Download - Investigation in Music and Advertising
Investigation in Music and Advertising Summa Thesis
Investigation in Music and Advertising
Julie Ann SalferLiterary ReviewGerald J. GornBlue and beige pens
Grease and classical Indian music
79% of the subjects chose the pen associated with the well-liked music
His work inspired many scholars (including myself) to investigate music and advertising
Chris T. Allen and Thomas J. MaddenSurveyed individuals instead of groups
Humorous sounds bites instead of music
Black and green pens
Buyback feature25% for both unpleasant and pleasant stimuli
Mark F. ZanderBased experiments on the idea of musical fit
Radio advertisements for fake bottled water brandMusic I lively, joyful, and easy listeningMusic II slow, calm, and contemplative musicMusic III no music at all
Different music changes the focus of our perception without inhibiting positive reactions to a commercial when fit is given.
James J. Kellaris, Anthony D. Cox, & Dena CoxPretested the music used
Real advertisement sandwiched in the middle of two dummy ads
When congruency is low, attention-gaining music seems to serve more as a distraction from advertising processingKineta HungMessage / visual / music congruency
Two different types of coffee
Swapped music and imagery
If music was not congruent, it made it difficult for the viewer to discern what was happening in the advertisement and did not want to purchase the product
Brazil musicPrimitiveRepetitive tuneCaf musicAvant-garde band musicDrum beat
Brazil imageryRainforests, Latin Americans working and drinking coffeeCaf imageryBlack and white, trendy peopleExpectancy-Value Model & The Appraisal TheoryAttitude = b1e1 + b2e2 + b3e3 + etcCognitive Appraisal Emotional / Attitudinal Response Action tendencyMy InspirationAllen and Thomas: individuals instead of groups
Zander: create hypotheses about the outcome of the experiment
Hung: predetermined responses and meanings of ads
Hung: swapping of advertisements, music and no music
The Experiment Method12 in-depth interview participants
Questions aboutCurrent favorite ad and favorite childhood adMessage retention after watching the ad either with or without musicEmotions or feelings after watching the advertisement either with or without music
Two scripts were created that worked as controls for one another
Six advertisements totalFavorite Current Advertisement
Favorite Childhood Advertisement
The Advertisements
ConclusionsPeople feel uncomfortable watching advertisements without music
Music does not implicitly affect whether a consumer can understand the main message of an advertisement or not
Consumers already formed beliefs, including socialization and opinions greatly affect whether they will enjoy a commercial or want to buy a product
EVM and Appraisal Theory = great indicators of an advertisements success
Still no direct correlation between music and message retention / buying power
Looking backI love working with people, and doing the interviews was a great experience
The majority of people do not have a lot of experience analyzing advertisements, and many of them asked me if their answers were okay or good enough.
Starting to write the thesis was the most daunting task of all
But, once I got started and had a plan for what I wanted to do, it went pretty smoothlyQuestions?