Current Issue Summary
June 2024 (Vol. 64, Issue 2)
Musical Manipulation of Visual Scenes in Video, Film, and TV Advertisements: A Large-Scale Investigation into The Implicit Effects of Sonic Branding
Discover the nuanced interplay between music and visual information in advertising with this study by: Sebastian Silas ( Hochschule für Musik, Theater und Medien), David John Baker (University of Amsterdam) and Daniel Mullensiefen (University of London). Their results demonstrate how music can subtly alter the emotional and semantic interpretation of visual scenes. By leveraging extensive experiments, the research illustrates that musical accompaniment can profoundly influence how viewers perceive visual content, enhancing or altering emotional responses without conscious awareness. This manipulation through music is a valuable tool for marketers, providing a strategic edge in crafting advertisements that resonate more deeply with audiences. The findings serve not only to confirm the potent effect of sound in advertising but also offer a methodological blueprint for further exploring the cognitive mechanisms at play, opening avenues for more sophisticated advertising strategies that harness the power of audio-visual integration.