Observations: the Sounds of Silence: Functions and Use of Silence in Television Advertising.

Abstract

Investigated the ways that advertisers used silence (the absence of music or other audio effects) in TV advertisements to generate attention, get viewers to contemplate information, and to evoke and/or heighten certain moods. 53 creative directors of advertising agencies in Canada and the US completed surveys regarding functions of silence in advertising. Silence was reported to be an effective tool at generating attention to an ad in general, as well as to specific pieces of information in the ad. Ss indicated that following information with silence is a good mechanism to encourage contemplation and rehearsal of information and that silence may be used effectively to evoke certain emotions, including intrigue and calmness. (PsycINFO Database Record (c) 2012 APA, all rights reserved)