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Sensory Seduction 感官诱惑 To DaviD Howes,the crunch of a potato chip is so much more than a sound. It represents years of research and millions of dollars spent by companies to create the most irresistible sonic experience. That, says Howes, a professor of sensory anthropology at Montreal’s Concordia University and coauthor of the book Way of Sensing,is one example of how our five senses are being courted by corporations. “Sense appeal,” he says, “is now used even more extensively than sex appeal to sell products.” 对于戴维豪斯来说，咬薯片的“卡兹”声可不仅仅只是一种声音，它代表着企业花费数年，投资数百万的研究成果——最无法令人抗拒的听觉体验。豪斯，身兼蒙特利尔康戈迪亚大学人类学教授和《传感方式》的作者，说这是我们的五种感官如何被形形色色的公司拉拢的一个例子。“从感官上吸引，”他说，“比起用性感魅力作为销售手段，这种方式现在使用地更为广泛。” What do you do exactly? 你们是怎样办到的？ I study how the senses are employed in different cultures. Let me give you an example: In mainstream Western medicine, hospital food is bland, and anesthesia is important. The senses of taste, smell, and touch are downplayed, and medication is emphasized. The idea is that patients shouldn‘t feel anything. In Argentina, on the other hand, the senses are engaged, not sidelined, so you’ll find sensory therapy and healing: massage (touch), herbs (smell), and special teas (taste). 我在研究不同文化领域内，人们感官被触动的差异。在不同的文化中如何才能触动人们的感觉。举个例子：在西方的主流医学中，医院的食物都很清淡无味，而且麻醉很重要。味觉，嗅觉和触觉感官都在被忽视，而药物治疗是重点。有这种想法的人认为患者什么都感觉不到了。在阿根廷却恰恰相反，感官也属于治疗范围，并没有被忽略，所以你会发现感官上的治疗与康复：按摩（触觉），草本植物（气味），和特种茶（味觉）。 In your book, you talk about how companies are using multisensory marketing to sell products. 在你的书中，你谈到了如今公司如何多元的营销手段来销售产品。 A company wants to have not only the right look for its product but also the right sounds, smell, taste, and touch. Take Starbucks. It has a particular soundtrack that plays in its stores. The music is also available on a CD so you can take it home. Many venues, like casinos and sports arenas, have their own signature scents. The Westin Hotel uses a white tea scent. It’s infused in all its toiletries and towels and diffused in the lobby. The idea is that whenever you smell it, you‘ll be reminded of the hours you spent in a Westin bed. 一个公司不仅想要为其产品树立良好的外观形象，也想让其有美妙的声音，气味，味道和触感。比如说星巴克。它的店里总是会响起特有的音乐。它的店里总是播放着它那独特的音乐。音乐在CD上还可以储存，所以你可以买回家听。许多地方，像赌场和体育场，有他们自己独特的气味。威斯汀酒店使用白茶的清香。它被用在洗漱用品和毛巾上，大堂里也是扩散着它的气息。它的目的是让你闻到它的时候，就会想起在威斯汀的床上度过美好时光。 Are scents really that indelible? 气味真的是如此令人无法忘却吗？ Marketers think that using scents gives them a direct link to our brain because smell is such an ancient part of the sensorium. But in fact, by all their appeals to smell, they‘re conditioning our [reactions to] smells. For example, we associate lemon scent with cleaning power. But what do lemons have to do with cleanliness? The connection began only in 1966 when Joy put a lemon scent into its detergent. Now it has become universal. I even found lemon-scented products in Papua New Guinea! 营销者们认为香气会和我们的大脑有直接的联系，因为嗅觉是感官中古老的一部分。但事实上，所有的气味，都可以调节我们对气味的感觉。例如，我们将柠檬的香味和清洁联系起来。但是柠檬和清洁有什么联系？这种联系在1966年因为乔伊把柠檬香味放在洗涤剂里才开始有了联系。现在，它已经很普遍了。我甚至在巴布亚新几内亚也发现了柠檬香味的产品！ You write that the crunch of potato chips and the slam of car doors are often manufactured so that now they are satisfying to us. 你写到薯片的”卡兹”声和猛地关上车门的事情会经常发生，因此现在他们正在满足我们的需求。 It’s extraordinary the kind of energy that‘s devoted to the crunch of snacks because crispness is understood to be a sign of freshness. 这种活力被注入到酥脆类零食的销售中是非常棒的，因为食物的清脆是新鲜的标志。 So we’re being swayed all the time without knowing it. 所以我们在不知道的情况下一直在犹豫。 