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The Psychology of Music in Multimedia$
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Siu-Lan Tan, Annabel J. Cohen, Scott D. Lipscomb, and Roger A. Kendall

Print publication date: 2013

Print ISBN-13: 9780199608157

Published to Oxford Scholarship Online: September 2013

DOI: 10.1093/acprof:oso/9780199608157.001.0001

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Music in television advertising and other persuasive media

Music in television advertising and other persuasive media

Chapter:
(p.315) Chapter 14 Music in television advertising and other persuasive media
Source:
The Psychology of Music in Multimedia
Author(s):

Mark Shevy

Kineta Hung

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199608157.003.0014

This chapter presents an overview of theories and research on the role of music in television advertising and other persuasive media. Using Petty and Cacioppo’s Elaboration Likelihood Model as a theoretical framework for attitudinal change, the chapter examines the multiple roles music may play in advertising, either as a background element or as an integrated element in an audiovisual medium. Music may increase or decrease motivation and ability to elaborate on a persuasive message, thereby guiding a person to use a central or peripheral route to processing the content of the advertisement. Music may also provide information (e.g., affect-as-information) in the persuasive message that is processed within either route. To delineate these effects, music as a means to attract attention, facilitate recall, and construct meanings is also examined. Findings of these strands of research are applied to audio branding, understanding musical fit, enhancing implicit learning, and the creation of virtual atmospheres on the Internet.

Keywords:   music in advertising, persuasion, Elaboration Likelihood Model, conditioning, mood, musical fit, recall, attitude change, audio branding, jingle

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