Julian Treasure - Sound affects

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Julian Treasure - Sound affects

  1. 1. sound affects!
  2. 2. Physiological
  3. 3. Psychological
  4. 4. Cognitive
  5. 5. open plan officesproductivity 66% Banbury & Berry (1998)
  6. 6. Behavioural
  7. 7. “The decision process in brand adoption, engagement and loyalty is 70% emotional.” Robert Passikoff
  8. 8. rational The ladder of intimacynonconscious™ conscious emotional
  9. 9. mobile sound
  10. 10. audio advertising
  11. 11. Broadcast Conversation Mass Personal Media Contexts Sell Add value Promise Experience Control Crowd Rational Emotional
  12. 12. Intrusion PermissionResistance Engagement
  13. 13. caveat vendor!
  14. 14. Brand Gender Age Register and pitch Intonation Timbre Pace Emotional tone Accent VocabularyText
  15. 15. Branded AudioText
  16. 16. Telephone soundText
  17. 17. 1 make it 2 make itoptional appropriate Four Golden Rulesfor audio advertising3 make it 4 test andvaluable test again
  18. 18. voice interface
  19. 19. natural efficient realtimeinteractive fast rich nuanced
  20. 20. generic voicesthe ringtone syndrome
  21. 21. connection
  22. 22. connected?
  23. 23. 25%60% listening Barker et al, 1980 Nichols & Lewis, 1954
  24. 24. making meaning from sound
  25. 25. “Most people never listen.” Ernest Hemingway
  26. 26. yang yin
  27. 27. tell listen
  28. 28. NIHL
  29. 29. schizophonia
  30. 30. we are losingour listening
  31. 31. the doorway to understanding
  32. 32. listen to live
  33. 33. leadersR teachersA spousesS parents friends
  34. 34. leadersReceive teachersAppreciate spousesSummarise parents friends
  35. 35. You can champion...value advertisingbrand voicesvoice traininghealthy hearing
  36. 36. sound business
  37. 37. sound
  38. 38. Thank youT +44 845 500 2511W www.thesoundagency.comE julian.treasure@thesoundagency.com

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