The importance of sound: the "neural advertising"

Posted by ioDesign on 22/02/2010

One thing that has always given me trouble is a situation quite like this: in the house, turned on the TV in the background and at one point inexplicably during an advertising volume is up! too! Well, certainly attracts attention, but that mood may find that spot? " Neural Advertising: The Sounds We Can not Resist "a recent article in the Times Online gives me a way of talking about this. The importance of sound! The article concludes its fact presone arguing that they respond better to sound as thin.
Even the "neuroscientist" Read Montague of Baylor College of Medicine, argues that the brain reacts in a positive way just when we are faced with sounds simple, familiar .. mental association that automatically lead us to think of a thing. In practice, Martin Lindstrom (which works just applying neuroscience to marketing) has researched various situations and found that the 'fizz' of a soft drink or the sound of a steak on the fire, we relate to food better than any country song or jingle to high volume.
These studies have application not only in TV commercials, but also places for shopping: example is the 0101 stores in Japan where it is proposed, according to the department, a path that goes from the sound of birds singing the laughter of children playing ...
I think this is another example of changing from a communication invasive and "arrogant" to a more gentle, consistent and "whispered" approach "new" and then (until the next 'addiction' consumers) are probably effective owners ... a store? I'd say it's time to replace the dissemination of your favorite radio linked with sounds (even indirectly) related to your imaginary products.

by_ ioDesign