Music & Emotion

Lydia Moon

Mrs. Killingsworth

Honors Mentorship Program

February 28, 2014

Annotated Bibliography

         In the article, “Dance To The Music! How Musical Genres In Advertisements Can Sway Perceptions Of Image." The authors Steve Oakes and Adrian North bring to light the impact music has on advertising and decision making. In this article an experiment is explained and described on how music can affect advertisement. The study focused on how different genres affected college students on choosing a university. The results concluded that the advertisement for the university with dance music resulted in the perception that it is more modern, trendy, etc,. The advertisement for the university with classical music resulted in the perception that it is traditional, old-fashioned, and sophisticated (Oakes & North). “The results suggest that musical genres may influence perceived image and purchase behavior when advertising comparably intangible services whose quality is difficult to evaluate in advance.” (Oakes & North).

         This article is credible because it provided its own research. Also, the article pulled from many resources such as, Journal of Advertising Research, which consists of professionals in all areas of marketing. I also believe this article is credible due to the in-depth explanations and research done by the authors. I will be able to use this source in the future because it provides a real life example on the effect music has on people’s influence and decision making. Not only does it relate to my mentorship path, but it provides me with a touch of reason and understanding to why music affects people’s emotions and decisions. All around this article is credible and useful.

 

 

 

Works Cited

OAKES, STEVE, and ADRIAN NORTH. "Dance To The Music! How Musical Genres In Advertisements Can Sway Perceptions Of Image." Journal Of Advertising Research 53.4 (2013): 411-416. Business Source Complete. Web. 23 Feb. 2014