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- Title
Jingles in Advertisements: Can They Improve Recall?
- Authors
Wallace, Wanda T.
- Abstract
The article presents a study that considers how and when music in advertising might serve to improve brand recall. Experimental evidence that support the notion that music can improve recall is provided. Recall is limited though to the repetition of the melody and the ease of learning it. Music aids recall when the lyrics are as clearly understood when they are sung as when they are spoken. Also when the text match the music in terms of rhythmical structure, stress patterns and, phrasing and points of emphasis.
- Subjects
MUSIC in advertising; ADVERTISING; MUSIC; SINGING commercials; CONSUMER behavior; HUMAN behavior; PSYCHOLOGY; MARKETING research; INDUSTRIAL research; CONSUMER research
- Publication
Advances in Consumer Research, 1991, Vol 18, Issue 1, p239
- ISSN
0098-9258
- Publication type
Article