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背景音乐对电视广告效果的影响及实证分析 被引量:19

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摘要 分析了背景音乐对电视广告效果产生的影响,主要有情绪效果、内容记忆效果和态度效果,提出了背景音乐对电视广告影响的三个假设,并通过问卷所收集的131份有效样本数据验证了笔者的假设。研究发现,恰当地使用背景音乐能使消费者对广告产生好的感觉,从而加深对品牌的记忆。
作者 于君英
出处 《东华大学学报(社会科学版)》 2007年第2期126-130,137,共6页 Journal of Donghua University:Social Science
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参考文献13

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二级参考文献40

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引证文献19

二级引证文献105

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