DESIGN ISSUE

AD SONIC
The discovery of sound in advertising and its attempt to solve AD CLUTTER

KEVIN TAN

12471

DESIGN ISSUE

AD SONIC

DESIGN ISSUE STATEMENT

Because of the over cluttering of ads in this modern world, people tend to become immune to ads. Ads these days are very visual focus, the amount of ads have increase through time. Therefore resulting in a visual clutter in advertising. This has led to a negative consumer behavior of blocking out ads called ad avoidance, which in turn caused the ineffectiveness in ad communicating its message.

DESIGN HYPOTHESIS STATEMENT

In order to clear this visual ad clutter, by exploring the effects of sound in advertising to better place its position in advertising so as to complement other medium, in turn to engage audience in a subliminal way to overcome ad avoidance, therefore better communicate its message.

KEVIN TAN

12471

DESIGN ISSUE

AD SONIC

RESEARCH METHODS
PRIMARY
1. 2. User Testing : Over reliance on sight in Advertising . Focus Group finding : The compatibility of sound with other advertising platforms

SECONDARY
1. A study of the ad clutter which leads to ad avoidance with the support of literature reviews (journal, internet resources, books) A study of the characteristics of sound with the support of literature reviews A study in sound advertising with the support of literature reviews.

2. 3.

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DESIGN ISSUE Main Aim

AD SONIC

Find out the cause for visual ad clutter in advertising and how it leads to ad avoidance, which in turn loses its effectiveness in communicating the message behind. To give advertisers a better picture of how sound in advertising could be communicate better by showing the power of subliminal advertising using sound as the key factor to achieve it. Another reason of this design research, to better understand sound as a platform, as a media, as a tool and further expands its possibilities with other platforms so as to communicate more effectively in advertising.

Target Audience
Primary : Advertisers from agencies in the industry. They are the headers in the advertising industry, if anyone were to able to inuence clients or fellow advertisers. They are the one. Secondary : Clients, brand managers. Targeted more of their branding of their products or services.

KEVIN TAN

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DESIGN ISSUE

AD SONIC

Significance
Lead us to a whole new level of communication between the ad and their target audience. Open new grounds for exploration and most of all overcoming the wall that the audiences have built up against advertising. Beneting creative perspective of advertisers and also spark of the growth of advertising.

KEVIN TAN

12471

DESIGN ISSUE KEY Issues

AD SONIC

Key issue 1: An over reliance on sight in advertising and how it leads to ad clutter. - The importance of sight - Advertisings general reliance on the sense of sight to communicate - Understanding ad clutter and how it happens Key issue 2: The adverse effects of ad clutter caused by an over reliance on sight, on consumers and brands - Effects of ad clutter on consumer - Effects of ad clutter on brands - Understand the relation between consumer and brands Key issue 3: Understanding sound and its ability to communicate subliminally in order to reach a potential audience - The capabilities of sound - Study of subliminal advertising - Effects of sound on audiences

KEVIN TAN

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DESIGN ISSUE

AD SONIC

RESearch questions
What causes ad clutter and whether an over reliance on the sense of sight leads to it?
The intention of this research question is to nd out how ad clutter develops and how an over reliance on sight affects this.

What are the negative repercussions of ad clutter on consumers, advertisers and clients?

The intention of this research question is to nd out the effects of ad clutter caused by the over reliance on sight, on advertisers and brands.

How do we perceive sound and how it can be used as a subliminal element in advertising to better communicate through ad clutter?

The intention of this research question is to nd out how sound can help to communicate better through ad clutter subluminally.

KEVIN TAN

12471

DESIGN ISSUE

AD SONIC

Bibliography
1. Predictors of Advertising Avoidance in Print and Broadcast Media, Paul Surgi Speck and Michael T. Elliott 2. The Media Handbook, Helen Katz 3. Subliminal Persuasion, Dave Lakhani 4. Music, Mood, and Marketing, Gordon C. Bruner II 5. Tangibility and Golbalization (http://audiobooks147ab.wordpress.com/2012/04/06/tangibility-and-golbalization/) 6. A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments, Eric Yorkston and Geeta Menon 7. Audio Advertising (http://neck.blogs.com/real_value/audio-advertising.html) 8. The Power of Sound in Advertising by Duane Sprague (http://www.slideshare.net/duanesprague55/the-power-of-sound-in-advertisingduane-spr ague) 9. Advertising in Todays Economy (http://www.duanesprague.com/) 10. Neural Advertising: The sounds we cant resist (http://fsucreativestrategy.blogspot.sg/2010/02/neural-advertising-sounds-we-cant.html)

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