publication . Article . 2013

Sounding out the logo shot

Nicolai Jørgensgaard Graakjær;
Open Access Danish
  • Published: 01 Dec 2013
  • Country: Denmark
Abstract
This article focuses on how sound in combination with visuals (i.e. ‘branding by’) may possibly affect the signifying potentials (i.e. ‘branding effect’) of products and corporate brands (i.e. ‘branding of’) during logo shots in television commercials (i.e. ‘branding through’). This particular focus adds both to the understanding of sound in television commercials and to the understanding of sound brands.The article firstly presents a typology of sounds. Secondly, this typology is applied to an analysis of a case to illustrate how a textual analysis of sound and its audiovisual setting can offer relevant and necessary insights into processes of signification dur...
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Subjects
free text keywords: Geography, Typology, Logo, Advertising, lcsh:Communication. Mass media, lcsh:P87-96, lcsh:Acoustics. Sound, lcsh:QC221-246
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