声波品牌:艺术与科学交汇的叙事回顾

Charles Spence, Steve Keller
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摘要

近年来,声波品牌/营销领域发展迅猛,商业界对以科学为基础的实践方法也越来越感兴趣,特别是越来越多的品牌和代理公司都在寻找定性和定量的证据来支持声波品牌的功效。在本研究报告中,我们探讨了声波品牌推广活动的设计和执行(即 "艺术")如何借鉴科学领域的重叠方法和技术,即心理声学、符号学、音乐/听觉认知和跨模态研究。我们探讨了生成式人工智能的快速发展是否代表了声学资产设计、创造和评估的下一次重大演变,在这一过程中,科学和艺术被用来训练人工智能工具,这些工具有朝一日可能会增强(并有可能颠覆)人类声音设计师和作曲家的工作。尽管取得了这些进展,但有观点认为,声学品牌可能仍将是一门艺术,也是一门科学,不过,以新兴科学文献为基础的方法至少应使成功的几率向创意者倾斜。
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Sonic branding: A narrative review at the intersection of art and science
The field of sonic branding/marketing has grown rapidly in recent years, as has commercial interest in more science-based approaches to the practice, particularly as more brands and agencies look for qualitative and quantitative evidence to support the efficacy of sonic branding. In this research note, we explore the ways in which the design and execution (i.e., the “art”) of sonic branding initiatives can be informed by overlapping approaches and techniques drawn from the sciences, namely psychoacoustics, semiotics, music/auditory cognition, and crossmodal research. We explore whether the rapid growth of generative AI may represent the next major evolution in the design, creation, and assessment of sonic assets, where science and art are used to train AI tools that could one day augment (and potentially disrupt) the work of human sound designers and composers. These developments notwithstanding, it is argued that sonic branding will likely remain as much an art as a science, though basing one's approach on the emerging scientific literature ought to at least tilt the odds of success in the creative's favor.
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