Keywords: corporate image; Auditory recognition; Brand; music
On the Sense of Sound Recognition in Enterprise Identification System
Gao Zhen, a student majoring in public administration.
Instructor Li Ming
If the first industrial revolution is about quantity, and the second industrial revolution is about quality, then the third industrial revolution is about culture. The establishment of an enterprise culture cannot be separated from the establishment of CI, and the establishment of corporate image is mainly about corporate visual recognition, behavioral recognition and spiritual recognition. Therefore, on the basis of previous studies on CI, this paper briefly introduces CIS and its defects, and leads to auditory recognition. By analyzing the theory and application status of auditory recognition, this paper summarizes three important forms of auditory recognition in enterprises, namely, enterprise name, enterprise slogan and enterprise song (advertising song). And for each form of expression, it introduces in detail its setting method, setting principle, highlights, etc., as well as the opportunity to introduce audio identity. Keywords: corporate image; Audio identity; Brand; music
A girl went to KFC to look for a job. The supervisor asked: What can you do? Girl: I … I can sing and dance … Supervisor: Then I'll listen to you sing one. Girl: (making a happy gesture) more happiness and laughter, just at McDonald's ... everyone basically laughed after reading it. Why? Obviously, when you go to KFC to find a job, isn't it just singing McDonald's title song to smash the venue? This is just a joke, but after laughing, we may think: Why do people think of McDonald's involuntarily when singing this song? Because everyone will respond to a certain sound, so as to identify the object corresponding to this sound. The focus of this paper is: how can enterprises make the public identify themselves through sound effects?
First, the traditional enterprise identification system and its shortcomings.
CIS (Enterprise Identification System) is an enterprise identification system. CI was first used by AEG Electric Company in Pat Orens, Germany, and was officially introduced to IBM in 1956. In 1980s, competitive intelligence was introduced into China. There are many definitions of CI at home and abroad, and the author agrees with this concept: CI is to transfer the business philosophy and spiritual culture of an enterprise to the relationships or teams around the enterprise by using a unified overall communication system, so that it has a consistent sense of identity and values for the enterprise. (Lin Pansong, Taiwan Province Province) [1]
So far, scholars and experts in almost all fields agree that CIS is divided into three levels:
Figure 1 corporate image structure diagram
Mind Identity (MI), commonly known as the heart of an enterprise, means that an enterprise is different from other enterprises because of its unique management concept, purpose, goal, spirit, morality and style. Behavior Identity (BI), commonly known as the hand of the enterprise, refers to the differences between the enterprise organization and its employees in words and deeds and activities under the command of the enterprise concept. Visual identity (VI), commonly known as the face of an enterprise, means that an enterprise is different from other enterprises because of its unique visual elements such as name, logo, standard text and standard color. [2]
This form of composition has always been in a dominant position, from concept to behavior, from behavior to vision, advancing layer by layer, interlocking and coherent. However, with the progress of the times and the enrichment of human knowledge, this structure is becoming more and more imperfect.
Enterprise identity is from the public's point of view, that is, the public agrees with the enterprise, not the enterprise's self-identity. People's perception of the outside world is realized through sight, hearing, taste, smell and perception. From this point of view, it is somewhat lacking to emphasize only the role of visual recognition without mentioning other non-visual recognition in CI.
