Sound Codes in Advertising

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