新未來大學(xué)英語 綜合教程2The secret science behind advertising

1、The secret science behind advertisingDoes advertising really work? US companies spend around $170 billion on advertising yearly? So, they seem to think it does. Successful advertising uses a variety of tricks and techniques to influence the consumer. They evoke positive memories and emotions that af

2、fect our behavior over time, and prompt us to buy something at a later date. Marketing needs to reach the subconscious levels of the brain in order for it to work. People dont like to think that they are easily influenced. Humans instinctively look at something that someone else is looking at. So, a

3、ds often include a model looking right at the main target or message. Its best to use happy faces in ads because we have mirror neurons that prompt us to mimic the expression of the person we are looking at. People find faces with dilated pupils more attractive.Most major advertisers, increase the p

4、upil size of their models with Photoshop. If you position your product to a reviewers dominant hand and then ad, it heightens the imaging product use.Researchers experimenting with images of cups, bowls and sandwiches encountered the greatest success when appealing to the right-hand side. Colors hav

5、e powerful associations in ads. Brands choose the colors of their logos based on what they are trying to convey.Red connotes action, excitement and youth. Green implies freshness, growth and health. Blue shows trust, confidence and security. Ads often prime the consumer by naming a higher price befo

6、rehand. So, their price is not so bad in comparison. To persuade the consumer that their product is superior, advertisers use techniques like the weasel claim.Its vague and ambiguous, but sounds true enough that consumers believe the claim. The unfinished claim, which argues that the product is bett

7、er or has more of something, but does not finish the comparison. The endorsement or testimonial or a celebrity or authority claims to use the product when they often dont.In the seventies, Miller Lite commercials featured sports legends and celebrities, and their beer sales increased from 7 million barrels to 31 million. And the rhetorical question, which demands a response in such a way that validates the product merits. After th