At present, the visual recognition of enterprises has been formed, and it is difficult for an enterprise to establish taste and smell. But auditory recognition is feasible and effective under the existing conditions, because: firstly, auditory recognition adds a "sound" element to the information dissemination of enterprises on the basis of visual recognition, which, like visual recognition, can be completely controlled by the communication subject (enterprises, etc.). ): The type, intensity, frequency and stimulation rate of sound are all determined by the subject of information dissemination. Secondly, the widespread existence of "auditory" advertising media such as radio, television and multimedia provides material conditions for the spread of auditory recognition. In addition, interpersonal communication is also a very good carrier of auditory recognition. Finally, human hearing has the same memory function as vision. Although vision is stronger than hearing, the external conditions required by hearing and vision are different. Hearing also has its own advantages, and the sound transmission of brand information will also leave a mark on consumers, which means that sound has the basic recognition function. [3]
Second, the theoretical research and application status of auditory recognition
(A) the connotation of auditory recognition
AI is audio identity, and translation into Chinese is auditory recognition. At present, auditory recognition is in the theoretical research stage, and its authoritative concept has not yet taken shape. The author thinks that auditory recognition should be different from other enterprises because of its unique auditory elements such as names, slogans and songs. [ 15]
The establishment of auditory recognition is conducive to the reconstruction of corporate culture, the promotion of product competitiveness, the diversification and internationalization of enterprises, and it is easier for enterprises to be recognized by consumers. Auditory recognition also has a strong incentive effect, because the most important part of auditory recognition is music. Psychological research shows that there is a phenomenon of mutual communication between people's feelings, and one feeling evokes another psychological activity. [4] The perceptual experience brought by music is a kind of advanced psychological activity that is higher than sensory stimulation and beyond rational understanding, and the melody of music is the main force to promote the continuous development of people's psychology in time, with good motivation. [5]
(B) the characteristics of auditory recognition
1. Independent communication
Auditory information can be transmitted independently without visual information. For example, people listen to the radio at home, the peddlers' cries outside, and the music and slogans in TV advertisements in the kitchen. In other words, vision is easily affected by obstacles, but sound is not. Sound can travel beyond sight.
2. Strong stimulation
Auditory recognition usually uses the strong tendency of combining music with other arts as a language to produce works with certain artistic appreciation value, which are innovative, cordial and touching, attractive in pictures and touching in music. Auditory recognition can make people produce a series of rich associations beyond the content of the picture, and at the same time introduce people into the picture and move into emotions, so as to achieve the audience's rapid understanding of the goods.
close to life
The enterprise's AI should meet the requirements of popularity. Popularity is simple, plain, not tacky, and popularity is popularity, not high or low. For example, the advertising appeal model of Dabao brand cosmetics in Beijing Sanlu Factory: through the true feelings of a family of three generations, Dabao is positioned as a cheap, popular and humanized image.
Targeted
The purpose of auditory recognition is communication. And the object of its dissemination is consumers. No matter what kind of products an enterprise has, it must have its target consumer market. For this target consumer market, auditory recognition must exist. For example, Wahaha fruit milk is a product aimed at teenagers, so its advertising song is a children's song: "Wahaha, Wahaha, everyone laughs."
5. Uniform norms
The unity of auditory recognition is manifested in the unity of brand and trade and the unity of industry. The auditory unity of an industry refers to the long-term fixed use of a sound to identify itself to attract customers, and this sound has been agreed to become the symbol of this industry. For example, the sound of blacksmiths striking iron, gongs singing monkey shows, freight forwarders' rattles, iron books for sharpening knives, oil bangers and so on. [6]
(3) The composition and application of auditory recognition.
According to the current application situation of enterprise auditory recognition, the composition of enterprise auditory recognition system should include three parts: enterprise name, enterprise slogan and enterprise song.
1. Enterprise name
Enterprise name is an important symbol that distinguishes an enterprise from other enterprises. It is also a basic cognitive process of the public to the enterprise itself. The name of an enterprise can directly affect its own image and interests. The following cases of enterprise name application directly verify this point:
When Coca-Cola Company tried to break into the China market, its public relations staff painstakingly studied 40,000 Chinese characters, and finally locked the name into "Coca-Cola". Because these four words are close to homophonic, the pronunciation is loud, easy to read and remember, and can also reflect the quality of drinks. Consumers' psychological feelings about the name and the drink are similar and complementary, killing two birds with one stone. Coincidentally, the brand "SONY" of Sony Electric in Japan is also very rare. According to Akio Morita, the founder of Sony, they wrote down many possible names every day, discussed them whenever they had time, did dozens of experiments and looked up various dictionaries. After a long period of repeated deliberation, they finally decided on "Sony". Its pronunciation is the same all over the world, it is easy to recognize, it can be read in any language, and it has optimistic significance, loud and pleasant voice and easy to remember. The English name of "Goldlion" means Golden Lion in Chinese. There was nothing wrong with the Golden Lion, but it didn't sell well in Guangdong. After investigation, it is found that the pronunciation of "Golden Lion" in Guangdong dialect is similar to that of "losing everything", so it is given a cold shoulder. Later, its English name was directly transliterated as "Goldlion" and achieved good results. There are many examples of winning with strange and vivid trade names or brand names in life, such as: Wang Mazi scissors, Goubuli buns and so on. [7]
2. Corporate slogan
Enterprise slogan is a complete sentence carefully refined by an enterprise in order to spread its ideas, brands and characteristics to the target audience, let the audience quickly understand the enterprise, and gradually cultivate its satisfaction and trust, thus enhancing the influence of the enterprise and expanding its popularity. [8] such as the following enterprise slogan application case:
This year, we don't accept gifts, but only melatonin. The good days can't be separated from her-Jinliufu wine. The wine of Confucius House makes people homesick, delicious, the choice of a new generation, people-oriented technology and beautiful scenery. [9]
3. Enterprise songs (advertising songs)
There are two main types of enterprise songs: one is enterprise songs (sung by employees or on behalf of enterprises) and the other is advertising songs (advertising songs of enterprises in various media and advertisements).
