Music in Audiovisual Political Image Advertising and the Evaluations of a Candidate Unfamiliar to the Audience
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, musicSupporting Agencies
University of Warmia and Mazury in Olsztyn
References
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Thompson, William Forde, i Balkwill, Laura-Lee. 2010. Cross-Cultural Similarities and Differences. W: Juslin, Patrik, i Sloboda, John (red.). Handbook of Music and Emotion: Theory, Research, Applications. Oxford, New York: Oxford University Press, s. 755–788.
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Webster, Gregory, i Weir, Catherine. 2005. Emotional Responses to Music: Interactive Effects of Mode, Texture, and Tempo. Motivation and Emotion, 1 (29), s. 19–39.
Zwaag, Marjolein van der, Westerink, Joyce, i Broek, Egon van den. 2011. Emotional and Psychophysiological Responses to Tempo, Mode, and Percussiveness. Musicae Scientiae, 2 (152), s. 250–269.
Brooker, George, i Wheatley, John. 1994. Music and Radio Advertising: Effects of Tempo and Placement. Advances in Consumer Research, 1 (21), s. 286–290.
Bruner, Gordon. 1990. Music, Mood, and Marketing. Journal of Marketing, 4 (54), s. 94–104.
Davidson, Richard. 2002. O emocji, nastroju i innych pojęciach afektywnych. W: Ekman, Paul, i Davidson, Richard (red.). Natura emocji – podstawowe zagadnienia. Tłum. Bogdan Wojciszke. Gdańsk: Gdańskie Wydawnictwo Psychologiczne, s. 50–54.
Ekkekakis, Panteleimon. 2012. Affect, Mood, and Emotions. W: Tenenbaum, Gershon, Eklund, Robert, i Kamata, Akihito (red.). Measurement in Sport and Exercise Psychology. Champaign: Human Kinetics, s. 321–332.
Ekman, Paul, i Davidson, Richard (red.). 2002. Natura emocji – podstawowe zagadnienia. Tłum. Bogdan Wojciszke. Gdańsk: Gdańskie Wydawnictwo Psychologiczne.
Fernández-Sotos, Alicia, Fernández-Caballero, Antonio, i Latorre, José. 2016. Influence of Tempo and Rhythmic Unit in Musical Emotion Regulation. Frontiers in Computational Neuroscience, 10 (80), s. 1–13.
Gagnon, Lise, i Peretz, Isabelle. 2003. Mode and Tempo Relative Contributions to “Happy – Sad” Judgements of Equitone Music. Cognition and Emotion, 1 (17), s. 25–40.
Głuszczak, Katarzyna Anna. 2016. Muzyka jako narzędzie opozycji politycznej w Polsce w latach osiemdziesiątych XX wieku. e-Politikon, 18, s. 193–210.
Gundlach, Ralph. 1935. Factors Determining the Characterization of Musical Phrases. The American Journal of Psychology, 4 (47), s. 624–643.
Hevner, Kate. 1935. The Affective Character of the Major and Minor Modes in Music. The American Journal of Psychology, 1 (47), s. 103–118.
Hevner, Kate. 1936. Experimental Studies of the Elements of Expression in Music. The American Journal of Psychology, 2 (48), s. 246–268.
Hevner, Kate. 1937. The Affective Value of Pitch and Tempo in Music. The American Journal of Psychology, 4 (49), s. 621–630.
Hubbard, Glenn, i Crawford, Elizabeth Crisp. 2008. Music in Political Advertisements: Music to the Ears or Background Noise? A Study of Music’s Influence on Message-Relevant Thinking. Journal of Radio and Audio Media, 15 (2), s. 167–181.
Hunter, Patrick, Schellenberg, Glenn, i Schimmack, Ulrich. 2001. Feelings and Perceptions of Happiness and Sadness Induced by Music: Similarities, Differences, and Mixed Emotions. Psychology of Aesthetics, Creativity, and the Arts, 1 (4), s. 47–56.
Husain, Gabriela, Thompson, William Forde, i Schellenberg, Glenn. 2002. Effects of Musical Tempo and Mode on Arousal, Mood, and Spatial Abilities. Music Perception, 2 (20), s. 151–171.
Jeziński, Marek. 2011. Muzyka popularna jako wehikuł ideologiczny. Toruń: Wydawnictwo Naukowe UMK.
Kallinen, Kari, i Ravaja, Niklas. 2006. Emotion Perceived and Emotion Felt: Same and Different. Musicae Scientiae, 2 (10), s. 191–213.
Kawakami, Ai, i in. 2012. Relations Between Musical Structures and Perceived and Felt Emotions. Music Perception: An Interdisciplinary Journal, 4 (30), s. 407–417.
Komosiński, Maciej, i Mensfelt, Agnieszka. 2016. Emotions Perceived and Emotions Experiencedin Response to Computer-Generated Music. Music Perception, 4 (33), s. 432–445.
Piecuch, Anna. 2018. Muzyka w marketingu politycznym na przykładzie polskich kampanii prezydenckich (1995–2015). Kwartalnik Młodych Muzykologów UJ, 4 (39), s. 79–104.
Pilch, Irena. 2011. Osobowość „idealnego” prezydenta oraz profile osobowościowe kandydatów w wyborach prezydenckich 2010 w ocenie wybranej grupy wyborców. W: Okrzesik, Janusz, i Wojtasik, Waldemar (red.). Wybory prezydenckie w Polsce 2010. Katowice: Remar, s. 115–132.
Rigg, Melvin. 1940. Speed as a Determiner of Musical Mood. Journal of Experimental Psychology, 5 (27), s. 566–571.
Rigg, Melvin. 1964. The Mood Effects of Music: A Comparison of Data from Four Investigators. Journal of Psychology, 2 (58), s. 427–438.
Scherer, Klaus, i Oshinsky, James. 1977. Cue Utilization in Emotion Attribution from Auditory Stimuli. Motivation and Emotion, 1 (4), s. 331–346.
Song, Yading, i in. 2016. Perceived and Induced Emotion Responses to Popular Music: Categorical and Dimensional Models. Music Perception, 4 (33), s. 472–492.
Stewart, James B. 2005. Message in the Music: Political Commentary in Black Popular Music from Rhythm and Blues to Early Hip Hop. The Journal of African American History, 3 (90), s. 196–225.
Thompson, William Forde, i Balkwill, Laura-Lee. 2010. Cross-Cultural Similarities and Differences. W: Juslin, Patrik, i Sloboda, John (red.). Handbook of Music and Emotion: Theory, Research, Applications. Oxford, New York: Oxford University Press, s. 755–788.
Thorson, Esther, Christ, William, i Caywood, Clarke. 1991. Effects of Issue-Image Strategies, Attack and Support Appeals, Music, and Visual Content in Political Commercials. Journal of Broadcasting and Electronic Media, 4 (35), s. 465–486.
Webster, Gregory, i Weir, Catherine. 2005. Emotional Responses to Music: Interactive Effects of Mode, Texture, and Tempo. Motivation and Emotion, 1 (29), s. 19–39.
Zwaag, Marjolein van der, Westerink, Joyce, i Broek, Egon van den. 2011. Emotional and Psychophysiological Responses to Tempo, Mode, and Percussiveness. Musicae Scientiae, 2 (152), s. 250–269.
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
