Rogers, Andrew and Gibson, Ian (2014) Transient Analysis for Music and Moving Images: Consideration for Television Advertising. In: Proceedings of the 40th International Computer Music Conference and the 11th Sound & Music Computing conference. ICMC/SMC 2014 . ICMC/SMC, Athens, Greece, pp. 1226-1232.
Abstract

In audiovisual composition, coupling montage moving images with music is common practice. Interpretation of the effect on an audioviewer's consequent interpretation of the composition is discursive and unquantified. Meth-odology for evaluating the audiovisual multimodal inter-activity is proposed, developing an analysis procedure via the study of modality interdependent transient structures, explained as forming the foundation of perception via the concept of Basic Exposure response to the stimulus. The research has implications for analysis of all audiovisual media, with practical implications in television advertis-ing as a discrete typology of target driven audiovisual presentation. Examples from contemporary advertising are used to explore typical transient interaction patterns and the consequences of which are discussed from the practical viewpoint of the audiovisual composer.

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