Advertisement, which is related to social, political, cultural and artistic activities of an age, may be a means to reflect one era definitely rather than another certain type represented by human beings. Also, it can be conveyed to the public simply, as well as making them understand it with ease, ...
Advertisement, which is related to social, political, cultural and artistic activities of an age, may be a means to reflect one era definitely rather than another certain type represented by human beings. Also, it can be conveyed to the public simply, as well as making them understand it with ease, and its images that is created anew can make consensus. After the development of broadcast media and the advent of mass media like TV, now music has begun to be introduced to advertisement, having a strong impact on the ear of human beings. The fact that the strength of stimulation can be maintained more powerfully when a stimulus is given with music triggering remarkable physiological and psychological reactions is used to increase the effects of ad. Under these circumstances, among many factors that can influence on the recent advertisement effect, advertisement music emerges very importantly. As a means to transmit products' messages and images effectively, advertisement music is used by appealing to human emotion through musical factors. Moreover, it plays a role in transferring consumers' minds to buying behaviors by making a good brand image. Thus, this thesis framed three hypotheses of how advertisement music affected consumers' willingness-to-buy, and then, according to it, tried to find its effects through small hypotheses. In this way, those hypotheses are divided into: whether advertisement music is inserted, whether its lyrics are offered, and whether it has popular appeal. Then, these were verified by subdividing according to gender, age, education level and professions. Judging from verifying the above three hypotheses and small ones, each factor had a positive effect on consumers' buying psychology for the most part; however, in the hypothesis of whether ad music is inserted or not, female consumers were more effected than male consumers. On the other hand, in the hypothesis related to whether its lyrics were offered, consumers were affected more as the educational background became higher; while in terms of its popular appeal, female consumers' willingness-to-buy was more likely to be effected by popular songs; male consumers, creative songs.
Advertisement, which is related to social, political, cultural and artistic activities of an age, may be a means to reflect one era definitely rather than another certain type represented by human beings. Also, it can be conveyed to the public simply, as well as making them understand it with ease, and its images that is created anew can make consensus. After the development of broadcast media and the advent of mass media like TV, now music has begun to be introduced to advertisement, having a strong impact on the ear of human beings. The fact that the strength of stimulation can be maintained more powerfully when a stimulus is given with music triggering remarkable physiological and psychological reactions is used to increase the effects of ad. Under these circumstances, among many factors that can influence on the recent advertisement effect, advertisement music emerges very importantly. As a means to transmit products' messages and images effectively, advertisement music is used by appealing to human emotion through musical factors. Moreover, it plays a role in transferring consumers' minds to buying behaviors by making a good brand image. Thus, this thesis framed three hypotheses of how advertisement music affected consumers' willingness-to-buy, and then, according to it, tried to find its effects through small hypotheses. In this way, those hypotheses are divided into: whether advertisement music is inserted, whether its lyrics are offered, and whether it has popular appeal. Then, these were verified by subdividing according to gender, age, education level and professions. Judging from verifying the above three hypotheses and small ones, each factor had a positive effect on consumers' buying psychology for the most part; however, in the hypothesis of whether ad music is inserted or not, female consumers were more effected than male consumers. On the other hand, in the hypothesis related to whether its lyrics were offered, consumers were affected more as the educational background became higher; while in terms of its popular appeal, female consumers' willingness-to-buy was more likely to be effected by popular songs; male consumers, creative songs.
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