【双语有声阅读】广告中无法抗拒的声音 The Sounds We Can't Resist

The Sounds We Can't Resist

 

广告中无法抗拒的声音

If you're like most people,you're way too smart for advertising¹.

如果你和大多数人一样，你必定自以为能避开广告。

You flip² right past newspaper ads,never click on ads online and leave the room during TV commercials.

你会直接跳过报纸上的广告，从不会点击网页上弹出的广告，在电视插播广告时离开房间。

That, at least, is what we tell ourselves.

这至少是我们的自我感觉，

But what we tell ourselves is nonsense.

但我们错了。

Advertising works, which is why,even in hard economic times,Madison Avenue is a $34 billion-a-year business.

即使在经济低迷期，麦迪逊大道一年也有340亿美元的生意，原因就是广告是有用的。

And if Martin Lindstrom-author of the best seller Buyology-is correct,trying to tune³ this stuff out is about to get a whole lot harder.

要是畅销书《买》的作者马丁·林德斯特伦所述正确的话，那么想要忽略这些广告恐怕比登天还难。

Lindstrom is a practitioner⁴ of neuromarketing research,in which consumers are exposed to ads while hooked up to machines that monitor brain activity,sweat responses and flickers⁵ in facial muscles,all of which are markers of emotion.

林德斯特伦显示专门从事神经营销学的研究。在研究中，他给接触广告的消费者连上仪器检测他们的大脑活动，出汗反应和面部肌肉震颤等情绪变化标记。

According to his studies, 83% of all forms of advertising principally engage only one of our senses: sight.

根据他的研究，在所有形式的广告中，83%的广告都之专注于吸引我们的一种感觉器官—视觉。

Hearing, however, can be just as powerful,though advertisers have taken only limited advantage of it.

但听觉的效果其实同样强大，不管广告商对听觉的利用十分有限。

Historically, ads have relied on jingles⁷ 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.

一直以来，广告只借助广告词和口号来吸引我们的耳朵，很大程度上忽略了日常生活中的声音—如煎牛排的滋滋声，婴儿的笑声和其他一些我们身体不由自主就会被吸引的响声。

Weave this stuff into an ad campaign,and we may be powerless to resist it.

若是把这类东西融入到广告中，或许我们就无法抗拒它了。

To figure out what most appeals to our ear,Lindstrom wired up his volunteers,then played them recordings⁸ of dozens of familiar sounds,from McDonald's "I'm Lovin' It" jingle⁶ to cigarettes being lit.

为了弄清什么最吸引我们的耳朵，林德斯特伦给测试者连接上监测仪，然后给他们播放几十种他们熟悉的声音的录音，从麦当劳广告歌我就喜欢到点燃香烟的声音。

The sound that blew the doors off all the rest-both in terms of interest and positive feelings-was a baby giggling⁹.

就吸引力和产生愉悦感而言，在所有这些声音中脱颖而出的是婴儿咯咯的笑声。

The other high-ranking sounds were less primal¹⁰ but still powerful.

其他排在前面的声音虽然没有那么厉害，但仍具有杀伤力。

The hum of a vibrating cell phone was Lindstrom's second-place finisher.

林德斯特伦研究中排名第二的终极武器是手机嗡嗡的震动声。

Others that followed were an ATM dispensing¹¹ cash,a steak sizzling on a grill¹² and a soda¹³ being popped and poured.

紧随其后的是ATM数现钞的声音，烤架上烤牛排的滋滋声及苏打水被打开和倒出时的声音。

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.

在所有这些研究中，并没有什么广告狂人去刻意制造出一些声音，给这些声音赋予某种意义，然后反复播放直到它们浸入听者的内心。

Rather, the sounds already had meaning and thus triggered a cascade¹⁴ of reactions:hunger, thirst, happy anticipation¹⁵.

