具身认知视域下品牌的听觉传播策略研究——以播客广告为例

Research on Strategies of Auditory Communication for Brands from the Perspective of Embodied Cognition—A Case Study of Podcast Advertising

摘要: 在新媒介技术的推动下，传播与身体关系的研究成为学界关注的热点。与此同时，视觉传播的饱和使业界逐渐将目光转向声音。在这样的背景下，研究从具身认知的视角切入，以近年来迅速发展的播客广告为研究对象，探究品牌如何利用声音的特性及策略组合激发受众的具身认知。研究发现，声音能够给予受众丰富的感官体验、调动情绪状态并鼓励参与互动实践，使身体、环境、认知之间相互作用，最终影响受众对品牌的认知及消费决策。

Abstract: Driven by new media technologies, research into the relationship between communication and the body has become a focal point of academic interest. Meanwhile, the saturation of visual communication has prompted industry practitioners to shift their attention to sound. Against this backdrop, this study adopts embodied cognition as its theoretical lens and examines the rapidly expanding practice of podcast advertising to explore how brands leverage the affordances of sound and coordinate communication strategies to activate audiences’ embodied cognitive processes. The findings suggest that sound can provide rich sensory experiences, elicit emotional responses, and encourage audience participation in interactive practices, thereby fostering dynamic interactions among the body, environment, and cognition. These interactions may, in turn, shape audiences’ brand perceptions and consumer decision-making.