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?