“Many little things have been made great by the right kind of advertising” (Mark Twain). Advertising, the very business of capturing 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 discussed or invented in an attempt to get a head start in the game. Propaganda, obnoxious headlines and lavish images are just some of the outrageous techniques to get the message across. However, the need to bluff or exaggerate products and brands is no longer necessary, when you can simply highlight with a simple tool. Sound, the very tool humans use to associate language, may be the tool used to associate advertising mentions. Thanks to the emotional effects that sound can create, it has been shown to create emotions in some advertisements and businesses. Despite the emotion we try to perceive, sound proves more useful as an influencer than visuals in marketing. Whether used as the main source of an advertisement or as a backdrop, sound creates an advertising environment or character. In fact, 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 today. Even if sound is considered more intrusive than visual, it also turns out to have more impact on consumers. Because of its booming qualities, sound can create both a positive and negative attitude toward advertisements and brands. However, the ultrasound impact is even stronger than iconic and actually shows why sound should be more widely used. Technological advancements have changed our culture in many ways, even having a personal effect on advertising. With the invention...... middle of paper ...... yes, 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. February 21, 2014 Reeves, Alex. “A Brief History of Sound Design.” Advertising Week Social Club. The Beak Street Bugle, January 21, 2014. Web. February 23, 2014. Rey, Jason D. “Facebook Prepares to Bring Video Ads into News Feed, Aims for TV Dollars.” » Digital RSS in the age of advertising. Np, December 18, 2012. Web. February 23, 2014. “Sound in digital advertising.” Creative social blog RSS. Np, June 13, 2011. Web. February 23, 2014. Expense, Charles. “Managing sensory expectations regarding products and brands: capitalizing on the potential of sonic and formal symbolism.” Science Direct. NP, 2012. Web.