O som na propaganda: possíveis relações imagético-sonoras com a estética de videoclipe
Carregando...
Data
2008
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade federal de Goiás
Resumo
The 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.
Descrição
Palavras-chave
Comercial televisivo, Som, Sinestesia, Paisagem sonora, Linguagem de videoclipe, Commercial television, Sound, Synesthesia, Soundscape music, Video language
Citação
DEUS, 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.