The Influence of Nostalgic Music on Advertising Effect-Product Visibility and Argument Quality as Moderator Variables
Date Issued
2008
Date
2008
Author(s)
Lin, An-Ni
Abstract
TV ads combine visual and auditory presentation. While the music in advertisements dominate the consumer’s hearing feelings, different types of music can arouse different feelings, therefore advertisement often use music to reach the effect of adding fuel to the flames. The global wind blowing in a nostalgic, many marketing campaigns began to use nostalgic appeal. Although there are many nostalgia related research, but study for nostalgic music can influence advertising effectiveness is rather sparse. This study will show how nostalgic music influent the advertisement effect.fter some reviews of the literature, we found that product visibility and nostalgic feelings of consumers may have the same effect, so we use product visibility as the product types of classification indicators. Nostalgic feelings and music are source of peripheral cues in the ELM model. How do the peripheral cues moderate the message processing progress is also worth of further observation, and the quality of argument is also included in the variables. We use nostalgic feelings, product visibility and argument quality as independent variables; ad attitude, product attitude and purchase intension as dependant variables. The main subjects are college students, experiment is divided into eight groups, each group will watch one of the advertisement video and conducted a questionnaire, the study found as follows:. Nostalgic music will not directly have a positive advertising effect, must take into account the role of product visibility interference.I. High-visibility products satisfy the consumers’ needs of social recognization, so it will lead to a better attitude of advertising with nostalgic music.II. In addition to text messages, television ads have been providing consumers with many sources of clues to plot the brand message. When advertisement is about a famous brand, consumers will automatically give the basic product attributes, will focus on the provision of additional product attributes.
Subjects
Nostalgic Advertisement
Nostalgic music
Product visibility
argument quality
Type
thesis
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