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Julian Treasure - Sound affects
 

Julian Treasure - Sound affects

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    Julian Treasure - Sound affects Julian Treasure - Sound affects Presentation Transcript

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