of being remembered, and when asked if the commercial made them feel rather than think, most people said yes (Freedman 7).
Neurophysiologist Eric Courchesne warns that advertisers have also begun using sounds, as wall as pictures, to manipulate viewers. He states, "Advertisers are using sounds to take advantage of the automatic systems built into the brain that force you to stop what you're doing and refocus on the screen. You can't ignore these sounds" (Freedman 6). Examples of this assault on our ears can be seen in ads that begin with a baby crying (Advil), a car horn (Hertz), or a tiger growling (Federal Express). Advertisers are not above using even the most unpleasant sounds to get people's attention. Shearson-Lehman Brothers has employed a penetrating electronic hum to fixate viewers, while Nuprin has resorted to the whine of a dentist's drill accompanied by the flash of an examining light.
Advertisers have long known that commercials that make a person feel good are likely to make him feel good about the product being advertised. Howe
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