Posts Tagged ‘audio’

sounds like genius

February 22, 2010

First, a confession. I’ve always been a sucker for radio.

You supply the story, the audience supplies the pictures. Now that’s interactive. Plus, compared to print and television, radio is inexpensive to produce. $500 for an award-winning spot? That’s how much my first clio winner cost.

Turns out, audio is even more powerful that we thought. Two recent articles reveal how aural persuasion taps our unconscious.


In this week’s Time magazine, ┬áMartin Lindstrom, author of the best seller “Buyology”, hooked up participants to neoro-sensors. He discovered that some sounds zap right past our thinking brains and compel us in primal ways. Irresistable forces.

The New York Times magazine looks at how the top two contenders for Best Picture, “Hurt Locker” and “Avatar”, both use sound to create entirely new worlds. The lush jungles of Pandora and the dry, still world of bomb defusers — would either movie be as effective without their world of sound? Not likely.

How are you using sound to change minds?

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