Muzyka w audiowizualnej wizerunkowej reklamie wyborczej a wyobrażenia o cechach kandydata wcześniej nieznanego odbiorcom

Łukasz Kubisz-Muła

doi:10.31648/mkks.5141

Published: 2020-02-191

Vol. 2 No. 15 (2019)

Music in Audiovisual Political Image Advertising and the Evaluations of a Candidate Unfamiliar to the Audience

Łukasz Kubisz-Muła

Media - Culture - Social Communication

Section: Articles

https://doi.org/10.31648/mkks.5141

Abstract

The aim of the author of the paper is to determine whether modifying the tempo, instruments and tonality of the background music of audio-visual political advertising can shape a viewer’s perception of the qualities of the candidate. The conducted analysis has shown that the character of the music from political advertising can affect a viewer’s opinions about the politician’s features, although the importance of the background music in this context is marginal.

Keywords:

political advertising, audio-visual advertising, image, image advertising, music

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Kubisz-Muła, Łukasz. (2020). Music in Audiovisual Political Image Advertising and the Evaluations of a Candidate Unfamiliar to the Audience. Media - Culture - Social Communication, 2(15), 79–93. https://doi.org/10.31648/mkks.5141

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