Effects of the use of music in television commercials on early adolescents. An experimental study with fifth- and sixth-grade students.

Autor/in	Spangardt, Benedikt
Titel	Effects of the use of music in television commercials on early adolescents. An experimental study with fifth- and sixth-grade students.
Quelle	Aus: Kühne, Rinaldo (Hrsg.); Baumgartner, Susanne E. (Hrsg.); Koch, Thomas (Hrsg.); Hofer, Matthias (Hrsg.): Youth and media. Current perspectives on media use and effects. Baden-Baden: Nomos (2018) S. 133-149 PDF als Volltext Link als defekt meldenVerfügbarkeit
Reihe	Reihe Rezeptionsforschung. 38
Sprache	englisch
Dokumenttyp	online; gedruckt; Sammelwerksbeitrag
ISBN	978-3-8487-3732-1
DOI	10.5771/9783845280455
Schlagwörter	Experimentelle Untersuchung; Fernsehen; Medienpsychologie; Medienwirkung; Schuljahr 05; Schuljahr 06; Schüler; Musik; Werbung; Bewertung; Jugendlicher; Marke
Abstract	Advertising is ever-present in the lives of most children and adolescents. Companies tend to design advertising targeting young people with particularly entertaining elements instead of formal or rational arguments. Many television commercials contain music as an additional entertaining factor and as a persuasive technique. Previous research suggests that music in general can fester certain persuasive goals, but there is a lack of research on the effects of music-accompanied advertising on children and early adolescents. Based on the young people's processing of commercial media content model (PCMC model) and previous findings, the present study examined the effects of the use of music in television commercials on brand recall, product liking and purchase intention. 100 early adolescents aged 10-13 participated in an experimental study. In line with previous findings, results suggest that the use of music in television commercials can improve early adolescents' brand recall. In addition, small positive effects of music on purchase intention were found. However, product evaluation was unaffected by the experimental manipulation. (DIPF/Orig.).
Erfasst von	DIPF \| Leibniz-Institut für Bildungsforschung und Bildungsinformation, Frankfurt am Main
Update	2019/1