Why I Always Remember It! The 'Catchy' Mechanism Behind Bus Announcements

When you are riding the bus for work, school, or shopping, have you ever had the experience where a phrase or melody from an in-bus announcement—like 'The next stop is XX, XX Clinic-mae' or 'Please get off here for XX Dental Clinic, protecting your oral health'—somehow gets stuck in your head all day long?

Actually, this is not just a coincidence. Hidden within bus announcements is a 'catchy mechanism' that causes us to remember them unconsciously.

In this article, we will unravel the reasons why those phrases stay in your memory and explore the most powerful advertising strategy for local businesses.

1. The mechanism of the 'Mere Exposure Effect' that is unconsciously imprinted

The human brain has a mechanism called the 'Zajonc effect' (mere exposure effect). This is the principle that 'the more you are exposed to something repeatedly, the more your favorability or impression of it increases unconsciously.'

Buses are a mode of transportation that many people use on the same route every day or every week. Therefore, you end up hearing the same announcement many times on your 'way there' and 'way back.' Even if you didn't pay attention to the name 'XX Clinic' at first, after hearing it dozens of times, your brain starts to recognize it as a 'familiar, close presence' on its own.

In fact, these kinds of 'relatable' experiences are often posted on social media.

Unlike smartphone ads that you can skip with a button, audio that naturally enters your 'ears' during daily life has the great strength of being easily fixed in your unconscious memory.

2. The use of 'famous voice actors' to further amplify memory

Taking advantage of the strength of this 'audio,' there have recently been efforts to 'intentionally' attract the ears of passengers. A prime example is the use of 'famous voice actors' who are active in popular anime for in-bus announcements.

For example, in recent years, a popular voice actor who starred in the blockbuster anime 'Demon Slayer' was in charge of bus announcements for a limited time, which became a hot topic on social media. Cases of bus companies across the country hiring local characters or voice actors are also increasing.

When a professional, charming voice says, 'The next stop is XX Shrine-mae,' you might find yourself looking up even if you were staring at your smartphone. Some fans even go out of their way to ride that route just to 'hear that voice,' demonstrating overwhelming power in terms of social media reach and memory retention.

3. Creating a sense of local unity! Collaboration with 'local sports teams'

In addition to hiring 'famous voice actors,' cases where players or managers of 'local sports teams' rooted in the community are in charge of in-bus announcements are also gaining immense popularity.

For example, in professional baseball, you can actually see social media posts like this.

Furthermore, this initiative is spreading beyond baseball to various sports. In Hokkaido, this collaboration with a professional basketball team also became a hot topic.

When you hear the voice of a local star player on a bus you use daily, passengers naturally feel a sense of closeness and excitement, don't they?

Such collaborations with sports teams go beyond mere information delivery; they have the wonderful value of boosting the momentum to 'let's all support the local team!' and creating a sense of unity in the region. For companies acting as advertisers, it can be said to be an effective method to naturally appeal their stance of being community-based and contributing to the region.

4. Etched into memory with a local touch! 'BGM-equipped buses' in Kyushu and Okinawa

Furthermore, there are unique 'auditory approaches' specific to certain regions. Did you know that in some local bus routes in Kyushu and Okinawa, there are vehicles where background music plays along with the in-bus announcements?

For example, in Okinawa, the relaxed melodies of Ryukyu folk songs and the sanshin sometimes play inside the bus. In Kyushu as well, there are buses that operate while playing unique background music or jingles on specific routes.

Music (BGM) has the effect of relaxing people's emotions and strongly linking memories. By having an announcement like 'The clinic is here' enter the ears against a backdrop of pleasant local melodies, it is input into the passenger's mind as a much deeper and warmer memory than a sterile voice.

5. The ultimate combination is the synergistic effect of 'ears' + 'eyes'

You might think, 'I see, so I should just place an audio announcement!', but there is actually a way to boost the effect even further.

That is the combination of 'audio (announcements)' and 'visuals (in-bus posters/stickers)'.

When the human brain receives information from multiple senses simultaneously, the retention rate in memory increases dramatically.

When you are riding the bus absentmindedly, information enters your ears from an announcement saying 'Next is...'. What if, at that very moment, you look up or stand up to get off and see a 'poster for the same shop as the announcement' posted there?

The information clicks in your brain, 'Oh, that's the hospital (shop) they just mentioned in the announcement,' and it is etched into your memory with an overwhelming sense of conviction.

6. The invisible infrastructure supporting community-based businesses

Even if they don't create flashy buzz, bus advertisements are good at nestling into the 'unconscious' of local people and gradually building a sense of trust.

When you think, 'Come to think of it, I need to go to the dentist...', that name that suddenly comes to mind unconsciously is the proof of the solid advertising effect that bus announcements and posters are creating every day.

Next time you ride a bus, please try listening a little to the 'audio' playing inside. You are sure to find interesting local discoveries, such as 'This phrase is easy to remember' or 'This voice is somehow reassuring'.

I would be happy if you felt that 'bus advertising is surprisingly deep'! If you enjoyed this column, please tap the ♡ (Like) button to support me; it would be very encouraging.