Magical Advertising

Dr. Eric L. Maxwell, Au.D, FAAA

I have always been fascinated by magic.  It is so interesting to see the card you have chosen shown up when you think there is no way that it could.  Or someone “magically” transported from one place to another.  Or to see a person that gets cut in half but then with a little bit of “magic” they are whole. 

The thing that intrigues me the most is trying to figure out how they do their “magic”.  I know that what they are doing can’t be real so I try to figure out how it is done.  Is someone else in the box that is being cut in half?  Same thing with transporting someone to a different location, is it a look alike?  Or did they use a trapdoor and have the person move really quickly?  For a card trick are they counting cards or is it because they have the cards in a certain order?  There are numerous magic tricks that I still can’t figure out how they perform them but I always come away thinking that even though it looks really good I know that it isn’t real.  It has no substance.  It catches your attention and is flashy but isn’t something that you can rely on.

Sometimes, to me, it seems that advertising falls into the same category as magic.  It can sound too good to be true.  It can catch your attention but not have a lot of substance.  An example from my profession as an audiologist is that I’ve seen it advertised that the new hearing instruments will remove all background noise.  That would be an example of “magic” advertising because there aren’t any hearing instruments that can remove all background noise.  Some of the newer high end hearing instruments can reduce background noise and help you understand easier in those situations but it can’t get rid of all background noise.

So why am I bringing this up?  I love to help people hear and understand better so that they can participate in and enjoy life.  I know that all the audiologists in our practice feel the same way as I do.  Because of this I want to make sure that everyone has the correct facts without any misinformation.  So if you have questions about what is truly real and not just “magic” come in and visit with one of our audiologists.  We would be happy to answer any of your questions about what is real and what isn’t.

One of the ways that we achieve this is that we hire only audiologists.  The reason we made this decision is because with audiologists you have an individual who has at least a masters degree and most of the time a doctorate degree.  This education is focused specifically on understanding hearing and balance disorders and the proper treatments for them in the pediatric through geriatric populations.  It is very important for us to have the most knowledgeable providers helping you. 

So to sum it all up, if you want good, straightforward, and sound advice about your hearing and/or balance problems please contact us to schedule an appointment with one of our knowledgeable audiologists.  Until next time……………….here’s to better hearing.  From Dr. Eric Maxwell

Dr. Eric L. Maxwell, Au.D, FAAA, was raised in St. George and spent a lot of time in the Cedar City in his youth. He studied Audiology at Brigham Young University and the University of Utah and earned a Master’s of Science degree in Audiology from the University of Utah. Upon graduating, Dr. Maxwell and his family moved to Tucson, Arizona where he practiced Audiology for five years. When an opportunity came to move to Cedar City, Dr. Maxwell jumped at the chance and have been back in Cedar City for the past 8 years. He loves the beautiful scenery, friendly people, and the community. Dr. Maxwell specializes in:

• Digital Hearing Aid Sales, Service and Counseling Specialist
• Earmold and Hearing Protection Specialist
• Diagnostic Medical Hearing Assessments for Adults and Children
• Industrial Hearing Conservation Specialist