Music in television advertising and other persuasive media

Document Type

Conference Paper in Published Proceedings


Communications and Media Studies

Publication Date



This chapter presents an overview of theories and research on the role of music in television advertising and other persuasive media. Using the Elaboration Likelihood Model as a theoretical framework for attitudinal change, the chapter examines the multiple roles music may play in advertising. On the one hand, music may increase or decrease viewers’ motivation and ability to elaborate on a persuasive message, thereby guiding viewers to use the central or peripheral route. On the other hand, music may provide information (e.g., affect-as-information) in the persuasive message that is processed within either route. To delineate these effects, music as a means to attract attention, facilitate recall, and construct meanings is also examined. Findings of these strands of research have also been applied recently to audio branding, enhancing implicit learning, and the creation of virtual atmosphere.

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