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Images sonores et promotion publicitaire : quand les sonorités se substituent à la représentation

Abstract : This thesis focuses on sound representations in audiovisual advertising. It reviews the power of sound as well as imaging. Advertising puts together sound and sight whereby the impact on the viewers is an integral part through a very specific hearing ability. In an audiovisual advert, the audible sound can be just as important as the visual effect; this helps unconsciously the creation of mental images. The listening can be transformed into an image from our imagination and enriched by a continuous flow of mental images perceived by our brain. This approach based on examples in which sound and image meet explores the manner where our audible perception is foremost in the reception of audiovisual products. In this research, we study music, instruments and their features to make sound further analyzing music of our roots, Arabic music. We touch upon music in movies that leads to understand the link between sound and image in audiovisual advertising, sometimes articulating and in reverse disconnect. We will also raise questions into the reasons of the existence of audiovisual products through time and the changes in consumers’ needs from poster advertising to musical composition that aims to an identity to an advertising image. This thesis also includes an experimental part to clarify the dialectic relationship between sound and image in a commercial spot in order to assess the assumption of sound generation and image generation of sounds.
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Ali Mghirbi. Images sonores et promotion publicitaire : quand les sonorités se substituent à la représentation. Musique, musicologie et arts de la scène. Université Toulouse le Mirail - Toulouse II, 2016. Français. ⟨NNT : 2016TOU20052⟩. ⟨tel-01880205⟩

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