東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

The effects of background music on v...

Wilson, Catherine C.

FindBook

Google Book

Amazon

博客來

The effects of background music on viewers' perceptions of political campaign television advertisements.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The effects of background music on viewers' perceptions of political campaign television advertisements./
作者:	Wilson, Catherine C.
面頁冊數:	160 p.
附註:	Source: Dissertation Abstracts International, Volume: 64-07, Section: A, page: 2418.
Contained By:	Dissertation Abstracts International64-07A.
標題:	Education, Music. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3099646
ISBN:	0496472380

The effects of background music on viewers' perceptions of political campaign television advertisements.
Wilson, Catherine C.

The effects of background music on viewers' perceptions of political campaign television advertisements. - 160 p.

Source: Dissertation Abstracts International, Volume: 64-07, Section: A, page: 2418.

Thesis (Ph.D.)--University of Missouri - Columbia, 2003.

This investigation assessed viewers' affective responses to negative political campaign television advertisements containing no music, congruent music, and incongruent music. Musical characteristics of the congruent music corresponded to the negative tone of the selected ads, while for the incongruent condition the paired music possessed qualities traditionally associated with positive emotion. Participants' descriptions of the music contained in the ads were also of interest.

ISBN: 0496472380Subjects--Topical Terms:

1017808
Education, Music.

The effects of background music on viewers' perceptions of political campaign television advertisements.
LDR:02497nmm 2200313 4500 001 1848791
005 20051202084236.5
008 130614s2003 eng d
020 $a 0496472380
035 $a (UnM)AAI3099646
035 $a AAI3099646
040 $a UnM $c UnM
100 1 $a Wilson, Catherine C. $3 1936789
245 1 4 $a The effects of background music on viewers' perceptions of political campaign television advertisements.
300 $a 160 p.
500 $a Source: Dissertation Abstracts International, Volume: 64-07, Section: A, page: 2418.
500 $a Supervisor: Wendy Sims.
502 $a Thesis (Ph.D.)--University of Missouri - Columbia, 2003.
520 $a This investigation assessed viewers' affective responses to negative political campaign television advertisements containing no music, congruent music, and incongruent music. Musical characteristics of the congruent music corresponded to the negative tone of the selected ads, while for the incongruent condition the paired music possessed qualities traditionally associated with positive emotion. Participants' descriptions of the music contained in the ads were also of interest.
520 $a Three intact classes of undergraduate students enrolled in an introductory sociology class (N = 286) watched three different 30-second negative campaign ads, one with no music, one with congruent music, and one with incongruent music. Dependent variables were scores of participants' feelings about the ads, indicated by writing a number from 0--100 based on a "feeling thermometer" scale, and participants' open-ended comments about the music that they could recall from the ads.
520 $a Friedman nonparametric analysis of variance tests were used to analyze the affective response data. For two of the three groups, significant differences were found, with the incongruent music condition (positive music/negative ad content) rated the most positive. No significant effects were found for participants' gender, age, major, political party, strength of party affiliation, or years of musical experience. The 286 participants generated a total of 1,052 open-ended comments about the music. Results of a content analysis of these responses are included.
590 $a School code: 0133.
650 4 $a Education, Music. $3 1017808
650 4 $a Mass Communications. $3 1017395
650 4 $a Sociology, General. $3 1017541
690 $a 0522
690 $a 0708
690 $a 0626
710 2 0 $a University of Missouri - Columbia. $3 1017522
773 0 $t Dissertation Abstracts International $g 64-07A.
790 1 0 $a Sims, Wendy, $e advisor
790 $a 0133
791 $a Ph.D.
792 $a 2003
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3099646