ANALYSIS OF PERCEPTION OF MUSIC IN ADVERTISING AND ITS APPLICATION TO INFLUENCE CONSUMER BEHAVIOR

This paper is primarily engaged in questions of perception of music in chosen advertising communication campaign, further focuses on using music in promotions and their analysis. It specifically targets television advertising in particular aspects of perception of music in TV advertising. Music plays an important role in the area of attention acquisition in advertising. Music is also a crucial element in the area of memory and storing. The most important and the most common utilization of music lies in a particular mood, which is then evoked. We can awake the emotion with music, too. Affection of shopping or consumer behavior depends on our emotion. The subject of this paper is an analysis of acoustic and visual parts and their interconnection. The analysis was preceded by empirical research. The results of quantitative empirical survey, realized by the same author in year 2007, will be presented in this thesis. The whole research included 60 students between the ages of 15 - 26. It had been realized through the questionnaire with music tracks taken from specific advertisements. The aim of this paper is to bring closer the results of the survey shortly described above, with possibilities of using acquired knowledge for further research into consumer behavior. From this perspective, the article should provide a partial insight into the issue of audiovisual effects to influence behavior of consumers.