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The Effect of Semantic Congruence between Color and Music on Compact Car Advertisement Evaluation

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 71(), pp.321-330
  • DOI : 10.25111/jcd.2020.71.23
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : April 8, 2020
  • Accepted : April 27, 2020
  • Published : April 30, 2020

Shin changyeop 1

1경동대학교

Accredited

ABSTRACT

In this study, we document the amplifying effect of the combination of color and music on the responses of the consumers as a part of experience marketing as well as a part of sensory marketing. It specifically looked at the influence of the multi-sensory interaction of color and music on the consumer’s evaluations of compact car advertisement. In detail, when semantic congruence between color and music correspond to each other, this semantic congruence is the inherent mechanism that explains the influence on the response of the consumers. Four compact car advertisement were fictitious for this research. The interaction of color and music that influenced ‘attitude towards the advertisement was studied. The congruence of the color and music will lead to enhanced perceptions of the sensory. Hence, we compared the casual color and the classic color which induces relatively more luxury. we also compared pop music as opposed to classic music. We cross-linked the color and music, inducing different feelings of luxury(vs. casual) through the varying interaction of color and music. We gathered data from the surveys which the participants filled out after they were exposed to one of the stimuli of this experiment. As a result of this study: first of all, when the color was classic and the music was clssic where both induced luxury, and the stimulation of color and music had semantic congruence (compared to a case without congruence), the perception of luxury advertisement led to a favorable attitude towards the advertisement and a higher purchase intention. Overall, the inducement of congruence of color and music produced luxury, which led to luxury of product information; furthermore, this luxury effect led to a more positive evaluation of the product and advertisement.

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