Sound Codes in Advertising

Natalya Fridrikhovna Bolshakova

doi:10.5901/mjss.2015.v6n3s4p75

Abstract

The article is dedicated to research into the effect of a sound and musical accompaniment in a TV commercial. But for verbal components of advertisement intended to affect a person by means of words non-verbal components serve the same purpose. It is important to notice that non-verbal part of advertisement does not only form the background for the text but makes its own message involving the consumer into the non-verbal communication process. As long as a commercial contains minimum two messages (verbal and non-verbal) it has a real impact on the consumer provided these messages do not counteract but harmoniously complete each other. An experiment on a commercial perception with no video series has been conducted. The objective is to demonstrate effectiveness of a sound accompaniment in commercials. The issue is of paramount importance today because of lack of information in this sphere, its low level of scrutiny and a small amount of research. DOI: 10.5901/mjss.2015.v6n3s4p75

Highlights

Advertising appears to be one of the most highly demanded aspects of business today since no commercial enterprise becomes successful without a firm positioning at the labour-market
Advertising is brief fancy information about a product or service aimed at potential buyers and focused on catching their attention and influencing their purchasing behaviour
Apart from verbal components that influence a consumer through words, non-verbal elements are aimed at exactly the same effect

Summary

Introduction

Advertising appears to be one of the most highly demanded aspects of business today since no commercial enterprise becomes successful without a firm positioning at the labour-market. Commercial together with a product offers to grow familiar with a new world by means of "magic by analogy". It forms consumer’s principles and lifestyle through figurative thinking, making the process even more successful since a person hardly realizes it, supposes S. The issue of attracting a consumer's attention to commercial seems to be acute . Apart from verbal components that influence a consumer through words, non-verbal elements are aimed at exactly the same effect. At the same time a sound is one of the most primal instruments of inviting a consumer's attention to commercial. In business audio branding is used as a harmonious addition to a product's image with the help of sounds, which, according to Goncharov P. A research objective is to determine effectiveness of a sound accompaniment in commercials, including its influence on a consumer

Data for Study and Research Techniques and a Course of Experiment

Results

Conclusion