The high and seemingly increasing degree of consumer avoidance and disliking of television advertising breaks should raise many questions for commercially financed television networks as it can be argued that benefits sought by both viewers [seeking a fulfilling viewing experience] and advertisers [seeking advertising effectiveness] are eroded by this effect. This thesis studies effects on advertising effectiveness [RecallBRAND; AttitudeBRAND; AttitudeAD] as well as on the viewing experience [SatisfactionPROGRAM/CHANNEL; Attitude PROGRAM/CHANNEL; IntentionPROGRAM/CHANNEL] given a reduced degree of advertising clutter. By conducting an experiment two breaks are compared, one having the standard primetime nonprogram time units (5 min and 30 sec *3?16minutes/hour) and the other the standard nonprogram content cut in half (2.45 min *3 ?8min /hour).Results show that the reduced breaks award advertisers with higher commercial effectiveness. Measures of RecallBRAND demonstrates no differences between the standard and the reduced break, implying a significantly increased likelihood to be recalled and an equivalently lowered risk to be forgotten in the reduced break.

This exploratory thesis uses qualitative research to investigate how digital music is beeing packaged. The main study consists of 11 deep interviews with key representatives of the digital music industry in Sweden. These are (record companies) EMI, SonyBMG, Universal, Warner, (DSP) InProdicon, (mobile operators) 3, TeliaSonera and (cell phone producer) SonyEricsson. Packaging is a concept of marketing that has specific implications depending on which good or service that is being packaged. Packaging occurs at different levels in the production chain.

Abstract in English:This essay constitutes a case study based upon in-depth interviews held with people who have, or have had, Exhaustion Disorder (ED), concerning their understanding and use of music and sound, encompassing experiences which are both positive and negative. The intention is to document how the illness influences the subjects' music use. The study shows that the respondents intuitively and consciously are using music by regulating, getting in touch with and manifesting their emotions. Music is an important tool in performing self therapy and to achieve a good existential health. Music can also provoke negative physical and mental reactions and affect the general health status for those diagnosed with ED.

Transcending sound design is possible. There are unseen possibilities and a great potential for improvement and development in sound and music design ? but there is a great difficulty penetrating the obstacles that lies in the way for such development to take place and to exist. The difficulties in being negotiable and productive lies more within the limits of the audience it has to gain, than in itself. It is as though music and sound design has to evolve very slowly, in an almost evolutionary style; one step at a time, to be accepted.

Many media buyers annually spend money on advertising which will not be of benefit to their own brand; the fact that consumers confuse from which brand they have heard or seen commercials, comes as news to nobody. The phenomenon of media confusion has however earned much less attention. As a greater part of the total marketing budget is being spent on the media investments, on behalf of the actual advertising production, the more interesting it turns out to maximize the effects of the media expenses. The search for optimization is somewhat practised today by brand managers who are daringly adding a few more media channels to support their TV-campaigns. Buying ad space in TV is nevertheless much more expensive than the radio equivalent.

Today almost every artist has a music video. With today?s technology it has become a lot easier for smaller companies or amateur filmers to produce and distribute their work. But how important is an artist?s music video and where do people find their music these days? Other questions we wanted to answer were if there is a typical way a music video looks like based on its genre.

The purpose of this study is to investigate how teachers work with basic mathematics combined with aesthestic learning processes such as arts and music in grades F-1. The essay will compare teachers? perceptions regarding aestethic learning processes when using art and music are used in the teaching of mathematics. We have used the following questions:Do teachers use aesthetic learning processes in the forms of arts and music in the basic teaching of mathematics and if so, how and in what way?What importance has aesthetic learning processes in the forms of arts and music in basic teaching of mathematics according to the teachers?What advantages and disadvantages do the teachers find with combinding the basic mathematics with arts and music?The study is based on a qualitative method with five interviews and eight observations.

In this work I have examined how two violin students, who are used to the classical music tradition, think when they learn to play Swedish folk music, with focus on rhythm and beating the time with their feet. One of the students is studying on her first year to be a classical violin teacher and the other student is studying on her third year to be a classical musician, both are studying at Malmö Academy of Music. I had three lessons, one hour each, with these two students where I taught them some basics in how to play Swedish folk music. After the last lesson I interviewed the two students. I have done interviews with two teachers at Malmö Academy of Music; Wieslawa Szymczynska and Mats Edén.

