O poder do som no contexto da criação da marca

Abstract

One of the elements of the process of creating an advertising campaign is music or sound, in this work we intend to discuss methods and examples of using music and sound in this process. As a general objective, it is intended to provide the reader with arguments and artifices that can serve as a subsidy to justify the use of certain methods to obtain the desired result during the creation of an advertising campaign. It is a bibliographical research that analyzes cases, and through the study of semiotics, traces a path to obtain more effective results in the process of using music or sound in advertising. Citing authors who deal with the structure of sound, verbal and written language we can analyze the application of sound effectively, under the light of semiotics we can see the effectiveness of building an affective, emotional and affective connection with the public. The studies also include multisensory aspects such as smell, taste, touch, vision and obviously hearing. We also approach the history of music, as well as the cognitive revolution, a period of great transformation and birth of the first structures and sciences of language.