If you’re like most people, you’re way too smart for advertising. You skip right past newspaper ads, never click on ads online and leave the room during TV commercials. That, at least, is what we tell ourselves. But what we tell ourselves is wrong. Advertising works, which is why, even in hard economic times, Madison Avenue is a 34 billion-a-year business. And if Martin Lindstrom—author of the best seller Buyologyand a marketing consultant for Fortune 500 companies, including PepsiCo and Disney—is correct, trying to tune this stuff out is about to get a whole lot harder. 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 movements in face muscles, all of which are markers of emotion. According to his studies, 83% of all forms of advertising principally engage only one of our senses: sight. Hearing, however, can be just as powerful, though advertisers have taken only limited advantage of it. Historically, ads have relied on 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. Weave this stuff into an ad campaign, and we may be powerless to resist it. 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 wide-spread “I’m Lovin’ It” slogan to cigarettes being lit. The sound that blew the doors off all the rest—both in terms of interest and positive feelings—was a baby giggling. The other high-ranking sounds were less original but still powerful. The sound of a vibrating cell phone was Lindstrom’s second-place finisher. Others that followed were an ATM distributing cash and a soda being burst open and poured. 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. Rather, the sounds already had meaning and thus fueled a series of reactions: hunger, thirst, happy expectation, etc. TV advertisers aren’t the only ones who may start putting sound to great use. Retailers are also catching on. The 0101 department store in Japan, for example, has been designed as a series of soundscapes, playing different sound effects such as children at play, birdsongs and lapping water in the sportswear, fragrance and formal-wear sections. Lindstrom is consulting with clients about employing a similar strategy in European supermarkets, piping the sound of fizzing soda into the beverage department. None of this means that advertisers just have to turn the audio dials and consumers will come running. Indeed, sometimes, they flee. In the early years of mainstream cell-phone use, the Nokia ringtone was recognized by 42% people in the UK, and soon became widely disliked. That, Lindstrom says, was partly because so few users practiced cell-phone etiquette and the blasted things kept going off in movie theatres. The Microsoft start-up sound has taken on similarly negative associations, because people so often hear it when they are rebooting after their computer has crashed. In these cases, manufacturers themselves must reboot by changing the offending sound slightly or replacing it entirely.【小题】(1) By saying “If you are like most people, you are way too smart for advertising” (paragraph l),the author means that ____________.A.most people try to neglect advertisements only in vainB.it is reasonable for people to ignore advertisementsC.there are too many simple-minded advertisementsD.it is impossible for people to be fooled by advertisements【小题】(2) What do we learn about PepsiCo and Disney from the passage?A.Lindstorm was inspired by them to write a book.B.They get marketing advice from Lindstorm.C.Lindstorm helps them to go through hard times.D.They attribute their success to Lindstorm.【小题】(3) Lindstorm is most likely to agree that advertisers have least realized the importance of taking advantage of ____________.A.our sightB.our hearingC.slogans and jinglesD.everyday sounds【小题】(4) What is true about the sound of a baby giggling, according to Lindstorm’s research?A.dvertisers infuse a positive meaning in it.B.It arouses positive associations in general.C.People come across it most often every day.D.It triggers hunger and thirst besides happiness.【小题】(5) The Microsoft start-up sound has become disliked because ____________.A.it is heard too oftenB.It causes a computer to crashC.It carries an offending meaningD.It is an invented tune

If you’re like most people, you’re way too smart for advertising. You skip right past newspaper ads, never click on ads online and leave the room during TV commercials. That, at least, is what we tell ourselves. But what we tell ourselves is wrong. Advertising works, which is why, even in hard economic times, Madison Avenue is a $34 billion-a-year business. And if Martin Lindstrom—author of the best seller Buyologyand a marketing consultant for Fortune 500 companies, including PepsiCo and Disney—is correct, trying to tune this stuff out is about to get a whole lot harder. 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 movements in face muscles, all of which are markers of emotion. According to his studies, 83% of all forms of advertising principally engage only one of our senses: sight. Hearing, however, can be just as powerful, though advertisers have taken only limited advantage of it. Historically, ads have relied on 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. Weave this stuff into an ad campaign, and we may be powerless to resist it. 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 wide-spread “I’m Lovin’ It” slogan to cigarettes being lit. The sound that blew the doors off all the rest—both in terms of interest and positive feelings—was a baby giggling. The other high-ranking sounds were less original but still powerful. The sound of a vibrating cell phone was Lindstrom’s second-place finisher. Others that followed were an ATM distributing cash and a soda being burst open and poured. 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. Rather, the sounds already had meaning and thus fueled a series of reactions: hunger, thirst, happy expectation, etc.  TV advertisers aren’t the only ones who may start putting sound to great use. Retailers are also catching on. The 0101 department store in Japan, for example, has been designed as a series of soundscapes, playing different sound effects such as children at play, birdsongs and lapping water in the sportswear, fragrance and formal-wear sections. Lindstrom is consulting with clients about employing a similar strategy in European supermarkets, piping the sound of fizzing soda into the beverage department.  None of this means that advertisers just have to turn the audio dials and consumers will come running. Indeed, sometimes, they flee. In the early years of mainstream cell-phone use, the Nokia ringtone was recognized by 42% people in the UK, and soon became widely disliked. That, Lindstrom says, was partly because so few users practiced cell-phone etiquette and the blasted things kept going off in movie theatres. The Microsoft start-up sound has taken on similarly negative associations, because people so often hear it when they are rebooting after their computer has crashed. In these cases, manufacturers themselves must reboot by changing the offending sound slightly or replacing it entirely.【小题】(1) By saying “If you are like most people, you are way too smart for advertising” (paragraph l),the author means that ____________.A.most people try to neglect advertisements only in vainB.it is reasonable for people to ignore advertisementsC.there are too many simple-minded advertisementsD.it is impossible for people to be fooled by advertisements【小题】(2) What do we learn about PepsiCo and Disney from the passage?A.Lindstorm was inspired by them to write a book.B.They get marketing advice from Lindstorm.C.Lindstorm helps them to go through hard times.D.They attribute their success to Lindstorm.【小题】(3) Lindstorm is most likely to agree that advertisers have least realized the importance of taking advantage of ____________.A.our sightB.our hearingC.slogans and jinglesD.everyday sounds【小题】(4) What is true about the sound of a baby giggling, according to Lindstorm’s research?A.dvertisers infuse a positive meaning in it.B.It arouses positive associations in general.C.People come across it most often every day.D.It triggers hunger and thirst besides happiness.【小题】(5) The Microsoft start-up sound has become disliked because ____________.A.it is heard too oftenB.It causes a computer to crashC.It carries an offending meaningD.It is an invented tune