Ads Auditory Symbolic Role In The Spread Of Brand Image Recognition Research

The main goal of advertising is building brand. Ads try to make the brand imagesto be famous. Any ad is the long-range investment of the brands. From the Long-termviewpoint, ads must strive to maintain a good brand image, except focusing on theshort-term benefits. With the continuous development of advertising’s form, theelectronic media ads are high visibility in the audience lives. The overwhelmingmessages of the ads are sweeping, but only very few can make audience remember. Forthis reason the each symbol in advertising must highly grasp the acceptance of audience,ads play the influence not only the visual symbols, but also the acoustical symbols.Based on the research results at home and abroad, this article began with making apectination to the electronic media advertising of the concept of auditory symbols,classification and function. Through taking apart the impact of audience analysis, thisarticle comprehensive demonstrated the acoustical symbols by the three clues whichbrands image of apperceiving, memories and attitude, mainly methods are literaturereview, comparative analysis, case studies and summarized method. Also usedcommunication, advertising, psychology, consumer behavior and other aspects oftheoretical knowledge. And synthetically exploited the interrelated material and existingresearch results, then tried to find out the foundation of the acoustical symbols’influences in the communication of brand image apperceiving. Each influence was abranch, this article made analysis of the formation mechanism of the effect, and attemptto analyze the operating mechanism of this effect. Combined with a large number ofcollected cases of the brand image advertising, concluded how the aco ustical symbols ofthe electronic advertising bring about the impacts in brand image identificationtransmission. The influences included4: acoustical symbols are propitious to make theaudience aware and understand the advertising messages, form or enhance the image ofthe brand’s personality, form a point of brand memory of the audience and influence theaudience’s brand attitude.