Dance to the music! How musical genres in advertisements can sway perceptions of image
Background musical genres can have a profound influence on the perceived image of real and fictitious universities in television and radio advertisements. In this study, experiments showed how dance music enhanced (while classical music diminished) the desired image for the university as modern, exc...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
EconBiz
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/13567 |
| _version_ | 1848748380266692608 |
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| author | Oakes, Steve North, Adrian |
| author_facet | Oakes, Steve North, Adrian |
| author_sort | Oakes, Steve |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Background musical genres can have a profound influence on the perceived image of real and fictitious universities in television and radio advertisements. In this study, experiments showed how dance music enhanced (while classical music diminished) the desired image for the university as modern, exciting, and trendy. Classical music resulted in a more sophisticated perceived image for the learning environment and an anticipation of higher university fees compared to no-music and dance music treatments. Dance music, however, increased the desire to apply for a place at the advertised university by communicating the hedonic pleasures of student life. - See more at: <a href="http://m.thearf.org/pubs-jar-preview-dec-13#sthash.pV0Wa3Ok.dpuf">http://m.thearf.org/pubs-jar-preview-dec-13#sthash.pV0Wa3Ok.dpuf</a> |
| first_indexed | 2025-11-14T07:04:07Z |
| format | Journal Article |
| id | curtin-20.500.11937-13567 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:04:07Z |
| publishDate | 2013 |
| publisher | EconBiz |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-135672017-01-30T11:37:57Z Dance to the music! How musical genres in advertisements can sway perceptions of image Oakes, Steve North, Adrian Background musical genres can have a profound influence on the perceived image of real and fictitious universities in television and radio advertisements. In this study, experiments showed how dance music enhanced (while classical music diminished) the desired image for the university as modern, exciting, and trendy. Classical music resulted in a more sophisticated perceived image for the learning environment and an anticipation of higher university fees compared to no-music and dance music treatments. Dance music, however, increased the desire to apply for a place at the advertised university by communicating the hedonic pleasures of student life. - See more at: <a href="http://m.thearf.org/pubs-jar-preview-dec-13#sthash.pV0Wa3Ok.dpuf">http://m.thearf.org/pubs-jar-preview-dec-13#sthash.pV0Wa3Ok.dpuf</a> 2013 Journal Article http://hdl.handle.net/20.500.11937/13567 EconBiz restricted |
| spellingShingle | Oakes, Steve North, Adrian Dance to the music! How musical genres in advertisements can sway perceptions of image |
| title | Dance to the music! How musical genres in advertisements can sway perceptions of image |
| title_full | Dance to the music! How musical genres in advertisements can sway perceptions of image |
| title_fullStr | Dance to the music! How musical genres in advertisements can sway perceptions of image |
| title_full_unstemmed | Dance to the music! How musical genres in advertisements can sway perceptions of image |
| title_short | Dance to the music! How musical genres in advertisements can sway perceptions of image |
| title_sort | dance to the music! how musical genres in advertisements can sway perceptions of image |
| url | http://hdl.handle.net/20.500.11937/13567 |