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korean management review - Vol. 45 , No. 4
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korean management review - Vol. 45, No. 4, pp. 1309-1337
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2016
Received 23 Sep 2015 Revised 23 Dec 2015 Accepted 11 May 2016
DOI: https://doi.org/10.17287/kmr.2016.45.4.1309

Effect of Emotional Congruency in Advertising Music on Memory
Dongwon Min*
*Assistant Professor, Dankook University, First Author

광고 음악 내에서의 정서적 조화도가 기억에 미치는 영향 연구
민동원*
*(주저자) 단국대학교 교수 (dwmin@dankook.ac.kr)
Funding Information ▼
Abstract

Music is quite complex stimulus, which is constructed by various factors, such as pitch, melody, rhythm. Like language, music has its grammar and syntax and is processed cognitively as well as emotionally. In many cases, commercial airs different types of music (i.e., background music (BGM) and sound logo) respectively, which in turn audiences perceive the different level of congruency of music. Because commercials’ BGM is changeable with each version of commercials, the level of musical congruency between BGM and sound logo can be varied with each version. This research investigated the effect of musical congruency on memory of advertised messages (e.g., body copy messages, brand). An experiment is conducted and musical congruency (high vs. moderate vs. low) is manipulated by modifying relationships between the emotions aroused by BGM and sound logo. Results showed different memory patterns of advertised messages in terms of the level of emotional congruency. In detail, memory of body copy messages presented with BGM revealed a linearly increasing pattern, while memory of brand presented with sound logo revealed an inverted U-shaped pattern. Sound logo was more recognized when it was more incongruent with BGM emotionally. Based on the findings, academic and managerial implications are discussed.

초록

광고에서 음악은 가장 광범위하게 쓰이는 실행적 단서로써 광고의 메시지를 보다 효과적으로 전달하고 소비자의 머릿속에 기억시키기 위한 수단으로 자주 사용된다. 그런데 대부분의 광고 배경음악 연구들은 음악의 본질적이고 구체적인 측면 보다는 전반적인 분위기나 가사여부 등 표면적인 부분에 집중하며, 음악의 특성이 어떻게 광고에서 효과적으로 활용될 수 있는 지에 대한 관심은 부족하다. 연구의 결과들도 상당히 혼재되어 있는데, 특히 ‘기억보조 장치(mnemonic device)로써 음악이 유의미한 영향을 한다는 연구 결과가 있는 반면, 반대의 결과를 보이는 연구도 있다. 본 연구는 광고에서 음악이 단편적인 주변 단서가 아니며, 그 자체로도 처리를 요하는 정보량을 갖고 있고, 시간의 흐름에 따라 변화하는 성질이 있으며, 이 변화가 음악과 함께 제시되는 광고의 언어적 자극에 대한 기억에 영향을 줄 수 있음에 주목하였다. 특히 음악의 변화를 배경음악과 사운드 로고의 관계로 살펴보았다. Intel, McDonald's 등 유명한 많은 기업들은 효과적인 감각 브랜딩의 수단으로 사운드 로고를 사용하는 ’소닉 브랜딩(sonic branding)‘을 적극 진행하고 있다. 이는 시각적 로고처럼 오랜 기간 브랜드를 대표하며 브랜드 아이덴티티의 중요 요소로써 브랜드와 제품의 즉각적 인식을 돕는다. 광고에서 사운드 로고는 고정적이며, 비교적 일관된 형태로 사용된다. 이 때문에 하나의 광고에서는 각 광고 버전마다 달리 제작되는 배경음악과 사운드 로고라는 ‘상이한 음악적 자극’이 함께 노출된다. 본 연구는 광고에서의 음악의 역할이 프레임(frame)이라는 데 근거해, 배경음악과 사운드 로고 간 음악적 조화(congruency) 관계에 따라 음악과 동시에 노출되는 언어적 메시지에 대한 기억이 달라질 수 있음에 주목했다. 그리고 기억증진과 더불어, 음악이 유발하는 정서가 가져오는 호의적 반응이 광고에서 음악을 사용하는 주요 목적이라는 점에 기반해서 배경음악과 사운드 로고 간 관계를 정서적 조화도의 측면에서 살펴보았다. 실험 결과, 배경음악과 사운드 로고 간 정서적 조화도는 광고 정보의 기억에 유의미한 영향을 미치며, 각 정보는 조화도 수준뿐만 아니라 등장 위치에 따라 기억 성과의 패턴이 상이한 것으로 나타났다. 배경음악과 함께 등장한 주 메시지의 기억은 정서적 조화도가 높을수록 우수한 양상을 보였으며, 사운드 로고와 함께 등장한 브랜드의 기억 성과는 역-U의 패턴을 보였다. 한편 사운드 로고의 기억은 정서적 조화도가 낮을수록 높게 나타났다. 이를 바탕으로 본 연구는 새로운 브랜드의 론칭, 기존 브랜드의 리프로모션, 이미 알려진 사운드 로고와 브랜드의 시장지위 유지 등 다양한 실제적 상황에 실험 결과가 어떻게 적용될 수 있는 지를 제안하였으며, 마지막으로 광고의 효과를 높이기 위한 음악의 속성 접근에 대해 후속 연구의 방향을 제언하였다.

Keywords: Musical congruency, Emotional congruency, Memory, Background music, Sound logo
키워드: 음악적 조화도, 정서적 조화도, 기억, 배경음악, 사운드 로고
Acknowledgments

이 논문은 2014년도 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(NRF-2014S1A5A8019527)This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government(NRF-2014S1A5A8019527)

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• 저자 민동원은 현재 단국대학교 경영학과 마케팅 전공 조교수로 재직 중이다. 서울대학교 음악대학 작곡과 및 연세대학교 대학원 경영학과를 졸업하였으며, 한국과학기술원 경영공학과에서 공학박사를 취득하였다. 삼성경제연구소에서 문화마케팅, 컨텐츠 비즈니스 전략, 브랜딩 등의 업무를 담당하였으며, Pre-doc으로 노스웨스턴대학교 켈로그경영대학원에서 연구를 진행하였다. 주요연구분야는 소비자 심리로, 심리적 파워, 나이듦(aging), 체화된 인지, 럭셔리 브랜딩, 감각 마케팅 등이 있다.

 
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