Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/53816
Type of publication: Straipsnis recenzuojamoje Lietuvos konferencijos medžiagoje / Article in peer-reviewed Lithuanian conference proceedings (P1f)
Field of Science: Vadyba / Management (S003)
Author(s): Potašinskaitė, Monika;Bakanauskas, Arvydas Petras
Title: Balso už kadro amžiaus ir vizualinio patrauklumo poveikio reikšmė transliacinės reklamos įgarsinimo kontekste
Other Title: The influence’s significance of the voice-over age and visual attractiveness in the broadcast commercials recording’s context
Is part of: Lietuvos aukštųjų mokyklų vadybos ir ekonomikos jaunųjų mokslininkų konferencijų darbai. Europos Sąjungos ekonomikos, finansų ir verslo procesai bei tendencijos : 19-oji respublikinė doktorantų ir magistrantų mokslinė konferencija, Kaunas, 2016 m. gegužės mėn. 13 d. Kaunas : Vytauto Didžiojo universitetas, 2016, [no.] 19
Extent: p. 61-67
Date: 2016
Note: ISSN 2538-6778 (internetinis)
Keywords: Reklama;Jutiminis marketingas;Reklamos įgarsinimas;Balsas už kadro;Advertising voice;Sensory marketing;Voice-over
Abstract: In consideration of the scientific literature analysis’ results it was observed that there’s no consensus among the scientists on a specific voice-over characteristics’ lineaments influence. Although there’s clear agreement that the most important and undoubted voice-over characteristics which have influence on the audience are tonality, gender and speaking rate. Therefore, the relevance of this research is characterized by the fact that the voice-over’s age and visual attractiveness survey is essential because heterogeneity of existing researches and scientist’s disagreement disallow to confirm the influence’s significance of the voice-over age and visual attractiveness in the broadcast commercials recording‘s context. Stated dissent is important because if there’s any probability that the voice-over encodes itself age and visual attractiveness the choice of the voice-over can become complicated process by understanding that the voice-over is a vocal trademark’s face. The analysis of the voice-over age and visual attractiveness influence’s significance characteristics is based on the assumption, that the voice-over is irreplaceable in the case of radio advertising as well as television advertising. The aim of this research is to reveal the influence’s significance of the voice-over age and visual attractiveness in the broadcast commercials recording‘s context. The analysis of the foreign literature on the voice-over age and visual attractiveness, its’ usage and influence’s significance was made, the experiment of the voice-over age and visual attractiveness influence on the audience was accomplished, the influence’s significance of the voice-over age and visual attractiveness in the broadcast commercials recording‘s context was found
Internet: https://hdl.handle.net/20.500.12259/53816
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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