Audiovisual advertising: Effects of music on psychological transportation and narrative persuasion

Abstract

Narrative advertisements (i.e. ads that resemble short films that include characters, drama, and plot structure) are increasingly popular on TV and on the Internet. As in almost any film, music can play a vital role in the experience and impact of narrative ads. This chapter identifies psychological transportation as an important mediator between music and persuasion by narrative ads. Transportation refers to a strong emotional and cognitive involvement in the ad, a sense of being “lost” in the narrative. Previous studies show that transportation plays a mediating role in various aspects of persuasion, such as changing viewers’ beliefs, attitudes, and even behavior. This chapter begins with an overview of the literature on psychological transportation, focusing on its essential elements, moderating factors, and consequences for persuasion. The author then discusses the intriguing possibility that music plays an important role in promoting psychological transportation into narrative ads and reviews initial experimental evidence supporting this idea. Special attention will be paid to the role of “moving” (i.e. intensely emotional and chills-evoking) music, as it appears to be particularly effective in eliciting psychological transportation. Finally, the chapter closes with some enduring questions to be addressed in future studies.