One of the elements of the process of creating an advertising campaign is music
or sound, in this work we intend to discuss methods and examples of using music
and sound in this process. As a general objective, it is intended to provide the
reader with arguments and artifices that can serve as a subsidy to justify the use
of certain methods to obtain the desired result during the creation of an
advertising campaign. It is a bibliographical research that analyzes cases, and
through the study of semiotics, traces a path to obtain more effective results in
the process of using music or sound in advertising. Citing authors who deal with
the structure of sound, verbal and written language we can analyze the
application of sound effectively, under the light of semiotics we can see the
effectiveness of building an affective, emotional and affective connection with the
public. The studies also include multisensory aspects such as smell, taste, touch,
vision and obviously hearing. We also approach the history of music, as well as
the cognitive revolution, a period of great transformation and birth of the first
structures and sciences of language.
|
