사운드 로고에 관한 문헌 고찰 및 변곡점으로 살펴본 사운드 로고와 산업 간 적합성 접근
A review of the literature on sound logos and approach on fit between sound logo and Industry
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참고문헌
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초록
사운드 로고는 대중과 다양한 접점에서 브랜드의 정체성과 가치를 전달하기 위해 사운드를 전략적으로 사용하는 브랜딩의 형태이다. 이는 브랜드를 사운드 또는 음향 기능과 연관시켜 즉각적으로 인식할 수 있도록 하고, 소비자에게 특정 감정과 브랜드 가치를 전달하는 역할을 한다. 마케팅 현장에서는 이미 오래전부터 수많은 브랜드들이 사운드 로고를 아이덴티티 강화를 위해 사용해왔지만, 학계에서는 이의 다양한 효과나 역할에 대해 많은 관심을 갖지 않았다. 음악은 높이(pitch), 조(key), 조성(tonality), 리듬, 박(beat), 볼륨, 가사(lyric) 유무, 악기 구조(instrumentation), 빠르기(tempo), 음색(timbre) 등의 매우 많은 복합적 요소들로 구성되고, 이 요소들은 음악 안에서 상호 작용을 한다. 따라서 사운드 로고를 구성하는 다양한 음악적 요소가 단독으로 또는 복합적으로 소비자 태도를 어떻게 변화시킬 수 있는지를 이해하는 것은 의미가 있다. 본 연구는 사운드 로고와 관련된 문헌들을 고찰하고, 특히 멜로디 라인 방향의 변화지점인 변곡점의 관점에서 사운드 로고를 접근하며, 산업에 따른 사운드 로고 변곡점 양상의 차이라는 새로운 분석 방법을 제안한다. 이를 통해서 음악적 특징으로서의 변곡점의 개수라는 새로운 요인을 소개할 뿐 아니라 사운드 로고와 산업 간 적합성을 보는 새로운 관점을 제시하고자 한다.
Abstract
Sound logo is a representative form of sound branding that strategically uses sound to convey a brand's identity and value to the masses and various touchpoints, associates a brand with sound or a sound function. It makes the brand instantly recognizable and convey emotions and brand values. In the marketing field, many brands have already used it to strengthen their identity, but academics have not been interested in its effectiveness or role in various aspects. Music is very important in terms of pitch, key, tonality, rhythm, beat, volume, instrumentation, presence or absence of lyrics, tempo, and timbre. Many elements are complexly constructed and these elements interact with each other. Therefore, it is meaningful to understand how each of the various musical elements that make up a sound logo, alone or in combination, can change consumer attitudes. This study examines the literature related to sound logos, approaches sound logos from the point of view of inflection points, especially changes in the direction of melody lines, and proposes a new analysis method of differences in inflection point patterns according to the fit between sound logos and industries.
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