The impact of music on television commercial

1. Introduction 4

2. Theoretical Framework 2.1. Television Commercials 8

2.2. Attitude 10

2.3. Different Types of Commercial Background Music 11

2.4. Elaboration Likelihood Model and Theory of Musical Fit 12

3. Problem Statement

3.1. Research Question and Sub-Questions 18

3.2. Purpose and Relevance of the Research 19

4. Methodology 20

5. Literature Review and Analysis 5.1. General Consumer Attitudes Towards Television Commercials 21

5.2. Influence of Background Music in TV Commercial on Consumers’ 23

Mood

5.3. The Effects of Musical Congruity on Brand Attitude 25

5.4. Effects of Background Music on Attention and Memory 27

5.5. Influence of Song Tempo, Rhythm, Pitch and Musical Mode on 29

Consumer Mood and Attitude

5.6. Potential Pitfalls of using Music in Advertising 32

5.7. Analysis of Background Music in Television Commercials 33

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APA

OGOROH, J. (2018). The impact of music on television commercial. Afribary. Retrieved from https://afribary.com/works/the-impact-of-music-on-television-commercial-4440

MLA 8th

OGOROH, JERRY "The impact of music on television commercial" Afribary. Afribary, 29 Jan. 2018, https://afribary.com/works/the-impact-of-music-on-television-commercial-4440. Accessed 14 Jul. 2025.

MLA7

OGOROH, JERRY . "The impact of music on television commercial". Afribary, Afribary, 29 Jan. 2018. Web. 14 Jul. 2025. < https://afribary.com/works/the-impact-of-music-on-television-commercial-4440 >.

Chicago

OGOROH, JERRY . "The impact of music on television commercial" Afribary (2018). Accessed July 14, 2025. https://afribary.com/works/the-impact-of-music-on-television-commercial-4440

The impact of music on television commercial

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