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The Importance Of Sound In Advertising

3604 words - 14 pages

“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 of TV, radio, and internet, print media is all but nonexistent. With the dying of print media, this also is accompanied by the dying rate of print advertisements. TV has drastically stolen the ad revenue newspapers once relied on. (journalism.about). Even popular magazines such as the magazine “Newsweek” has gone on record saying that it would now be supported solely by subscriber fees to try and stay afloat after a year of non-printing, instead of advertisements. (Huffington post). Now with visual representation no longer being the sole view of ads, marketers need new advertising techniques to keep up with the revolution of media. So this is how the importance of sound came about in marketing. From radio advertisements to singing commercials, to even billboards filled with sound, audio has become the new hot shot in advertising. Steve Guttenberg recently wrote a news article for CNET news describing how A&E has taken billboard ads in New York to this futuristic level. To promote a new ghost themed series "Paranormal State”, A&E has installed technology into their billboard to imitate a woman’s voice saying eerie obscurities such as "It's not your imagination." (AdAge). Developed by Holosonic Research Lab is a new...

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