It's used to distract opponents when you first start. However,
as you go along, you will build up internal energy, through which
you release by shouting. This form of shouting is different from
shouting with just using your voicebox. It's come internally,
meaning through your diaphragm. It's the same to normal people, but
trained martial artists are able to tell the difference.
It's also meant to give you more power, but if you do it the wrong
way, you lose more power instead.