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作者 Wilson, Catherine C
書名 The effects of background music on viewers' perceptions of political campaign television advertisements
國際標準書號 0496472380
book jacket
說明 160 p
附註 Source: Dissertation Abstracts International, Volume: 64-07, Section: A, page: 2418
Supervisor: Wendy Sims
Thesis (Ph.D.)--University of Missouri - Columbia, 2003
This investigation assessed viewers' affective responses to negative political campaign television advertisements containing no music, congruent music, and incongruent music. Musical characteristics of the congruent music corresponded to the negative tone of the selected ads, while for the incongruent condition the paired music possessed qualities traditionally associated with positive emotion. Participants' descriptions of the music contained in the ads were also of interest
Three intact classes of undergraduate students enrolled in an introductory sociology class (N = 286) watched three different 30-second negative campaign ads, one with no music, one with congruent music, and one with incongruent music. Dependent variables were scores of participants' feelings about the ads, indicated by writing a number from 0--100 based on a "feeling thermometer" scale, and participants' open-ended comments about the music that they could recall from the ads
Friedman nonparametric analysis of variance tests were used to analyze the affective response data. For two of the three groups, significant differences were found, with the incongruent music condition (positive music/negative ad content) rated the most positive. No significant effects were found for participants' gender, age, major, political party, strength of party affiliation, or years of musical experience. The 286 participants generated a total of 1,052 open-ended comments about the music. Results of a content analysis of these responses are included
School code: 0133
Host Item Dissertation Abstracts International 64-07A
主題 Education, Music
Mass Communications
Sociology, General
Alt Author University of Missouri - Columbia
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