Ethos in Sound Design for Brand Advertisement EdgyLab -Udine via Montenero 6 -Udine (Italy (original) (raw)
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Ethos In Sound Design For Brand Advertisement
Proceedings of the SMC Conferences, 2014
Traditionally advertising has aimed to influence purchasing by affecting beliefs about the consequences of consuming a product. With the rise of brand marketing, the focus shifted from products to brands viewed as symbolic universes endowed with values and meanings that circulate in the imagination of a society. The paper explores the use of sound in syncretic multimodal advertising product as a bearer of brand and rhetorical meanings. A conceptual framework is proposed that addresses this issues by integrating the perspective of Design Theory and Transmedia Storytelling. In this context, two different senses of Ethos emerged and are discussed. A selected set of video commercials produced by Lancôme in the period 1990-2010 is used as a concrete example to show how the proposed framework can be used to analyze how sound features have been consistently exploited to communicate symbolic meanings.
The Role of Soundtrack in Audio-Visual Advertisements: A Case of Coca-Cola Commercials
Nairobi Journal of Humanities and Socail Sciences , 2019
Audio-visual Coca-Cola commercials are conceptualized as art that falls in the genre of film. They use soundtracks that are in congruence with advertisers’ messages. The review of extant literature shows that the frame by frame presentation of images is enhanced by the use of the right melodies that are in form of customized popular music. Following the principles of semiotics, the researcher conducted a content analysis on a sample of twelve audio-visual Coca-Cola commercials, identified through convenience sampling from YouTube. The purpose of this paper was to assess how soundtracks interact with visuals in audio-visual Coca-Cola commercials to create images that are a representation of mediated reality. The findings of this study indicate that the audio-video Coca-Cola advertisements rely on a combination of visual image and sound to create signs (constellations of signifiers) that encourage audiences to identify with characters featured taking Coke drinks, as they exhibit excitement and enthusiasms. The interaction of lyrics and other visual elements enable the audience to interpret created images, assign meanings, and assume the subject positions defined by themes in commercials.
2018
The aim of this research paper is to both examine and conceptualise the concept of audio branding. Audio branding is an important part of the overall brand management concept and corporate identity. Strong brands ease the choice for customers and convey values and a certain quality promise. Branding is of vital importance. It needs to be acknowledged that only 0.004% of all outer stimuli reach the human consciousness. Therefore, audio branding is a way to further strengthen the overall brand awareness. This leads to an emotional connection with a brand. This study strives to determine the characteristics of audio branding and to analyse the corporate audio branding of Audi. The result of this research study is the suggestion of the use of audio branding in a way that fits the overall brand picture. Otherwise, the brand communication is inconsistent, and this could lead to a misunderstanding of the brand values for customers. The analysis of the Audi corporate sound design might be b...
Journal of emerging technologies and innovative research, 2019
Storytelling, the oldest form of convincing is increasingly used for brand promotion. This is applicable to various brands targeting prospective clients. Some stories are humorous or satirical while some are serious and nostalgic having emotional appeal and long lasting impact. This research paper endeavors to examine the way commercials engage, entertain and inform Indian audience through story telling techniques. The paper sets out to outline how audio visual advertisements appeal Indian audience and the use of values deeply rooted in Indian culture to tell the narrative. Ethos, Pathos, and Logos are modes of persuasion from a long time and Storytelling techniques are used in all these forms. This research paper focuses on emotional aspect i.e. Pathos. Stories that reflect emotions like love, affection, bonding and separation that are used to make a strong appeal. Stories that spread values like humanity, loyalty, reliability, commitment and nationality are used by various brands. This paper also investigates various story formats and messages underlined. The objective of this paper is to study the need for using story telling technique in advertisements and treatment given to these stories. The paper focuses use of social values in Indian context through case study by selecting brands from various sectors. The brands include Fortune, Red Label, Vicks, Anouk and Google.
Music and sound for brand empowerment: the IKEA’s case
Revista de Comunicación de la SEECI, 2021
This paper aims to assess the music and the sound in the enhancement of brand characteristics, taking as an example an ad from IKEA, broadcast for the Christmas campaign 2018. For this aim, we distinguish the most relevant emotions, the orientation towards consumption, together with a psychosocial characterization of the brand. Through a multimodal analysis, carried out by a sample of 86 students of the degree of cinematography at the Higher School of Cinema and Audiovisual of Catalonia who repeatedly visualized this announcement, a predominance of sadness and nervousness was observed through, not only images but the use of music already used in other audiovisual products (Claire de Lune de C. Debussy), the use of voices and strategic use of silences. Thanks to multimodal analysis, the orientation of the ad towards human values is appreciated, as well as a certain preponderance of young people and women in the interest to this brand, through the use of sound.
Sound Metaphors in Audiovisual Advertising: Musical and Cross-Linguistic Research on Sound Metaphor
Music Scholarship / Problemy Muzykal'noj Nauki, 2021
This article presents the theoretical background to sound metaphors in musical and crosslinguistic research. This is followed by a study on the effect of disruptive strategies on the perception of the music-image adaption, originality, and appropriateness to the brand, based on watching and rating TV advertisements. Two versions of the latter have been used: the original one (as broadcasted) and one using a conventional non-disruptive soundtrack. 391 subjects with different types of expertise on watching and judging advertisements rated the ads, in addition to expressing preference between the presented versions. This research seeks to contribute to a better understanding of audiovisual disruption and how disruptions in the audio-video connections may affect the audience by either organizing a corpus of theoretical background on the matter or by empirically testing a hypothesis on that.
International Journal of Research and Scholarly Communication, 2020
The use of visuals in cinematic expressions is an important piece in transcending messages to the audience. The extant literature reveals that, visuals are used to deliberately construct moods in cinematic expressions and draw the audience to the storyline of a scene. Their use also reveal the setting of the commercial, identify the personality and status of characters, and reveal the type of society where the story occurs. This article focused on content analysis on a sample of twelve audiovisual Coca-Cola commercials, identified through convenience sampling from YouTube. The article examined how visuals are used in cinematic expressions, and how they act as conveyors of meaning beyond their aesthetic touch in the art of television advertising. The findings indicated that the audio-video Coca-Cola commercials rely on a combination of visual image and sound to create constellations of signifiers that encourage audiences to identify with characters featured taking Coke drinks, as they exhibit excitement and enthusiasms. The visuals play a role in putting before the ears and eyes of the audience, realistic images of mediated reality. This article concluded that visual elements help embolden the images of mediated reality in audiovisual expressions.
Music to the ears: the role of sonic branding in advertising
International Journal of Advertising, 2023
Marketers are taking note by using music and sound to reinforce a brand's identity. Sonic branding involves designing an auditory equivalent of a graphic representation of a brand that embodies the brand's essence, attributes and values. This research examines how the use of sonic logos in advertising can aid in inducing positive emotions in consumers in affect-rich decision contexts. Findings demonstrate that sonic logos have the ability to evoke positive emotions, stimulate engagement and enrich the brand experience, especially for those individuals high in emotion-based decision-making. Implications for how sonic branding can aid in enhancing marketing communications are discussed.