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http://dx.doi.org/10.14400/JDC.2020.18.7.369

A study on the sensory elements of the advertising image symbolizing sound  

Kim, HyungJoon (Dept. of Multimedia, Graduate School of Digital Image and Contests, Dongguk Univ.)
Chung, JeanHun (Dept. of Multimedia, Graduate School of Digital Image and Contests, Dongguk Univ.)
Publication Information
Journal of Digital Convergence / v.18, no.7, 2020 , pp. 369-374 More about this Journal
Abstract
A variety of sensory elements are used in video advertisements promoting products. Video advertising using visual and auditory elements is a representative means of marketing. The advertising video that promotes the product by using such a sensory element is imprinted on viewers by continuously or repeatedly exposing visual elements such as a logo or a specific image or phrase. Such visual images are used as an effective way to symbolize brand image effectively. If the visual elements were symbolized in the advertising images of most car brands, Kia's K5's advertising images symbolized auditory elements, or sounds, to produce K5's unique advertising images. In this paper, we compared Kia's K5 advertisement image symbolizing auditory elements with other brands' advertisement image of other companies, and studied the techniques and effects used in advertisement image production.
Keywords
Symbolization; Sound; Morse Code; K5; Sensory elements;
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