ABSTRACT
This chapter explores the way advertisements are projected through sound and vision, and how people engage with this. Three modes of viewing advertisements are identified: the look, the gaze and the glance. The look, it has been suggested, is the normative standard against which modes of viewing can be understood. The gaze is often associated with the viewing arrangements of cinema auditoria in which the size and distance of the cinema screen are important. The glance is a significantly, and on occasion intentionally, shorter period of viewing. Cognition associated with the glance will be of a lesser order to that associated with the look and the gaze. The sound feature of audio-visual advertising and especially that of television functions in a number of important ways. Television and radio sound becomes part of domestic arrangements and both contribute to the sense of self within the domestic space, addressing not just anyone but someone.
