Children’s Recall of Musical Elements in Indomie Television Commercials

Children’s Recall of Musical Elements in Indomie Television Commercials

Author by Dr. Oguchi Ajaegbu

Journal/Publisher: International Journal Of Applied Research

Volume/Edition: 1

Language: English

Pages: 441 - 446

Abstract

Television advertisements can be effective only if the audience understands the message correctly and
remember them when needed. More television commercials are adopting the use of music, especially
when such advertisements are aimed at children which in turn creates a need to examine the extent to
which children are exposed to television commercials and a measurement of how music in TV
commercials help children remember the brand and thus influence product brand preference. Classical
conditioning or “Pavlovian conditioning” and Elaboration Likelihood Model _Communication theory
were used to anchor the study. The study adopted the survey method, the instrument of data collection
was questionnaire; a total number of 210 children within the ages of 8-10 in Mayflower Private Primary
School Ikenne Ogun State Nigeria were selected. The finding showed that children recall musical
elements of the TV commercials and prefer the brand because of the music. The research provides
recommendations and Suggestions for future researchers.


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