Music is the most international and humanized language. It expresses feelings through the artistic image formed by organized music sounds. This is the most abstract art. [10] Music is an emotional and emotional development movement. Enterprise songs or advertising songs are the most abundant language expressions that use music as an abstract emotion. [1 1] As the following application cases of enterprise songs:
Yanwu brand radios, which were all the rage in 1980s, and BBK's Green Arrow chewing gum, said, "There is justice in the world, and there is always a reward for giving. Doing what you say is better than doing it, and doing it best, BBK…… ","In the vast land of nature, you always look forward to the green arrow around you … "and so on. [ 12]
Third, establish auditory recognition.
Because the auditory recognition of corporate image is mainly manifested in corporate name, corporate slogan and corporate song. Therefore, the establishment of auditory recognition mainly starts from these three aspects.
(A) the naming of enterprise names
The most important requirement of enterprise name is easy to spread and remember. Generally speaking, a vivid and positive enterprise name is more likely to attract the attention and memory of the audience. The enterprise name can be named in the following ways:
1. Geographical nomenclature
Naming the name of an enterprise or a brand product with the name of the area where the enterprise is located can make the public have trust in the product or enterprise through people's familiarity and trust in the area, and it is also a publicity of the enterprise address. Such as the famous Tsingtao beer, Zhanggong wine, Nanjing cigarettes and so on.
2. Naming method
By using the names of celebrities, people can associate products or enterprises with well-known names, thus achieving the effect of interactive publicity. Such as Li Ning, Hewlett-Packard, Honda, Jordan, Panasonic and so on.
3. Target positioning method
According to the target object of the enterprise or product itself, name the language that can reflect this target object. Such as Wahaha, Taitai Oral Liquid, Shangtong and so on.
4. Efficacy method
The named product name can directly reflect the efficacy of the product. For example, the blue sky must be cured, the brain should be relaxed, the stars should be easy to remember and soft.
5. Mirror image method
Named after natural animals and plants to achieve the effect of association and synaesthesia. Such as panda, seven wolves, Dahongying, peony and so on.
In short, the names of some good enterprises or commodities should not be too awkward. The main purpose of the name is to make everyone remember that a catchy name will make everyone unforgettable. Among the overwhelming corporate names, only concise names can make consumers remember, and few people can remember names that are too long. Enterprise names should also avoid unsatisfactory, biased and polysemous words, which should be decided by consumers. In addition, we should pay attention to being concise and speak more auspicious words. [ 13]
(B) the establishment of corporate slogans
Enterprise slogan is a representative sentence or phrase established by an enterprise to express its own image, business philosophy or product characteristics. Corporate slogans generally exist in the form of advertising slogans. The establishment of enterprise slogans should generally follow the following principles:
1. The language expression of corporate slogans should be refined and accurate.
Enterprise advertising language conveys to consumers the core concept of a product or brand, which is condensed conceptual information and should be accurately expressed in language. The so-called precision is to find the focus of advertising appeal, that is, the unique selling point of the product and the unique demand of consumers for the product.
