Alignment of Audio and Visual Timing in Media

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Half of the brain is dedicated to visuals, we often hear. Brands have run with this, emphasizing visual and often ignoring audio. But, research shows that this is a dangerous simplification, which can lead practitioners down a limiting and perhaps even dangerous path. The system of human perception actually abstracts temporal structure from the visual message, using an auditory rather than visual code. This encoding takes place automatically, without requiring any specific learning or practice.