Thursday 19 January 2012

Sonic branding: An earworm to your pocket

They may sound like mere jingles and ditties, but so-called "sonic branding" is big business indeed. How do advertisers capture your soul with just five musical notes?

Every day, trilling away innocuously in the background, dozens of tiny pieces of music are busy burrowing deep inside our psyche.

To the untrained ear they might sound unremarkable, even friendly - but drop your guard and you could fall under their spell.

Everyone recognises visual branding such as logos, and the aural equivalents are equally pervasive.

Nokia's ringtone, Intel's four-note bongs, McDonalds' "I'm lovin' it" refrain - all masterpieces of sonic branding, the genetically modified, 21st Century offspring of the jingle.


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