It was a typical Thursday morning: I turned on my television to watch SportsCenter for a few minutes to catch up on the sporting events from the previous night while dreading the thought of going to class. As usual, when the commercials came on I opened my phone and checked Twitter, hoping to avoid the attempts by companies to manipulate me through their corny commercials. I stayed occupied throughout the commercials, successfully avoiding every advertisement.
On my way to class slightly later, I found myself singing “confidence is Cavender, confidence is Cavender, confidence is Cavender Toyota.” Somehow, through the midst of me so intently trying to avoid all content of the commercials, this particular one had the ability to get its jingle stuck in my head. It is as if the media channeled the powers of mind and brain control from Barry (Steve Carrell) and Thurman (Zach Galifianakis) from Dinner for Schmucks.
Although the media may not apply the “pressure points” of our brain to control us like Thurman does, they may in fact do a version of “laying eggs in our brains.” This “laying eggs in our brains” is very similar to the use of subliminal messages, and is an effective way in which the media manipulates people. Jingles are a popular form of this advertising technique: people, like me on that innocent Thursday morning, often don’t consciously pay attention to the jingle, yet it still gets imbedded in their brain and repeatedly sends whatever message it is that the company is delivering.
This form of manipulation is quite the opposite of the form which Klosterman, in “It will shock you how much it never happened,” refers to when he discusses how the target audience recognizes they are the target audience and then just dives even deeper into the advertisement. However, the use of jingles is equally as effective which is shown in data from Sutherland and Sylvester’s Advertising and the Mind of the Consumer that states that “62% of respondents recalled seeing an advertisement for a particular product when given a verbal cue, compared to 83% of the respondents who were given a 10-second musical cue.” So beware of the advertisements that linger at the horizon of your consciousness, for they are the ones that will become eggs planted in your brain.