3气味在print advertising应用

　　开头despite the olfactory advertising trends。。。—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。

　　类似原文

　　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 scents in 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 used for products for which scent has been considered largely irrelevant. For instance, Tanqueray gin ran a pine-scented ad in USA Today, Rolls Royce advertised its cars in Architectural Digest using leather-scented strips, and the 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 in advertising 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 (Davis1981). 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, and Sabini 1990). That finding suggests placebo fects.

　　Despite the difficulties, olfactory cues hold appeal to advertisers working in an 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 by other types 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 scent when the scent is contained in a yellow liquid than when it is contained in a red 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。

　　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。

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

　　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.

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