The Importance of Sound in Advertising

analytical Essay
3204 words
3204 words

“Many a small thing has been made large by the right kind of advertising” (Mark Twain). Advertising, the very business of claiming attention. Through many successes and twice as many failures, advertising has always been a competitive field to be a part of. New techniques are constantly being shouted out or thought of to try and get a head in the game. Propaganda, obnoxiously large print headlines, and lavish pictures are few of outrageous techniques to get the message out there. However the need to bluff, or over exaggerate products and brands is no longer needed, when you can simply emphasize with a simple tool. Sound, the very tool humans use to associate language, can be the tool used to associate advertising endorsements. With the emotional effects sound can create, it has been shown to create emotions to certain adverts and companies. Despite which emotion is trying to be perceived, sound proves to be more useful as an influencer than visuals in marketing. Either used as the main source of an advert, or the backdrop, sound creates an environment or advertising persona. Truly, sound is the key to successful advertising in society. With the rapid decline in print media and up rise of technology, sound is more of an important factor to advertising media masses today. While sound is found more intrusive than visuals, it has also found to have more impact on consumers. Due to its booming qualities, sound can create both positive and negative attitude towards advertisements and brands. However the echoic impact is still stronger than iconic, and shows in fact why sound should be more widely used.

Technological advancements have changed our culture in many ways, even having it’s personal effect on advertising. With the invention...

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In this essay, the author

  • Opines that sound is the key to successful advertising in society. it is more intrusive than visuals and has more impact on consumers.
  • Explains how technology has changed our culture in many ways, even having it's personal effect on advertising.
  • Explains how a study conducted in the international journal of retail & distribution management found that radio ads had an influence on urban commuters' shopping behavior.
  • Explains that spotify and pandora are downloadable apps for all other devices, but the ads are overbearing. facebook is on its way to joining the ‘auto play ad’ train.
  • Explains that sonic branding uses sound motif or music to define or make a brand recognition.
  • Explains that the mcdonald's jingle "i'm loving it" has been voiced by justin timberlake since 2003. although sonic branding does not always have to use artists famous in pop culture, contrasting genres can be beneficial.
  • Analyzes the history of sonic branding, including the jingle, which is composed of catchy lyrics, phrases, or a specific tune written solely for the brand.
  • Explains that sonic branding has come as a saving grace to select companies such as general mills cereals. wheaties was on the chopping block in 1929 when sales weren't looking profitable.
  • Explains how music in television commercials sway consumer attitudes towards the advertised products and brands is not an easy one to understand.
  • Explains that sound has lasting effects on memory due to the concept of our auditory senses being more efficient than visual.
  • Analyzes how music and its power over a person's memory are psychological science and marketing techniques.
  • Explains that the industry of advertising has proven to not always be a safe game to play in.
  • Explains that music improves verbal memory encoding while decreasing prefrontal cortex activity.
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