Musical Congruity in Advertising: Established and Emerging Themes

Oakes, Steve and Abolhasani, Morteza (2021). Musical Congruity in Advertising: Established and Emerging Themes. In: Deaville, James; Tan, Siu-Lan and Rodman, Ron eds. The Oxford Handbook of Music and Advertising. Oxford: Oxford University Press, pp. 757–774.

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Abstract

Music is considered to be one of the most important executional cues in advertisements. It is ubiquitous in the context of television and radio advertising, with more than 94% of advertisements incorporating music (Allan, 2008). Music accounts for a significant commercial advantage in the context of advertising by producing favorable associations with the product or brand (Gorn, 1982), contributing to the message (Hecker, 1984; Hung, 2000), and attracting consumers' attention and enhancing message recall (Yalch, 1991).

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