研究生英语新视野5Unit3B.ppt

How? Packaging—a silent but nevertheless convincing salesman. (Para. 1) How is it that you believe the products are worth a try? That is because their packaging is a silent but persuasive salesman. metaphor 怎么回事呢？原来是那包装—— 一个悄然无声却又让人心动的推销员。 Each box, jar, and squeeze bottle; each can, bag, and tube has been carefully designed to speak to your inner self. (Para. 2) Experts have carefully designed each box, jar, and squeeze bottle, every can, bag and tube to speak to your inner world. inner self: deep wants or desires  Personification Design details are measured in millimeters, for the designers want you to see far more than a container and a label. (Para. 3) They have measured the tiniest details so that you wont think of it just as a container or a label. 而包装设计更精确到以毫米计，因为，设计者希望你看到的远远不止包装和标签。 You are buying a personality, an attitude, perhaps even a set of beliefs. (Para. 3) When you buy, you do more than buying goods: through your purchase you are showing your appreciation for a personality, attitude or even a set of beliefs (presented by product designers). Cheskin named this phenomenon “sensation transfer”. It has since become the basis of packaging research. (Para. 6) Cheskin described this phenomenon as sensation being transferred from the outside packaging to the inside quality. His discoveries are now the basis of packaging research. 感觉迁移 A blind test of beers can be repeated over and over again, with a strong consensus about taste and quality. (Para. 7) There is a strong agreement on which beers taste better and have better quality when the people in the repeated test are not informed of what beers are tasted. 一个没有告知品牌的啤酒测试可以重复多次，而品酒者对啤酒的口味和质量却有相当一致的意见。 But as Cheskins early experiment proved, just because people can see triangles doesnt mean they like them. (Para. 14)  However, that triangles catch peoples attention does not necessarily mean that people like triangles, and this was proved by Chestions early experi