Typical stereo recordings are mixed for loudspeakers, and do not factor in natural cross feed or sonic shaping of the head and ear, since these things happen naturally as a person listens.īinaural sounds have been used in the music industry for some time. The term "binaural" has frequently been confused as a synonym for the word "stereo", and this is partially due to a large amount of misuse in the mid-1950s by the recording industry, as a marketing buzzword. “Using only a pair of standard headphones the listener experiences sounds across a 360-degree sphere- a true virtual audio environment, allowing them to experience the sound rather than just hear it.” “The binaural experience will allow listeners to understand this pain firsthand as it places you sonically where the sounds on the recording originate,” adds Hanly. Developed by Farr Laboratories, LLC in America, Abbot has been given the rights to distribute the products across Southern Africa and have on a strong marketing drive to educate the public on the causes, symptoms, side effects and treatment of CPPS. Q-Urol and Cysta-Q are dietary supplements specifically formulated to address symptoms associated with CPPS. It is a non- bacterial problem, so antibiotics have no effect. The lasting pain causes huge discomfort and the cause is not known. “We wanted the audience to experience and buy into the pain that chronic pelvic pain syndrome (CPPS) sufferers go through on a daily basis.”ĬPPS causes pain in the pelvic region and can lead to emotional and behavioral changes due to the duration of the pain and stress produced by the discomfort. As far as we are aware, it has never been used on a commercial basis in South Africa and we thought it a perfect for the Abbott product,” continues Hanly. “We did a few experiments with binaural sound. This has become more difficult through traditional means, but essential with the global economic downturn.” “Globally companies are always looking for innovative ways of marketing their products,” says Paul Hanly, Director of Adnet, the agency working on the Abbott Laboratories Urology account “When an ad can catch the target markets attention, a client’s return on investment is guaranteed. This technology, known as binaural sound, is now being used in South Africa for the first time, to market a nutriceutical product being distributed by Abbott Laboratories (Pty) Limited. That may be a little of what is going on for some people.Īnd hey, if you don’t hear anything worth fussing over, then that’s just how it is.You might remember the virtual barber shop MPEG that was circulated, making you feel, through sound alone, like you were sitting in the barber shop having your hair cut. It’s part of my conditioned reaction to things that are hyped up. If something is hyped up, I know I will have a tendancy to dismiss it as no big deal before even experiencing it, in most circumstances anyway. That difference may leave a bigger impression on some people than others for any number of reasons. If you heard some slightly fancier stereo, then you did hear something different. However, I was wowed by my trip to the “virtual barber” based purely on my experience there. Some people may be more inclined to say “this is sweet” if they have been told it is, the power of suggestion always operates to a different degree with different people. So you can scratch out the power of suggestion in my case. I had a listen to this haircut dealeo without any information before hand.
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