GRE阅读练习：广告探索消费者的本能.docxVIP

Word文档下载后（可任意编辑） 第 第 PAGE 1 页 共 NUMPAGES 1 页 GRE阅读练习：广告探索消费者的本能 GRE阅读训练：GRE阅读练习：广告探索消费者的本能 GRE考试精品课程指导  FIRST, you realise its a gorilla.  首先，你会看到这是一只大猩猩。  The opening strains of Phil Collinss In the Air Tonight are playing; the beast is enraptured.  菲尔·克斯林令人心潮澎湃的著作《今晚夜空中》的旋律在回响，这只猩猩也随之眉飞色舞。  As the camera pulls back, you see that hes seated at a drum kit.  随着镜头的拉近，你会看到它坐在一套架子鼓旁，  He flexes, raises his drumsticks, then brings them resoundingly down. Only in the final frames do you discover that the gorilla is pitching Cadburys Dairy Milk chocolate.  它弯下身体，举起它的鼓槌，一锤击下，全场轰动。只有在最后一幅画面你才会看出，大猩猩所代言的是吉百利牛奶巧克力。  The advert, released in 2007, should not have worked.  该广告发布于2007年，本不该有如此效果。  Conventional wisdom doubted that a jolt of joy from a drumming primate, however rhythmically gifted, would spur sales of chocolate bars.  传统的智慧认为，灵长类动物击鼓带来的欢乐震撼，即使具有节奏天赋，也不会刺激巧克力棒的销售增加。  A member of the team that developed the ad says that when it was passed to Millward Brown, the worlds biggest tester of adverts, the firm found that it scored poorly among women on its measures of awareness and brand appeal and about average among men.  但开发广告的一位成员说，当把这份创意交给世界上最 大的广告测试公司明略行之后，他们发现，相对意识和号召力这种创意的成功度在女人中效果更好，在男人中也保持均衡。  Yet Cadbury went ahead, and was rewarded with millions of online views, better perceptions of its brand and higher sales.  于是，吉百利说干就干，数百万的网上观点作为回报，为该公司赢得了更好的声誉和更高的销售额。  Return on investment was three times the average for packaged-goods marketing campaigns.  回报是为包装商品所做营销花费的三倍。  Behind Cadburys simian success was an unlikely inspiration:  吉百利大猩猩的成功，来源于一种不太可能的灵感：  Daniel Kahneman, a psychologist who won a Nobel Prize in 2002 for showing that people are not the rational agents that economists had thought they were. He argues, most famously in Thinking, Fast and Slow, a 2011 book popularising his work, that the mind incorporates two systems:  丹尼尔·卡尼曼，一位因2002年展现过市民不理性行为而获得过诺贝尔奖的心理