Communicative Effects of Voice Advertisement: How to Come Back to Silence?

  • Denis Vladimirovich Anikin aden109@mail.ru
  • Alla Vladimirovna Kovaleva alla_k65@mail.ru
  • Yuliya Vadimovna Yavinskaya yavinska@mail.ru

Abstract

The article presents the results of the sociological research held in shopping centers of Barnaul in March 2015. The main criteria of advertisement communicative effects were the following: 1) creating a need in a product, 2) creating a knowledge of a brand, 3) forming an attitude to a product, 4) forming an intention to buy a product of a specific brand, 5) promotion of a product which helps to buy it. From the point of the communication theory, the results of the poll prove the idea that the advertisement is a phatic communication aimed rather to the contact than to the contents. In contemporary philosophy this effect is known as a high intensity noise.
Keywords:
sound advertisement, communicative effects, shopping centers, brand, phatic communication, high intensity noise

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Issue
No 12 (2015)
Section
EXPERTISE

Following the submission of the manuscript to the Publisher, the author binds oneself not to publish it somewhere else without permission of the Publisher.