Advertising Music and the Effects of Incongruity Resolution on Consumer Response
Advances in Advertising Research (Vol. XI)European Advertising Academy(2021)
摘要
Music is considered as one of the most important executional cues in advertisements. It is a ubiquitous phenomenon in the context of television and radio advertising, with more than 94% of advertisements incorporating a certain type of music. Music accounts for a significant commercial advantage in the context of advertising by producing favorable associations with the product/brand, contributing to the message, and by attracting consumers’ attention and enhancing message recall.
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关键词
consumer response,incongruity resolution,music
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