Observations: The Sounds of Silence: Functions and Use of Silence in Television Advertising
研究了电视广告中沉默（无音乐或音效）的功能，包括吸引注意、促进思考、唤起情绪，并报告了对北美广告公司创意总监的调查结果。
Although many researchers have considered the role of music in commercials, no studies have directly examined what functions silence (the absence of music or other audio effects) performs in advertising. This paper investigates how advertisers may use silence in television to generate attention, get viewers to contemplate information, and to evoke and/or heighten certain moods. Findings from a survey of creative directors of major North American advertising agencies, regarding the use of silence in television advertising, are also reported.