文章大意:这是一篇说明文。文章主要介绍了多数广告主要通过视觉方面吸引我们的注意力,但也有不少通过广告标语的播放来引起我们的关注。本文还分析了为什么消费者对于不同的广告声音有不同的反应。
Against all our wishes, advertising works, which is why, even in hard economic times, Madison Avenue is a $34-billion-a-year business. And if Martin Lindstrom, a marketing consultant is correct, trying to _______ the advertisement is about to get especially hard.
83% of all forms of advertising principally _______ 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 (广告语) to catch our ear, _______ everyday sounds — a steak sizzling (发嘶嘶声), a baby laughing and other sounds we can't help paying attention to. Weave these everyday sounds into an ad campaign and we customers may be _______ to resist them.
According to Lindstrom, the everyday sound that is most impressive, both in terms of interest and _______ feelings, is a baby laughing. The other high-ranking sounds are also powerful — the sound of a car engine or a soda being poured.
In all of these cases, it doesn’t need an experienced advertisement designer to invent the sounds, associate them with meanings and then play them over and over until the subjects _______ them. Rather, the everyday sounds already have meanings and thus can cause a kind of _______: hunger, thirst or happy expectation.
Some TV ads have already given viewers close-up shots of meat with sizzling sounds. And retailers are _______. Lindstrom is now consulting with clients, intending to pipe the sound of filtering coffee or fizzing soda into the drink department or that of a baby laughing sound into the baby-food section.
Of course, this doesn’t mean that advertisers can just press the audio button _______ and consumers will come eagerly. Indeed, sometimes customers flee. In the early years of cell-phone use, the ringtone (铃音) of a famous cell phone brand was recognized by many people in the U.K., but soon it became widely ________. That, Lindstrom says, was partly because so few users observed cell-phone manners and ________ accidents kept happening in places like movie theaters. The computer start-up sound has taken on the similarly negative ________, because people so often hear it when they’re restarting the computer after it ________. In these cases, manufacturers themselves may as well revise the bothersome sound or ________ it entirely.
Lindstrom’s experiment also shows that people respond to a sound better when it’s ________. If nothing else, smart marketers may at least keep the volume low.
21. A.tune out | B.admit to | C.depend on | D.take over |
22. A.evaluate | B.spoil | C.engage | D.portray |
23. A.classifying | B.ignoring | C.challenging | D.representing |
24. A.sensible | B.selfish | C.powerless | D.pleasant |
25. A.hollow | B.positive | C.violent | D.foreign |
26. A.infer | B.reject | C.internalize | D.perform |
27. A.consumption | B.reaction | C.favor | D.spread |
28. A.following suit | B.cooling down | C.losing heart | D.taking risks |
29. A.on guard | B.with ease | C.under way | D.in reality |
30. A.disliked | B.observed | C.represented | D.enveloped |
31. A.objective | B.temporary | C.mysterious | D.annoying |
32. A.association | B.agreement | C.tip | D.symptom |
33. A.responded | B.revived | C.crashed | D.persisted |
34. A.replace | B.rescue | C.balance | D.refund |
35. A.optional | B.random | C.specific | D.faint |