• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Vladislav Gorbov
The effect of musical accompaniment on the psychological effectiveness of advertising
Faculty of Psychology
Bachelor’s programme
2014
The purpose of research - the study of the influence of music clearance advertising at its psychological effectiveness.Research objectives:1. Theoretical review of literature on the impact of background music in advertising on its effectiveness.2. Development of stimulus material for experimental study, implying relevant search infomercial, recording and mixing music for a compilation of clips and audio track with the video.3. Development of a questionnaire to measure the effectiveness of advertising exposure and measure the effectiveness of musical influence4. Conducting studies on the relationship between the musical accompaniment of advertising and its psychological effectiveness5. Analysis of the results, consistent with the purpose and objectives of the present study.Object of study: advertising impact.Subject of research: the psychological effectiveness of advertising exposure.Hypotheses of the study:1) different genres of musical accompaniment in the commercial as well as its absence, have a different effect on the psychological effectiveness of advertising;2) different genres of music accompaniment advertising have a different impact on performance of the musical influence of advertising;Survey sample: The study involved 70 students of the Higher School of Economics in age from 17 to 23 years from different faculties. Gender composition of respondents: 35 women, 35 men.Work structure. Graduate work consists of an introduction, theoretical and empirical chapters, findings, conclusions, bibliography, four appendixes. Also to work with all attached disk rollers employed as stimulus material.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses