Balso už kadro savybių poveikis transliacinėje reklamoje

Abstract

The historical approach to the origins of the advertising suggests that advertising and voice are inseparable. One of the earliest suchlike forms of advertising was developed in the ancient times. At that time and nowadays the voice-over’s use in the advertising is paramount. The relevance of this research is characterized by the fact that the existing technological conditions do not yet allow to take the advantage of the five human senses in the advertising. Due to the absence of the early stated the comprehensive and substantial influence for the consumer is unattainable. Undoubted that the vision and the hearing (in the case of television advertising) and hearing (in the case of radio advertising) are the particular senses, which can be used in the broadcast advertising thus the need of understanding the importance of the voice is important. Therefore incontrovertibly the voice-over is an integral part of the audible and visual advertising. It can be stated that voice-over’s role in television advertising sometimes is relatively nominal and used for major advertising idea or slogan though radio advertising is inconceivable without the voice-over. The author supposes that the voice-over is an essential factor in the broadcast advertising that can contain an influence on the consumer. It is understood that the voice-over is irreplaceable in the audio advertising but it can be said that a similar situation is with the audio-visual advertising’s case because there is a well-established conduct among the consumers – the consumers occupy themselves with extraneous activities during commercial breaks, hereby they disassociate from the visual advertising content’s and in this scenario the voice-over can have the influence on the audience. The aim of this research is to reveal the voice-over characteristics’ influence in the advertising.[...]