Baggage Check: The Earworm Turns

Dr. Andrea Bonior dives into the world of psychology.

ANYONE WHO'S STOOD within 20 hectometers of a television this football season has had their eardrums Riverdanced upon by Toyota's "Saved By Zero" promotion. When a 3-year-old I know began singing the song during toothbrush time, I took note. And when the Post wrote about people's reactions to it (the commercial, not the toothbrushing), I knew this ad had become quite a phenomenon.

It appears there are multiple mental factors at work here. The music seems to wedge its way into people's heads — it's got that mysterious quality that makes for a memorable hook. When you like a song, that's gold. When you hate a song, that's golden sludge.

Plus, some people are aggrieved that the original song by the Fixx (whose video is good for some unintended guffaws) was co-opted, whereas others are annoyed that the commercial itself seems loud and startling. Finally, some object merely to the fact that the ad seems to run more often than the Redskins' offense.

In our over-stimulating society, it can be harder and harder to get people's attention. Many companies rely on shock value to do this; continually upping the ante is the only way they feel they can be heard above the static. Every once in a while, though, a more mundane ad seems to take on a life of its own. But before the execs break out the champagne, the real question has yet to be answered — will the buzz translate into sales?

Talk back to Dr. Andrea by leaving a comment below. To ask a question for Baggage Check in the Express print edition, e-mail baggage@readexpress.com or submit an anonymous question here.