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If you are like most people,you are way too smart for advertising.You flip 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 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----is correct,trying to tune this stuff out is about to get a whole lot harder.
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 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--a steak sizzling,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"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 ATM dispensing cash,a steak sizzling on a grill and a soda being popped and poured.
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.
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 formalwear sections.Lindstrom is consulting with clients about employing a similar strategy in European supermarkets,piping the sound of fizzing soda into the beverage department.
None of this means that advertisers just have to turn the audio dials and consumers will come running.Indeed,sometimes they flee.In early years of mainstream cell-phone use,the Nokia ringtone was recognized by 42%of people in the U.K.--and soon became widely loathed.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 are 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 the function of the first paragraph?查看材料
主旨题。第一段指出如果你和大部分人一样,自以为能避开广告,你跳过报纸上的广告,从来不去点击网上的广告并且在电视广告期间离开房间。第二段提到“…But what we tell ourselves is flonseflse…”,接下来讲广告如何发挥作用,因此第一段是为了引起读者的兴趣。故本题选C。
有“泥土诗人”之称的诗人是()。
将下列各项按所表示年龄大小顺序排列,正确的顺序应是( )。
①不惑②垂髫③花甲④加冠⑤而立⑥古稀⑦半百
1931年,一位给人们带来光明的科学家重病的消息牵动着世界人民的心,几十名记者为他守夜。每隔一个小时就对外发布一次消息:“灯”还亮着。这位科学家是( )。
钱穆在评论中国古代某制度时说,它“可以培植全国人民对政治之兴味……可以团结全国各地域于一个中央之统治”,这一制度是()。
明朝初年强化君主专制的措施是()。
知识是个体通过与环境相互作用后获得的( )。
《诗经》中描绘了一个美丽清泠、朦胧迷茫的抒情境界,刻画诗人徘徊追思的形象,借助景物和意象含蓄委婉地表达相思和追怀之情的诗篇是( )。
在我国历史上,传统音乐与外族音乐、北方与南方音乐进行广泛交流的时期是()。
教育的本体功能之一是( )。
一个国家教育经费投入的多少最终取决于( )。