“Many little things have been made great by the right kind of advertising” (Mark Twain). Advertising, the very task of attracting attention. Through many successes and twice as many failures, advertising has always been a competitive field to be a part of. New techniques are constantly being shouted or thought of to try and get into the game. Propaganda, obnoxiously large headlines and lavish images are just some of the outrageous techniques to spread the message. However, the need to bluff, or overly exaggerate products and brands, is no longer necessary, when you can simply emphasize with a simple tool. Sound, the same tool humans use to associate language, can be the tool used to associate advertising sponsorships. With the emotional effects that sound can create, it has been proven to create emotions in some advertisements and companies. Although emotion tries to be perceived, sound proves to be more useful as an influencer than images in marketing. Used as the main source of an advertisement or as a backdrop, sound creates an environment or an advertising character. Truly, sound is the key to successful advertising in society. With the rapid decline of print media and the rise of technology, sound is an increasingly important factor in advertising media for the masses today. While sound is thought to be more intrusive than images, it has also been found to have a greater impact on consumers. Due to its booming qualities, sound can create both positive and negative attitudes towards advertising and brands. However the echoic impact is even stronger than the iconic one and in fact shows why sound should be used more widely. Technological advances have changed our culture in many ways, including personal effects on advertising. With invention......center of paper......yers, Cynthia B. "The Sounds of Capitalism: Advertising, Music, and the Conquest of Culture." Historical journal of cinema, radio and television33.4 (2013): 638-39. Print.Rajagopal. “International Journal of Retail and Distribution Management.” Emerald. Emerald Group Publishing Limited, 2011. Web. 21 February 2014Reeves, Alex. "A Brief History of Sound Design." Social Club Advertising Week. The Beak Street Bugle, January 21, 2014. Web. February 23, 2014. Rey, Jason D. "Facebook Prepares to Bring Video Ads to News Feed, Goes for TV Dollars." Digital RSS of the advertising age. NP, 18 December 2012. Web. 23 February 2014. "Sound in digital advertising." Creative social blog RSS. Np, June 13, 2011. Web. February 23, 2014. Spense, Charles. “Managing sensory expectations related to products and brands: Harnessing the potential of sound and form symbolism.” Direct science. Np, 2012. Web.