Sound in Advertising classwork thread

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Use this thread for your answers about sound in advertising (Q7 on class question sheet).

[CINDYLEFEVRE]

Sound in advertising as colors is a good way to reinforce the impact of the message send by a company. Once again it's a way to seduce the customer and to cause the customer sympathy and affection.
I think that it's a good way to memorise the ad and to assimilate this one to a song the customer like or love.
For example, when I hear the song "Happy" from Pharell Williams I always think about the ad for the Fiat 500 with many joyful colors. The ad of "maison du monde" is unique and didn't exist before but it's nice, joyful and always get me go there and buy something.
I'm pretty sure that sound has the same power as colors to seduce a consumer and make him buy a product or service.

[Lea METIFET]

The use of sound in advertising is almost as important as colour. The brand can easily represents its image, representation by a sound. Customers can also recognize the brand by simply hearing a music or a sound. Brands need dynamic marketing strategy and this dynamism can be provided by the use of sound. The repetition of a sound by making a lot of ads is really powerful because it stays in our memory for a long time and can modify our behaviour regarding this brand.

For example the music Your Wish of Talisco always make me think to the brand Balsamik because they always use this sound in their tv ads and in my mind and the mind of all consumers this music is associated to their brand. I also like Gamm vert tv ads because of their music, they have a different music regarding the product that is promoted in the ad. However, it’s always a dynamic and particularly funny music that stay for a long time in my mind when I see these ads.

[Anastasia Garros]

For a brand, sound is as much pivotal as the logo. A company has to choose a jingle so the consumer be able to recognize the brand without watching the clip or seeing the logo. The sound associated with the logo makes the brand livelier, it underlines its identity and personality. The jingle/music brings an atmosphere and in their communication campaign, companies have to respect some codes to be successful.

Car brands used to associate a specific type of music with a well-defined style, model. For instance, if they promote a saloon car, the song may be a piece of classical music whereas if young people are targeted, the music will be more dynamic and swinging.  

Eventually, a successful jingle is a piece of music which is easy to memorize. Personally I think SNCF has made a very good choice: the first thing I think of when you say SNCF is its jingle.

[Emilie THIRY]

The sound as an important role in advertising, it helps the viewer memorize the ad. Often the ad has a narrative approach and the sound helps to understand the story. If the music is joyful this can provoke a positive emotion towards the viewer.

Music has the power to give an emotion to an image. For any brand it’s important to be in the consumer’s mind so music can be a way to achieve this goal. Who has never had a jingle stuck inside their head? It happens all the time. We can unconsciously hum the song we heard from a TV spot, and it can be really annoying.

I recently discovered the last advertising of Maison du Monde and I thought it was great largely thanks to the song and the melody.

[Marvin_Menou]

I cannot really say that I am convinced by the impact of sound in advertising. However I have to recognize that marketing does really well with the use of sound in their campaigns especially on radio.

I would associate music and jingle to sound in advertising.

Music in advertising is always something you remember.
I love the song “Island in the Sun”. I discovered this song thanks to an add used by a French bank. I enjoyed hearing "hip hip".
Also I like the sound SFR is using in their advertisement.

As Anastasia said, SNCF did well. Almost everyone knows its jingle as it is easy to memorize.

Marketers perfectly know what our brands will remember and work hard so their campaigns could be successful.

[Lydie Gentric]

Music in advertising has to be coherent with the ad's message. You have to think about your product. What kind of product it is? Technological, cosmetic, food, clothing, cars ... Then, who is your target? Then, what is your strategy, high end, middle-range, low-range?etc... All of that are going to help you to choose the song that will in your ad.

For exemple, I'm thinking about a good exemple: Samsung and its phone, the galaxy alpha. The brand choose "Drop the game" by Flume and Chet Faker, which is for me, an excellent choice, well thoughtful.

Use electronic music for a technologic product is not really innovative, but this couple working well because they are connected, they have the same DNA. They are symbol of youth and dynamism. That's why more and more advertisers use electronic music in their ads. For a brand, introducing electronic music in advertising allow it to capture the attention of young and give it a young and trendy brand image.

Flume and Chet Faker who are young talented artists very popular in the electronic music's world, allows the brand to reach a target, the "trendy people", opinion leaders. Thus by choosing to follow music news and haunting electro rhythms, Samsung benefits a identity to the forefront of trend.

[Emmanuelle Darthout]

Sound in advertising is as important as visuals. A human being is sensitive to colors, but his hearing is also developed. Music accompanies the pub, it reinforces the message that the brand wants to make cross.

For example, last year I discovered the music Photomaton of Jabberwocky. I love this sound. I could heard it everyday. I heard for the first time in the Peugeot advertising, which has used this music in its TV spot to promote the new car : "208".
I find that this sound accompanies perfectly the little robot, who is the main caracter in this advertising because this sound is an electronic music. He exists a link between the visual (the robot) and the music (electronic sound). Peugeot draws a parralel and it works. It was a good avertising.

You can look at it here :



When people remember a sound, he also remember the associated advertising. It's a good way to differ. Brands have to play on this.

[Flora Clement]

On my point of view… I think that sound is equally important than colors… Because we can assiociated sound with brand, and I think that musics permit to understand better the message of the advertizers. For example, the music «Glorious » by Andreas Jonhson used for Nutella advertising, permit to understand that when you eat this it’s a really good experience, a unique product that we should buy now!.
For an other thing, the repetition of a sound by making a lot of ads is really powerful because it stays in our memory for a long time… I think about “MMA, 0 traca, 0 blabla” or “Carglass répare, Carglass remplace!”. It’s horrible to retain it, but it’s a really good strategy because I’m sure that this can modify our behaviour regarding this brand.
So all brands should use sounds in advertising.

[Mathilde Lehmann]

I think the sound is an important element of the advertising, because even if we don’t watch TV when an ad is broadcast the simple fact of hearing a music or a sound effect can bring us to look it. Furthermore, the sound (music or sound effects) allows to emphasize the product or the service which is shown in the spot.
For example, the new advertising for Fiat 500X: effect viagra. At the sound level this campaign stands out in 3 parts : a short dialogue then sound effects similar to the sound of a bullet of pistol and finally sounds animal which take(bring) out the mouth of the women who look at new Fiat 500X. If we hear only the sound effects, we think of a scene of western, I think this kind of sounds was chosen in a voluntary way to attract the curiosity of the spectator and urge him to look at the advertising, because it’s not usual to hear the sound of a bullet of pistol in an advertising and especially associated with the couple of elderly consuming of the viagra.
https://www.youtube.com/watch?v=YAcLViTHDOo
Sound is an important element in the world of advertisement, it touch all the people and allow to adapt in differents media (internet, TV, radio).

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