2.2. Sound Symbolism in Brand Names
As the literature of sound symbolism grew, the potential of employing sound symbolic tactics in brand naming has been gaining attention from marketers. A brand name comprises of one or more phonemes and previous literature has shown that through sound symbolism, it is possible for individuals to infer meaning from unfamiliar brand names. In other words, individuals are able to form expectations of the properties of products through exposure to their brand names.
Abel & Glinert (2008) reported that brand names of chemotherapy drugs usually have higher frequency of voiceless consonants (/p/, /t/, /k/, /f/, /s/) which are commonly associated with attributes such as lightness, smallness and fastness. This
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The meaning that individuals’ form in turn affects their judgments and perceptions of the brand or product. Early studies on sound symbolism provided evidence for cross-modal correspondence between brand names and product attributes. Gradually, later studies began to focus also on the effects that sound symbolism has on the perception and judgment of individuals.
Klink (2001) found that brand names formed using a combination of sound symbolism and semantics (embedding existing words or parts of the word into the brand name) significantly improves product liking and positioning. Yorkston & Menon (2004) reported the effect of brand preference and purchase intentions; they observed that participants preferred purchasing the ice cream brand name Frosh compared to Frish because the back vowel [ä] is perceived to be smoother, richer, and creamier than the front vowel [I]. These findings have supported the idea that sound symbolic cross-modal associations influence the judgments and perceptions of individuals. However, the range of perceptions that can be potentially affected by sound symbolism seems to be studied in limited scope. At least one study extended the possible range of the effects caused by sound symbolic brand names. Fenko, Lotterman, & Galetzka (2016) reported that brand names and product packaging shape influenced
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A study by Larson, Aronoff, & Stearns (2007) found that downward and upward-pointing triangles were rated as more aversive compared to circles, showing that individuals’ perception of angular shapes is less positive compared to rounder shapes. One possible reason proposed for the greater aversive reaction towards angular shapes is that humans possess a primitive perception that angular shapes convey a sense of threat. Bar & Neta (2007) further supports this explanation by showing that the amygdala (a structure in the brain associated with fear processing) becomes significantly more active when exposed to sharp rather than curved
When the consistency of the information is built, the credibility of the brand becomes higher (Bengtsson, Bardhi and Venkatraman, 2010). It is suggested that asymmetric information leads to consumer uncertainty, which would therefore have a negative impact on brand image (Erdem and Swait, 1998, p. 138). Accordingly, consistency of the information has become a key factor that leads to the successfulness of a global brand since it reduces the uncertainty and the thinking process time of consumers (Lee et al., 2007). Several effects have been found regarding to standardization of a brand (Erdem and Swait, 1998, p. 138). Marketers will have a better control of the brand if the brand meaning has been consistent over the time (Erdem and Swait, 1998, p. 138). First of all, it increases brand equity, which would therefore improve consumer’s brand awareness (Erdem and Swait, 1998, p. 138). Second, it would reduce consumers’ uncertainty of the brand, which would thus increase the reliability of the brand and brand loyalty (Erdem and Swait, 1998, p. 138). Third, it greatly reduces the conflict of consumers’ cognitive structures, which would lead them to trust more on the brand (Erdem and Swait, 1998, p.
When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
According to (Brown, 2014) , mascots are ubiquitous and loved by consumers. Though some mascots like Tony (63 years), Bertie Bassett (80 years) and Michelin Man have been around for a very long time, they are not very widely noticed. Studies claim that terminological and taxonomic shortcomings are the reasons for the sufferings of brand mascots. Mascots are considered to be more than just beasts for branding. Sometimes they eclipse the products or services they carry while sometimes they have a huge impact of themselves and their brands.
