我刚飞回来，忘了点，不过真有点像啊= =因为忘了，所以不敢确定是不是原文，不过基本上是 This study examines the effects of popular music in advertising to determine both the theoretical (the effect of popular music on the processing of advertising messages) and practical (the design of more effective advertisements using popular music) implications. An experiment is reported that tested the effects of three integrations of popular music in advertising: original lyrics, altered lyrics, and instrumentals (plus a control treatment with no music) on attention and memory. The results indicated that song vocals, either original or altered, are more effective stimuli of advertising effects than instrumentals or no popular music.But Kahneman (1973) said that attention describes some internal mechanisms that determine the significance not the relevance of stimuli. This suggests that popular music with high or low personal significance will lead to greater or lesser attention to the integrated advertising messages; popular music vocals will be more attention-getting than other treatments; and original popular vocals with high personal significance will be the most effective at getting the attention of the individual.Popular music with original vocals was a more effective stimulus of attention and memory when high in personal significance and popular music with altered vocals was a more effective stimulus of attention and memory when low in personal significanceThe individuals in this experiment processed songs and artists they considered high in personal significance differently from those that were low in significance.... When the artist was significant, the original vocal led to greater brand attention but when the artist was not significant, the altered vocal led to greater brand attention.... It suggests that the level of significance of the music and/or the artist can affect involvement possibly resulting in different processing of the advertising messages.and/or the artist can affect involvement possibly resulting in different processing of the advertising messages. While high personal significance can be a possible explanation for the attentiongaining value of original vocals, low personal significance cannot adequately explain the attention-gaining value of altered vocals. Three possible explanations include thenoveltyof hearing a popular song with altered lyrics (especially the first time); irritationcaused by the changed lyrics; and/or the lack of fit of the song or the artist with the brand. All of these could have been attention-gaining stimuli causing greater attention to the brand and the song. It is clear, however, that lyrics (either original or altered) are important and that even though an interaction was observed for just one song and artist ("The Middle" by Jimmy Eat World) based on the lyrics, the results are of practical importance to advertisers for two primary reasons. First, the use of no music or an instrumental version of a popular song should be avoided. Second, if the advertiser is able to use a popular song that is personally significant to the target market of the brand, then the original vocal version should be used, but if not, an altered vocal version should be considered.Either way, personalsignificance plays a role in the effectiveness of popular music in advertising on attention and memory, brand memory were observed for one of the brands (Sony) for both the song ("Without Me") and the artist (Eminem), with some apparent significant effects for genders. It is interesting to note that for the Kodak brand, males were observed to have greater memory for the brand than females when the song and the artist ("The Middle" by Jimmy Eat World) were highly significant but that females had greater memory for the brand when the song and the artist were low in personal significance. This could suggest that males are more sensitive to the level of personalsignificancethey have for advertising messages integrated in popular music than females, but this would need future research.V6 楼主，广告音乐那个 请问这个是原文嘛？ -- by 会员 用户名已注册 (2011/11/10 0:25:34)
| 
京公网安备11010202008513号 京ICP证101109号 京ICP备12012021号
发表于 2011-11-10 00:49:26
楼主