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Abstract(s)
A mĂșsica sempre fez parte da essĂȘncia e cultura do ser humano. Cada vez mais observamos a sua presença numa multiplicidade de elementos, especialmente com o crescimento do audiovisual. Todavia, esta ubiquidade musical pode trazer uma sĂ©rie de açÔes e estĂmulos que, perante a sua exposição, podem-se revelar positivos ou negativos. Assente nesta temĂĄtica, decidimos compreender de que forma Ă© que a utilização de um determinado tipo de mĂșsica pode, ou nĂŁo, captar a atenção do utilizador online perante a visualização de um anĂșncio e, quiçå, levar ao clique e a uma eventual conversĂŁo.
Para isso, decidimos explorar a criação de um anĂșncio publicitĂĄrio original, construĂdo com o Ășnico propĂłsito de servir esta investigação e a consequente obtenção de resultados atravĂ©s de uma pesquisa quantitativa sob a forma de questionĂĄrio online. Desta forma, esmiuçåmos o modo de como a mĂșsica pode estimular conceitos como a atenção, memĂłria, familiaridade, coerĂȘncia dos elementos, ritmo e gostos pessoais, bem como perceber de que forma Ă© que estes se interligam com o que o espectador estĂĄ a visualizar durante a campanha publicitĂĄria.
Assim, este estudo foi aplicado tendo em mente a plataforma do YouTube, uma vez que, nesta rede social, apenas dispomos de um curto perĂodo de tempo de exposição obrigatĂłria do anĂșncio para, consequentemente, levar Ă conversĂŁo do utilizador para a landing page pretendida. Acrescenta-se, ainda, que o objetivo do estudo foi alcançado, com a conclusĂŁo absoluta de que a mĂșsica de uma campanha audiovisual pode induzir a atenção do recetor, consumando que a otimização mĂĄxima numa campanha publicitĂĄria ocorre quando se prioriza a coerĂȘncia da mĂșsica com o anĂșncio.
Music has always been part of the essence and culture of the human being. We are increasingly observing its presence in a multiplicity of elements, especially with the growth of audiovisual. However, this musical ubiquity can bring a series of actions and stimuli that, when exposed, can prove to be positive or negative. Based on this theme, we decided to understand how the use of a certain type of music may or may not capture the user's attention online when viewing an ad and, perhaps, lead to clicks and eventual conversion. For this, we decided to explore the creation of an original advertisement, built with the sole purpose of serving this investigation and the consequent results obtained through a quantitative survey in the form of an online questionnaire. In this way, we scrutinize the way in which music can stimulate concepts such as attention, memory, familiarity, coherence of elements, rhythm and personal tastes, as well as understanding how these interconnect with what the viewer is viewing during the advertising campaign. Thus, this study was applied with the YouTube platform in mind since, in this social network, we only have a short period of time of mandatory exposure to the ad and, consequently, lead to the conversion of the user to the intended landing page. It is also added that the objective of the study was achieved, with the absolute conclusion that the music of an audiovisual campaign can induce the receiver's attention, assuming that the maximum optimization in an advertising campaign occurs when prioritizing the coherence of the music for with the ad.
Music has always been part of the essence and culture of the human being. We are increasingly observing its presence in a multiplicity of elements, especially with the growth of audiovisual. However, this musical ubiquity can bring a series of actions and stimuli that, when exposed, can prove to be positive or negative. Based on this theme, we decided to understand how the use of a certain type of music may or may not capture the user's attention online when viewing an ad and, perhaps, lead to clicks and eventual conversion. For this, we decided to explore the creation of an original advertisement, built with the sole purpose of serving this investigation and the consequent results obtained through a quantitative survey in the form of an online questionnaire. In this way, we scrutinize the way in which music can stimulate concepts such as attention, memory, familiarity, coherence of elements, rhythm and personal tastes, as well as understanding how these interconnect with what the viewer is viewing during the advertising campaign. Thus, this study was applied with the YouTube platform in mind since, in this social network, we only have a short period of time of mandatory exposure to the ad and, consequently, lead to the conversion of the user to the intended landing page. It is also added that the objective of the study was achieved, with the absolute conclusion that the music of an audiovisual campaign can induce the receiver's attention, assuming that the maximum optimization in an advertising campaign occurs when prioritizing the coherence of the music for with the ad.
Description
Keywords
MĂșsica Publicidade online YouTube CoerĂȘncia e ritmo Familiaridade Gostos pessoais Emoção e MemĂłria Music Emotions and memory Coherence and rhythm Familiarity Personal taste Online advertising