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Title:
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THE ROLE OF SOUND IN BRAND COMMUNICATION |
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Author(s):
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Elio Toppano, Alessandro Toppano |
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ISBN:
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978-989-8704-11-5 |
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Editors:
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Piet Kommers, Pedro Isaías, Claire Gauzente, Miguel Baptista Nunes, Guo Chao Peng and Mário Macedo |
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Year:
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2014 |
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Edition:
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Single |
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Keywords:
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Marketing, Brand, Sound, Design, Multimedia, Semiotics. |
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Type:
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Full Paper |
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First Page:
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167 |
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Last Page:
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174 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Brand meanings are among the most valuable intangible resources of a company. The purpose of this paper is to explore how they may be inscribed and communicated through sound. To this end a conceptual framework supporting sonic analysis of multimodal webtexts is proposed. The framework, inspired to social Semiotics, extends current analytic approaches based on spectromorphology by taking into account the effective practices of producers and sound designers. A test-bed constituted by a selected set of video commercials produced by Lancôme in the period 1990-2010 is used to assess the effectiveness of the analytic approach and to study the coherence of brand meanings through aural and visual modalities and their permanence across time. |
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