Framing meaning perceptions with music: The case of teaser ads

Teaser ads rely heavily on nonverbal executional cues to communicate. This research suggests that music may function in a manner similar to verbal cap tions with regard to the meanings viewers attribute to a teaser ad. Whereas previous research tended to examine the effects of executional cues within a single medium (e.g., music, visual element), this research suggests that interactive audiovisual images play an important role in the meaning enact ment process. Specifically, music connects with and accentuates selective v isual events, as well as selective aspects of a visual event, to draw out t he advertising proposition. The implications of these findings are discusse d.