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  3. 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2024-01-21  53
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。Lindstrom虽然是研究“神经营销学”的，但他并没有讨论人们对“神经营销学”的关注程度，因此B无从说起；Lindstrom强调了everyday sounds在广告中的重要性，但文中井没有提到他建议广告商减少对slogans和sight这两种方式的依赖性，因此，C和D均不正确。
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