haku: @author Hung, K. / yhteensä: 5
viite: 4 / 5
| Tekijä: | Hung, K. |
| Otsikko: | Framing meaning perceptions with music: the case of teaser ads |
| Lehti: | Journal of Business Ethics
2001 : FALL, VOL. 30:3, p. 39-49 |
| Asiasana: | Advertising research Consumer behaviour Music Communication |
| Kieli: | eng |
| Tiivistelmä: | Teaser advertisings rely heavily on nonverbal executional cues to communicate. This research suggests that music may funtion in a manner similar to verbal captions with regard to the meanings viewers attribute to a teaser ad. It suggests that interactive audiovisual images play an important role in the meaning enactment process. Specifically, music connects with and accentuates selective visual events, as well as selective aspects of a visual event, to draw out the advertising proposition. |
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