"You love me, I love you, Michelle Ice City is sweet..." No one who has listened to the theme song of Michelle Ice City is not on the top.

Someone's comments at station B are too true: First time: what stuff, listen to it again. Second time: Hahaha laughed so hard at me Third time: You love me, I love you...

You only need to listen to it three times, and the melody will be lingering in your mind, and there is even a desire to "come it again a billion times". The production of a brainwashing divine comedy is often that simple.

Today, let’s talk about the brainwashing divine comedy that keeps screen refreshing on the Internet. Why is it so brainwashing?

ONE

Michelle Ice City is too high,

Brainwashing music library has been updated again

How popular is the theme song of Michelle Ice City? After searching at station B, I was stunned.

The total amount of the two theme songs released by the official account of Michelle Ice City has exceeded 1000w, and the cumulative amount of barrage has been nearly 2w.

The melon users who came to watch the MV have become fans of Michelle Ice City in an efficient manner. At present, the number of fans of the official account is 16w+, which is much higher than that of Heycha 5.3w and Nayuki's 1.7w which are also stationed in station B.

At the same time, the versions spontaneously created by netizens are even more diverse. Gufeng version, electronic music version, Peking opera version, Henan opera version, Huangmei opera version, Japanese version, Korean version, Soviet version, SpongeBob squarepants version, Sicong licking dog version... only you can't think of, no B station users can't open their brains .

There is even a collection of 14 countries and 20 languages, which will let you listen to it in more than eight minutes!

Although the lyrics have been adapted into various versions, the melody of the song is deeply imprinted in my mind, to an extent that I can't forget even drinking ten bowls of Mengpo soup.

In addition, on Douyin, Michelle Ice City's official five short videos about the theme song, the playback volume reached 3000w +, which can be seen in the popularity.

Of course, as a generation that has grown up with the Internet, I have become accustomed to such a "source of all evil". Search for the brainwashing music library stored in the brain, and one magical "divine song" rushes past.

"Please give me a chance, don't say that it doesn't matter to love anymore", "Can't afford to hurt, really can't afford to hurt", "My dear, you fly slowly, be careful of the thorny rose in front of you"...the era of the popular ring tones , These classic lyrics can be sung by adults and children open their mouths.

In recent years, driven by short videos, many phenomenal brainwashing songs have emerged. "I am drunk alone", "Miss you", "Wolf disco", "Meowing", "You look so good to laugh" and "What is a happy planet"... As long as you surf the Internet, you will definitely be screened by these songs.

These songs are like being carved into DNA. When you hear a prelude, you will unconsciously sing the next sentence; when you walk aimlessly on the street, you may not help but hum; At night, a certain line of lyrics will linger in my mind as a single, lingering.

TWO

"Earworm"

"Magic Sound" is here

After all, why after listening to a song, even if the song stops, it will keep playing in our minds? In fact, there is a scientific explanation for this.

In the scientific world, researchers call this phenomenon "earworm", that is, when a person resonates with the melody and rhythm of a piece of music, the piece of music will recur in his mind.

Moreover, although the music that causes the "earworm" phenomenon varies from person to person, music that is easy to catch and has a strong sense of rhythm is more likely to make people remember.

Just like the theme song of Michelle Ice City, it is actually adapted from the American folk song "Oh Susanna". The original is a catchy and easy-to-spread melody. But it is conceivable that if we just listen to "Oh Susanna", it may not be very poisoned, because many people find it difficult to resonate with non-native English lyrics.

But Michelle Bingcheng changed the lyrics to "You love me, I love you, Michelle Bingcheng is sweet", which is more simple and popular. It is the colloquial language we often speak, so that it is easy to sing.

At the same time, the sense of rhythm is also an important factor that stimulates the "earworm" phenomenon.

On the right side of our brain, there is an area of the cerebral cortex that is responsible for managing tonal memory. Once this part of the memory is touched, it will continue to be repeated in the brain. The reason why we are brainwashed by songs is that the song's tone adjustment constantly triggers this part of the cerebral cortex, thus strengthening the memory.

A South Korean scientific research institution has conducted research on the divine song "Gangnam Style" and found that it repeats five syllables 4 times in a cycle of 3.6 seconds, and the core rhythm of the five syllables in the entire song is repeated more than 100 times. Listen The entire song is hard not to remember the entire rhythm.

And because the beat of "Gangnam Style" is almost in sync with people's heart rate after half an hour of jogging, this is also the moment when people feel the most excited, so most people will unconsciously shake their bodies with this song.

Looking at other popular brainwashing divine songs, in fact, they all rely on the ingenious design of the melody and rhythm, which are consistent with the physiological characteristics and physiological reactions of the listener, which makes people want to stop.

This actually shows that these brainwashing songs can actually give people a sense of excitement and comfort, and relieve some kind of pressure. This also explains why we can involuntarily circulate a certain song in our mind when we are anxious, especially during exams.

THREE

Let brainwashing be immediate

Let marketing hit people's hearts

After understanding how these brainwashing songs are used to get people up through the "earworm", we can actually think more about brainwashing marketing.

 1 Avoid endless repetition of a single element.

Philip Biman, a psychologist at the University of Reading in the United Kingdom, found that earworm melody is generally just a small part of the music, 33% of which are often "recurring" chorus parts, 27% are other parts of the song, only In 28% of cases, the entire song is repeated.

This means that people are more likely to be brainwashed by a certain part of a song, rather than all. So, when a song makes people feel the presence of "earworms" from beginning to end, it may have a counterproductive effect.

Brainwashing marketing has been criticized by consumers, calling it "mental pollution source" and "spreading noise". In fact, many brainwashing is the repetition of slogans from beginning to end.

"Look for a job, talk to the boss directly...", "Where you want to shoot, go to shoot, Bo Jue travels to shoot..." When consumers originally resisted and disliked commercial advertisements, these endlessly repeated single slogans only It will aggravate people's physiological burdens caused by "earworms", which will result in disgust and make marketing efforts more effective.

 2 Mobilize more elements to reach neural memory.

When the repetition of a single element does not work, what the brand has to do is to trigger the consumer's cerebral cortex from different angles to stimulate consumers' memory points.

We will find that with the spread of many brainwashing divine songs, not only lyrics and melody, but also magical expressions, magical dances...

When someone mentions "Uneasy", apart from the weird lyrics, do you also think of Gong Linna's equally confusing expression?

For another example, when "Jiangnan Style" became popular, many people liked to dance "horse-riding dance"; when singing "Meowing", people would unconsciously hold their fists and pretend to be cats; the theme of "Sister Riding the Wind and Waves" When the song "The Priceless Sister" was promoted, the magical brainwashing of "shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, shaking, etc.

Brainwashing marketing is never just about sound brainwashing, but requires all parts of the body to participate.

 3 Stimulate users' enthusiasm for UGC creation.

Nowadays, when video editing technology becomes popular and content platforms such as Douyin and Kuaishou make short video dissemination more efficient and fast, brainwashing marketing is no longer just a brand’s self-confidence, but can become a nationwide dissemination carnival.

This is the third secret of brainwashing marketing-getting users involved.

The dissemination of the theme song of Michelle Ice City is a good example. When the brand's marketing gameplay gives users enough space and enthusiasm to participate, they will spontaneously become the creators and communicators of the brand. This kind of communication effect is fission, explosive, and no one can escape.

It can be said that during this period of time, whether you are walking on the streets, or opening Weibo, Douyin, Kuaishou, or Station B, you can’t escape the brainwashing "You love me, I love you, Michelle Bingcheng is sweet". .