配音演员的声音对广告效果的影响研究——对非结构化音频数据的解读

The Impact of Announcer Voice on Advertising Performance:Based on the Analysis of Unstructured Audio Data

大数据时代已经到来,在互联网大数据中绝大部分的数据将是以音频、视频、文本等非结构化数据的形式存在。对这些非结构化数据进行存储、处理、分析并应用于商业实践是当下企业和研究者关注的重点。笔者聚焦于声音广告中配音数据的处理和分析,利用声学和计算科学的研究方法对广告声音特征进行抽取并利用统计学技术进行分析,探究配音演员的声音对广告效果的影响,并试图建立起声学参数与声音类型之间的联系。研究结果不仅发现了配音演员的声音对广告效果的影响,及不同的声音类型对广告效果的影响作用,并在此基础上对声学参数与声音类型之间的关联进行了探索。研究结论不仅是在音频数据研究领域的有益探索的结果,更为本领域的研究者提出了音频数据处理和分析的技术框架,在实践中可以帮助广告企业建立客观的声音演员选择、培训及评价标准。

The era of Big Data has arrived.Most of the Internet big data are unstructured data such as audio,video,and text.The storage,processing,analysis and application of these unstructured data to commercial practice is the focal point of enterprises and researchers.This paper focuses on the collection,processing and analysis of audio data in sound advertising,using the research methods of acoustics science and computational science to extract the acoustic parameters from advertising voices and using statistical techniques to analyze the influence of the voice of the voice actors on the advertising effect.An attempt was made to establish a connection between a sound parameter and a sound type.The result shows that announcer voices indeed can affect the advertising performance,and different types of voice have different effects on advertising performance.We also establish the relationship between acoustic parameters and the types of voice,which has important theoretical and practical significance.The research results not only are valuable explorations in the field of sound data research,but also propose a preliminary technical framework for sound data processing and analysis for the researchers.In practice,it can help advertising companies to establish objective criteria for voice actor selection,training and evaluation.