题型:阅读理解 题类:常考题 难易度:普通
甘肃省兰州第一中学2018-2019学年高一上学期英语期末考试试卷
A bright yellow “M” tells you that it's a McDonald's restaurant; we also associate the cheerful theme tune “I'm Lovin' It” with the famous US fast food.
A brand's music has a similar effect on its customers as its logo. “It appeals directly to the heart, where consumers' decisions are really made,” wrote Marketing Week.
This is probably why companies from around the world have recently focused more on building a “sonic (声音的) identity”.
An example is the software company Tencent QQ. Since 2014, this Chinese company has been trying to trademark (申请商标权) its “Di-Di-Di-Di-Di-Di” notification sound. The trademark was finally approved on Nov 15, which means that Tencent's “Di-Di-Di-Di-Di-Di” notification sound is now protected by law and can only be used by QQ.
Sound and music can also help tell stories. In Game of Thrones (《权力的游戏》) there are so many characters that it is difficult to memorize them all. So, they wrote melodies (旋律) specific to each family. The result is that characters do not only look familiar, but sound familiar too.
“I think a huge reason why sound inspires action is that, on an unconscious level, we are always listening,” Lauren Nagel, executive creative director at Pandora Media, told GeoMarketing. “You can close your eyes, but you can't shut your ears.”
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