Musical manipulation of visual scenes in video, film, and TV advertisements: A large-scale investigation into the implicit effects of sonic branding

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.
Silas, Baker, Mllensiefen

Management Slant

  • Invoking dual-framework theory to interpret the relative contributions of explicit versus implicit information, the authors designed a new quantitative testing procedure to determine the implicit effects of music on ratings of short visual scenes across 14 emotional-semantic descriptors.
  • In two experiments, participants rated either short videos or still images paired with professional marketing assets. Results suggested that visual information dominates auditory information.
  • Drawing from generalization theory, subsets of visual assets can be combined to form a test with high generalizability and sensitivity.
  • A third analysis generalizes the results beyond the 14 attributes via a mixed-effects...

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