首页
登录
职称英语
(l)If you’re like most people, you’re way too smart for advertising. You fli
(l)If you’re like most people, you’re way too smart for advertising. You fli
游客
2024-09-15
55
管理
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. [br] 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://tihaiku.com/zcyy/3758522.html
相关试题推荐
Manyelderlypeoplearenownotusedtothe_____ofmodernliving,whichtheyc
Burdenedwithgreatworkingpressure,peoplenowadaysevendon’thavemucht
PASSAGETWOGlobalwarming.根据题干中的manypeople和theultimatecauseofthissummer’s
(l)Ifyou’relikemostpeople,you’rewaytoosmartforadvertising.Youfli
PASSAGETHREE[br]WhatisTfL’spresentaim?Toenable50,000peopletousehire
(l)Easternmedicinesarebecomingmorepopularinthewest,butfewpeopler
(l)Easternmedicinesarebecomingmorepopularinthewest,butfewpeopler
SomepeoplesaythatrichparentsaremorepowerfulthandiplomainChina.I
(l)PeopleintheUnitedStatesinthenineteenthcenturywerehauntedbythe
(l)PeopleintheUnitedStatesinthenineteenthcenturywerehauntedbythe
随机试题
TheNorwegianGovernmentisdoingitsbesttokeeptheoilindustryunderco
ItisadvisableforChinesestudentstolearnEnglishwordsbylinkingthemto_
无机结合料稳定类基层,也称半刚性基层,其主要分类不包括( )。A.石灰稳定类
临床一般不生用,多用醋炙品的是A:延胡索B:川芎C:补骨脂D:柴胡E:香
非居住房地产市场中不包括( )。A.商业用房市场 B.写字楼市场 C.工业
为保证地基的坚固、稳定和防止发生不均匀沉降,地基应满足的基本要求是()。A.
请选择你认为最为合理的一项,来填充所给数列的空缺项,使之符合原数列的排列规律:1
班杜拉认为,影响观察习得的行为操作的诱因有( )A.直接强化 B.替代强化
男,45岁。扩张型心肌病患者,行6分钟步行试验,步行距离为145米,应判断为(
下列关于电影的说法错误的是:A.《定军山》标志着中国电影的诞生 B.卓别林被称
最新回复
(
0
)