Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements: A Large-Scale Investigation into The Implicit Effects of Sonic Branding

Advertisements frequently pair music with visual imagery to convey information about brand identity. In the context of sonic branding, the authors believe the current study offers the first rigorous tests of the potential of music and audio to manipulate the perception of simultaneously presented visuals and the psychological processes enabling this potential. Their work shows how audio-visual combinations can be explored systematically across both explicit and implicit modes of participant testing for advertising and brand research, and it suggests how these results can be broadly generalized, indicating a number of key useful findings for practitioners and theorists alike.