The goal of the diploma thesis was to study and analyse the impact of musical background on a person's perception of a television advertisment. We collected, analysed and compared subjective opinions about advertisments with calm and cheerful musical backgrounds. We asked the participants what they were feeling while watching the advertisment, tested their memory and inquired about their purchase intent.
In the theoretical part we examined the general role of music, how it appears in advertising and which effects it produces. We also examined the impact music has on customer behaviour and the types and uses of music in advertisements. Finally, we familiarized ourselves with the effects various music factors have on a customer's mood and attitude. In the practical part of the thesis we edited the collected television advertisements and prepared online questionnaires in which we, following the emotional state model, established the participants' mood. We also compared responses related to advertisement recall and purchase intent before and after viewing them. We compiled graphs that show the differences between the impact of calm and cheerful music background of the advertisements from the analysis of 108 responses and wrote the discussion based on those findings. Weaknesses and possibilities for improvement were also highlighted.
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