The former day I had a disturbing incident in Leicester Square.I was being presented to by Global Radio who were fashioning the detail that audio affects mood.The rather startling way in which they made their place was screening me an icon of a child in the womb (always heartstoppingly lovely) and simultaneously playing a loud alarm. I'm still upset thinking about it.
heir level of course - which is easily made - is that sound makes a vast difference to the mood you're in and that this starts from your time in the womb. (Top tip for pregnant mums out there. Repeatedly play your baby a bit of medicine that you're quite fond of while it is in the womb - we used "Daydream Believer" - and it's a perfect soother to your child when it emerges from the uterus and won't settle. This really does work.Music is a mood changer. I formerly had a flatmate whose alarm played The Smiths every morning at 5am. Specifically "Heaven knows I'm miserable now." He soon quit his job and even quit the UK.I'm only guessing, but I believe if his alarm had been more on the lines of "I'm on top of the world." his spirit might have panned out differently.We may choose ringtones to cut through the welter of interference that we are encircled by. We may take them on the foundation of favourite bands or our hope to be cool. But we must consider what repeated interruption by the sound is doing to our mood. Be careful what your ringtone is saying to your brain.This is all about neuroscience theories and the effect noise has on your bilateral ventral striatum and other brain parts. I'm certain you'll be hearing from Global soon about their new study into the office of sound (be set for the baby alarm).Get sound right and you can help sell product. Pop into Hollister in Westfield and there's West Coast music, a tv wall of a surfing beach in LA and a distinct perfume permeating the memory and clothes.It's a really complete retail concept that affects four of the 5 senses - their hoodies are gorgeously soft to the touch - and the queues outside seem to establish its power.The king of good is maybe one we fail to live on. Global's new work is welcome in this regard and I look ahead to the commercial opportunities it suggests for making traditional radio advertising even more efficient in price of matching moods with ads.So an airline selling exciting travel packages might go for the 1st ad to succeed Dizzee Rascal and a product seeking to reassure consumers would try to follow Michael Buble.If this improved effectiveness, it would take a new attribute to radio planning.
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