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TEST 11
The History of the Sony Walkman
Akio Morita, the legendary head of Sony, once said how he had got his idea for the
Sony Walkman. He used to go to the beach with his children, and the kids and their friends
would listen to loud music from boom boxes from morning till night.
Teenagers are a
cultural plague that we must all endure,
you say. But not Mr Morita. He asked his engineers
to build a small radio or cassette player that would sound like a high -quality car stereo and
yet could be attached to a person’s head. That way, people could take their music with
them, they could listen to it while riding bikes and doing other things, and they wo uldn’t
annoy other people. The Sony Walkman was first introduced in Japan in 1979.
The Walkman was a truly original product and Sony used innovative methods to
launch and advertise it. It was decided to test this launch first on a group of magazine
journalists.
The journalists arrived at the Sony Building located in the Ginza area of Tokyo, they
were handed a Walkman, taken to Yoyogi (a major park in Tokyo) and asked to put on the
headphones and push the play button.
Once upon a time, a long, long time ago, people used to walk, cycle, sit on trains, lie
on the beach and just stare into the distance. Now they do all these things and still stare
into the distance. But if you look closely you will see that they are listening, passing the
time pleasantly, with a Walkman attached. These wonderful machines are also used in the
bath (but not the shower!), on planes, in bed (a great sleeping pill), in cafes, when playing
truant, while jogging — the list is endless. And the best thing of all? They don’t disturb
anyone else.
So sit back and listen to the history’ of the Sony Walkman! (Actually, you’ll have to
read it.) Meanwhile, Sony staff members and students hired for the launch carried out
various demonstrations of the product, including a young man and woma n listening to a
Walkman while riding on a tandem bicycle. All staff members and students wore Walkman
T-shirts.
The journalists saw that the Walkman enabled people to listen to music of their
choice, wherever and whenever they liked. After the launch, young recruits walked around
the busy Tokyo districts on Sundays, offering passersby the chance to listen to the
Walkman. When people put on the headphones and listened, their skeptical expressions
were replaced with ones of delight.
The popularity of
the Walkman spread
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