Photo courtesy of http://www.ricekrispies.com/snap-crackle-pop
I’m going to start off this post by conducting a short quiz. I’m going to give you a part of a popular ad, and I want you to see if you can fill in the blanks.
1.) 15 minutes could save you 15% or more on ____ _________.
2.) So easy a _________ could do it.
3.) Help! I’ve ________ and I can’t ______ up!
I would be willing to bet a large amount of money that the majority of readers could complete these statements in 30 seconds or less. The entire point of advertising is to attract consumers to the product being sold, and what better way to get consumers to remember your product than to leave a lasting impression that they can’t forget? With all of the items being advertised on TV today, it takes a lot for an ad to really stand out and catch a consumers attention, and researcher Andy Rogers thinks he has found the key.
Rogers’ study involved 48 participants that were exposed to 3 different commercials, each with three different levels of audio, visual alignment (Andrew). The first level was the original piece, where the music is perfectly in sync with the visual affects. In this video interview, Rogers explains that “sync points” are the moments when the audio and visual elements align perfectly. The second level displaces the music so that it is slightly ahead, and the third level pulls the music even further away from the picture on the screen.
The clips were randomly allocated to the participants and after each clip was viewed, a memory test was distributed. Rogers found that the first clip provided no statistically significant results, whereas the second and third tests produced significant (p< .05) results. These results led to the conclusion that speeding up the music in an advertisement will lead to more consumer recognition (Andrew).
I think this is a very interesting concept. I’ve heard of the dynamic attending concept, but this is a completely new way to approach advertising. However, I found a few things that were questionable about the study. First of all there is always the possibility of chance. Secondly, because of the observational nature of this study, nothing can be proven. We also cannot assume that correlation is equal to causation. However, reverse causation is ruled out because there is no way that someones mind could cause the advertisement to change.
One of my biggest problems with the study is the sample size. 48 participants aren’t enough to make a conclusion for the entire world. This also happened in another country, so, there is a possibility that it could be different depending on different cultures. There is also a problem with confounding variables. They didn’t take a cognition test before they began allocating the videos, so some participants may have been superior to others when it came to memory.
In conclusion, I believe the concept of this study is intriguing, and could have some effects on future advertisements, but it’s just not a strong enough study for me to completely trust it yet.
“Mis-synced Music Proves to Be a Powerful Enhancement for TV Ads.” Mis-synced Music Proves to Be a Powerful Enhancement for TV Ads. N.p., n.d. Web. 24 Oct. 2014. <http://www.scienceagogo.com/news/20140917042004.shtml>.
Andrew.email@example.com. Emotional Impact of Musical/Visual Synchrony Variation in Film (n.d.): n. pag. Web.