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The Hidden Power of Music in Advertising
Manage episode 426839796 series 3530127
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Join us in our latest podcast episode as we delve into the intriguing world of sonic branding and the implicit effects of music on visual scenes in advertising. We had the privilege to interview Daniel Müllensiefen from the University of London, co-author of the groundbreaking study titled "Musical Manipulation of Visual Scenes in Video, Film, and TV Advertisements: A Large-Scale Investigation into The Implicit Effects of Sonic Branding.” The research is co-authored with Sebastian Silas from Hochschule für Musik, Theater und Medien and David John Baker from the University of Amsterdam.
In this episode, we explore:
- The dual-framework theory used to interpret the interplay between explicit (conscious) and implicit (unconscious) information processing in advertising.
- The methodology and findings from their large-scale investigation into how music can bias emotional-semantic judgments of visual scenes.
- Practical implications for marketing practitioners on leveraging music to enhance the effectiveness of advertisements.
Whether you're a marketing professional, academic, or simply curious about the psychological impact of music in media, this episode is worth a listen.
Read the full article here:
https://www.journalofadvertisingresearch.com/content/64/2/192
#Podcast #Marketing #SonicBranding #Advertising #MusicPsychology #ImplicitTesting
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