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　　[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. Therefore, 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 effects. 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 effects.

　　Despite the difficulties, olfactory cues hold appeal to advertisers working inan already cluttered environment. Olfactory responses are primarily autonomic,affecting a person physiologically before 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.