The vast majority of modern advertisements contain some kind of music. Its growth in the ads has become apparent with the development of technology. Different types of music have a different impact on the message in the ad; therefore, several studies have been done on suitability of different music in advertising. It is vital that the ad contains music, which properly supports its content. In a 2008 study by David Allan, researchers measured the frequency of using popular music in ads and observed whether there was a connection between the advertised product and the music used in the advertisement. In this diploma thesis, I focused on finding whether the foreign research applies also to Slovenian advertisements. I also focused on comparing the use of music in advertising in Slovenia and abroad, in order to highlight differences in the use of music in Slovenian television advertisements. Following the example of a foreign study, I observed the appearance of music in ads on TV channels POP TV, Kanal A, Planet TV and BRIO between 14 and 20 May 2018 during prime time. In this paper, I have highlighted some of the characteristics of music in Slovenian ads, and concluded that there are no links between the advertised products and the kind of music in the advertisement, in comparison to a foreign study.
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