How music in advertising fosters consumer' perceptions of ads
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The purpose of this project is to explore how music in advertisements affects consumer perception of the advertisement itself. It additionally explores both the conscious and subconscious tactics that advertisers deploy when selecting music for their content. It covers the various functions of music and how advertisers use them, theoretical concepts within music and how they work in conjunction with advertisements, and a discussion of how music’s emotional characteristics affect consumers’ beliefs about a brand. Through interviews with both advertisers and consumers, this project answers two research questions, which are listed below.RQ1:Do consumer perceptions of the music match what advertisers hoped to achieve?RQ2: How does an advertisement’s music affect a consumer’s perception on whether the ad is effective?
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.