Strength of Advertisement-song Congruency Versus Song Preference in Television Advertising

Open Access
Author:
Tarullo, Julianne Marie
Area of Honors:
Advertising/Public Relations
Degree:
Bachelor of Arts
Document Type:
Thesis
Thesis Supervisors:
  • Francis Erin Dardis, Thesis Supervisor
  • Susan Mary Strohm, Honors Advisor
Keywords:
  • advertising
  • television advertising
  • congruency
  • music
  • song
Abstract:
This study aimed to explore the effects of advertisement-song congruency and song preference in a television advertisement. It previously has been determined that advertisements that feature likeable songs are more successful overall than advertisements that feature unlikeable songs. It has also previously been determined that advertisements that feature songs that are congruent to the advertisement are more successful overall than advertisements that feature songs that are incongruent to the advertisement. This study examined the interaction effects of these two independent variables (song likeability and advertisement-song congruency) and attempted to determine which variable is a stronger predictor of overall advertisement effectiveness. The experiment consisted of two online questionnaires, each of which featured a television advertisement by the South Australian Tourism Commission (2012) – one with a song previously determined to be congruent to the advertisement, and one with a song previously determined to be incongruent to the advertisement. Participants’ levels of likeability of the songs were determined through questionnaire responses. The results of the experiment indicate that likeability is a stronger predictor of overall advertisement effectiveness than advertisement-song congruency.