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 advertising.

如果你和大多数人一样，你必定自以为能避开广告。

You flip 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 tune 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 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 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 recordings of dozens of familiar sounds,from McDonald's "I'm Lovin' It" jingle 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 giggling.

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 primal 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 dispensing cash,a steak sizzling on a grill and a soda 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 cascade of reactions:hunger, thirst, happy anticipation.

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。