Framing Meaning Perceptions with Music: The Case of Teaser Ads

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Abstract
Teaser ads rely heavily on nonverbal executional cues to communicate. This research suggests that music may function in a manner similar to verbal captions with regard to the meanings viewers attribute to a teaser ad. Whereas previous research tended to examine the effects of executional cues within a single medium (e.g., music, visual element), this research suggests that interactive audiovisual images play an important role in the meaning enactment process. Specifically, music connects with and accentuates selective visual events, as well as selective aspects of a visual event, to draw out the advertising proposition. The implications of these findings are discussed.