Title: Music and adult identity: A study of how students at Malmö Academy of Music look upon their identity from a musical point of view. This study is about adults and how they look upon their identity from a music perspective. I have interviewed four students between 26 to 29 years old at the Malmö Academy of Music. The purpose with my study is to examine how music has affected the identity of the students as adults and to see if their identity still is affected by music. The interviews have then been analyzed and compared with existing research in this matter.

The purpose of this study has been to examine how Afro-Cuban musical traditions and concepts are integrated in compositions for solo guitar by the Cuban guitarist and composer Ñico Rojas and how this can be expressed in the performance of his music by a classical guitarist. For this purpose a guide to Rojas music, which is included in this report, was written based on literature about Afro-Cuban music. Then a classical guitarist learned to play a piece by Rojas with help from the written guide. The result was examined using recordings of the guitarist's interpretations and an interview with him. The conclusion is that different aspects of the Afro Cuban musical tradition are present in Rojas? music, but that the concept of the clave was the most useful aspect for the classical guitarist that interpreted the music of Ñico Rojas in this study..

The purpose of this study is to investigate the educational opportunities that exist within hip hop music, i.e. to highlight the possible strengths and opportunities in informal learning. The aim was to answer the following questions:In what way do young people acquire knowledge through music?How can hip hop music affect language learning / vocabulary?How can hip hop motivate and support young people in school?The study was based on qualitative semi-structured interviews with six youths, three hip hop directors and a well-known researcher who has investigated that Hip Hop pedagogy.The results show that there are many benefits of learning that takes place in the context of hip hop music; from my informants? statements one can accordingly see the role of hip hop music plays in the absorption of knowledge. The conclusion is that hip hop music can lead to alternative learning about politics and society, as the music often deals with various social conditions and policy issues.

Consumers today are bombarded with innumerable advertising messages. The need for companies to create advertisements that consumers find relevant is thus increasing. In order to break through the ad clutter, companies have to give something extra to their customers and show that they care about them. How a company decides to communicate might then be more important than what the company actually communicates.The purpose of this paper is to investigate whether the use of creative media choices induces signaling effects and enhances advertising value as well as perceived corporate consideration. The two last mentioned variables are explored as potential driving forces behind the signaling effects.

The aim of this essay is to study and show the contents of the music repertoire that is used in live action role plays in Sweden and study how this repertoire is spread between participants in the culture of live action role playing.Four informants have been chosen and interviewed, three men and one woman of different ages from different places in Sweden. They have all been practicing live action role playing for some years.Some of the conclusions that can be drawn from this study is that the participants of this hobby culture value music that feels old and contribute to the illusion of another world and time. The music repertoire of the live action role playing culture is filled with this music that gives the participants associations in line with the illusion. That is more important than the real age of the music. Another interesting conclusion is that the participants learn and spread the melodies verbally to each other and only the texts spread on the internet..

Title: Festivalernas Intåg ? Korröfestivalen- en bordunstämmas resa genom festivaliseringenThe Korrö festival- The establishment of a Swedish Folk Music Festival.This thesis describes how folk music festivals have been escalating during the past few and how they have influenced Swedish folk music. To reach my results I have been studying one festival in particular which is the Korrö Folk Music Festival. This event started in the mid-eighties as a small happening that attracted almost exclusively musicians that were a part of the bordooon movement. The bordoon movement gathered a couple of days in the summer at what they called the ?Korrö bordunstämma? to build instruments and play folk music.

The purpose of this essay is to study if and how five South African educators work with music as a special pedagogical tool in children's language development. To achieve the purpose of this study, two research questions were created. As method, interviews of a qualitative character were chosen.  The aim of the method is to give the educators the opportunity to think about and use their own experience before answering the questions.The result shows that the South African educators are not using music as a special educational tool. They rather use music as an everyday educational tool to promote children's language development. The result indicates that music in educational activities promotes children?s communication with each other.