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| Author: | Olsen, G. |
| Title: | The sounds of silence: functions and use of silence in television advertising |
| Journal: | Journal of Advertising Research
1994 : SEP-OCT, VOL. 34:5, p. 89-95 |
| Index terms: | ADVERTISING TELEVISION RECEIVERS INDUSTRY RESEARCH |
| Language: | eng |
| Abstract: | although many researchers have considered the role of music in commercials, no studies have directly examined what functions silence (the absence of music or other audio effects) performs in advertising. This paper investigates how advertisers may use silence in television to generate attention, get viewers to contemplate information, and to evoke and/or highten certain moods. Findings from a survey of creative directors of major North American advertising agencies, regarding the use of silence in television advertising, are also reported. |
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