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- Title
Usos del silencio en la publicidad audiovisual: una perspectiva desde la creatividad.
- Authors
Palencia-Lefler, Manuel
- Abstract
There is an important body of scientific research that has studied the soundtrack -voice, music and sound effects- in audiovisual advertising communication, especially the role played by music in the process of attracting the consumer's attention. Few studies, however, have examined advertising soundtracks when they are presented through silence as a creative resource in commercials. Few studies, however, have examined the advertising soundtrack when it is presented through silence as a creative resource in spots. Is it possible to give content to silence, to fill it with meaning? The central motive for using silence in advertising should be to increase the consumer's attention and ability to retain the message. Undoubtedly, an appropriate use of silence can reconcile aesthetics and concept in favor of the advertising objective. Thtis research sheds some light on the reasons and motives for the use of silence in television advertising, listening to and analyzing the opinion of advertising agencies, specifically 42 creative directors who justify, delimit and reason about the different characteristics and functions that silence can have in an advertising spot. Among the most significant results, creatives consider audiovisual silence a useful tool in their future professional activity, even if it is not materialized in real practice.
- Subjects
ADVOCACY advertising; TELEVISION advertising; COMMUNICATION; CREATIVE directors; CREATIVE ability; ADVERTISING agencies; CONSUMERS; AUDIOVISUAL materials; TELEVISION viewing; RESEARCH
- Publication
Signo y Pensamiento, 2022, Vol 41, p1
- ISSN
0120-4823
- Publication type
Article
- DOI
10.11144/Javeriana.syp41.uspa