A Content Analysis of Music Placement in Prime-Time Television Advertising

Allan, David

doi:10.2501/s0021849908080434

Cited by 84 publications

(69 citation statements)

References 24 publications

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“…For example, when background music ''fits'' (is congruent with) the ad message, the ad and brand are more liked and the ad is more easily processed (understood and/or recalled), and these positive outcomes are enhanced when the music is well-liked (Hung, 2001;Kellaris, Cox, & Cox, 1993;Lavack, Thakor, & Bottausci, 2008;Lord, Lee, & Sauer, 1995;MacInnis & Park, 1991). Given the potential for impact, it is no surprise that over 90% of commercials contain some type of music (Allan, 2008). However, there is some contention within this literature as to exactly how to quantify what musical elements constitute a ''fit'' with the message.…”

Section: Music Effectsmentioning

confidence: 94%

Innovating Radio News: Effects of Background Music Complexity on Processing and Enjoyment

Carpentier

2010

Journal of Radio & Audio Media

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Section: Music Effectsmentioning

confidence: 94%

Innovating Radio News: Effects of Background Music Complexity on Processing and Enjoyment

Carpentier

2010

Journal of Radio & Audio Media

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“…To help induce this behavioral change, many advertisements use a creative strategy employing content and structural features which evoke positive emotional experiences. For instance, over 80 percent of TV ads in the United States contain music (Allan, 2008;Furnham, Abramsky, & Gunter, 1997), a structural message component that is expected to lead to a positive attitude about the advertisement (Stout & Leckenby, 1988). These creative strategies are based on findings showing positive emotion leads to more positive attitudes toward the ads, which ultimately lead to positive brand attitudes and greater purchase intent (Holbrook & Batra, 1987;Morris & Boone, 1998;Ray & Batra, 1983;Rossiter & Percy, 1991;Rovinelli & Whissell, 1998).…”

Section: Interaction Between Global and Local Valence In Motivationalmentioning

confidence: 99%

The Impact of Emotional Words on Listeners’ Emotional and Cognitive Responses in the Context of Advertisements

Lee

Potter

2018

Communication Research

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The study examined how individual words occurring in mediated messages affect listeners’ emotional and cognitive responses. Scripts from actual radio advertisements were altered by replacing original words with target words that varied in valence—either positive, negative, or neutral. The scripts were then reproduced by nonprofessional speakers. Real-time processing of the target words was examined through the use of psychophysiological measures of dynamic emotional and cognitive responses collected from subjects ( n = 55) and time-locked to the stimuli. Recognition memory provided a measure of encoding efficiency. As predicted, listeners had greater frown muscle responses following the onset of negatively valenced words compared with positively valenced words. Results also showed that positively valenced words elicited orienting responses in listeners but negatively valenced words did not. Recognition data show that positively valenced words were encoded better than neutrally valenced words, followed by negatively valenced words, which was consistent with the finding for the impact of emotional words on orienting responses.

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“…One of the significant contributions of Stew따t and his colleagues is that they established a comprehensive set of executional variables--as many as 150 items; a number of studies, thereafter, have adopted mostly a sub-set of the executional elements outlined by Stewart and his colleagues (Stewart, & Furse, 1985. These studies examined television advertising in various contexts, ranging from the prime-time commercials to award-winning commercials, as well as Super Bowl commercials (Allan, 2008;Kelley & Turley, 2004) As reviewed above, a rich body of research on advertising execution exists; yet, it has not been very successful, especialη in recent years, in providing advertisers with meaningful guidance. This is due to the fact that the stream of research analyzing the presence or absence of a set of executional elements bears some limitations.…”

Section: Advεrtising Exεcutionmentioning

confidence: 98%

Latent Factors of Executional Elements Influencing Commercial Likeability: An Exploratory Study of Super Bowl Commercials

Kim¹,

Cheong²

2011

Journal of Global Academy of Marketing Science

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Academic researchers have focused very little on television advertising execution since the mid-1990s despite the fact that television remains one of the most powerful media in advertising. This study try to fill this gap by investigating the executional elements adopted in recent television commercials, while attempting to resolve some of the weaknesses found in the prior research. Prior research in advertising execution has predominantly focused on analyzing the presence or absence of individual executional elements. This approach has helped us expand our understanding of advertisers' usage of various executional elements and is easy to implement. However, the binary nature of the data has limited researchers' analyses to simplistic comparisons between the ads with and without certain executional elements, making it difficult to address complex relationships that may exist among various executional elements and important advertising response measures.ln order to overcome such limitations, this study took a factor analytic approach to identifY the latent factors underlying the numerous executional elements identified in the previous research using a convenience sample of Super Bowl commer'cials. The effects of each latent factor on commercial likeability were then examined across two product categories determined by product category involvement, which provides advertising practitioners with insights with respect to the relationships among multiple executional elements and their influence on commercial likeability, one of the fundamental advertising response measures. Specifically, it is predicted that the latent executional factors will exert significantly greater effects on commercial likeabiliη for the low-rather than high-involvement products. This is because, from the perspective of elaboration likelihood model, the advertising executional elements act as peripheral cues as they pertain to the method of message presentation rather than to the product-relevant message, which tend to exert greater persuasive power when the involvement with the product is low rather than high.In particular, the main data analyses consisted of two paπs:

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A Content Analysis of Music Placement in Prime-Time Television Advertising

Cited by 84 publications

References 24 publications

Innovating Radio News: Effects of Background Music Complexity on Processing and Enjoyment

Innovating Radio News: Effects of Background Music Complexity on Processing and Enjoyment

The Impact of Emotional Words on Listeners’ Emotional and Cognitive Responses in the Context of Advertisements

Latent Factors of Executional Elements Influencing Commercial Likeability: An Exploratory Study of Super Bowl Commercials

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