Observations: The Sounds of Silence: Functions and Use of Silence in Television Advertising

Although many researchers have considered the role of music in commercials, no studies have directly examined what functions silence (the absence of music or other audio effects) performs in advertising.

Observations: The Sounds of Silence: Functions and Use of Silence in Television Advertising

G Douglas Olsen Assistant professor of the Faculty of Management at The University of Calgary, Alberta, Canada.

Although many researchers have considered the role of music in commercials, no studies have directly examined what functions silence (the absence of music or other audio effects) performs in advertising. This paper investigates how advertisers may use silence in television to generate attention, get viewers to contemplate information, and to evoke and/or heighten certain moods. Findings from a survey of creative directors of major North American advertising agencies, regarding...

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