In terms of quality, many products are similar. Aesthetics tip the scale. Fast-food restaurants use a lot of orange and yellow, which are stimulating colors. The hope is that you’ll be on edge the whole time you‘re there, resulting in your eating quickly and then leaving so someone else can have that table. Some companies are even trademarking certain colors to set themselves off from competitors. 在质量方面，许多产品是相似的。但在美学上各有千秋。快餐店使用了大量的橙色和黄色一些刺激的颜色。希望你会在这里始终会有一种处在悬崖边缘的感觉，促使你赶快吃，然后离开，然后其他人就可以使用这张桌子。一些公司甚至使用一定的颜色来使自己和竞争对手区分开来。 How widespread is this? 这种方式应用得有多广泛？ You’ll find that the most effective and stimulating colors are being withdrawn from common use. Cadbury was involved in a lawsuit with other candy manufacturers over having exclusive use of the color purple to advertise its chocolate. But by trademarking, companies are reducing the full range of sensations out there, limiting creativity as well as our own experiences。 你会发现最有效的和最刺激的颜色都已经不太常见了。吉百利被卷入了一场与其他糖果制造商的官司中，因为吉百利同样使用了紫色来做巧克力的广告。但是通过商标，企业全方位使用感官手段的做法正日益减少。这限制艺术创新以及我们个人的体验。 Is there any way for us to guard against being exploited? 有没有什么防止被利用的方法呢？ If we schooled our senses more, we wouldn’t be so manipulated by advertisers. We’d also enjoy our senses more fully. Colleges offer many courses that involve seeing and listening, like classes in music or art history or appreciation. But there are no classes on taste, touch, or smell, so those senses are underdeveloped. 如果我们给我们的感官也“上上课”，我们就不会被广告商操纵。我们也能更充分发挥我们的感官。大学有许多课程，包括看和听，如音乐或艺术史或鉴赏课。但是并没有教品味，触摸，或是气味的课程，所以这些感官并不发达。 Can we talk about how marketers are using touch? 我们可以谈谈营销人员是如何利用触觉的吗？ Once you’ve handled something, you’re more likely to get attached to it, to want to possess it. An example is children’s toys. Plastic packaging prevents us from using touch, so manufacturers cut holes in the packaging to let us feel the device. Dove soap was made with a curve that fit easily in the hand as opposed to the old square bars. The first contoured glass Coca-Cola bottle was a wonderful design—it snuggled in the palm. The shape made a huge difference to sales because customers could feel the brand and not just see the logo or taste the drink. The big area now is cell phones and how they feel in your hand. I don’t think companies have found the best, most comfortable design yet. 一旦你用手触摸了什么，你的思绪很有可能一直围绕着它，想拥有它。一个例子是儿童玩具。塑料包装阻止了我们用手触摸，因此制造商在包装上打孔让我们亲自触摸来对产品有更深入的认识。多芬香皂是一个相较于老式方块香皂更易于握在手中的流线型香皂。这个第一个流线型可口可乐玻璃瓶就是一个很棒的设计---它的瓶身和手掌贴合。就是因为这样的设计，在销量上造成了很大的改变，因为客户可以感受到品牌而不只是看到标志或品尝饮料。现在这也大面积地发生在手机领域和他们在你手里的感觉。我不认为现在的企业已经找到了最好的，最舒适的设计。 But why bother with multisensory marketing? Isn’t it enough for companies to tout a product’s features, like “Kleenex feels soft on your nose,” and have people decide on the basis of that message? 但是何必多此一举进行多感官营销？让公司吹捧产品的亮点不是已经足够了吗，如“舒洁让你感受到鼻子上的柔软，”有人会根据这些信息就购买吗？ Not anymore. Initially, everything was directed toward the visual— billboards, magazines, newspapers, etc.—and our ads suffered from an overload of the visual. Then the auditory came along, in the form of radio, jingles, and Muzak—and that became overloaded as well. The question became, How do you catch the consumer’s attention? You appeal to another of the senses—say, with smell or a distinctive feel—until you outdo your rivals. So what is the sixth sense? Nobody knows. But if you can figure it out, patent it, because that will be the next thing. 不要再这样了！起初，一切都是朝向视觉——广告牌，杂志，报纸等——我们的广告遭到了过分的视觉束缚。然后听觉手段也渐渐开始出现，以广播，叮当声，轻音乐的形式----并且也过多地呈现在人们的眼前。问题是，你如何抓住消费者的注意力？你又开始利用另一种感觉-----语言，气味或是一个独特的感觉——直到你超越你的对手。那么什么是第六感？没有人知道。但如果你能想出来，申请个专利，因为下一个就是它了。 翻译：Tell 校对：小潮 总监: 小潮 副总监 :攸宁 树屋字幕组-文翻组 翻译仅供学习交流，严禁用于商业用途
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发表于 2016-7-31 20:21:04
发表于 2018-8-25 13:39:30
