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Udtryksforstærkning i audiovisuelle kortformater:En kvantitativ undersøgelse af samspillet mellem musik og levende billeder

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  • Communication
  • Linguistics
  • Musicology
  • Psychology

Abstract SoundEffects | vol. 3 | no. 1+2 | 2013 issn 1904-500X Anders Bonde and Allan Grutt Hansen Audio logo recognition, reduced articulation and coding orientation: Rudiments of quantitative research integrating branding theory, social semiotics and music psychology Anders Bonde, Associate Professor and Allan Grutt Hansen, Assistant Professor , Department of Communication and Psychology, Aalborg University [email protected] [email protected] – 113 – issn 1904-500X SoundEffects | vol. 3 | no. 1+2 | 2013Bonde and Grutt Hansen: Audio logo recognition … Abstract In this paper we explore an interdisciplinary theoretical framework for the analysis of corpo- rate audio logos and their effectiveness regarding recognisability and identification. This is done by combining three different academic disciplines: 1) social semiotics, 2) branding theory and 3) music psychology. Admittedly, the idea of integrating sonic semiotics with marketing or branding has been proposed elsewhere (cf. Jekosch, 2005; Arning & Gordon, 2006; Winter, 2011), though it appears novel to apply this cross-disciplinary field from a social-semiotic perspec- tive while, at the same time, focusing on musicological descriptors. We consider as a starting point Kress and Van Leeuwen’s (1996, 2006) conceptualisation of ‘modality’, which is central to their ‘visual grammar’ theory and subsequently extended to auditory expressions such as spoken language, music and sound effects (Van Leeuwen, 1999). While originally developed on the basis of linguistics and systemic-functional grammar (Halliday, 1978, 1985) and further reinforced by theories of ‘intersemiotic translation’ (cf. Jakobson, 1959; Eco, 2001) and ‘coding orientation’ (Bernstein, 1971, 1981), Kress and Van Leeuwen’s idea of modality is in this paper connected to notions of brand recognisability and brand identification, thus resulting in the concept of ‘Reduced Articulation Form’ (RAF). The concept has been tested emp

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