Source
Two experiments were conducted to determine how
background music can impact the recall of an ad message.
The first experiment had 132 third year business
majors who voluntarily participated in this study. The study was described as
an advertising concept test to explore alternative ad designs with no
indication of researching into background music. Participants watched the aids
on computer screens and ranked each of them on a 5 point liker scale. Then they
recorded the brand ad and message they recall seeing. There were 6 experimental
ads with topics of a car, athletic shoes, fitness water, long-distance service,
cat food and an ADIS charity, were created which were based on Clio award
winners. One ad had sound effects while the other five playing background
music. The order of the ads had an equal chance to be placed in the beginning,
middle and end.
Results indicate that an average of 79% of
participants correctly recalled the advertised brands, just 53% recalled the
message. Experimental evidence suggests that background music changes interrupt
processing of brand and message information, reducing message recall. Message
recall from ads with background music was significantly lower than message
recall from ads with sound effects and no music. More harmonic changes,
multiplied by distinct instruments also reduce message recall. At faster
tempos, changes are heard more frequently, increasing distraction frequency and
reducing recall. By re-orchestrating music for fewer distinct instruments or
subtly changing tempo ought to reduce distraction and improve message recall.
The purpose of the second experiment was to reduce background changes to
improve the recall of the ad brand and message. This experiment had 52 third
year undergraduates view an advertising concept test. The backgrounds of the
ads from the first experiment were modified (replacing an orchestral except
with a piano reduction and increasing the tempo of a piece) upon and reused in
the second experiment. Participants watched the ads, were asked to complete a
10 minute distraction activity and then asked to recall the ads.
The results from experiment 1 and experiment 2 produced similar results
when it came to recall of ad brand and messages. Results indicate that there
was an increase in recall when the tempo was increased and only one timbre quality
being used.
Overall, experiment one results demonstrate that brand message recall is
higher when the rate of background music change is less. This is expected from
higher priority processing of background sound changes. Experiment two results
demonstrate that reducing the rate of background music change, by replacing an
orchestral except with a single instrument or increasing tempo very slightly, retaining
the same music backgrounds and can improve brand message recall. Music changes
are processed first before brand and message elements.
Reflection
After reading this research on how music affects advertisement recalls,
it made me remember that music as a powerful tool of communication. Many of the
television advertisements that I encounter all have background music playing. Marketers
have to determine which type of music best resonates with consumers so their ad
will immediate capture the viewers’ attention.
This study looked at ads which a message, which is when the harmonic
changes and many instruments may distract the audience. Most ads we watch and
listen to feed the viewers all the important information, attract more
attention by evoking emotional responses, or even trigger more images from ad
viewers, achieving affective goals.
This study has other implications can be tied to areas in our lives such
as distraction. If music is processed first, this means that when drivers are
listening to the radio or music in their car, they will automatically become
distracted. Our brain processes these musical ideas before processing other
things that are happening around us.
This is another application for students when they are listening to
music while they are completing their assignments and studying. “When music I
heard in the background, processing of other task-related material is
compromised and reduced” (Fraser & Bradford, 2013, pg.72). Prior research
has indicated that studying with music has allowed the brain to make connections
with the song and the content being studied. It is important for students to
re-evaluate this idea of studying with music.
3 comments:
Hi Pam,
I would like to see more research done in this arena to know how background music would either enhance or interfere with store clerks' ability to function in the workplace (in terms of multitasking). It would be interesting to see the functioning of the pre-frontal cortex on an fMRI during this process.
-Alicia
Hi Pam,
Great point relating these conclusions to driving and studying with music in the background.
One thing I wish they had elaborated on is how/if simple, short melodies that are pleasant to hear actually increase the consumers' ability to remember and associate positive attributes with a product. Marketing needs more music majors perhaps!
Cheers,
Danielle
This interesting study argues that our brain favours certain stimuli over another. The questions, however, is, why? Why music related events used during ads have such a strong effect while other information, provided in a different manner, seems to be less relevant. This is an interesting introduction to the study of prioritizing sensory inputs in the brain. For example, our attention is often drawn to things we see; the drawn is sometimes so intense that we fail to notice that somebody is addressing us verbally. I would argue that experience plays an important role in prioritizing events around us, but new sensations may be equally interesting and engaging. Again, this is an interesting topic and a good review, which provides room for numerous questions and discussions.
Thank you,
Branko
Post a Comment