Feel the Music: Analysis of In Pursuit of Silence (By Jessica Bie) “The place for quiet in our lives grows smaller by the day,” reads the back cover of George Prochnik’s latest book, In Pursuit of Silence. But is this truly a problem? Prochnik argues that noise is negative and, through describing his travels, attempts to prove that the way to achieve true happiness is through silence. In the English language, “noise” is a broad term, ranging from a baby’s cry to the sound of a waterfall to music. Music is a different type of noise because it allows people to create bonds with others when physical contact is not possible. Although noise can sometimes be overwhelming, total silence is not necessarily a good thing. In Prochnik’s physical pursuit of silence, he travels to the popular store Abercrombie & Fitch. His complaint is not the out-of-control prices but the loud thumping he felt in his chest from the bass of the store’s music. Prochnik questions why “so many people of all different backgrounds would be drawn to shop in an environment where the sound was kept at a truly punishing level” (Prochnik 90). I for one have shopped at the store for many years and the music has never prompted any alarm for me and my shopping experience. Although some people like Prochnik may feel the music is too loud in the store, the reason for the loud tunes is a marketing tactic. The target audience of Abercrombie & Fitch stores is “fifteen- to twenty-eight-year olds” (Prochnik 90). What do teens this age enjoy? Music, loud music. As advertising and public relations major, I understand the ethics behind the ways companies try to maximize their sales and the little factors that make a big difference on the outcome of a consumer’s purchase, music playing a large role in the process. The use of loud music is an important marketing approach for many stores everywhere because it makes the consumer feel like the store understands her need to dress in the latest fashion. Prochnik is missing the point of Abercrombie & Fitch’s marketing approach. Abercrombie & Fitch has a specific target market they are trying to sell to and they are not interested in pleasing adult males like him in the store. They want the cool jocks and the preppy cheerleaders displaying their brand, not Mom and Dad picking up the kids at daycare. The use of the loud music will draw trendy, younger people in and keep everyone else out. Also, if the store was left in complete silence, it would be awkward hearing hangers moving or jackets being zipped up mixed with different conversations happening simultaneously. More people who do not meet Abercrombie & Fitch’s target market would enter, and as a result, the store would not be nearly as recognizable to the younger generation. Prochnik also argues about problems regarding the recent issue of teens listening to their iPods too loudly, which is hazardous to their hearing. He says, “What studies have reported is that there are young people who regularly listen to their iPods too loudly” (Prochnik 167). Although the study Prochnik cites is valid, he emphasizes only the recent generation of teens. Ever since music was created, teens have always played their music loudly as a way to escape from the modern world. As a teenager myself, I realize that my power of speech is limited. That is why playing loud music is a way to let myself be heard when no one is listening to what I have to say. From record players to boom boxes to Walkmans and now to iPods, generation after generation has been using music as a way of self-expression when power is limited.
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