[下载] 史上最全面的RC考古大全—更新至131 (内附本月JJ精简版）

jkprince

thanks for sharing

nastygal

thanks!!!!!!

Laura5918

楼主是个好人啊

smilejyg

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 lyric (原歌词), altered lyrics (改编的歌词), and instrumentals (plus a control treatment with no music) (纯音乐)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. （有歌词的比没歌词的好）
But Kahneman (1973) said that attention describes some internal mechanisms that determine the significance not the relevance of stimuli（刺激因素）. 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 (流行音乐更好); and original popular vocals with high personal significance will be the most effective at getting the attention of the individual.（原唱，流行音乐，知名度高最好）
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 significance (流行歌原唱知名度高有效，流行乐改编知名度低有效)
The 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 attention gaining value of original vocals（原唱的价值）, low personal significance cannot adequately explain the attention-gaining value of altered vocals. Three possible explanations include the novelty（新鲜度） of hearing a popular song with altered lyrics (especially the first time); irritation (恼怒，刺激) caused by the changed lyrics; and/or the lack of fit （缺失，不足）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（避免没有音乐或者仅仅是流行歌的纯乐器版本）. 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 (如果用名人，那么必须用原来的歌词。如果不是名人，改编歌词更好).
Either way, personal significance 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. (男人：名人，女人：没名) This could suggest that males are more sensitive to the level of personal significance they have for advertising messages integrated in popular music than females, but this would need future research.

Aimeerocks

有用啊啊啊啊！

skycorine

謝謝整理與分享

qingsunfr

thanks a lot

icanflyagain

谢谢楼主分享

smh1603

谢谢JUICY

catherineloveji

顶啊。。。