Publication: El efecto de la música publicitaria en al notoriedad del mensaje. Un estudio experimental en el ámbito de la identidad sonora
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2020-01-17
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Universidad Complutense de Madrid
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Abstract
La música publicitaria genera efectos en la memoria del consumidor y afecta a la notoriedad del mensaje, la marca, y a su identidad sonora.El objetivo de esta investigación es aumentar el conocimiento sobre la música en anuncios audiovisuales y, además, pretende averiguar cuál es el efecto de la música en la notoriedad del mensaje publicitario y qué efecto causa el sonido en la identidad corporativa.Tras el análisis del estado de la cuestión sobre los efectos de la música y la identidad sonora, se han planteado las hipótesis. Los resultados de los estudios publicados permiten deducir que la música popular facilita la memorización del mensaje publicitario, y que la música popular con logo sonoro crea identidad sonora.A partir de las hipótesis, se ha diseñado un modelo teórico simple y un experimento a través del cual se ha estudiado el efecto que la identidad sonora produce en los consumidores...
Advertising music produces effects on the consumer's memory and affects general awareness of the message, the brand, and its sound identity.The objective of this research is to increase the knowledge of music in audio-visual advertisements and, in addition, to find out what the effect of music is on the awareness of the advertising message and what effect sound has on corporate identity.After analysing the status of this question on the effects of music and sound identity, several hypotheses have been posed. The results of studies published enable us to deduce that popular music facilitates memorization of the advertising message, and that popular music with a sound logo creates a sound identity.Based on these hypotheses, a simple theoretical model and experiment have been designed which studies the effect that sound identity produces on consumers...
Advertising music produces effects on the consumer's memory and affects general awareness of the message, the brand, and its sound identity.The objective of this research is to increase the knowledge of music in audio-visual advertisements and, in addition, to find out what the effect of music is on the awareness of the advertising message and what effect sound has on corporate identity.After analysing the status of this question on the effects of music and sound identity, several hypotheses have been posed. The results of studies published enable us to deduce that popular music facilitates memorization of the advertising message, and that popular music with a sound logo creates a sound identity.Based on these hypotheses, a simple theoretical model and experiment have been designed which studies the effect that sound identity produces on consumers...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 25-10-2019