Affiliation:
1. Business School, Sichuan University, People's Republic of China
2. Business and Tourism School, Sichuan Agricultural University, People's Republic of China
Abstract
If consumers like the music in an advertisement, this is conducive to their forming a positive response. To find out what kinds of advertising music people like we conducted semistructured in-depth interviews with 20 participants in China, then analyzed the content through thematic
analysis. We found that consumers liked music that they perceived as having good advertising functions, acceptable artistic qualities, attractive characteristics (e.g., interesting, positive, easy to remember, distinctive), and which had the ability to evoke positive affect and feelings. This
study supplements previous investigations into advertising music from the perspective of consumers. On the basis of our findings, we provide suggestions on selecting music for advertisements that consumers find likable.
Publisher
Scientific Journal Publishers Ltd
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献
1. Decoding the DNA of Viral Video Ads;Erciyes İletişim Dergisi;2023-01-30