A voz na publicidade em rádio: análise sonora da vocalização de spots publicitários

Abstract

The purpose of this study was to identify the meanings suggested by the voice in radio spots advertisements. The voice that in ad format is a primary resource in the creation of sound ads, cause using it, the voice professional can accomplish their communicative creation with variance according to each advertiser purpose, from more accurate knowledge regarding the parameters of the production voice, notions of musicality and studies of possible meanings generated by the prosody. The focus of that study were on the spots and we have searched to understand which vocal resources used on it to encourage the suggestion of images to the listener. To understand this suggestion on the basis of sound sense, define the limits of the subject of analysis of advertising spots to radio stations in Fortaleza. With sound material of three spots in our hands, we conducted perceptual acoustic analysis, and based on the analysis of the selected spots, we identified some recurring aspects in some parts and other specifics factors that led to think about the production and creation process of these spots. We believe that this research can contribute on future researches on the role of voice in radio language, for advertising professionals and sound production studios. With expanded knowledge, the parties could benefit the expressive potential