Elaboration Likelihood Model – Critical Application

When elaboration likelihood is high, audience is more likely to engage in a central route processing.  If elaboration likelihood is low, peripheral processing is more likely to occur. (Petty & Cacioppo, 1986a, 1986b; Petty & Wegener, 1998, 1999) Central Processing - As I walked into the supermarket, my first and foremost goal was to obtain …

Audio Story: Final

For the Audio Story assignment I chose to create an ad for assumed campaign Animal Rights PNW – a real local activist Facebook page. To view the draft audio Visit the Audio Story: Draft page.

After reading the feedback to my ad, I recognized several issues:
Add pauses to my narrations. My editing was too tight and I had to separate the parts apart from each other to make the narration sound more natural. Some comments were to add a few more sound effects, animal noises, especially at the very beginning.

After getting valuable feedback from my peers Queton Williams, Steve Steinhour, Christine Tully and Prof. Chelsea Newman the consensus was

  • my voice sounded good (although I had a cold – depending on the cold, sometimes it affects the vocal cords with a positive, from a sound perspective qualities).
  • the music choice for the theme was effective, however the copyright for the end part of the ad was bugging me, I made a decision to replace it with the Cinema Themes audio (a copyright free collection of music for video/audio production and editing).
  • My rough cut was missing pauses at the strategic locations and sounded as if I was reading the script under one breath.  I added pauses by separating the sound bites with the ambient sound.
  • With adding smooth transition between the opening and closing themes and the narration pauses at the strategic points I hoped to achieve a more cohesive piece.
  • I chose to leave the animal sound effects out of the first part of the track for the purpose of not overwhelming the audience with the dramatic effects and rather concentrate on the text.  At the end, however, I do have a call of the bald eagle to highlight the celebration of animal freedom as the goal of the Animal Rights PNW campaign.

Opening theme – “Unnatural Situation” by Kevin MacLeod, royalty free music (2008). I chose to keep it due to its dramatic, intense, and dark tones that reflect the pain and suffering of the animals whom are mentioned in the naration.

Closing theme – “Cinema Track” a royalty free audio for video/audio production and editing.  Happy, uplifting, motivating to the call to action, to persuade the listeners to support the cause and become a part of the campaign.

Here is the final piece.  I hope this may become something I can use on my Facebook page Animal Rights PNW as a real piece of the campaign.

Audio Story: Draft

For this assignment I chose to create a promotional piece that introduces Animal Rights PNW’s goals, and proposed solutions to prevent animal cruelty.

First I researched for the issues which was not difficult to do, the State of WA laws for animal cruelty are not as protective of the animals as one could imagine. After reading some more information on a couple of blogs, I came to conclusion that the major cause to the lack of the rights for animals is the fact that they are not recognized as sentient beings.

Recently New Zealand government recognized all animals as sentient beings to provide harsher, stricter punishments for the cruelty to animals thus increasing protection to all animals.

I knew what to do…

I wrote a small script and read it to my iPhone.  To provide clarity of the voice, I used my closet, which will keep my narration track as clean as possible.  I laid down the track and made a couple of adjustments to make sure the levels were up to the standard (between -12 volume units and peak at no higher then 0 – (-3)). I cut the pauses out and removed the unneeded versions of the voice over.  Then cut it again… and again… while adjusting the soundtrack to where it’s rhythm matched up with the rhythm of my voice.

Next I found several tracks for my background music and I am planning to using at least a couple of animal sound effects in the final public announcement piece.  I am looking to get more recordings and play around to see how I can enrich the ad and compliment the voice over without it becoming to distracting to listen. Perhaps come up with an intro and outro to make the piece sound complete.  As a final piece I would like to add another statement at the end to make it more obvious for my audience what to do next.

I am looking forward to working on the final bit but here is a rough cut of the main vocal with some example (not final) music track.

My voice is recovering from the cold… so, I may have to redo the narration.

As a soundtrack I used “Unnatural Situation” by Kevin MacLeod, royalty free music (2008). This musical compilation is dramatic, intense, and reflects the tone of the narration, which meant to express pain and suffering of the animals who are not adequately protected under law from human cruelty.

At the end, of the audio ad I wanted to switch the tone to positive.  I laid a fragment of “Kings and Queens” by 30 Seconds to Mars. This song is amazingly motivating and if this or a similar audio is used as a soundtrack to the part where narration is calling to action, the assumption here is to persuade and motivate the listeners to support the cause.  As a Fair Use Guidelines suggest, I am using this fragment for educational non-commercial, limited and “transformative” purpose.

Audition / Soundcloud Practice

This was fun! I have not used Soundcloud for about 5 years and today I had a chance to practice some audio editing… I know, it is a little generic, since I have over 15 years of audio/video production and DJ experience. Nevertheless, it was refreshing and educational.


Tutorial #1 (Part A): Original unedited counting recording (out of order)

Below you can see my simple voice recording, for which i used my iPhone to record the countdown in random order. Then I uploaded the file and imported the asset into my Audition application.  I cleaned up the start and finish and uploaded to the Soundcloud:

My next step was to create a simple 2-track recording with counting 1-10 and music theme in the background. First I added the music asset to the project, I then edited the count in order, followed by splicing with the use of simple fade transitions and audio level adjustment to manipulate the sound where voice count 1-10 is the main track and music is the secondary track.

Tutorial #1 (Part B): Edited counting recording (counting in order with the music background)

Of course, I had to read my numbers with a bit of enthusiasm and added a little climax spot towards the end of the mix, by pausing my count before number 10 and centering the music track around that spot so it paused at the same time before I finished the count and music began to fade out.  I had to splice the intro to make it flow better instead of entering into the sound track from the beginning.  I spliced the intro beats with the first beat as I began counting at number one.  Did it make any difference? Well… you be the judge:


Tutorial #2 (Part A): Original unedited interview recording

For this part of the assignment I recorded a 7 minute interview about my husband working as a manager at 7-Eleven.  He talked about the difference between franchised store and corporate store and how the success of the franchisee is dependent on adhering to the corporate strategies.

As a first step, I exported the asset to the Adobe Audition project. Before editing it down I went through the original audio file and made some audio adjustments to make sure the levels are at the normal range.

Following that I created the rough cut that shortened the interview to about 2 minutes and 49 seconds.

Tutorial #2 (Part B): Edited interview recording with introduction (no more than 45 seconds total)

As the last step of the exercise I created a 45-second interview mixdown file. I hope I was able to stay on the topic and still deliver the main idea of the interview.

Here is the snapshot of my final version master file: