials.
That, at least, is what we tell ourselves. But what we tell ourselves is wrong. 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.
Lindstrom is a practitioner of neuromarketing (神经营销学) research, in which consumers are exposed to ads while hooked up to machines that monitor brain activity, sweat responses and movements in face 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 slogans to catch our ear, largely ignoring everyday sounds—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.
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 wide-spread "I’m Lovin’ It" slogan 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 original but still powerful. The sound of a vibrating cell phone was Lindstrom’s second-place finisher. Others that followed were an ATM distributing cash and a soda being burst open and poured.
In all of these cases, it didn’t take an advertiser to invent the sounds, combine them with meaning and then play them over and over until the subjects being part of them. Rather, the sounds already had meaning and thus fueled a series of reactions: hunger, thirst, happy expectation. [br] It is pointed out by Lindstrom that advertisers should _______.
选项
A、rely more on everyday sounds
B、rely more on neuromarketing
C、rely less on slogans
D、rely less on sight effect
答案
A
解析
根据第3段倒数第2句中的largely ignoring everyday sounds表明Lindstrom认为everyday sounds不应被忽视,应多运用到广告中去,由此可见,本题应选A。
转载请注明原文地址:https://tihaiku.com/zcyy/3410002.html
相关试题推荐
[originaltext]Sinceearlytimes,peoplehavebeenfascinatedwiththeidea
[originaltext]Wellover600millionpeoplearoundtheworlddependonwetla
[originaltext]Wellover600millionpeoplearoundtheworlddependonwetla
[originaltext]Approximately90%ofpeopleintheworldarenaturallyright-
[originaltext]Inthenextfewdecades,peoplearegoingtotravelverydiff
[originaltext]Doyourememberatimewhenpeoplewerealittlenicerandge
[originaltext]Televisionnowplayssuchanimportantpartinsomanypeople
[originaltext]Televisionnowplayssuchanimportantpartinsomanypeople
[originaltext]Aresomepeoplebornclever,andothersbornstupid?Oristh
[originaltext]Aresomepeoplebornclever,andothersbornstupid?Oristh
随机试题
NationalAviationandSpaceAdministration(NASA)anditspartnersintheInte
AfterthreeyearsatNewYorkUniversity,Ileftatthetimetotakeasix-m
AccordingtoHalliday,languagehasthefollowingmetafunctionsEXCEPT______.A、i
【B1】[br]【B9】A、awkwardB、uneasyC、unnaturalD、formerA词义辨析题。awkward意思是“难处理的”,un
教育法规与教育政策的不同之处在于()。A.制定主体不同 B.调整教育社会关系
美国银行最主要的两个基本监管者是()。A.国会 B.货币监理署 C.
上市公司并购重组( )业务主要为上市公司的收购、重大资产重组、合并、分立、股份
开关柜暂态地电压局部放电检测至少半年一次,结合迎峰度夏(冬)开展。
从众是一种()接受群体影响的方式。A:被动地B:主动地C:积极地D:客观地
关于复利计息与单利计息的说法中,正确的是()。 A.复利计息与单利计息均未考
最新回复
(
0
)