How Sound Creates an Emotional Response
Most people are aware of how music can convey emotion, but all sounds can trigger an emotional response in the listener. In radio and television commercials, sounds can help create an emotional attachment to the product being advertised.
For example, in a potato chip commercial, including a crunch sound of a chip being eaten makes the ad more effective. Many researchers believe that the main reason that celery is consumed is because of the crunch sound it makes when eaten.
Initially, products were marked in print and outdoor ads that featured only visual stimuli. However, with the advent of radio and later, television, advertisers realized that sound, not only the spoken word, but also the sounds of the product being advertised could make those commercials more effective.
It’s been said that when viewing footage of an event without sound, the viewer is a passive observer. However, when viewing the images and sound the viewer becomes engaged.
That’s why there’s an old advertising adage that says, “Don’t sell the steak…sell the sizzle”.