Abstract
This thesis is written for the Bachelor of Business Studies final. It is a fully literature- based thesis so only literature research is involved. This thesis is about the role of music in commercial television advertising. To reach a satisfying solution to this problem, the position of the theories about music in commercial television advertising compared with theories of atmospherics in general were investigated. And also how, when and why music works in commercial television advertising has been examined.
The results of the literature search and research can be summarized as a combination of different articles with different contents. By structuring the thesis like this, a new and orderly thesis is formulated.
The position of the atmospheric music within atmospherics in general is very important. Music helps to shape the overall atmosphere in commercial television advertising and therefore has an important and inevitable role within atmospherics in general. Characteristics of atmospherics like quality perception, influence of emotional state, atheistic etc. also count for music. Models and theories like the Mehrabian-Russell model and Scherer‘s theory can also be applied at music while they were designed for atmospherics in general.
Music has two main effects: enriching the key message and influencing the emotional state. The emotional state is a complicated phenomenon. By influencing the emotional state several sub-effects occur. These effects are recall, rejection or acceptance of media claims, level of attention, brand attitude and product choice.
