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Med musik som försäljningsredskap: En studie av musikens kommunikationsvärde i TV-reklam
Högskolan Dalarna, Akademin Språk och medier, Ljud- och musikproduktion.
2008 (svensk)Independent thesis Basic level (degree of Bachelor)Oppgave
Abstract [sv]

This essay examines the persuasive side of music and its affect on consumer behavior when utilized in television commercials. It includes an interpretation of twelve study cases, in which three groups of four people is presented the same commercial, with different music being the only item dividing the groups. This is followed by a few questions about the product. The aim is then to see how the answers differ from one group to another, and how they match the music’s presupposed connotations suggested in the theory part of the essay, thus, observing the communicative, and eventually persuasive, power of music in television commercials. The main question is: how might music utilized in a television commercial power people’s opinions about the product in that commercial. The results show how music may alter people’s opinions about the product in the commercial, and that the interviewees’ opinions, in most cases, match the music’s presupposed connotations. The study’s results confirm what was previously found by Adolfsson in 2007. By comparing results from then and now it adds to the understanding of musical meaning in everyday life.

sted, utgiver, år, opplag, sider
Falun, 2008. , s. 43
Emneord [sv]
Musical persuasion, Musical communication, Advertising music, Connotative meaning
Identifikatorer
URN: urn:nbn:se:du-3708OAI: oai:dalea.du.se:3708DiVA, id: diva2:518576
Uppsök
Social and Behavioural Science, Law
Veileder
Tilgjengelig fra: 2009-02-11 Laget: 2009-02-11 Sist oppdatert: 2012-04-24bibliografisk kontrollert

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