If you’re like most people, you may think you can keep away from advertising. You skip newspaper ads, never click on ads on the Internet and leave the room during TV commercials. But that is not necessarily true. Advertising works, which is why, even in hard economic times, Madison Avenue is a $34 billion-a-year business. And trying to tune this stuff out is about to get a whole lot harder. According to current studies, 83％ of all forms of advertising principally engage only one of our senses: sight. Hearing, however, can be just as powerful, though advertisers have taken only limited advantage of it. Historically, ads have relied on short tunes and slogans to catch our ear, largely ignoring everyday sounds—a soda being popped, a baby laughing and other noises our bodies can’t help paying attention to. Weave this stuff into an ad campaign, and we may be powerless to resist it.