Saturday, February 27, 2010

Basketball bouncing in an empty gym...

The most compelling (addictive) sounds in the world are surprising.
There's no doubt about it, sound is immensely powerful. And yet 83% of all the advertising communication we're exposed to daily (bearing in mind that we will see two million TV commercials in a single lifetime) focuses, almost exclusively, on the sense of sight. That leaves just 17% for the remaining four senses. Think about how much we rely on sound. It confirms a connection when dialing or texting on cell phones and alerts us to emergencies. When the sound was removed from slot machines in Las Vegas, revenue fell by 24%. Experiments undertaken in restaurants show that when slow music (slower than the rhythm of a heartbeat) is played, we eat slower--and we eat more!
Is this just coincidence, or does sound make us buy more, want more, dream more and eat more? Any 50-year-old American can sing a whole range of television jingles from the 1970s--they are all well stored in the recesses of our brain. Yet if you were to ask the same of those who have come of age recently, you will find them stumped. Has the magic of a television tune disappeared, or has the advertising world lost sight of the fact that people do indeed have speakers at home? I decided to put these questions to the test.
Buyology Inc. and Elias Arts, a sound identity company in New York, wired up 50 volunteers and measured their galvanic, pupil and brainwave responses to sounds using the latest neuroscience-based research methods. We learned that sound has remarkable power. This may not be surprising for many, but it was certainly surprising to realize just how many commercial brands over the past 20 years have made their way into the world's 10 most powerful and addictive sounds--beating some of the most familiar and comforting sounds of nature. [More]
(The top ten are found at the link)

I would never have thought of most of them either, but have a few of my own.

11. Hail on a window
12. Rock in the combine rotor
13. Champagne cork popping
14. Maizey (our dog) whining to go for a run
15. Sauteing onions (this could be the smell, too)
16. Sharp chisel paring end grain
17. PTO shaft locking in place
18. Distant thunder
19. Autumn wind through dry standing corn
20. Twilight Zone theme

No comments: