首页
登录
职称英语
(1)If you’re like most people, you’re way too smart for advertising. You fli
(1)If you’re like most people, you’re way too smart for advertising. You fli
游客
2024-08-31
10
管理
问题
(1)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 (嗷嗷声), 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. [br] The Microsoft start-up sound has become disliked because ________.
选项
A、it is heard too often
B、it causes a computer to crash
C、it carries an offending meaning
D、it is an invented tune
答案
C
解析
最后一段倒数第2句中的has taken on similarly negative associations与选项C意思相近,故选项C为本题答案。最后一段以诺基亚手机的声音和微软操作系统的启动声作为例子,说明有些声音会把顾客吓跑。原因是它们有引起顾客对不好经历的联想,由此可见,其他选项(选项A和选项D)就算在原文提及,但都没有说到重点。故不能选;选项B将原文的一些词重新拼凑在一起。得出的意思完全偏离了原文。
转载请注明原文地址:https://tihaiku.com/zcyy/3738039.html
相关试题推荐
StopBeingaPeoplePleaser1.Say"no"■Givereasonsinsteadof【T1】______exc
StopBeingaPeoplePleaser1.Say"no"■Givereasonsinsteadof【T1】______exc
StopBeingaPeoplePleaser1.Say"no"■Givereasonsinsteadof【T1】______exc
StopBeingaPeoplePleaser1.Say"no"■Givereasonsinsteadof【T1】______exc
Fortypeoplewerekilledina______ontherailwayyesterday.A、collisionB、collap
Itisreportedthatabouttwohundredpeoplediedintheaccident,_______childr
The______thatsportbuildscharacteriswellacceptedbypeoplenowadays.A、argum
______thedangerfromenemyaction,peoplehadtocopewithasevereshortageo
Smokingissoharmfultopersonalhealththatitkills______peopleeachyeart
Sosudden______thatpeopleinthebuildinghadnotimetoescape.A、theattack
随机试题
[originaltext]M:Hello,Michelle.CanIhelpyou?W:Hello,Professor.[6]Iwas
关于微生物的致病性,下列叙述哪项是错误的A.微生物致病性是指微生物引起疾病的能力
审计证据按其来源进行分类,可以分为( )。A.实物证据、书面证据和口头证据
下列有关长期股权投资的处置的说法中,正确的有( )。A.采用成本法核算的长期股权
在短距离内直接在传输介质中传输模拟信号的系统称为()。A、基带传输系统; B、
共用题干 ManofFewWordsEveryonechasessu
各种运输方式内外部的各个方面的构成和联系,就是( )。 A.运输系统
某企业采煤量每年固定增长10吨,则该企业采煤量的环比增长速度()。
男50岁,患糖尿病13年,近日并发肺炎。查:心率110次/分,血压12/8kPa
易复性疝 A.疝内容物易回纳人腹腔 B.疝内容物不能完全回纳入腹腔 C.疝
最新回复
(
0
)