PT - JOURNAL ARTICLE AU - Steve Oakes AU - Adrian North TI - Dance to the Music! AID - 10.2501/JAR-53-4-411-416 DP - 2013 Dec 01 TA - Journal of Advertising Research PG - 411--416 VI - 53 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/53/4/411.short 4100 - http://www.journalofadvertisingresearch.com/content/53/4/411.full SO - J Advert Res2013 Dec 01; 53 AB - Background musical genres can have a profound influence on the perceived image of real and fictitious universities in television and radio advertisements. In this study, experiments showed how dance music enhanced (while classical music diminished) the desired image for the university as modern, exciting, and trendy. Classical music resulted in a more sophisticated perceived image for the learning environment and an anticipation of higher university fees compared to no-music and dance music treatments. Dance music, however, increased the desire to apply for a place at the advertised university by communicating the hedonic pleasures of student life.