相反，研究者使用的是本身就有意义的声音，这样便能激起一系列的反应:如饥饿，干渴和对幸福的期望。

1 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

2 flip   

vt.快速翻动；轻抛；轻拍；n.轻抛；adj.轻浮的

参考例句：

• I had a quick flip through the book and it looked very interesting.我很快翻阅了一下那本书，看来似乎很有趣。
• Let's flip a coin to see who pays the bill.咱们来抛硬币决定谁付钱。

3 tune   

n.调子；和谐，协调；v.调音，调节，调整

参考例句：

• He'd written a tune,and played it to us on the piano.他写了一段曲子，并在钢琴上弹给我们听。
• The boy beat out a tune on a tin can.那男孩在易拉罐上敲出一首曲子。

4 practitioner   

n.实践者，从事者；(医生或律师等)开业者

参考例句：

• He is an unqualified practitioner of law.他是个无资格的律师。
• She was a medical practitioner before she entered politics.从政前她是个开业医生。

5 flickers   

电影制片业； （通常指灯光）闪烁，摇曳( flicker的名词复数 )

参考例句：

• The fire flickers low. 炉火颤动欲灭。
• A strange idea flickers in my mind. 一种奇怪的思想又在我脑中燃烧了。

6 jingle   

n.叮当声，韵律简单的诗句；v.使叮当作响，叮当响，押韵

参考例句：

• The key fell on the ground with a jingle.钥匙叮当落地。
• The knives and forks set up their regular jingle.刀叉发出常有的叮当声。

7 jingles   

叮当声( jingle的名词复数 )； 节拍十分规则的简单诗歌

参考例句：

• Can I give Del and Mr. Jingles some? 我可以分一点给戴尔和金格先生吗？
• This story jingles bells for many of my clients. 这个故事对我许多客户来说都耳熟能详。

8 recordings   

n.记录( recording的名词复数 )；录音；录像；唱片

参考例句：

• a boxed set of original recordings 一套盒装原声录音带
• old jazz recordings reissued on CD 以激光唱片重新发行的老爵士乐

9 giggling   

v.咯咯地笑( giggle的现在分词 )

参考例句：

• We just sat there giggling like naughty schoolchildren. 我们只是坐在那儿像调皮的小学生一样的咯咯地傻笑。 来自《简明英汉词典》
• I can't stand her giggling, she's so silly. 她吃吃地笑，叫我真受不了，那样子傻透了。 来自《现代英汉综合大词典》

10 primal   

adj.原始的；最重要的

参考例句：

• Jealousy is a primal emotion.嫉妒是最原始的情感。
• Money was a primal necessity to them.对于他们，钱是主要的需要。

11 dispensing   

v.分配( dispense的现在分词 )；施与；配（药）

参考例句：

• A dispensing optician supplies glasses, but doesn't test your eyes. 配镜师为你提供眼镜，但不检查眼睛。 来自《简明英汉词典》
• The firm has been dispensing ointments. 本公司配制药膏。 来自《简明英汉词典》

12 grill   

n.烤架，铁格子，烤肉；v.烧，烤，严加盘问

参考例句：

• Put it under the grill for a minute to brown the top.放在烤架下烤一分钟把上面烤成金黄色。
• I'll grill you some mutton.我来给你烤一些羊肉吃。

13 soda   

n.苏打水；汽水

参考例句：

• She doesn't enjoy drinking chocolate soda.她不喜欢喝巧克力汽水。
• I will freshen your drink with more soda and ice cubes.我给你的饮料重加一些苏打水和冰块。

14 cascade   

n.小瀑布，喷流；层叠；vi.成瀑布落下

参考例句：

• She watched the magnificent waterfall cascade down the mountainside.她看着壮观的瀑布从山坡上倾泻而下。
• Her hair fell over her shoulders in a cascade of curls.她的卷发像瀑布一样垂在肩上。

15 anticipation   

n.预期，预料，期望

参考例句：

• We waited at the station in anticipation of her arrival.我们在车站等着，期待她的到来。
• The animals grew restless as if in anticipation of an earthquake.各种动物都变得焦躁不安，像是感到了地震即将发生。