Sonic identity and audio branding elements in Spanish radio advertising

Estrella Barrio Fraile; Ana Mª Enrique; Ma. Luz Barbeito Veloso; Anna Fajula

doi:10.5565/rev/analisi.3330

Sonic identity and audio branding elements in Spanish radio advertising

Títol traduït de la contribució: Identitat sonora i elements del brànding sonor a la publicitat radiofònica espanyola

Estrella Barrio Fraile, Ana Mª Enrique, Ma. Luz Barbeito Veloso, Anna Fajula

Producció científica: Contribució a revista › Article › Recerca › Avaluat per experts

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Resum

El potencial emocional que té el so és un recurs excel·lent per a les empreses i institucions que busquen testar noves vies de comunicació amb els seus públics interessats a través dels sentits. No obstant això, són encara poques les organitzacions que inclouen el so com un transmissor de la seva identitat corporativa. El brànding sonor pretén ampliar els punts de contacte amb els públics mitjançant la incorporació d'elements sonors que faciliten el reconeixement dels valors de la marca. Aquesta investigació pretén conèixer l'ús que les corporacions fan del so com a eina comunicativa i avaluar la seva presència; però, sobretot, vol esbrinar si aquest ús obeeix a un plantejament estratègic o si, al contrari, és una decisió puntual marcada per la temporalitat de les campanyes publicitàries. Per fer-ho, s'ha utilitzat la ràdio com a suport, ja que es tracta del mitjà sonor per excel·lència i on es poden localitzar les manifestacions més conegudes del brànding sonor, com la cançó de marca, el jingle o el sonotip. L'explotació de la mostra, formada per 239 insercions emeses a les tres emissores generalistes de més audiència a Espanya, revela que només el 21% de les peces conté algun element de brànding sonor. Això indica que és una àrea per explorar per part de les organitzacions.

Títol traduït de la contribució	Identitat sonora i elements del brànding sonor a la publicitat radiofònica espanyola
Idioma original	Anglès
Pàgines (de-a)	0103-119
Nombre de pàgines	17
Revista	Anàlisi
Volum	65
DOIs	https://doi.org/10.5565/rev/analisi.3330
Estat de la publicació	Publicada - 2021

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10.5565/rev/analisi.3330

https://ddd.uab.cat/record/258305

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title = "Sonic identity and audio branding elements in Spanish radio advertising",

abstract = "The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways of communicating with their stakeholders through the senses. However, there are still few organizations that include sound as a conveyer of their corporate identity. Audio branding aims to expand the contact points with audiences by incorporating sound elements that facilitate the recognition of the brand's values. This research attempts to understand the use that corporations make of sound as a communication tool and to evaluate its presence, but above all it wants to find out if this use is due to a strategic approach or if it is a specific decision marked by the temporality of advertising campaigns. For this reason, in this paper we have taken the radio as an advertising media. On the one hand, because it is the sound media par excellence. On the other hand, because it is where we can find the most well-known modes of audio branding such as the brand song, the jingle or the sonotype. The sample, composed of 239 inserts from the 3 generalist radio channels with the highest audiences in Spain, reveals that only 21% of items contain an element of audio branding, indicating that this is a field yet to be explored by organizations.",

keywords = "Multimedia, Audiobranding, Public Relations, Audiovisual Communication, Estrategia, Radio advertising, Comunicaci{\'o} corporativa, Publicitat radiof{\`o}nica, Publicidad radiof{\'o}nica, Br{\`a}nding sonor, Comunicaci{\'o}n corporativa, Marca sonora, Journalism, Internet, Advertising, Estrat{\`e}gia",

author = "{Barrio Fraile}, Estrella and Enrique, {Ana Mª} and {Barbeito Veloso}, {Ma. Luz} and Anna Fajula",

year = "2021",

doi = "10.5565/rev/analisi.3330",

language = "English",

volume = "65",

pages = "0103--119",

journal = "An{\`a}lisi",

issn = "2340-5236",

publisher = "Servei de publicacions de la UAB",

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TY - JOUR

T1 - Sonic identity and audio branding elements in Spanish radio advertising

AU - Barrio Fraile, Estrella

AU - Enrique, Ana Mª

AU - Barbeito Veloso, Ma. Luz

AU - Fajula, Anna

PY - 2021

Y1 - 2021

N2 - The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways of communicating with their stakeholders through the senses. However, there are still few organizations that include sound as a conveyer of their corporate identity. Audio branding aims to expand the contact points with audiences by incorporating sound elements that facilitate the recognition of the brand's values. This research attempts to understand the use that corporations make of sound as a communication tool and to evaluate its presence, but above all it wants to find out if this use is due to a strategic approach or if it is a specific decision marked by the temporality of advertising campaigns. For this reason, in this paper we have taken the radio as an advertising media. On the one hand, because it is the sound media par excellence. On the other hand, because it is where we can find the most well-known modes of audio branding such as the brand song, the jingle or the sonotype. The sample, composed of 239 inserts from the 3 generalist radio channels with the highest audiences in Spain, reveals that only 21% of items contain an element of audio branding, indicating that this is a field yet to be explored by organizations.

AB - The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways of communicating with their stakeholders through the senses. However, there are still few organizations that include sound as a conveyer of their corporate identity. Audio branding aims to expand the contact points with audiences by incorporating sound elements that facilitate the recognition of the brand's values. This research attempts to understand the use that corporations make of sound as a communication tool and to evaluate its presence, but above all it wants to find out if this use is due to a strategic approach or if it is a specific decision marked by the temporality of advertising campaigns. For this reason, in this paper we have taken the radio as an advertising media. On the one hand, because it is the sound media par excellence. On the other hand, because it is where we can find the most well-known modes of audio branding such as the brand song, the jingle or the sonotype. The sample, composed of 239 inserts from the 3 generalist radio channels with the highest audiences in Spain, reveals that only 21% of items contain an element of audio branding, indicating that this is a field yet to be explored by organizations.

KW - Multimedia

KW - Audiobranding

KW - Public Relations

KW - Audiovisual Communication

KW - Estrategia

KW - Radio advertising

KW - Comunicació corporativa

KW - Publicitat radiofònica

KW - Publicidad radiofónica

KW - Brànding sonor

KW - Comunicación corporativa

KW - Marca sonora

KW - Journalism

KW - Internet

KW - Advertising

KW - Estratègia

UR - https://dialnet.unirioja.es/servlet/articulo?codigo=8388210

U2 - 10.5565/rev/analisi.3330

DO - 10.5565/rev/analisi.3330

M3 - Article

SN - 2340-5236

VL - 65

SP - 103

EP - 119

JO - Anàlisi

JF - Anàlisi

ER -

Sonic identity and audio branding elements in Spanish radio advertising

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