GMAT閱讀機(jī)經(jīng)整理：廣告用氣味兒.

　　3月2日換庫(kù)后，小編為大家整理這個(gè)月的GMAT閱讀機(jī)經(jīng)，這篇GMAT閱讀機(jī)經(jīng)是關(guān)于廣告用氣味兒的文章，考生朋友可以看看，下面的內(nèi)容為考古內(nèi)容，分享給大家，希望對(duì)大家有所幫助，文中觀點(diǎn)僅供參考。

　　[V1]

　　這個(gè)真的不是記得很清楚了。。。什么在廣告里增加香味吧。。。貌似還有個(gè)什么效應(yīng)，什么看到黃色的聞到檸檬的味道，有一題是這樣的，問說類比：選項(xiàng)分別是A. 櫻桃味和紅色 B. 花香味和花的背景 C. Pine和綠色 D. 皮革和汽車 E. 咖啡味和麥田 我選的最后一個(gè)咖啡和麥田。

　　[V2]

　　就是說現(xiàn)在廣告除了視覺等傳統(tǒng)的olfactory，開始越來越多的也使用odor，氣味。但是，氣味對(duì)消費(fèi)者的影響還是沒有olfactory大。氣味是對(duì)人的情緒產(chǎn)生影響，這種影響受到環(huán)境影響，然后舉例，這里有題(就是說那個(gè)影響最差，應(yīng)該是咖啡和麥田味，或者汽車和皮革。我不確定是哪個(gè)。)然后說，氣味沒有視聽效果容易被人們r(jià)ecognize 和lable。然后舉了個(gè)例子，應(yīng)該是說，只有40%-50%的人接受氣味的影響(好像問olfactory的特點(diǎn)的時(shí)候有一個(gè)選項(xiàng)是說有50%-60%的人接收olfactory的影響)。最后，作者說，還是olfactory的靠譜。

　　考古已確認(rèn)

　　1.3.5 廣告用氣味

　　V1

　　先說奢侈品的廣告不能用氣味。因?yàn)闅馕恫患癓abel，不能幫助人們認(rèn)品牌。大概意思。這里有一個(gè)小小的對(duì)比。后面有題，問大概意思啊，Label能干嗎。就把氣味反著說。

　　然后第二段吧好像，忘了分沒分段了，暫且當(dāng)分了。舉例子說，做實(shí)驗(yàn)，給人們一杯黃色的和紅色的水，然后說檸檬味，人們就都想的是黃色的那個(gè)。后面有題，問哪個(gè)的比喻方式和這個(gè)是一樣的。有兩個(gè)選項(xiàng)說的都是和食物有關(guān)的，有一個(gè)是說Pine，給的是綠色的液體。記得是。狗主選的是，說的是皮革，給的是車- -

　　考古

　　開頭despite the olfactory advertising trends。。?！忉寖?nèi)容(好像是說olfactory能使心情愉悅)—attentionon it還是很少。來了個(gè)however，說olfactory 的效果不如visual和uara(忘了怎么拼了)可以測(cè)量。還說要有特定的環(huán)境才能有效果，舉例說lemon味在黃色的物品下比紅色的更容易被分辨。又說在聞到味之前consumer的心情就被影響了。Nevertheless，olfactory advertising還是有獨(dú)特的一面的。

　　1. 問那種olfactory 最不容易被分辨出，狗主人選的是coffee味在wheat田里非常肯定。 By uupigyu318

　　類似原文

　　Executional cues have been the focus of much advertising research. Visual cues (pictures) and aural cues (music) have been studied extensively, yet virtually no attention has been paid to the influence of olfactory cues in advertising despite the growing trend among advertisers to use scentsin ads. Scents often have been used in advertisements for products in which scent is a primary attribute (e.g., perfumes, room fresheners) and, when used in that context, are a form of sampling. However, scents have also been usedfor products for which scent has been considered largely irrelevant. Forinstance, Tanqueray gin ran a pine-scented ad in USA Today, Rolls Royce advertised its cars in Architectural Digest using leather-scented strips, andt he State of Utah

　　used floral- and spice-scented panels in a four-page tourism ad. Though such uses may be intended simply as novelties, research suggests that ordor can influence mood state and affect judgment. Therore, the use of scents inadvertising warrants attention.

　　Odors differ in several ways from the pictures and sounds more familiar to advertising researchers. Compared to visual and aural cues, odors are difficult to recognize, are relatively difficult to label, may produce false alarms and create placebo fects. Schab (1991), in a review of the literature, concluded that 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 by surrounding cues (Davis

　　1981). For example, a consumer is more likely to recognize a lemon scent when the scent is contained in a yellow liquid than when it is contained in a red liquid. Third, false alarms, perceiving an odor when in reality no odor is present, are relatively common (Engen 1972). Finally, researchers have shown that both emotional and physical states can be affected just by believing an odor is present. The odorant itself need not be present (Knasko, Gilbert, andSabini 1990). That finding suggests placebo fects.

