Sound: Do You Only Ever Notice If It’s Rubbish?
It’s not often you see an ad on TV and exclaim ‘wow, those sound effects were just phenomenal!’
However, if the sound sounded shit in the ad, chances are you’ll probably notice. At least, Grant McAloon and Vince Lagana, executive creative directors from ad agency Leo Burnett reckon you would.
“We can’t speak for everybody, but you usually notice it when it’s not working,” they say. “Or if it’s just sitting there and it does what it needs to do but it’s not adding anything.”
But if you’re in the production process and not thinking about sound, however, you’re in strife.
Of course, radio, both online and off, relies on sound for its advertising, but when it comes to the visual ads, the guys from Leo Burnett’s say people hold onto the visual as an easier way to understand the storyline.
Nicole McInnes, marketing director for music streaming service Pandora, however disagrees people don’t notice sound unless it’s rubbish. According to her, the radio spots on the platform can sometimes work better than the TV ones.
“From the research we have conducted, we have found most of our ads, which are all positive sounds, have been more memorable than their TV companion ads,” she says.
Sound doesn’t seem to be a top topic of conversation around Adland, unless you’re involved in the process itself.
But why is that? Do we find visuals more appealing?
McInnes says: “I think because marketers feel it is easier to get a single minded proposition across by ‘showing’ your audience. Fundamentally it is a misunderstanding of the human mind, we are extremely visual but sound generates an image in our minds and engages our imagination to do so which makes it extremely memorable and much more likely to be recalled compared to an external image forced upon us.”
It comes down to a form of neuroscience, explains Simon Tebbutt, head of shopper marketing and retail strategy at ApolloNation. “It’s how different senses approach the brain and trigger thoughts and feelings,” he says.
Many clothing stories use sounds such as music in the physical stores, and helps showcase the brand’s position and target audience. McInnes says sound is a great way for brands to be memorable as it engages the listener’s imagination.
“The creativity centre of the brain is where innovation happens and paradigm shifts occur,” she says. “Audio advertising enables that part of the brain and in essence the brand becomes a co-creator with its audience. It’s like user-generated content of the mind.”
There are some sounds people just associate with certain brands. Jingles and music of course are big ones, but also franchises such as Disney and Star Wars have certain sounds that resonate with the brand. Imagine having two Jedis dueling with lightsabers and having a ding sound instead.
Tebbutt says Disney’s theme parks has its own combination of sounds that resonates with visitors long after attending the park. “If you read any of the books about Disney and how he’s created the resorts, whilst he’s got the look and the feel and he creates these kingdoms in unreal worlds, one of the main things he uses is sound,” he says. “It’s quite subliminal.”
The subliminal aspect of sound is what Rod James, head of moving images at M&C Saatchi, also suggests is key with sense.
“In terms of [sound] effects and things, it’s so much the thing where if it’s not there, you’d notice it. But you sometimes don’t notice it when it is there,” he says.
There’s no denying sound is an integral component in campaigns, and some, aside from radio spots, have only used sound, such as the Anzac Day campaign last year from DDB which saw people pay for a minute silence on the phone.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.