The Shape of Sound

By: Shadow

[ed. note: Shadow is a regular reader of BrainBlenders and is privy to technological information via militrary branches and contractors. This article was published with his consent. Thanks holmes...]
4/3/04

Acoustic Advertising Specifies YOU!!

A small company in San Diego, CA called American Technology Corporation is doing just what their motto states, "Shaping the Future of Sound". As reported in the Wall Street Journal by Jonathan Karp:

At a Safeway supermarket in Fremont, Calif., recently, Donna Now was caught off-guard by a subtle voice above the corned beef. Glancing up, she saw a plasma screen bursting with color and seeming to address only her. The voice pitched a special on Sara Lee honey turkeys and brown-sugar hams.

"It's pretty powerful," Ms. Now said. "I mean, I'm a vegetarian, but this
makes you want to buy that ham."

Ms. Now had literally crossed paths with what could be the future of sound:
narrowly focused sonic beams that can be directed and shaped, much as light
is. Marketers and military planners alike are keenly interested in the
technology, albeit for different effects

The technology behind this marketing venture is called HyperSonic Sound, and according to ATC:

Since the ultrasonic energy is highly directional, it forms a virtual column of sound directly in front of the emitter, much like the light from a flashlight. All along that column of ultrasonic sound, the air is creating new sounds (the sound that we originally converted to an ultrasonic wave). Since the sound that we hear is created right in the column of ultrasonic energy, it does not spread in all directions like the sound from a conventional loudspeaker, instead it stays locked tightly inside the column of ultrasonic energy. In order to hear the sound, your ears must be in line with the column of ultrasound, or, you can hear the sound after it reflects off a hard surface.

The U.S. Marine Corp already has use of the HSS technology by essentially incorporating it into a bullhorn on steroids. As a possible threat approaches a manned gate or checkpoint, the user of said bullhorn can target the individual with the HSS enabled device and press and MP3 message, in the native tongue, that instructs unknown to a) drop their weapon b) stop and put their hands in the air c) do the hokey pokey and turn themselves around. As another possibility, due to the ultrasonic wavelengths the HSS can also induce some serious headaches on command.

The future for this sound device...

You swipe into a mall with your personal card...kinda like a library card.

You have this b/c you've shopped here before/security/got a discount having the
card/you name the reason.

As you walk by each store the scanner at the front of the store locates your
card either IR or Magnetically and IDs you

Along with your ID comes the last few purchases/a quick credit rating/and your
preset likes&dislikes

This takes approx. 3-7" depending on the size of the crowd and the strength of
the stores scanner. Ideally the store will limit the magnetic clutter in front
of the store so you will be easier to pick up at a distance.

This means you'll be hearing about that new electric screwdriver to go along
with the drill you got for Christmas within 5 steps of the front door given the
average store front of a mall rental unit is approx. 30-44 feet across.

Invasion of privacy? Nope...it's a voluntary thing.

Now let's step one further...

You being the closet geek like me, decide to go to the mall's website and input
several items you're interested in shopping for today.

As you walk by...can you see where I'm going with this?

just a little food for thought -

Comments

[Sal]

You're right about multiple countries developing similar items congruently...US and UK have some game technologically, however, the guys that truly amaze me, as much for what they produce as for how quietly they develop and produce it, are the Japanese.

Those are the folks who will jump on the hi-fi apps with this...I would conjecture this will hit the high-end market late this year and mass produce (still toward the high-end) early next year. Landlords of the world rejoice!!

Here's another one for you...one of the leading causes of headaches can be sound...not necessarily loud sound even, just irritating.

Thus, if you're an aspirin-maker with some techno dollars to spend...

just a thought from the more cynical side of Shadow

[Sal Tation]

This is interesting stuff isn't it? It's been plugged a few times on UK television -- in fact, I'm pretty sure it was invented here -- you might find ATC "just" have a licence to manufacture & market (activities the Brits are bathetic at :)

Two further thoughts to those you have here:
1/ Possible Application: HiFi that can be enjoyed properly by the hifi buff without freaking out the neighbours. There is a ready and premium-rich market for this.
2/ Raising the decibel level of the "Bullhorn" makes it quite a good weapon in its own right, and prototypes have already been demonstrated. IIRC they're throwing 145db.

cheers
Sal