Characteristics of music in Slovenian television advertisements.

Velika večina sodobnih oglasov vsebuje neko vrsto glasbe. Njen razmah je v oglasih postal očiten z razvojem tehnologije. Različne vrste glasbe imajo na sporočilnost v oglasu drugačen vpliv, zato je bilo narejenih že več študij o primernosti različne glasbe v oglaševanju. Ključno je, da se v oglasu pojavi glasba, ki ustrezno podpre oglasno sporočilo. V raziskavi Davida Allana iz leta 2008 so raziskovalci merili frekventnost uporabe popularne glasbe v oglasih ter opazovali ali obstaja povezava med oglaševanim produktom in uporabljeno glasbo v oglasu. Zanimalo me je, v kolikšni meri ugotovitve tuje raziskave o povezanosti med uporabo glasbe in oglaševanim veljajo tudi v Sloveniji, pri primerjavi uporabe glasbe v oglaševanju v Sloveniji in v tujini pa izpostaviti razlikovanja oziroma značilnosti uporabe glasbe v slovenskih televizijskih oglasih. Po zgledu raziskave iz tujine sem v tednu med 14. in 20. majem 2018 v času največje gledanosti opazovala pojavnost glasbe v oglasih na televizijskih kanalih POP TV, Kanal A, Planet TV in BRIO. Zaključila sem, da povezave med oglaševanimi izdelki in vrsto glasbe v oglasu v primerjavi s tujo raziskavo ni, pri tem pa izpostavila nekaj značilnosti uporabe glasbe v Sloveniji.The vast majority of modern advertisements contain some kind of music. Its growth in the ads has become apparent with the development of technology. Different types of music have a different impact on the message in the adtherefore, several studies have been done on suitability of different music in advertising. It is vital that the ad contains music, which properly supports its content. In a 2008 study by David Allan, researchers measured the frequency of using popular music in ads and observed whether there was a connection between the advertised product and the music used in the advertisement. In this diploma thesis, I focused on finding whether the foreign research applies also to Slovenian advertisements. I also focused on comparing the use of music in advertising in Slovenia and abroad, in order to highlight differences in the use of music in Slovenian television advertisements. Following the example of a foreign study, I observed the appearance of music in ads on TV channels POP TV, Kanal A, Planet TV and BRIO between 14 and 20 May 2018 during prime time. In this paper, I have highlighted some of the characteristics of music in Slovenian ads, and concluded that there are no links between the advertised products and the kind of music in the advertisement, in comparison to a foreign study