Noise is related to Call. Call is a type of Demand. Demand is related to Popular. Popular is related to Social. 
Aisle is related to Supermarket. you are likely to find Food in/at/on Supermarket. 
Noise <--RelatedTo--> Call --IsA--> Demand <--RelatedTo--> Popular <--RelatedTo--> Social 
Aisle <--RelatedTo--> Supermarket <--AtLocation-- Food 