A small metal box is attached to the ventilation system
通风系统上连着一种金属的小型盒子
of almost all the casinos on the Las Vegas Street.
它们遍布拉斯维加斯大街的赌场
The boxes release vaporized oils into the air ducts
这些小盒子在空气管道中释放蒸气精油
where they’re swept through the system
蒸汽精油随即在整个系统中蔓延开来
and spread through the casino floor.
穿过赌场的地板
Their purpose,to hack your memory.
它们的目的是要扰乱你的记忆
This isn’t the plot of a ’60s Bond movie
这并不是60年代邦德电影的情节
it’s real and it’s probably happened to you.
而是真实存在并很可能就发生在你身边的
《切达测试》
Before casinos catch us sniffing around
在我们感受赌场气味之前
make sure you click”SUBSCRIBE”.
先点击“订阅”
You’re already here.
现在开始
In 1991, a man named Mark Peltier
1991年 一名叫Mark Peltier的男人
went to Las Vegas
前往拉斯维加斯
to talk to the owners of one of the most famous casinos on the Street
去约谈这条街上最著名赌场
“The Mirage”.
“海市蜃楼”的主人
He showed them the scent
马克向他们展示了一种
that would make gamblers want to stay longer
可以增强客人逗留欲望
and come back sooner
让客人来得更频繁
and spend more money.
更愿意花钱的味道
The Mirage was thrilled
这让老板兴奋异常
and installed a football sized box
随之在通风系统中安装了
in their ventilation system.
一个足球大小的盒子
It was shockingly expensive,
这种盒子贵得惊人
but the Mirage thought it was worth it.
但老板们认为这非常的值得
And soon,other resorts began to follow suit.
很快 其他赌场也纷纷效仿
Mark and his Company, AromaSys,
Mark和他的AromaSys公司
installed boxes in the Bellagio.
在百乐宫中装了很多盒子
The Venetian, Mandalay Bay,
威尼斯 曼德勒海湾
the Wynn, and The Encore, and a lot more.
永利 安可等多个赌场都安装了这种盒子
Each one smelled like the ideal version of their location.
每个地方闻起来都如心中的世外桃源般
The Bellagio smells of Northern Italy.
百乐宫闻起来有意大利北部的味道
The Mirage smells Polynesian.
米拉其酒店闻起来有玻利尼西亚的味道
Mandalay Bay smells Southeast Asian.
曼德勒海湾闻起来有东南亚的味道
The Wynn and The Encore, both have very unique smells
永利和安可 他们都有着非常独特的气味
that Steve Wynn and Mark designed together.
这都是Steve Wynn和Mark 二人共同设计的
“Mr. Wynn has extraordinary sensory ideas”
Wynn的感观理念非常杰出
“and knows exactly what he wants…”
他显然知道自己想要什么
“You may never smell anything like that in the world.”
“你在世界上永远不会闻到类似的气味”
The Venetian smell is called Seduction
威尼斯的气味被称为诱惑
and apparently smells pretty musky.
并且其麝香味十足
“I actually think it’s turned up a little too strong”
Paltier说 “其实我认为这气味有点过于浓郁了”
“but the management insists on it being that way”
“但是资方坚持如此 ”
“and actually kind of resented me offering my opinion.” Peltier said.
“而且甚至有些反感我提出的观点”
Peltier has a specific formula
Peltier每次为新开张的旅馆做香水时
when he makes a scent for a new hotel.
都有一个特定配方
Citrus is refreshing,
柑橘清新
floral and woody smells are relaxing,
花香和木质气味有令人放松的效果
herbaceous smells can be relaxing like lavender
草本香可以像薰衣草一样令人放松
or energizing like peppermint.
也可以像薄荷一样让人充满动力
Mark uses a combination of these smells
马克把这些气味组合起来
to evoke moods and environments,
以此来激起情绪和装点气氛
but that’s just the tip of the iceberg.
但这只是冰山一角
Before Mark and AromaSys,
在Mark和他的公司出现之前
casino fragrances were just used
赌场的香水味
to cover up the smell of tobacco smoke.
仅用来掩盖烟草的味道
But Mark changed the game.
但Mark改变了这一切
He realized early on that
他很早就意识到了
scent was really important in selling anything.
气味在销售中占有很重要的地位
But in 1991, we didn’t know
但在1991年 我们并不清楚
the science behind why
其中的科学原理
and now we do.
但是现在我们知道了
This is a really recent discovery.
这个真相直到最近才被发现
The scientist who discovered all this
而发现这一切的科学家
got a Nobel Prize for it in 2004.
在2004年因此获得了诺贝尔奖
This is what the inside of our nose looks like.
我们鼻子的内部结构是这样的
Here at the back of the nose underneath the mucus layer
粘液层以下的鼻腔后部
is a strip of tissue called olfactory epithelium.
有一条带状的组织 我们称之为嗅觉上皮
It has millions of sensory neurons
嗅觉上皮含有上百万个感觉神经元
that are each keyed to
其中每个神经元
receive only one or two types of odors.
