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Music, Attention, Affect

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Enhance/reduce affective impact of activities. Affective reactions ... Hung suggests two music selections should come from same genre ... – PowerPoint PPT presentation

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Title: Music, Attention, Affect


1
Music, Attention, Affect
  • Background music
  • Expectations about future outcomes
  • Enhance/reduce affective impact of activities
  • Affective reactions
  • Cognitive processing activities
  • Memory recall

2
Music and Activity
  • Foreshadowing or accompanying
  • Congruent or incongruent
  • Expectation of events
  • Memory of events
  • Commonly used in film, theatre, opera, etc.

3
Effectiveness
  • Thayer Levenson (1983)
  • Background music and behavioural effect
  • Monitored physiological (GSR) reaction
  • Film on industrial accident
  • Relaxing documentary or horror music
  • Higher physiological arousal with horror music
  • Music alters degree of internal arousal

4
Effectiveness
  • Marshall Cohen (1988)
  • Film of moving geometric figures (2 triangles
    circle)
  • Personality traits associated with figures
    (Heider Simmel, 1944)
  • Affective impressions of figures changed with
    background music
  • e.g., large triangle more agitated and
    aggressive with louder, more active music
    smaller triangle more salient with weak music
  • Mood dimensions of music direct viewers
    attention to figures activity levels

5
Boltz, Schulkind Kantra (1991)
  • Background music and film scenes
  • Music either
  • Accompanied scenes outcome
  • Accentuated affective meaning
  • Foreshadowed the scene
  • Created expectations about future course of
    events
  • Congruent or incongruent with events of scene

6
Memory Recall
  • Expectancy violations from mood-incongruent
    relations --gt better recall in foreshadowing
    condition
  • Mood-congruent relations --gt better recall in
    accompanying condition
  • Selective-attending processes

7
Memory Assistance
  • Scenes not recalled on recognition task
  • Details recalled when cued by background music

8
Perceptual Processing
  • Pre-attentive processing
  • Break perceptual input into units
  • Direct attention to relevant stimuli
  • Gestalt psychology
  • Applicable to audiovisual objects
  • Music paired with visuals

9
Music in Commercials
  • Contextualizing element
  • Interpret images in ways consistent with music
  • Help organize complex imagery
  • Extract salient details from background noise

10
Teaser Ads
  • Television ads
  • Highly visual
  • Limited explanatory content
  • Rely on imagery to induce attitude to brand
  • Mickey-mousing
  • Film scoring technique
  • Visual action mirrored/paired with auditory track

11
Hung (2001)
  • 30 sec. TV ad for upscale Singapore shopping mall
    (Raffles)
  • Attractive young men women, formal dress, in
    studio settings
  • Paired with one of two music tracks
  • Vivaldis LAmoroso in E-major or Garbages
    Supervixen

12
Results
  • Music produced differences in affective state
  • Questionnaires for image and emotion scale
  • Vivaldi
  • Successful, imaginative, calm
  • Garbage
  • Daring, annoying, boring
  • Music affects meaning perceptions

13
Focus Group Discussion
  • Raffles-Vivaldi
  • Upscale exclusive darker designer boutiques
  • Raffles-Garbage
  • Youth, in mall for 20-30 year olds brighter
  • Music tempo
  • Same for Vivaldi and Garbage
  • But Garbage perceived to be faster
  • Carried over to RG commercial scene cuts
    perceived as quicker

14
Knowledge Attribution
  • Vivaldi Baroque, Garbage Brit pop
  • Attributions ascribed to Vivaldi due to music, or
    subjects (18-22 year olds) conditioned
    expectations?
  • e.g., Classical music old and stuffy
  • Hung suggests two music selections should come
    from same genre
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