| Summary: | "Advertising is as much about product recall as it is about selling the actual product, makinf the use of distinctive aural elements in advertisements - in combination with images - a crucial consideration in the television advertisement production process. From the production perspective, it has been traditionally accepted that the use or non-use of music could essentially make or break a commercial. This study discerns how music affects the reception of 13 to 24 year olds of three particular McDonald's TVCs. The first commercial is a music video of sorts set to a well-known OPM song; the second features a song composed specifically for the advertisement; and the last relies solely on the dialog for its audio component. After screening all three, the participants were then subjected to focus group discussions. Under the lens of the structuralist approach, it was discovered that although music has a great impact on the audience, its presence or absence is not directly linked to better reception and better product/brand opinion. The positive or negative emotion of the accompaniment does not translate to the same effect on the reception of the study sample. Other factors also come into play when it comes to influencing how people receive advertisements."
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