GMAT阅读机经整理：广告用气味儿.

　　3月2日换库后，小编为大家整理这个月的GMAT阅读机经，这篇GMAT阅读机经是关于广告用气味儿的文章，考生朋友可以看看，下面的内容为考古内容，分享给大家，希望对大家有所帮助，文中观点仅供参考。

　　[V1]

　　这个真的不是记得很清楚了。。。什么在广告里增加香味吧。。。貌似还有个什么效应，什么看到黄色的闻到柠檬的味道，有一题是这样的，问说类比：选项分别是A. 樱桃味和红色 B. 花香味和花的背景 C. Pine和绿色 D. 皮革和汽车 E. 咖啡味和麦田 我选的最后一个咖啡和麦田。

　　[V2]

　　就是说现在广告除了视觉等传统的olfactory，开始越来越多的也使用odor，气味。但是，气味对消费者的影响还是没有olfactory大。气味是对人的情绪产生影响，这种影响受到环境影响，然后举例，这里有题(就是说那个影响最差，应该是咖啡和麦田味，或者汽车和皮革。我不确定是哪个。)然后说，气味没有视听效果容易被人们recognize 和lable。然后举了个例子，应该是说，只有40%-50%的人接受气味的影响(好像问olfactory的特点的时候有一个选项是说有50%-60%的人接收olfactory的影响)。最后，作者说，还是olfactory的靠谱。

　　考古已确认

　　1.3.5 广告用气味

　　V1

　　先说奢侈品的广告不能用气味。因为气味不及Label，不能帮助人们认品牌。大概意思。这里有一个小小的对比。后面有题，问大概意思啊，Label能干吗。就把气味反着说。

　　然后第二段吧好像，忘了分没分段了，暂且当分了。举例子说，做实验，给人们一杯黄色的和红色的水，然后说柠檬味，人们就都想的是黄色的那个。后面有题，问哪个的比喻方式和这个是一样的。有两个选项说的都是和食物有关的，有一个是说Pine，给的是绿色的液体。记得是。狗主选的是，说的是皮革，给的是车- -

　　考古

　　开头despite the olfactory advertising trends。。。—解释内容(好像是说olfactory能使心情愉悦)—attentionon 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。

　　1. 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。 By uupigyu318

　　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 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.

　　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 yellowliquid 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。

　　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。

　　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.

　　olfactory广告

　　1.主题思路：

　　旧广告模式——新广告模式——二者对比说新的缺点——新的优点——举例

　　2.段落大意：

　　P1: 越来越多广告商会在纸张广告裡面加一些香味，因為他们觉得这样可以 吸引客人，在香水、CD等广告中特别是如此， 但是一些跟香味无关的像是奢侈汽车也同样加入香味。

　　P2: however，研究人员发现相对於视觉跟嗅觉，嗅觉比较不有效.survey showed customers 对香味的识别度不高。原因：第一，广告中用香味，不如用画面或声音效果好。 嗅觉只能分辨出百分之40-50的香味。第二，当这种香味与背景香味很相似的时候，分辨度也低。举例：lemon香味在看是到黄色的饮料比较能判断出来，如果看到是红色的饮料容易让人想起樱桃就判断不出来。(Q1)文中接着说，然后说因為还是有人觉得加香味有效，越来越多这种加味的广告单出现，广告商依旧青睐在广告中运用香味，然后是阐述广告的香味的好处

　　3.题目：

　　【答案确定】Q1. 文章中提到嗅觉会受外在影响，下列哪个如同文章中的例子会受影响?

　　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. 题目是进行类比(注意题目问哪个跟那个比喻不相关)

　　V1咖啡味配稻草

　　V2caffe和小麦风马牛不相及(700分狗主)

　　Q2. 文章裡可以推论出下列什麼?

　　视觉跟嗅觉比，比较有效

　　Q3. 主旨题问这篇文章的重点是?

　　【答案确定】**Q4. 文中对‘ the growing trend ’一词划线，问它指什么?

　　V1应该就是广告人增加在广告中使用气味。

　　V2有这道题，我选的答案是越来越多的广告商开始在平面媒体上用OLFACTORY来打广告(700分狗主)

　　【答案确定】

　　**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.

　　这句话有考题，问关于visual and aural cues.

　　答案：应该是visual and aural (嗅觉)cues are easier to recognize and label.

　　我也选的这个答案。(700分狗主)

　　*Q6.问下列哪个的香味是the least 被分辨出的?

　　我选了奢侈汽车和皮革的选项……但是不确定，楼主的v考的不是很好

　　Q7.还有一题问的是跟嗅觉相比，视觉怎么样了，定位在第一段

　　以上就是关于广告用气味儿这篇GMAT阅读机经的全部内容，考生可以有选择的看看，机经虽好，但是也要适度哟。最后祝大家都能考出好成绩。