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Abstract 

This study aimed to investigate whether contrasting but congruent Music can change a  viewer‟s  perceptions  of  the  content  of  an  advert.  This  would  help  to  establish whether  music  in  advertising  can  be  used  to  promote  specific  brand  and  product personalities as a way of communicating with the desired target consumer. A further objective was to generate a theoretical framework by which the effects of music in advertising  could  be  conceived.  The  research  aims  and  objectives  were  achieved firstly  by  conducting  a  thorough  review  of  the  available  academic  literature  in  the fields of (1) Music in advertising, including; (Bruner, 1990; Gorn,1982; Hung, 2000; 2001;  MacInnis  &  Park,  1991;  Scott,  1990),  (2)  The  Elaboration  Likelihood  model; (Petty & Cacioppo, 1983; Petty & Cacioppo, 1986; Yalch & Elmore-Yalch, 1984) and (3)  Brand  Personality;  (Aaker,  1997;  Sirgy  &  Su,  2000;  Kressman  et  al.  2006; Wagner, 2008). 
 
The  appropriate  design,  epistemological  considerations  and  methodological techniques  were  established  in  order  to  gain  a  valuable  insight  into  the  effects  of music  in  advertising.  This  was  achieved  through  careful  consideration  of  the research literature, including key works by; Bryman & Bell (2007); Denzin & Lincoln (2005)  and  Stewart  &  Shamdasani  (1990).  On  this  basis,  primary  research  was undertaken in the form of two focus-group interviews. The focus-groups consisted of six participants, who were shown two Mock-adverts; a neutral video accompanied by two  different  pieces  of  music.  The  participants  were  asked  open-ended  questions designed to gain a true insight into the meanings that were generated from watching the mock-adverts as well as general opinions about music in advertising. 
 
The findings of the study suggest that contrasting but congruent music can change viewer‟s  perceptions  of  neutral  video.  Music  which  contains  elements  which  are congruent to brand dimensions can be used to effectively communicate to the target consumer. The findings also suggest that the effects of music can be conceived in terms  of  both  affect  and  cognition.  Music  has  the  ability  to  create  moods  and stimulate  emotions.  It  also  has  the  ability  to  evoke  complex  culture  dependent cognitive schemata, allowing it to act as a contextual element, convey information as well as affect meaning perceptions in a similar respect to language. 

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