Strategies for creating successful soundless video advertisements: Speaking volumes through silence

Campbell, Colin and Pearson, Erin (2019) Strategies for creating successful soundless video advertisements: Speaking volumes through silence. Journal of Advertising Research, 59 (1). pp. 85-98. ISSN 0021-8499

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Abstract

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media. These advertisements often are viewed without sound, which possibly affects their effectiveness and meaning. This article draws on advertising and screen-media research and analyzes advertisements drawn from both articles and an agency dataset. It also includes interviews with advertising professionals experienced with soundless video to build novel understanding of the phenomenon of soundless advertising. The authors’ analysis reveals four strategies and associated operational tactics that advertisers can employ to develop more successful advertisements for soundless environments.

Item Type:	Article
Uncontrolled Keywords:	communication,marketing ,/dk/atira/pure/subjectarea/asjc/3300/3315
Faculty \ School:	Faculty of Arts and Humanities > School of Art, Media and American Studies (former - to 2024)
UEA Research Groups:	Faculty of Arts and Humanities > Research Groups > Film, Television and Media
Related URLs:	http://www.scopus.com/inward/record.url?...
Depositing User:	LivePure Connector
Date Deposited:	30 Apr 2019 08:30
Last Modified:	28 Apr 2025 00:11
URI:	https://ueaeprints.uea.ac.uk/id/eprint/70746
DOI:	10.2501/JAR-2018-015

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