Silas, Sebastian; Baker, David J. and Müllensiefen, Daniel. 2024. Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements: A Large-Scale Investigation into The Implicit Effects of Sonic Branding. Journal of Advertising Research, 64(2), pp. 192-212. ISSN 0021-8499 [Article]

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Abstract or Description

Advertisements frequently pair music with visual imagery to convey information about brand identity. In the context of sonic branding, the authors believe the current study offers the first rigorous tests of the potential of music and audio to manipulate the perception of simultaneously presented visuals and the psychological processes enabling this potential. Their work shows how audio-visual combinations can be explored systematically across both explicit and implicit modes of participant testing for advertising and brand research, and it suggests how these results can be broadly generalized, indicating a number of key useful findings for practitioners and theorists alike.

Item Type:	Article
Identification Number (DOI):	https://doi.org/10.2501/JAR-2024-013
Additional Information:	The research was supported by an Innovate UK grant (no. 96040) as part of a collaboration between Goldsmiths, University of London and the sonic branding agency Slicethepie Ltd.
Keywords:	Music and advertising; sonic branding; implicit testing; dual-process models
Departments, Centres and Research Units:	Psychology
Dates:	Date Event 8 September 2023 Accepted 14 May 2024 Published Online June 2024 Published
Item ID:	36358
Date Deposited:	22 May 2024 14:37
Last Modified:	10 Jul 2024 14:20
Peer Reviewed:	Yes, this version has been peer-reviewed.
URI:	https://research.gold.ac.uk/id/eprint/36358

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