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The Sounds We Can't Resist
廣告中無法抗拒的聲音
If you're like most people,you're way too smart for advertising.
如果你和大多數(shù)人一樣，你必定自以為能避開廣告。
You flip right past newspaper ads,never click on ads online and leave the room during TV commercials.
你會直接跳過報紙上的廣告，從不會點擊網(wǎng)頁上彈出的廣告，在電視插播廣告時離開房間。
That, at least, is what we tell ourselves.
這至少是我們的自我感覺，
But what we tell ourselves is nonsense.
但我們錯了。
Advertising works, which is why,even in hard economic times,Madison Avenue is a $34 billion-a-year business.
即使在經(jīng)濟低迷期，麥迪遜大道一年也有340億美元的生意，原因就是廣告是有用的。
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.
要是暢銷書《買》的作者馬丁·林德斯特倫所述正確的話，那么想要忽略這些廣告恐怕比登天還難。
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.
林德斯特倫顯示專門從事神經(jīng)營銷學的研究。在研究中，他給接觸廣告的消費者連上儀器檢測他們的大腦活動，出汗反應和面部肌肉震顫等情緒變化標記。
According to his studies, 83% of all forms of advertising principally engage only one of our senses: sight.
根據(jù)他的研究，在所有形式的廣告中，83%的廣告都之專注于吸引我們的一種感覺器官—視覺。
Hearing, however, can be just as powerful,though advertisers have taken only limited advantage of it.
但聽覺的效果其實同樣強大，不管廣告商對聽覺的利用十分有限。
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.
一直以來，廣告只借助廣告詞和口號來吸引我們的耳朵，很大程度上忽略了日常生活中的聲音—如煎牛排的滋滋聲，嬰兒的笑聲和其他一些我們身體不由自主就會被吸引的響聲。
Weave this stuff into an ad campaign,and we may be powerless to resist it.
若是把這類東西融入到廣告中，或許我們就無法抗拒它了。
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.
為了弄清什么最吸引我們的耳朵，林德斯特倫給測試者連接上監(jiān)測儀，然后給他們播放幾十種他們熟悉的聲音的錄音，從麥當勞廣告歌我就喜歡到點燃香煙的聲音。
The sound that blew the doors off all the rest-both in terms of interest and positive feelings-was a baby giggling.
就吸引力和產(chǎn)生愉悅感而言，在所有這些聲音中脫穎而出的是嬰兒咯咯的笑聲。
The other high-ranking sounds were less primal but still powerful.
其他排在前面的聲音雖然沒有那么厲害，但仍具有殺傷力。
The hum of a vibrating cell phone was Lindstrom's second-place finisher.
林德斯特倫研究中排名第二的終極武器是手機嗡嗡的震動聲。
Others that followed were an ATM dispensing cash,a steak sizzling on a grill and a soda being popped and poured.
緊隨其后的是ATM數(shù)現(xiàn)鈔的聲音，烤架上烤牛排的滋滋聲及蘇打水被打開和倒出時的聲音。
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.
在所有這些研究中，并沒有什么廣告狂人去刻意制造出一些聲音，給這些聲音賦予某種意義，然后反復播放直到它們浸入聽者的內(nèi)心。
Rather, the sounds already had meaning and thus triggered a cascade of reactions:hunger, thirst, happy anticipation.
相反，研究者使用的是本身就有意義的聲音，這樣便能激起一系列的反應:如饑餓，干渴和對幸福的期望。