"27-layer purification" is the advertising slogan of Lepos pure water. In fact, every qualified purified water has to undergo complicated disinfection and filtration before leaving the factory, but consumers don't know about it, and other manufacturers didn't expect to put an ordinary process in advertisements. Lepesi seized this number and made a big fuss. It is accurate and full of scientific and rigorous spirit, leaving a deep impression on consumers.
2. The slogan of the enterprise should have individuality and the language expression should have characteristics.
Reception psychology tells us that people are used to those common and similar things, but they feel deeply and strongly about those rare, strange, abnormal and prominent things. Consumers always inadvertently and casually accept advertising information. If the advertising slogan can't be different, consumers will naturally turn a blind eye and be insensitive. In order to stand out in the ocean of information, the advertising slogan of an enterprise must have its own personality and distinctive language expression.
In the early 1990s, the advertising slogan of Intel Pentium processor was: "Intel Pentium processor, give the computer a Pentium' core'." Clever use of homophones, highlighting product features, giving consumers a refreshing feeling and promoting product sales. But then the overwhelming homophonic advertisements became popular, which made people breathless. For example, the advertising slogan of a clothing-"clothing" falls in love at first sight; Refrigerator-take a "fresh" step; An expectorant-"phlegm" stops for a moment; A painting-a lewd "painting" ... is used too much, too much and has no characteristics, which can only arouse people's disgust and criticism.
3. The language expression of corporate slogans should be vivid and beautiful, highlighting the cultural heritage.
In addition to spreading the unique interests of products and the essence of brands, corporate advertising language also brings wonderful enjoyment to consumers and deeply touches their hearts.
The classic corporate slogan is always a combination of rich connotations and beautiful sentences. Consumers often pursue "substantial interests+psychological interests" when buying goods. For some consumer groups, advertising should pay special attention to using images to meet their psychological needs. Such as Maxwell's coffee: the drops are fragrant and the meaning is still unfinished. As the second largest coffee brand in the world, Maxwell's advertising slogan is a language classic. Unlike Nestle (Nestle Coffee: Delicious), Maxwell has a better sensory experience. Although it is not as straightforward as Nestle, it conforms to the artistic conception when tasting coffee, and at the same time closely combines the mellow taste of Maxwell coffee with the inner feelings, so after 50 years of wind and rain, this slogan is still unique. "creamy and silky" is the advertising word of dove chocolate. It depicts the delicate and silky feeling of chocolate as silk, with rich imagination, and uses synaesthesia to exert the power of language to the extreme. [7]
4. Corporate advertising language should be easy for consumers to remember, and the language expression should be concise and clear.
Among all kinds of information, the only thing consumers can remember is your corporate slogan. If you remember the corporate slogan, you will remember your product or brand. Concise language is easy to remember and spread. Enterprise slogan is the essence extracted and concentrated from advertising works. Unlike other written works, it can be expressed freely, and simplicity is its inevitable requirement. Psychologists found in the study of memory: "The more memory materials, the easier it is to forget." [8] Lengthy advertising slogans contain many demands and memory factors, and also weaken the unique interests of products or brands. Therefore, advertising slogans should enable consumers to quickly capture and remember in dense information, and their language expressions should be concise and clear, not clumsy and cumbersome, and short sentences that are easy to read and remember should be used, which not only embodies the advertising theme conceptually, but also catchy. For example, "wholeheartedly, Little Swan"-the slogan of Little Swan washing machine; "Haier, sincerity forever"-Haier Group; "Hello, everyone, really good"-Hao Di Cosmetics; "People-oriented technology"-Nokia; "Anything is possible" —— The slogan of Li Ning's sporting goods. These languages are profound and penetrating, but their expressions are concise and clear. Simple and clear words contain endless meanings, and limited symbols contain rich information, which is a concise language model and is inevitable to be widely popular.
(C) the creation of enterprise songs
1. Lyrics Creation in Songs
Lyrics are generally written in two ways, one is new creation and the other is re-creation. Either way, it needs the professional creation of artists who are familiar with the fundamentals and concepts of enterprises. For example, McDonald's brand-new creation:
When the rhythm of life begins with McDonald's Concerto in the Morning,
All kinds of baked shortcakes, freshly squeezed orange juice, hot coffee and milk tea are integrated. Everyone sang together, and the McDonald's morning concerto brought a relaxed rhythm to everyone. ...
