Musikens betydelse i TV-reklam
En analys av jingel, bekant och obekant musik
This essay examines the communication value of music in television advertising. It studies different forms of music and whether these forms contribute positively or negatively to how television advertising is perceived and remembered. The forms are jingle, familiar song and unfamiliar song. 100 high school students participated in the study through a questionnaire. The study shows that music is an important tool that complements television advertisings visual aspects. Music creates feelings, emphasizes aspects of the image and clarifies the advertised message. The familiar song is perceived and remembered best and television advertising is best served by a familiar song because it carries different associations and meanings which the receiver can link as the song carries on to a brand or product. The essay concludes that all music is meaningful in television advertising, but that the choice of music form is crucial.