Audio

In today's media- and sound-rich environment, message designers can integrate audio elements into their messages to strive to enhance persuasive effects. In this chapter, the authors review the audio categories of voice, music, and mechanics of sound (e.g., sound effects). The section on vocal elements addresses speech rate; pitch, vocal tone, and intonation; accent; and voice quality. The section on music addresses presence versus absence of music, music tempo, moving music, and advertising jingles. The section on mechanics of sound addresses sound effects and sound shots, as well as silence. Each section ends with a discussion of limitations and directions for future research. Although it is clear that audio elements have important persuasive effects, more research is needed on this complex topic.