　　Despite the difficulties, olfactory cues hold appeal to advertisers working inan already cluttered environment. Olfactory responses are primarily autonomic,affecting a person physiologically bore affecting cognition. Odors stimulate the limbic system, the part of the brain responsible for emotional responses.Thus, olfaction represents a different path to the consumer than is afforded byother types of cues.

　　題目

　　1)好像是主旨題。

　　2)文中對(duì)‘ the growing trend ’一詞劃線，問它只什么，答案應(yīng)該就是廣告人增加在廣告中使用氣味。

　　3)a consumer is more likely to recognize a lemon scent when the scent is contained in a yellowliquid than when it is contained in a red liquid.

　　題目是進(jìn)行類比(注意題目問哪個(gè)跟那個(gè)比喻不相關(guān))，答案中有個(gè)是看見咖啡，想起小麥田(wheat farm)好像。

　　4)Compared t ovisual and aural cues, odors are difficult to recognize, are relatively difficult to label, may produce false alarms and create placebo fects。

　　這句話有考題，問關(guān)于visual and aural cues,答案應(yīng)該是visual and aural cues are easier to recognize and label.

　　olfactory廣告

　　1.主題思路：

　　舊廣告模式——新廣告模式——二者對(duì)比說新的缺點(diǎn)——新的優(yōu)點(diǎn)——舉例

　　2.段落大意：

　　P1: 越來越多廣告商會(huì)在紙張廣告裡面加一些香味，因?yàn)樗麄冇X得這樣可以 吸引客人，在香水、CD等廣告中特別是如此， 但是一些跟香味無關(guān)的像是奢侈汽車也同樣加入香味。

　　P2: however，研究人員發(fā)現(xiàn)相對(duì)於視覺跟嗅覺，嗅覺比較不有效.survey showed customers 對(duì)香味的識(shí)別度不高。原因：第一，廣告中用香味，不如用畫面或聲音效果好。 嗅覺只能分辨出百分之40-50的香味。第二，當(dāng)這種香味與背景香味很相似的時(shí)候，分辨度也低。舉例：lemon香味在看是到黃色的飲料比較能判斷出來，如果看到是紅色的飲料容易讓人想起櫻桃就判斷不出來。(Q1)文中接著說，然后說因?yàn)檫€是有人覺得加香味有效，越來越多這種加味的廣告單出現(xiàn)，廣告商依舊青睞在廣告中運(yùn)用香味，然后是闡述廣告的香味的好處

　　3.題目：

　　【答案確定】Q1. 文章中提到嗅覺會(huì)受外在影響，下列哪個(gè)如同文章中的例子會(huì)受影響?

　　A consumer is more likely to recognize a lemon scent when the scent is contained in a yellow liquid than when it is contained in ared liquid. 題目是進(jìn)行類比(注意題目問哪個(gè)跟那個(gè)比喻不相關(guān))

　　V1咖啡味配稻草

　　V2caffe和小麥風(fēng)馬牛不相及(700分狗主)

　　Q2. 文章裡可以推論出下列什麼?

　　視覺跟嗅覺比，比較有效

　　Q3. 主旨題問這篇文章的重點(diǎn)是?

　　【答案確定】**Q4. 文中對(duì)‘ the growing trend ’一詞劃線，問它指什么?

　　V1應(yīng)該就是廣告人增加在廣告中使用氣味。

　　V2有這道題，我選的答案是越來越多的廣告商開始在平面媒體上用OLFACTORY來打廣告(700分狗主)

　　【答案確定】

　　**Q5. Compared to visual and aural cues, odors are difficult to recognize, are relatively difficult to label, may produce false alarms and create placebo fects.

　　這句話有考題，問關(guān)于visual and aural cues.

　　答案：應(yīng)該是visual and aural (嗅覺)cues are easier to recognize and label.

　　我也選的這個(gè)答案。(700分狗主)

　　*Q6.問下列哪個(gè)的香味是the least 被分辨出的?

　　我選了奢侈汽車和皮革的選項(xiàng)……但是不確定，樓主的v考的不是很好

　　Q7.還有一題問的是跟嗅覺相比，視覺怎么樣了，定位在第一段

　　以上就是關(guān)于廣告用氣味兒這篇GMAT閱讀機(jī)經(jīng)的全部?jī)?nèi)容，考生可以有選擇的看看，機(jī)經(jīng)雖好，但是也要適度喲。最后祝大家都能考出好成績(jī)。