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LZ,气味与广告那篇我考古到了，麻烦看一下对不对呀？？有木有补充
V1气味在print advertising应用
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.
V3：现在有越来越多的广告商开始在自己的广告宣传页上加香味，但是很少有人关注这种香味对于顾客emotion的影响（有题）。有研究表明，相对于气味，人们对于visual的东东更容易recognize。（有题）而且，实验发现，相对于从红色的液体中散发出来的lemon的气味，人们更容易recognize从黄色液体中发出来的lemon 的气味。 此外，在人们主观地认为又某种气味存在的时候，他们就会闻到这种气味，即使这种气味其实根本不存在。
V4: 广告商在广告中运用香味
提示：一大段，第一篇阅读
广告商越来越多的在广告中运用香味scent,做宣传册，或者海报之类的。这个是阐述一个现象。然后however，转折。survey showed customers 对香味的识别度不高。第一，广告中用香味，不如用画面或声音效果好。 嗅觉只能分辨出百分之40-50的香味。（有考点，从文中你可以infer出什么，我选画面比嗅觉分辨度高）。第二，当这种香味与背景香味很相似的时候，分辨度也低。然后举了个例子，lemon香味在一片黄色的啥啥中分辨不出来。（没仔细看，没用）。（这个有考点，问下列哪个的香味是the least 被分辨出的.然后文中接着说，但是广告商依旧青睐在广告中运用香味，然后是阐述广告的香味的好处....有大概2-3行。
V5香味与广告
第一段
越来越多广告商会在纸张广告裡面加一些香味，因為他们觉得这样可以 吸引客人，在香水、CD等广告中特别是如此， 但是一些跟香味无关的像是奢侈汽车也同样加入香味。
第二段
研究人员发现相对於视觉跟嗅觉，嗅觉比较不有效，因為嗅觉只有40~50%的準确率(有考题)。因為嗅觉会受到外在环境跟情绪的影响，比较不準。
研究人员做了实验，发现人们在判断柠檬味道时，如果看是到黄色的饮料比较能判断出来，如果看到是红色的饮料就判断不出来(有考题)。
然后说因為还是有人觉得加香味有效，所以越来越多这种加味的广告单出现。
Q1 文章中提到嗅觉会受外在影响，下列哪个如同文章中的例子会受影响？
咖啡味配稻草
Q2 文章裡可以推论出下列什麼？
视觉跟嗅觉比，比较有效
Q3 主旨题，问这篇文章的重点是？（by jiangyii ）
广告的香味2008年7月
V6
关于用于广告的香味。第一段：虽然香味被广泛用于各种广告，但是专家认为从科学角度香味并不是特别有助于广告的推广。第二段，分析具体没效果的原因。(好像是这样的，几步太轻了，总之这篇比较简单)
V7
我只记得是 什么嗅觉是受周围的环境影响的
还举了柠檬的例子
大概是说如果味道是柠檬 让后让你看一个黄色的 什么东西 你就比较容易认出来时柠檬
如果让你看一个红色的东西 你就不那么容易认出是柠檬
这里有道题 好像问的哪个可以退出来 我答得是花的味道 如果让你看一个花园的照片 就比较容易闻出来是花的味道 |
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发表于 2012-11-12 16:46:34
