Dance to the music! How musical genres in advertisements can sway perceptions of image.

• Autores: Steve Oakes, Adrian North
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 53, Nº 4, 2013, págs. 411-416
• Idioma: inglés
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• Resumen

  • Background musical genres can have a profound influence on the perceived image of real and fictitious universities in television and radio advertisements. In this study, experiments showed how dance music enhanced (while classical music diminished) the desired image for the university as modern, exciting, and trendy. Classical music resulted in a more sophisticated perceived image for the learning environment and an anticipation of higher university fees compared to no-music and dance music treatments. Dance music, however, increased the desire to apply for a place at the advertised university by communicating the hedonic pleasures of student life. INSET: Management Slant. [ABSTRACT FROM AUTHOR]