Instrumental versus Vocal Versions of Popular Music in Advertising

The present research examines recall for advertising messages that are presented via two musical formats: either via an instrumental version of a popular song or via a vocal version.

Instrumental vs. Vocal Versions of Popular Music in Advertising

Michelle L. RoehmWake Forest University Winston-Salem

An increasingly common technique for conveying advertising messages is to feature popular music[1]prominently in an advertisement (Buyikian,...