2014-10-172014-10-172008DEUS, Andreia Morais de; ASSIS, Érika Correia Frutuosa de. O som na propaganda: possíveis relações imagético-sonoras com a estética de videoclipe. 2008. 60 f. Trabalho de Conclusão de Curso (Graduação)–Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2008.http://repositorio.bc.ufg.br/handle/ri/4169The sounds are present in everywhere, in everything and in every living being. Music is an important part of the human being’s essence, and it is capable to produce unknown sensations and unexpected attitudes. Aware of music power, advertising uses the sound elements to create synesthesic experiences and stimulate the consumer interaction with the commercial television and his involvement with the product announced. The sound, in particular the sound effects, creates soundscapes in this kind of commercial, which identifies the scene of the narrative and detaches certain aspects of the environment, resulting in the direction of consumer’s attention so subtle and in the facilitation of the absorption of the message. The use of soundtrack stimulates creativity and it generates different possibilities to divulge an idea. Mix reality with fantasy, manipulate images to promote rhythm, and play with the videogame and comic cartoons’ language are some features that make this type of commercial resembles the language used in music videos. To show the objective insertion of these elements in the commercial, we will promote a case study of the Fiat Punto’s campaign because it knew how to explore the relationship between sound and image and it created stories that turned the act of watching commercial television into a pleasant and fun experience. The soundtrack “Shut Your Eyes” (of the band Shout Out Louds) conquered the public, and generated spontaneous advertising in different media (mainly, internet and radio) and it promoted a longer life to the campaign in the mind of the consumer.porAcesso abertoComercial televisivoSomSinestesiaPaisagem sonoraLinguagem de videoclipeCommercial televisionSoundSynesthesiaSoundscape musicVideo languageMonografia