Journal ArticleDOI
Music in Political Advertisements: Music to the Ears or Background Noise? A Study of Music's Influence on Message-relevant Thinking
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TLDR
In this paper, the effects of instrumental background music on subjects' opinions of the candidate in a political radio commercial were investigated. But no significant effect was found on the likelihood to vote for the candidate.Abstract:
This experimental study tested the effects of instrumental background music on subjects' opinions of the candidate in a political radio commercial. Democrats hearing a Democratic candidate commercial without music considered it more issue-oriented than those hearing it with music. No significant effects were found in Republicans. Controlling for party affiliation, results showed a significant correlation between subjects' perceiving the spot as issue-oriented and their stated intention to vote for the candidate. Subjects hearing the spot with music were more likely to consider the spot “well done,” but this did not translate into a statistically significant preference for the candidate.read more
Citations
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The impacts of emotion elicited by print political advertising on candidate evaluation
Journal ArticleDOI
Branding a Cool Celebrity President: Popular Music, Political Advertising, and the 2012 Election
TL;DR: This paper examined two representative commercials that foregrounded popular music's tropes to paint Obama, for better or for worse, as a "cool celebrity" president, and investigated how these commercials employed the sights and sounds of popular music to drive their soundtracks and agendas.
Journal ArticleDOI
Does Background Music Really Help Radio Commercials? The Effect of Involvement on Ad Recall
TL;DR: In this article, the effects of background music on the recall of radio commercials were investigated and it was found that the involvement level with the music program was low compared to the involvement levels with the talk program and that this seems to have a mitigating effect on recall of the commercials.
Interest, Convenience, or Necessity? An Experimental Study of Listener Responses to Localism in Radio Programming and Ownership
TL;DR: In this paper, the authors discuss the UHF discount and the FCC's main studio rule in the context of radio broadcasting and localism in West Virginia community radio and conclude that the main studio rules achieve little for localism at a great cost to broadcasters.
Journal ArticleDOI
Muzyka w audiowizualnej wizerunkowej reklamie wyborczej a wyobrażenia o cechach kandydata wcześniej nieznanego odbiorcom
TL;DR: In this paper, the authors show that charakter muzyki ze spotów wyborczych można przyczyniać się do kształtowania określonych wyobrażeń na temat polityków, jednak znaczenie tła dówiękowego w omawianym kontekście jest znikome.
References
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Journal ArticleDOI
Striking a Responsive Chord: How Political Ads Motivate and Persuade Voters by Appealing to Emotions
TL;DR: For example, this article used two experiments conducted during an actual election to show that cueing enthusiasm motivates participation and activates existing loyalties; cueing fear stimulates vigilance, increases reliance on contemporary evaluations, and facilitates persuasion.
Book
Attitude and Attitude Change: The Social Judgment-Involvement Approach
TL;DR: Caroline W. Sherif Attitude and Attitude change: The Social Judgment-Involvement Approach in pdf format as mentioned in this paper, is a book by Sherif and his co-authors.
Journal ArticleDOI
The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach:
TL;DR: This article found that features like humor, sex, color, and music in a commercial merely increase our attention to product information in a message, or can they directly influence our attitudes, and the results of an expe...
Journal ArticleDOI
Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation:
C. Whan Park,S. Mark Young +1 more
TL;DR: This article examined the effect of level of involvement (high vs. low) on subjects' reactions to persuasive communications and found that high involvement can be differentiated from low involvement by different levels of involvement.
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