Background Music(背景音樂(lè))

      Background Music

    Background music may seem harmless, but it can have a powerful effect on those who hear it. Recorded background music first found its way into factories, shops and restaurants in the U.S. But

it soon spread to other parts of the world. Now it is becoming  increasingly difficult to go shopping or eat a meal without listening to music.

     To begin with, "muzak" was intended simply to create a smoothing atmosphere. Nowadays, however, it's become big business  ....  thanks in part to recent research. Dr. Ronald Millikan, an American marketing expert, has shown that music can boost sales or increase factory production by as much as a third.

     But, it has to be light music. A fast one has no effect at all on sales. Slow music can increase receipts by 38%. This is probably because shoppers slow down and have more opportunities to spot items they like to buy. Yet, slow music isn't always that effective. Dr. Millikan found, for example,

that in restaurants slow music meant customers took longer time to eat their meals, which reduced overall sales. So restaurant owners might be well advised to play up-tempo music to keep the customers moving-- unless, of course, the resulting indigestion leads to complaints!

  背景音樂(lè)

    背景音樂(lè)似乎是無(wú)害的，但它對(duì)聽(tīng)者卻有很大影響。錄在唱片或磁帶上的背景音樂(lè)首先是在美國(guó)的工廠、商店和餐館找到其市場(chǎng)的。但它很快就傳到世界各地�，F(xiàn)在無(wú)論是購(gòu)物還是進(jìn)餐，聽(tīng)不到音樂(lè)是越來(lái)越難了。

    起初，在公共場(chǎng)所連續(xù)播放背景音樂(lè)只是為了營(yíng)造一種和諧的氣氛。然而，現(xiàn)在卻演變成了一樁大生意——這得部分地歸功于近來(lái)的調(diào)查研究。  美國(guó)營(yíng)銷(xiāo)專(zhuān)家羅納德·米利肯博士的調(diào)研表明，音樂(lè)可以提高銷(xiāo)售額，也可以使工廠生產(chǎn)增加三分之一。

    但這必須是輕音樂(lè)。節(jié)奏快的音樂(lè)對(duì)銷(xiāo)售不產(chǎn)生任何影響，而慢音樂(lè)可增加38％的銷(xiāo)售額。這也許是因?yàn)橘?gòu)物者隨著音樂(lè)減緩了購(gòu)物速度，從而有更多的機(jī)會(huì)去發(fā)現(xiàn)他們喜歡買(mǎi)的東西。不過(guò)，節(jié)奏緩慢的音樂(lè)并非總是那么有效。例如，米利肯博士發(fā)現(xiàn)，在飯館里，播放慢音樂(lè)則意味著顧客進(jìn)餐所花的時(shí)間更久，因而減少了銷(xiāo)售總額。所以，餐館老板最好播放快速音樂(lè)，以便使顧客不斷地流動(dòng)——當(dāng)然，不要由此產(chǎn)生消化不良，引起顧客抱怨。

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