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Companies know how we think

Companies can now find out exactly how you think through the science of neuromarketing. Advertisers are currently collaborating with scientists to test their products directly on our brains. Some experts believe that one in ten TV commercials have already been designed using neuromarketing.

The reasons are obvious.The technique allows companies to discover exactly what people like about their products. For example, when we eat a type of potato chip, it may be the color, the flavor, or the pleasant noise it makes when you crunch it in your mouth that we like most.

In order ................ tap into what’s going ................ in consumers’ brains, it all begins laboratories and office buildings.

Groups of volunteers submit themselves to a simple process. Wearing a special headset called an electrode cap, they watch commercials or test products. The caps allow researchers to monitor brain activity. When something attracts the attention of the volunteers, this is highlighted on a computer. They literally use this device to read the minds of their volunteers. This may sound a little scary, but advertisers are just tapping into our existing thoughts and desires. And that’s what advertisers have always tried to do.

Previously, companies would give people a survey or questionnaire to complete in order to research their customers. The problem was that people didn’t always tell the truth. They may not want to be critical of a product or advertisement because they don’t want to upset the interviewer. The electrode cap overcomes this problem. It shows when someone really is interested in something.

Neuromarketing is also used to develop packaging for the world’s most famous brands. The aim is to make their products stand out in a busy marketplace. This will become standard as more companies capitalize on the technology. With millions invested in advertising, companies simply cannot afford to hope that their ads and products will be a success. If they can find out what we think first, and change their products to make them more successful, they will quickly pay off the high cost of neuromarketing and dominate their market.

Read Text I and answer question.

Text I: The speed of sound

    Some music fans now know 15-second sped up snippets of songs better than the real thing. It’s thanks to an emerging trend on social media, particularly TikTok, of creators changing the tempo of popular songs by 25-30%, to accompany short viral videos of dances or other themes. This phenomenon presents a very modern challenge – how can singers create the next hit tune when the one people actually listen to might sound so different?

    Sped-up listening emerged in the early 2000s as “Nightcore”, launched by a Norwegian DJ duo of the same name, who sped up a song’s pitch and speed. This is now commonplace on social media apps, where the speed of podcasts, voice notes, movies and more can be increased so that people can consume them in less time. But what people might not know is that unofficial sped-up or slowed down tunes are different to a professional remix because they are far shorter and can be easily made by anyone, including on TikTok, Instagram Reels and other apps. 

    In 2023, more than a third of Spotify listeners in the US sped up podcasts and nearly two-thirds played songs at a quicker tempo. The streaming service recently confirmed to the BBC that it was testing a new and more widespread feature that could potentially allow its customers to remix the tempo of songs and share them. In addition, some popstars are embracing this phenomenon. In November 2022, for example, fan-made sped-up versions of RAYE’s single “Escapism” helped the artist to achieve her first ever number one on the UK Official Singles Chart, nearly three months after its original release. Furthermore, Billie Eilish has also released official fast and slow versions of songs and Sabrina Carpenter’s hits “Please Please Please” and “Espresso” received similar treatment.

    Dr Mary Beth Ray, an author focused on digital music culture, says short-form video platforms like TikTok “constrain our ways of listening into snippets, but those constraints also let you experience a track in a new way”. She also said that “short clips provide a quicker line to that dopamine rush social media wants us to feel – so there is an addictive element which we’re pushed towards.”

    BBC Radio 1 DJ Maia Beth feels it's now getting hard for established labels and musicians to ignore this trend because it can sometimes feel like if they don't release the sped up version, then someone else will. Beth, who admits she can't imagine sitting and listening to a sped-up version of a song the whole way through, believes the trend shouldn't necessarily be a major distraction for musicians though. “Sped-up versions of tracks can help artists break through or go viral, although that initial success may not last,” she added.

    TikTok says it has noticed an increase in the number of sped-up and slowed down versions of catalogue tracks taken off the platform, then become officially released. These official changed-tempo releases are now grouped together with the original song in the UK Official Singles Chart, along with remixes, acoustic and live versions, helping artists to climb the ranks. 

    That said, not everyone is happy with the trend. The popularity of speed-altered versions can make it harder to distinguish original from remix while altering an artist's intended pacing, mood and tone. However, while some artists like them and others less so, it seems they are here to stay.

Adapted from: https://www.bbc.com/news/articles/cqv5x2qe8q6o Published: August 17, 2024