Tonality

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Tonality is a term from the field of communication . Tonality is part of the advertising message that is conveyed to the recipient via style and atmosphere. The tonality for the advertising text , i.e. the verbal part of the advertising , is often called the tone of voice . For the effectiveness of the advertising message, it is not only important what is said about the advertising object, but also how it is presented. This happens in the definition of the so-called "basic tone" of the advertisement (tonality). It controls the consumers' attention and identification.

Since media advertising and point-of-sale advertising in stationary retail should basically be coordinated with one another, the basic tone of retail advertising, which can also be referred to as "atmospheric packaging", is based on the sales room design (room design, outfit, look). The following options can be distinguished in this context:

  • Avant-garde / antique design
  • Nobel / discount design
  • Exotic / usual design
  • Technology / nature design
  • Aesthetic / improvisational design

In individual cases, the tonality can dominate the advertising in such a way that messages or even the claim are dispensed with. Advantages for the advertiser include: a .:

  • one hopes to address the target group through emotional addressing, which one assumes will be most likely to have an impact on a target person flooded with advertising messages.
  • Verbal statements do not assert or guarantee any properties of the product which, especially in the case of controversial products, could be the point of attack for complaints from competitors and opponents.
  • In the case of products for which the quality of the product is not decisive, but image factors, such an address aims at what you want to build: a connection between the product and certain positive emotions.
  • In the case of products that, objectively speaking, have no unique selling points or advantages over the competition, or that are even of poor utility value for the consumer, such an approach can make advertising possible in the first place without having to disclose this fact,

At most, there is entertainment value for the consumer.

literature

  • Siegfried J. Schmidt, Maik Gizinski: Handbook advertising . LIT Verlag Berlin-Hamburg-Münster 2004, ISBN 3825875407 , p. 93