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| Author: | Oakes, S. |
| Title: | Evaluating empirical research into music in advertising: a congruity perspective |
| Journal: | Journal of Advertising Research
2007 : MAR, VOL. 47:1, p. 38-50 |
| Index terms: | music advertising |
| Language: | eng |
| Abstract: | This study provides a review and analysis of empirical studies focusing on cognitive and affective response to music in advertising. The purpose is to draw together an apparently disparate literature to reach conclusions that will be valuable to advertisers and academics. The findings of the study are categorized by introducing 10 original definitions of music/advertising congruity, which are score, mood, repetition, association, valence, semantic, genre, image, tempo, and timbre. Future research though should assess the benefits of using more artfully incongruous musical stimuli. |
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