Música na publicidade

: o impacto dos Jingles no comportamento do consumidor

Abstract

The jingle emerged in the 1920s in the United States of America and experienced its golden age between the 50s and the 70s of the 20th century. Until a few decades ago, jingles were still widely used in television commercials. These short songs created specifically for an advertisement or advertising campaign have proven their worth, as they have been a significant element in all mass electronic advertising, and are believed to contribute both to the promotion of the product (or brand) and to make it memorable for consumers. In the Portuguese context, we can certainly recall the jingles that form the identity of some brands and products, such as “Bongo, the good taste of the jungle”, a children’s juice, “Say good morning with Mokambo”, a cereal coffee beverage, or the unmistakable Christmas jingle of Continente, “Welcome to the enchanted world of toys”. However, the presence of jingles in advertisements has been on the decline. In this study, we aim to analyze and understand the effect of the advertising jingle on consumer behavior, based on three advertisements broadcast on Portuguese television during prime time over the course of one week in June 2023. Methodologically, a quantitative research approach was followed, involving the administration of a questionnaire survey to consumers residing in Portugal, with a significant sample of 404 respondents. The study was guided by the research question "What is the effect of jingles on consumer behavior?" The results showed that, overall, consumers evaluate jingle-containing advertisements favorably, and the jingle had a positive impact on ad and brand recall as well as on the attitudes towards the ad and the brand, but it did not influence purchase intention. Furthermore, a correlation was observed between musical preferences and attitudes towards the ad, between musical preferences and the musical congruence of the ad, and between musical congruence and the attitudes towards the ad.

Date of Award	28 Nov 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)