RT Journal Article
SR Electronic
T1 Dance to the Music!
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 411
OP 416
DO 10.2501/JAR-53-4-411-416
VO 53
IS 4
A1 Steve Oakes
A1 Adrian North
YR 2013
UL http://www.journalofadvertisingresearch.com/content/53/4/411.abstract
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.