ADV305_Apr%2020 - 20090420 ADV305 The Fundamentals of...

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2009 04 20 1 Using Electronic Media: Television and Radio Ch14. ADV305 Instructor: Jang Ho “Jay” Moon The Fundamentals of Advertising Apr 20, 2009 Today’s Ad Canada1 South Korea 1 Canada 2 U.S.A Australia South Korea 2 The Effect of Background Music ¾ Music as a peripheral persuasion cue Peripheral influences such as background music used in commercials can become associated with the advertised product The commercial’s impact appeared to be more influential in its appeal when presented with musical background There is an interaction between people’s thought processes and the moods invoked by the background music in the ad Music enhanced memory for advertising slogans when the slogans were incorporated into an advertisement in the form of a jingle or song ¾ Music as a peripheral persuasion cue (continue) When people understand an advertisement and are searching for a specific concept – mental imagery – they tend to have a more favorable brand attitude and purchase intention. The Effect of Background Music Background music is shown to interfere with the cognitively involved subjects’ information processing. When a commercial contains emotional element such as music, along
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