Popular Music in TV Advertising

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The thesis explores the role of music, particularly popular music, in television advertising through a three-stage research approach. It begins with a content analysis of TV commercials in Austria, followed by a survey of advertising experts in Austria and Germany to gauge their attitudes towards music in ads. Finally, it assesses how popular music impacts consumer perceptions of brand personality using Aaker's Brand Personality Scale. Findings indicate that while music is prevalent in advertising, popular music is often viewed as supplementary, yet it can significantly influence brand perception.