What Defines an Audio Logo? Composition and Meaning

This study conducts a statistical analysis that reveals the presence of clearly defined characteristics among audio logos and assesses the inherent musical meanings of those audio logos. Inspired by the seminal work of Theo Van Leeuwen (1999), this work focuses on an in-depth analysis of a large sam...

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Bibliographic Details
Published in:College music symposium 2017-01, Vol.57
Main Author: Renard, Stan
Format: Article
Language:English
Online Access:Get full text
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Summary:This study conducts a statistical analysis that reveals the presence of clearly defined characteristics among audio logos and assesses the inherent musical meanings of those audio logos. Inspired by the seminal work of Theo Van Leeuwen (1999), this work focuses on an in-depth analysis of a large sample of audio logos (n=196) that has been transcribed and analyzed in terms of sonic modality cues from a compositional perspective. For readers who do not have a formal musical background, the results are illustrated with many visual and numerical outputs, as well as audio samples. This work is intended for those interested in audio branding and audio logos, and is a framework for academics and professionals interested in the musicological analysis of a song or a tune using sonic semiotics, for those who conduct market research on how consumers judge sounds and relate to musical pieces, and the associations that are elicited by such pieces.
ISSN:0069-5696
2334-203X