• Proceedings of the IEEK Conference
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• 2003.07d
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• pp.1487-1490
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• 2003

This paper shows the watermarking system that inserts copyright holder's logo in music file. In other words, a sound file is able to have an image information like a logo or letters. The watermarking system converts a sound file into an image file using spectrogram. In the spectrogram domain, a logo is inserted using spread spectrum. The proposed technique shows that the verification of copyright is better than the method using PN-Sequence.

• Journal of Digital Convergence
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• v.16 no.12
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• pp.147-152
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• 2018

Current research examined the effect of fit in the executional cue on brand memory for luxury and non-luxury brand advertising. In particular, this research looked at music to see how well individuals memorize information about brands where background music and sound logo fit or non-fit in the advertisement. As results, the influence of fit in music was higher in the luxury brand advertisement than that of non-luxury brand. The findings demonstrate fit leads more positive response not only in the relationship between the executional cue and the brand image or executional cues, as seen in the literature, but also in the executional cue. Moreover, the effect of fit in the executional cue is greater for the luxury (vs. non-luxury) brand. Based on the results, present research proposes the academic and practical implications.

• Science of Emotion and Sensibility
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• v.14 no.1
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• pp.93-100
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• 2011

Sonic branding is defined as creation and management of brand value by using sounds. Among various methods of sonic branding, sonic logo, i.e., brand’s acoustic identification element, is the most widely used form and usually combined with visual logo. Although sonic branding has become an increasingly important tool for marketers, little academic research has been done on this topic. The current study investigates neural responses to sonic branding using functional Magnetic Resonance Imaging (fMRI). Brain activity of 15 right-handed participants was monitored with 3T MRI machine, while they viewed sequentially presented pictures of brand logos (20 visual logos usually accompanied by sonic logos and 20 visual logos unaccompanied by sonic logos) without sound. Results showed that brain areas known to be associated with auditory imagery (including superior temporal gyrus, STG), showed greater activation for the visual logos usually accompanied by sonic logos compared to visual logos unaccompanied by sonic logos, although actual sound was not presented during scanning. The degree of familiarity participants have with the brand and its advertisements was correlated positively with signal strength in these areas.

• Journal of Digital Convergence
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• v.18 no.7
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• pp.369-374
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• 2020

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.