Mis-synced music proves to be a powerful enhancement for TV ads

It turns out that offsetting the music soundtrack of TV adverts by an imperceptible amount makes the adverts significantly more memorable in viewers’ minds. Researcher Andy Rogers, from the University of Huddersfield (UK), detailed his discovery at the International Computer Music Association’s 2014 conference, held in Athens. “The audience at the conference were very interested in the research, and were surprised by the findings because they are counter-intuitive,” said Rogers.

Rogers explained how he investigated the responses of a group of people to the screening of two commercials – for a well-known soft drink and a brand of mineral water. The subjects saw the advertisements – which consisted purely of music and visual imagery – in their original form and then in versions which had the audio-visual alignment of the content displaced to varying degrees. Memory tests were then conducted and it was discovered which level of audio-visual displacement resulted in a stronger recollection of the content of the commercial.

Rogers said optimum retention was achieved when the soundtrack was displaced so that the music was slightly ahead of the visual content. As a result, the brain was trying to anticipate information. “The concept of dynamic attending is widely known, but what is new is that we have done a musical displacement based on changes in frequency rather than loudness,” he explained.

“The findings will be of value in advertising because we have shown that an imperceptible difference has a marked return in memory response,” he concluded. “Some composers have intuitively carried out adjustments in the synchronization between their music and images. Now, there is a scientific basis for this process.”

Related:
Discuss this article in our forum
MRI scans predict pop music success
Study identifies key aspects of music that evoke emotions in brain
Pop music created using natural selection and crowdsourcing

Source: University of Huddersfield

, , , ,

Comments are closed.

Fallout shelter sign original 1960's. 10 X 14. picture

Fallout shelter sign original 1960's. 10 X 14.

$24.00



πŸ₯€πŸ STUDDED PINEAPPLE MatteYellow Tumbler 24oz Cup Double Wall Starbucks Hawaii picture

πŸ₯€πŸ STUDDED PINEAPPLE MatteYellow Tumbler 24oz Cup Double Wall Starbucks Hawaii

$33.40



2022 Wendys FROSTY KEY TAGS NEW FOR 2022~ KEY TAGS Frosty JR~STRAWBERRY IS HERE picture

2022 Wendys FROSTY KEY TAGS NEW FOR 2022~ KEY TAGS Frosty JR~STRAWBERRY IS HERE

$1.00



Mountain Dew Overdrive 20 oz Lot of 6 picture

Mountain Dew Overdrive 20 oz Lot of 6

$50.00



🌺🍍NEW Studded Pineapple yellow Tumbler 24oz Cup Double Wall Starbucks Hawaii picture

🌺🍍NEW Studded Pineapple yellow Tumbler 24oz Cup Double Wall Starbucks Hawaii

$23.48



 $29 Fallout shelter sign original not a reproduction     picture

$29 Fallout shelter sign original not a reproduction

$29.00



Original Fallout Shelter Signs with AGE SPOTS     picture

Original Fallout Shelter Signs with AGE SPOTS

$22.00



Starbucks Hawaii Edition 2020 Venti Pineapple Cup Tumbler Matte Studded 24oz  picture

Starbucks Hawaii Edition 2020 Venti Pineapple Cup Tumbler Matte Studded 24oz

$33.39



Starbucks Limited Edition Studded Tumbler Cup - Matte Black picture

Starbucks Limited Edition Studded Tumbler Cup - Matte Black

$34.99



Starbucks 2022 Purple Oil Slick 24oz Studded Cup Tumbler New 1pc  picture

Starbucks 2022 Purple Oil Slick 24oz Studded Cup Tumbler New 1pc

$37.04



Powered by WordPress. Designed by WooThemes