Evaluating Empirical Research into Music in Advertising: A Congruity Perspective

  title={Evaluating Empirical Research into Music in Advertising: A Congruity Perspective},
  author={Steve Oakes},
  journal={Journal of Advertising Research},
  pages={38 - 50}
  • Steve Oakes
  • Published 2007
  • Psychology
  • Journal of Advertising Research
ABSTRACT This research provides a review and analysis of empirical studies focusing upon cognitive and affective response to music in advertising. It draws together an apparently disparate literature to reach conclusions that will be valuable to advertising practitioners and academics. Findings are categorized by introducing 10 original definitions of music/advertising congruity (score, mood, repetition, association, valence, semantic, genre, image, tempo, and timbre). This highlights the… Expand

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