This advertisement shows the pioneer's enjoyment of elegant breakfast.
And change the lyrics of modern advertisements to "I like it" to express the vitality of the younger generation:
Do you like to see old friends' new tricks?
Do you like telling jokes to yourself?
Do you like to be as young as you are now in 30 years?
How can I make you like yourself more?
Just four words-I-just-hi-huan!
as long as you like
You are young when you are in a good mood.
The world is so fun.
You know what I like best?
I like McDonald's very much [9]
The change of its lyrics reflects the change of its business philosophy and market positioning.
The second is to re-create the original lyrics or directly quote the original songs. For example, when Li Guangdou, the general manager of Huasheng Times Advertising Co., Ltd. designed the advertising image of Mengniu Dairy, he applied the song "Beautiful Grassland My Home" written by Mr. Howard, a famous Chinese poet. After a soothing overture, the melodious melody brought by the flute seemed to blow a refreshing breeze from the grassland, and then the erhu played the theme of the beautiful grassland. The exact words are:
Beautiful grassland, my home, the wind blows green grass and flowers everywhere.
Butterfly flies and birds sing, and a bay of clear water reflects rosy clouds.
Horses are like colorful clouds, cattle and sheep are like pearls.
Ah, the shepherdess sings loudly and sings all over the world.
The shepherd girl sang loudly, and the joyful songs spread all over the world. ...
Li Guangdou understands that only the information of Mengniu products can be considered as a complete advertisement. So they designed a slogan for children to read: "Nutrition, health and happiness, milk fragrance all over the world", which reflected the absolute advantage and pride of Mengniu milk source. So that lyrics and melody become the core memory points of the whole advertisement. The lyrics after processing are:
Beautiful grassland, my home, the wind blows green grass and flowers everywhere.
Butterflies fly, birds sing, and a bay of clear water reflects the sunset.
Horses are like colorful clouds, and Mengniu is like pearls.
Nutrition, health and happiness, milk smells all over the world …
The organic combination of this scene and songs subtly conveys to consumers the perfect artistic conception of "classic songs, top ten excellent environments+best products" and "beautiful grassland, my home+natural pollution-free grassland+healthy natural food' Mengniu pure milk'", thus highlighting the natural and true relevance credibility of the three. In this way, the consumer theory will naturally conform to the purpose and characteristics of oral songs in sensibility and rationality. [ 14]
In short, the lyrics must be easy to understand, memorable and targeted at consumers. The purpose of advertising is to use the melody of popular songs to be simple, easy to learn and remember, catchy and easy to understand. It is easy to arouse people's emotional waves to promote products more deeply and widely.
2. Music creation of songs
Music creation is an important part of the whole auditory cognition. Music creation also has two forms:
(1) Newly created
The most important point of view in the creation of a brand-new music is the new life experience of the public and the spiritual satisfaction of consumers due to the change of consciousness. Music creation should be creative, cordial and touching, and form advertising works with certain artistic appreciation value.
Music creation is mainly related to the elements of music:
The first is the use of music rhythm. The application of music rhythm makes music have vitality in the process of sound movement. Correctly use the characteristics of long sound, short sound and pause in music. The long tone has both the sense of weight and the characteristics of relieving tension; Short notes not only have a feeling of floating lightly, but also have the driving force of tension, excitation and growth. Rest is more powerful in silence than in voice.
Secondly, the use of musical colors. Timbre is the difference between human voice color and musical instrument color. There are male and female voices, sweet and thick, which can show different emotions. For example, when you want to express a strong atmosphere, you should sing with a rough male voice, and when you want to express a sweet and soft atmosphere, you should sing with a sweet and soft female voice. As for the choice of instrument color, as Russian composer Rimsky-Korsakov elaborated, "Never forget that music can easily adapt to the expression ... it (woodwind instrument) expresses a relaxed mood very comfortably and naturally. ..... The timbre of the British pipe is indifferent like a dream, very sweet. " For example, the flute in folk music can play ethereal music, the erhu can play a sad atmosphere, and the guzheng can play elegant and sweet music.
