Year of Graduation
The effect of musical accompaniment on the psychological effectiveness of advertising
Faculty of Psychology
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.