品牌传播中的声音识别及其实施策略

Voice recognition and Implementation Strategy in brand communication

广告片中的'声音'一直处于被广告主'忽视'的灰色地带。随着受众对视频广告的耐受度增强,如何利用广告中的'声音'元素为企业品牌形象助力,成为越来越被广告主重视的问题。本文以广告中的声音为研究对象,对声音广告的发展历程以及种类进行了梳理,并以央视'世界杯'广告为例来探讨企业如何利用广告中的'声音'来促进与受众的交流。

The'Sound' element is used to being ignored by the advertisers in TVC. With the audience’s rising endurance of frames in videos, how to use 'Sound'in TVC to enhance advertiser’s brand image becoming more and more significant. This paper takes the sound in advertisement as the research target, illustrating the development and the types of sound advertisements. It also takes CCTV World Cup advertisements as examples to explore how enterprises can use the sound in advertisements to promote communications with the audience successfully.