Audi(o) Branding and Object Sounds in an Audio-Visual Setting: The Case of the Car

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This chapter presents an application of close reading methodology for the systematic analysis of why and how object sounds in audio-visual settings holds the potential to influence the experience of brand objects. The approach is informed by semiotics and offers a tripartite model of modes of listening and corresponding relationships between signifiers and signified. The chapter uses the case of the sonic logo for Audi as a springboard to present relevant theories for a close reading of sounds. By relying on a case of a sonic logo, the chapter also makes contributions to the scant literature on how to analyze the characteristics and potential meanings of this particular example of sound branding. The chapter ends with a summary of the presented analytical perspectives including suggestions for their wider applicability.
Original languageEnglish
Title of host publicationDoing Research in Sound Design
EditorsMichael Filimowicz
Number of pages18
Publication date2021
ISBN (Print)978-0-367-40489-5
ISBN (Electronic)978-0-429-35636-0
Publication statusPublished - 2021
SeriesFoundations in Sound Design


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