仅仅接收一到两种气味
Then they’re transmitted as odor in patterns to the brain
接着它们把接收到的气味传递到大脑
where they’re organized to become smells.
在那里汇合并混合成我们最终闻到的气味
These odor in patterns are sent to the olfactory bulb,
接下来这些气味被发送到嗅球
which is right here,
就是这里
right next to the amygdala which regulates
就在杏仁核的旁边
emotion and the hippocampus which stores memory.
杏核仁负责调节情绪和储存记忆的海马体
Visual,auditory and tactile data don’t go anywhere near
视觉 听觉和触觉组织与之相距较远
them which makes scent essentially their only trigger.
因此只有气味能够引起它们的反应
An important smell can create a flow state,
一种重要的气味可以让人出神
where one loses the normal sense of time and is
失去正常的时间观念
transported back to the time when they first smell that scent.
感觉自己回到了第一次闻到这种气味的时刻
The flow state can last up to several minutes
这种出神的状态可以持续几分钟
That means that Mark’s special casino fragrances
这就意味着马克独特的赌场香味
can transport you back to your favorite memories more effectively
比任何室内装潢和特殊音乐
than any interior design or specific music can.
都能更有效地让人回到记忆中的美妙时刻
The special fragrances are designed to be unique and odourous,
这种特殊的香味独一无二且香味浓郁
going straight to your amygdala and hippocampus
直接进入你的杏核仁和海马体
to draw out your memories of casino.
勾勒出你对赌场的印象
Casinos are already doing everything they can to get you to stay longer
赌场会用尽手段来让你待的更久
not having windows, winding and confusing layouts
不设窗户 布局蜿蜒复杂
and free drinks as long as you are gambling,
而且只要你在赌博就免费提供饮料
but scent is their most powerful tool and
但气味才是最有用的工具
getting you to stay longer and spend more.
让你逗留 让你加大赌注
“Smell has a greater impact on”
“在刺激消费上
“purchasing than everything else combined.”
所有东西加起来都不如气味有效
“If something smells good, the product is perceived as good.”
一样东西好闻的话 我们就会觉得这东西不错
“The quickest way to change emotions is with smell.”
调节情绪最快的方法就是利用气味”
Alan Hirsch, the neurological director
芝加哥嗅觉与味觉治疗研究基金会
of the smell and taste treatment and research foundation in Chicago.
神经学主任Alan Hirsch如是说
The data supports them both.
也有数据佐证这种观点
In 2006, a study was conducted
2006年 有人做了一项研究
with two scented areas of the casino
在赌场中两处喷洒香味
and one without any aroma as the control section.
还有一处与控制区一样 没有任何气味
The first scent increase returns to the casino by about 45 percent
第一种香味让赌场增收约45%
where the other two sections
而其他两处
with fragrance too, and no scent,
分别是有香味的和没有香味的
notice no appreciable difference
其周末的游客数量
in the amount of visitors than on any other weekend.
似乎都没有明显增幅
The right scent can do a lot.
选对气味很重要
A Las Vegas resort funded study
拉斯维加斯旅游胜地资助的一项研究发现
find that people spend 45% more money
人们在有香味的赌场
in scented area than non-scented areas
比没香味的赌场多花45%的钱
Seems like 45% is a magic number.
45%似乎是个很神奇的数字
it’s also been found that scents that evoke cleanliness
人们还发现引起清洁感的气味
have a huge impact on average slot mechine and consino player.
对每个投币机和赌徒都有巨大的影响
Experts think that clean atmosphere
专家认为环境干净
explain 57% the various satisfaction
是57%的游客对各种游戏体验
with the gaming experience.
都感到满足的主要原因
And what makes you think clean more than a crispus smell?
有什么比荷花叶的味道让你闻起来感觉更干净呢？
It’s the idea of special fragrances all made by one man
特殊香味的想法还得从一个男人说起
pumped through the most famous Las Vegas casinos
有一次他突然走进世界著名的拉斯维加斯赌场
to get you spend more money straight out of a cheesy old Bond movie.
想直接通过一部烂俗的邦德电影让人花更多的钱
Yeah! But the science behind it
是啊 但其背后的科学原理
is something that even Shawn Corddry couldn’t out socks.
连Shawn Corddry都意想不到
Even if you haven’t been to a casino,
即使你没去过赌场
you’ve probably been influenced by a store or most special fragrance.
也很有可能受到店铺或大部分特殊香水的影响
So you can try and resist the next time you can go to casino
所以下次去赌场的时候你可以尝试反抗一下
But keep in mind
但是请记住
it’s just how brains are built.
我们头脑的构造就是如此
Let us know in the comments what
在评论区告诉我们你经历过
your craziest casino smell story is.
哪些与赌场气味有关的最疯狂的事
Don’t forget to like this video, click subscribe,ring the bell for post navigation.
不要忘记点赞 订阅和转发哟
See you next time.
我们下次再见