Steuerung des Konsumverhaltens durch die Musik in der Fernsehwerbung
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Imported Edition - Ships in 18-21 Days
Free Shipping in India on orders above Rs. 500
Studienarbeit aus dem Jahr 2018 im Fachbereich Soziologie - Medien, Kunst, Musik, Note: 1.0, Deutsche Hochschule für Gesundheit und Sport (vormals H: G Hochschule für Gesundheit & Sport, Technik & Kunst), Sprache: Deutsch, Abstract: Jeder kennt es, man sieht gerade einen spannenden Film und plötzlich kommt Werbung. Meist ist diese Werbung dann mit einer Hintergrundmusik, mit einem Werbelied, Kurzmotiv oder einem Jingle belegt, der einen nicht mehr aus dem Kopf geht. Rund 80% dieser Werbepausen beinhalten solche musikalischen Inhalte. Doch was steckt hinter der Musik von Fernsehwerbungen? Ist Musik überhaupt zur Kommunikation bzw. Vermittlung von Werbebotschaften geeignet? Wenn ja, wie wirkt sie auf uns? Die Meta-Analyse von Brown/Styman geht davon aus, dass die Ansicht einer Person an sich gegenüber der Werbung für ein bestimmtes Produkt viel mehr Käufer bringt als die Ansicht gegenüber dem beworbenen Produkt selbst. So kaufen Personen ein Produkt, nicht weil sie es mögen, sondern weil die Werbung mit dem beworbenen Produkt sie anspricht. Ebenso besteht die Annahme, dass durch die zur Werbung passende Musik Stimmungen steigern kann. Daher versucht man in der Fernsehwerbung möglichen Käufern ein positives Gefühl für das Produkt, das sich unbewusst vollziehen soll, zu vermitteln. Diese positive Assoziation soll mittels passender Musik ausgelöst werden. Doch ist Musik überhaupt dazu in der Lage? Und welche Musik passt zu welchen Produkt?
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