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dc.contributor.authorOakes, Steve
dc.contributor.authorNorth, Adrian
dc.date.accessioned2017-01-30T11:37:57Z
dc.date.available2017-01-30T11:37:57Z
dc.date.created2014-03-26T20:00:57Z
dc.date.issued2013
dc.identifier.citationOakes, Steve and North, Adrian. 2013. Dance to the music! How musical genres in advertisements can sway perceptions of image. Journal of Advertising Research. 53 (4): pp. 411-416.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/13567
dc.description.abstract

Background musical genres can have a profound influence on the perceived image of real and fictitious universities in television and radio advertisements. In this study, experiments showed how dance music enhanced (while classical music diminished) the desired image for the university as modern, exciting, and trendy. Classical music resulted in a more sophisticated perceived image for the learning environment and an anticipation of higher university fees compared to no-music and dance music treatments. Dance music, however, increased the desire to apply for a place at the advertised university by communicating the hedonic pleasures of student life. - See more at: http://m.thearf.org/pubs-jar-preview-dec-13#sthash.pV0Wa3Ok.dpuf

dc.publisherEconBiz
dc.titleDance to the music! How musical genres in advertisements can sway perceptions of image
dc.typeJournal Article
dcterms.source.volume53
dcterms.source.startPage411
dcterms.source.endPage416
dcterms.source.issn00218499
dcterms.source.titleJournal of Advertising Research
curtin.department
curtin.accessStatusFulltext not available


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