However, a central problem is the inconsistency of the results derived from these studies. Over the past three decades, several studies have explored the concept of Musical Fit in audio–visual advertising. Since the digitization progress in the music sector is currently mainly focused on music composing this article strives for taking a first step towards the digitization of the music selection. If there is a correlation between music, products and target groups, a digitization of the music selection process appears to be possible. Humans typically decide which music is to be used in a video ad.
Thus, the overall success of a video ad could be improved by increasing the attention of the users. Additionally, it appears useful to adapt the music to the content of the video.
To get back the visual attention of users that are deflected from other visual impulses it appears reasonable to adapt the music to the target group. Therefore, the importance of the audio channel seems to gain more importance. Often, the visual sense is engaged by users focusing on other screens, rather than on the screen with the video ad, which is referred to as the second screen syndrome. Video ads address users both visually and aurally. For instance, Samsung’s commercial ad for one of its new smartphones reached more than 46 million viewers at Youtube. The importance of video ads on social media platforms can be measured by the number of views. The narration generally expressed seriousness, while the music was more sentimental.
The music was similar, albeit more youthful and feminine. With reservation for a more complex presentation, the same is true for how the Volvo brand was presented. Products and target groups were generally presented in a masculine, mature, luxurious, serious, and simple manner. The study found high levels of Musical Fit, 58% fit to three reference points or more, and that the distribution of types of Musical Fit was relatively balanced. Musical Fit.Ģ5 commercials for Volvo Cars released between 20. Perspectives concerning semiotics, multimodality, branding, as well as research on music in advertising and film from both psychological, commercial, and musicological points of view.Ī mixed methods content analysis design examining the congruence between music and the reference points product, brand, target group, and narration, i.e. To examine the Musical Fit influence on communicative properties of music in an audiovisual advertising context, using Volvo Cars’ commercials as a case.
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