A review of the literature about the usage of music in the advertisements as the factor which affects the attitude of the target market

Authors

  • Uğur Batı Yeditepe University

Keywords:

Advertisements, attitude, emotional messages, music, purchase intention

Abstract

In the realm of marketing communication, particularly in advertising, music has been a prevailing feature. Past research have examined the effects of music in advertising in relation to attention, memory, attitudes and purchase intention. This article examines the works that analyze related music structure and how music helps creating meaning in advertising. Literature is reviewed and analyzed by means of consumer attitude through the brand and advertising, brand recall, pleasure and arousal, and purchase intention variables which are then demonstrated in tables. Concisely, this study attempts to fill a gap in Turkish literature by providing a summary of the results of the existing research on the effects of music in advertising and provides a foundation for future research on the interaction of music and advertising.

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Author Biography

Uğur Batı, Yeditepe University

B. A     BOĞAZİÇİ UNIVERSITY, Faculty of Art & Sciences, Department of Language and Literature

M.A     MARMARA UNIVERSITY,  Institute of Social Sciences, Advertising Management and Publicity

MBA    YEDİTEPE UNIVERSITY,  Institute of Social Sciences, Marketing Management Track

PhD    MARMARA UNIVERSITY,  Institute of Social Sciences, Communication Studies (Advertising Field)

(ASIST PROF): YEDİTEPE UNIVERSITY Communication Faculty, Advertiisng Design and Communication

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Published

2010-10-18

How to Cite

Batı, U. (2010). A review of the literature about the usage of music in the advertisements as the factor which affects the attitude of the target market. Journal of Human Sciences, 7(2), 778–808. Retrieved from https://j-humansciences.com/ojs/index.php/IJHS/article/view/1101

Issue

Vol. 7 No. 2 (2010)

Section

Applied Communication

License

Uluslararası İnsan Bilimleri Dergisi ISSN:1303-5134
International Journal of Human Sciences ISSN:2458-9489
 
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