Framing Meaning Perceptions with Music: The Case of Teaser Ads

  title={Framing Meaning Perceptions with Music: The Case of Teaser Ads},
  author={Kineta H. Hung},
  journal={Journal of Advertising},
  pages={39 - 49}
  • Kineta H. Hung
  • Published 1 October 2001
  • Psychology
  • Journal of Advertising
Abstract Teaser ads rely heavily on nonverbal executional cues to communicate. This research suggests that music may function in a manner similar to verbal captions with regard to the meanings viewers attribute to a teaser ad. Whereas previous research tended to examine the effects of executional cues within a single medium (e.g., music, visual element), this research suggests that interactive audiovisual images play an important role in the meaning enactment process. Specifically, music… Expand
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