commercial applications of music psychology advertising, marketing and customer control
TRANSCRIPT
Commercial applications of music psychology: advertising,
marketing and customer control MUSI 3912
Applied Psychology of Music
Overview
• Some history (from court to company)
• Some theory (arousal, communication)
• Areas of interest– Public music– Shop music– Jingles– TV and radio adverts– Company songs– Hold music
• Summary and thoughts for further study
Some history (from court to company)
• Court life– Music as symbol of
• Wealth• Refinement
– Music as • Background• Foreground
• Company life– Music as symbol of
• Wealth• Refinement• Other values/ideas (company or customer)
– Music as • Advertising tool• Promotional tool• Employee management
Some theory (arousal, signification)
• Arousal– In itself– To an end
• Attention (perception)• Memory (recall and recognition)
• Signification/Communication– Conventional signs (may start from motivation)
• Agreed within a culture• Opera => sophistication/Hip-hop => skatewear• Theme accompanies product (Channel 4 motif)
– Motivated signs• Direct relationship between sign and content• Often indexical• Electronic music for electronic components
– Connotation• A sign which signifies another sign• Play some music that signifies something you want associated with the product• Hip-hop (signifies a group of people and values) to help sell trainers (a thing)
– Denotation • A sign which signifies a referent• Play the music you are trying to sell• Opera (signifies opera) to help sell opera
• Both require customer knowledge…
Areas of interest
• Jingles
• TV and radio adverts
• Company songs
• Shop music (case study)
• Hold music (case study)– (www.muzak.com/)
• Beyond the commercial – psychological warfare
Summary and thoughts for further study
• Music acts as– Information (e.g. about a product or place)– Stimulus for arousal/memory– Stimulus to change behaviour (pace/extent/focus)
• May affect judgements of duration• May affect internal states (mood, anxiety)• Effect may depend on liking and fit• Does it control, modify, constrain or afford
behaviour and/or mood?