Finally, the use of notes. Notes and rhythm can form a melody, without which notes cannot exist independently. The application of music melody should be targeted, that is, which class or age group the product is produced for and to whom it is sold, and the music design should be arranged according to the characteristics of the object. Children's product advertising music mostly adopts lively and cheerful melody and rhythm, and uses beautiful, humorous and catchy songs. Choose some soothing, beautiful and calm melodies and rhythms for the advertising music of products for the elderly to adapt to the characteristics of the rhythm of life for the elderly. Sometimes we have to consider the consumer class and grade of products. In the creation of advertising music, we should absorb the essence of national cultural traditions and adapt to the cultural appreciation angle, level and habits of the target. For example, in the commercial advertisement of "Hundred Years Runfa" shampoo, Chow Yun Fat, a big-name star, was invited, and a piece of music with ethnic flavor-Beijing-style erhu solo was also used. The fresh and exciting melody makes the audience feel cordial and unforgettable for a long time.
(2) Re-create music
Re-creating music means re-creating or quoting the whole song on the basis of the original music. Brand-new creation requires high production costs. It is also a very feasible way to choose from existing music works. For example, the creative idea of the TV commercial "Confucius Family Wine" is that the full text adopts the music fragment of the theme song of the TV series "Beijingers in new york" which is deeply loved by the audience, and combines this music with a group of simple pictures of wanderers going home and family reunion, and finally launches a wine jar with four striking characters of "Confucius Family Wine" on it, ending with the heroine's sentence "Confucius Family Wine makes people homesick". In this way, the brand of the product is skillfully integrated into the above specific scenes, which are vivid and harmonious, and have achieved good publicity results. [ 14]
In addition, all natural sounds seem to have no use value, but they can make the finishing point in auditory recognition, especially in the production of advertising music. For example, Du used running water to express the birdsong in the green environment in the advertisement of Green Arrow gum. Even in daily life, sounds can appear as an independent form of auditory recognition, such as the blacksmith's voice while striking the iron, the gong singing the monkey show, the freight forwarder's rattle, the iron book of the sharpener, the oil vendor's voice on the bangzi, and so on. In its use, it should be used properly. Different sounds can render different atmospheres. For example, lightning and thunder can render tense and intense atmosphere, while birds singing and running water can render elegant and leisure atmosphere. If sound is regarded as an independent hearing, it needs to maintain a standardized repetitive process.
In a word, music is a very strong and complete artistic means to convey information. Music plays an irreplaceable role in the process of emotional expression. It not only affects various emotions, atmospheres, moods and reactions of consumption, but also stimulates subtle parts. We should also pay special attention to copyright issues, whether it is new creation or re-creation of musical works.
(d) Timing of auditory recognition.
The timing of general auditory recognition should be synchronized with other elements of corporate image recognition, and it is best to introduce it in the following four periods.
1. Enterprise start-up period or merger period
The establishment or great change of an enterprise is the best opportunity to introduce auditory recognition, which is a brand-new beginning for both consumers and the enterprise itself. The public's cognition of it is also easy to accept. However, it is forbidden to introduce false auditory recognition or immature auditory recognition during this period. Therefore, the establishment of auditory recognition system should have a long-term vision to prevent frequent changes or major rectification in the later period. [ 16]
2. New product development and listing period
The development and listing of a new product is an opportunity for the enterprise to recognize its own hearing, and it can also make a brand-new hearing recognition for this product.
3. Graduation Day
After the opening of the enterprise, when there will be no new products on the market for a long time, the anniversary is a good time to launch.
4. International operation of enterprises
Internationalized enterprises must introduce AI, but pay attention to cultural differences between countries. Compared with visual recognition, auditory recognition has its own unique advantages, because music has no borders.
label
The establishment of auditory recognition system is a supplement to the theory of enterprise recognition system and enriches the connotation of enterprise culture. In a practical sense, the establishment of auditory recognition is conducive to reshaping corporate culture, enhancing the competitiveness of products, being conducive to the diversification and internationalization of enterprises, and being more easily recognized by consumers for enterprises. Because there is no theoretical system of auditory recognition at home and abroad, there are many difficulties in data collection, which leads to some defects in this paper. However, the auditory recognition of enterprise identification system is finally displayed in a superficial way, and some methods to establish auditory recognition system are found. I hope it can provide better help for the establishment of corporate image in the future.