Name that tune: what music is best suited to make television advert memorable?

Welch, Jack (2010) Name that tune: what music is best suited to make television advert memorable? BSc dissertation, University of Portsmouth.

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    What makes an adverts memorable? This investigation intends to find out, whether adverts with popular music attached to them are popular and memorable. Television adverts have been around for years and there are still disputes between journals about which methods are best to produce effective adverts and results (Allen, 2006; Roehm, 2001). Adverts were introduced to british television in the 50s and since then they have been aired on nearly every commercial television station, yet their effectiveness seems to be decreasing (Friedman, 2010). The study asked a range of participant to answer questionnaires about tracks from current adverts. They had to answer what brand used the track they were listening to. Them the information was gathered and the most popular was the Boots brand (95.2%). This advert uses a popular song. There were then two adverts produced with two different soundtracks. One was "Sex on Fire" by Kings of Leon the other was an instrumental version of Lady Gaga’s Poker Face. The participants were asked to name parts they could remember from the adverts. "Sex on Fire" was found to be more popular with 77% preferring the track. It was found to be more effective when asked to recall information with 75% answering “Red car”. Therefore it is possible to deduce that an original popular song with vocals is more effective in advertising that one without.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Creative Technologies
    Depositing User: Jane Polwin
    Date Deposited: 03 May 2011 10:06
    Last Modified: 28 Jan 2015 11:28

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