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Med musik som försäljningsredskap: En studie av musikens kommunikationsvärde i TV-reklam
Dalarna University, School of Languages and Media Studies, Sound and Music Production.
2008 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
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.

Place, publisher, year, edition, pages
Falun, 2008. , 43 p.
Keyword [sv]
Musical persuasion, Musical communication, Advertising music, Connotative meaning
Identifiers
URN: urn:nbn:se:du-3708OAI: oai:dalea.du.se:3708DiVA: diva2:518576
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2009-02-11 Created: 2009-02-11 Last updated: 2012-04-24Bibliographically approved

Open Access in DiVA

fulltext(512 kB)799 downloads
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File name FULLTEXT01.pdfFile size 512 kBChecksum SHA-512
2c06335c8190204af8b047728c902be3d6fa78f9a9522d71cee420a51e1877572522d9c503004645582098ef06dfccf88b809adf382e91847f60703841aae2b8
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf