开头despite the olfactory advertisingtrends。。。—解释内容(好像是说olfactory 能使心情愉悦)—attention on it还是很少。来了个however,说olfactory 的效果不如visual和uara(忘了怎么拼了)可以测量。还说要有特定的环境才能有效果,举例说lemon味在黄色的物品下比红色的更容易被分辨。又说在闻到味之前consumer的心情就被影响了。Nevertheless,olfactory advertising还是有独特的一面的。 1. 问 那种olfactory 最不容易被分辨出, 狗主人选的是coffee味在wheat田里 非常肯定。 By uupigyu318
V2 类似原文 Executional cues havebeen the focus of much advertising research. Visual cues (pictures) and auralcues (music) have been studied extensively, yet virtually no attention has beenpaid to the influence of olfactory cues in advertising despite the growing trend amongadvertisers to use scents in ads. Scents often have been used in advertisementsfor products in which scent is a primary attribute (e.g., perfumes, roomfresheners) and, when used in that context, are a form of sampling. However,scents have also been used for products for which scent has been consideredlargely irrelevant. For instance, Tanqueray gin ran a pine-scented ad in USAToday, Rolls Royce advertised its cars in Architectural Digest usingleather-scented strips, and the State of Utah used floral- and spice-scented panels in a four-page tourism ad. Though suchuses may be intended simply as novelties, research suggests that ordor caninfluence mood state and affect judgment. Therefore, the use of scents inadvertising warrants attention. Odorsdiffer in several ways from the pictures and sounds more familiar toadvertising researchers. Compared to visual and aural cues, odors are difficultto recognize, are relatively difficult to label, may produce false alarms andcreate placebo effects. Schab (1991), in a review of the literature, concludedthat the ability to attach a name to a particular odor is so limited that individuals,on average, can identify only 40% to 50% of odors in a battery of common odors.Additionally, consumer ability to detect and recognize odors is influenced bysurrounding cues (Davis 1981). For example, a consumer is more likely to recognize a lemon scent whenthe scent is contained in a yellow liquid than when it is contained in a redliquid. Third, false alarms, perceiving an odor when in reality no odor ispresent, are relatively common (Engen 1972). Finally, researchers have shownthat both emotional and physical states can be affected just by believing anodor is present. The odorant itself need not be present (Knasko, Gilbert, andSabini 1990). That finding suggests placebo effects. Despite the difficulties, olfactory cues hold appeal to advertisers working inan already cluttered environment. Olfactory responses are primarily autonomic,affecting a person physiologically before affecting cognition. Odors stimulatethe limbic system, the part of the brain responsible for emotional responses. Thus,olfaction represents a different path to the consumer than is afforded by othertypes of cues. 题目 1)好像是主旨题。 2)文中对‘ the growing trend ’一词划线,问它只什么,答案应该就是广告人增加在广告中使用气味。 3)a consumer is more likely to recognize a lemon scentwhen the scent is contained in a yellow liquid than when it is contained in ared liquid. 题目是进行类比(注意题目问哪个跟那个比喻不相关),答案中有个是看见咖啡,想起小麦田(wheat farm)好像。 4)Compared to visual and aural cues, odors are difficultto recognize, are relatively difficult to label, may produce false alarms andcreate placebo effects。 这句话有考题,问关于visual and aural cues,答案应该是visual and aural cues are easier to recognize and label.