Sound Logo to Increase TV Advertising Effectiveness Based on Audio-Visual Features

Abstract

Internet advertisement has been expanding in recent years. More creative works for TV commercials are necessary. A sound logo, which is one of the components of the sound of TV commercials, is expected to leave more impression on consumers. This paper proposes the design policy of sound logos to increase TV advertising effectiveness. To make a useful proposal, we analyze the audio-visual features which will affect product recognition and purchase intention for each product category. Firstly, as the basic analysis, we extract actual sound logos which enhance advertising effectiveness in product recognition and purchase intention. After that, we group the sound logos into three product categories: food and drink, services, and daily necessities. Secondly, as the main analysis, we clarify the effective features which increase advertising effectiveness for each product category. We define three features of sound logos: the number of sound logos in a TV commercial, visual features, and audio features. Then, we analyze them respectively by correlation analysis, correspondence analysis, and Hierarchical cluster analysis to reveal the effective features. Finally, we summarize the design policy of sound logos to enhance TV advertising effectiveness through our audio-visual features derived from our analysis.