Carman’s brand name: The unique Carmans brand name, distinguishable through cursive font which contrasts with all other simpler typefaces, is used to build ethos and promote persuasion through repeated use which creates familiarity and influences consumer preference. As previously mentioned the rhetorical device of repetition or repeated uses of elements reinforces messages or visuals in the mind of the viewer[3]. Therefore, repeated use Carman’s brand name on each side of the box familiarises the consumer with the brand in the same way, making it memorable. According to an article in the Journal of Global Fashion Marketing, brand familiarity is effective as the more familiar a person is with a brand the greater the influence of buying
Throughout Elizabeth Winthrop’s short story, “The Golden Darters,” are symbols of how Emily, the main character, is growing up. The most obvious symbols are Emily piercing her ears, her father’s table where he works on the flies, and the golden darters.
The Aural Motif of the movie of the film is “No one gets left behind!”, that is the biggest the phrase and the most important in the film. Yes the military troops came in Somalia to complete a mission, but they all knew that no matter what happens no one gets left behind, dead or alive everybody is going home. This phrase goes on repeated through out the war scenes, the phrase is basically burned into each of their minds.
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
Advertising draws both from non-linguistic elements and linguistic cues designed to communicate a desired message to a targeted audience. Communication transpires through decoding and encoding levels of messages from the sender to the receiver via a particular medium. The overall connotative meaning of the message perceived, potentially impacts from one’s cultural perspective. This essay examines the advertisement of the Katy Perry perfume ‘Killer Queen’ in terms of a semiotic analysis. The advert itself is a conglomeration of symbolic signs, indexical signs, connotations, denotations, paradigmatic and syntagmatic relations combined. The implementation of Ferdinand de Saussure view on signs and his approach of signifier and signified assisted
The Influence of Movie Genre on Audience Reaction to Product Placement: The use of brand placements is quite evident in movies today. The success of some brands reporting a phenomenal sales increase may be partly dependent on the type of movie in which the brand is placed. Employing 200 university students, this paper examined the effects of movie genre on brand placement. Students completed a questionnaire after watching and evaluating one 30-minute movie clip categorized by genre—comedy, drama, and science fiction. The study compared the effects of genre on brand recall, brand liking, and consumer's reactions toward brand placement. Central to the practice of using brand placement in movies is the belief that the humor found in a comedy movie would help create a favorable response toward brand placement. It did not. The comedy genre did not outrank the other genres on brand recall/recognition, brand liking, and attitude toward brand placement. However, this research did confirm the findings of previous research that prominent brand placements promote a significantly higher level of brand awareness than subtle brand placements.
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.
Imagine a world without music…can it be done?? Of course not. Music is everywhere, even when we don’t realize it. In fact, there’s a piece by composer John Cage entitled “4:33” validating that such thing. Cage’s composition, or lack there of, puts an emphasis on how even in silence, the beauty of music still shines. His work consists of a pianist sitting beside a piano for four minutes and thirty-three seconds doing absolutely nothing…or so we think. In reality, though, the genuine music is the tiny sounds like the air conditioner, the whispering of people, etc. As outrageous as this might seem to some, I believe it’s genius. Like current day Audio Engineers, or Music Producers, Cage put a lot of thought into his creation prior to writing or producing it. Moreover, I believe Cage’s silent song paved the way for those employed in Audio Engineering now, and for those to come. By becoming an Audio Engineer myself, I too, want to show the world how beautiful music can be.
Acoustics is a science that deals with the study of sound. It is known to be one of the branches of physics; studying oscillations and sound waves from the lowest to high frequencies. Acoustics is known to be one of the oldest sciences, and dates back to ancient times as people had the need to understand the nature of speech and hearing. The main reason acoustics was discovered and is one of the oldest sciences is because of the need for the knowledge of the sounds of music and musical instruments. Pythagoras, an ancient mathematician, was the first person to ever find out that tone height corresponds to the length of the sting or tube. While Aristotle, Pythagoras apprentice at the time, helped more to explain that an echo is created as the sound reflection from obstacles.
This part of photosynthesis takes part in the stroma located in the chloroplast. The Calvin Cycle involves the reduction of carbon dioxide and require hydrogen from NADPH and ATP for energy.