An examination of how millennials in Ireland respond to emotionally charged music in television advertising

The aim of this research was to examine how millennials in Ireland respond to emotionally charged music in television advertising alongside key research objectives. The research focuses specifically on television advertisements conducted by UK department store brand, John Lewis. Three objectives needed to be addressed. The first objective was to examine how millennials in Ireland respond to emotionally charged music in television advertising. The second objective investigated the awareness levels that millennials in Ireland obtained in relation to the way in music in television advertisements is used to create and/or alter their perception of a brand. The third objective investigated the commercial intent and approach to music in television advertising. This research took a qualitative approach by using focus groups and semi-structured interviews. The sample used for the focus groups was Irish millennials, male and female, from the Dublin area. A total of two focus groups took place, one female and one male. A series of questions were asked and participants were shown three television advertisements by John Lewis. The sample used for the semi-structured interviews were experts in the field of music and television advertising. Again, a series of relevant questions were asked. The thematic analysis approach was used on all data collected. Findings from the focus groups show that millennials in Ireland are affected by emotionally charged music in television advertising and responded by sharing the advertisement with friends and family, becoming nostalgic and anticipating the next John Lewis advertisement. Female participants generated more positive responses, attitudes and purchase intentions than male participants. Findings also indicated that millennials in Ireland are aware that music is used in television advertising to create and/or alter their perception of a brand with congruency being significant in achieving this. Findings from the semi-structured interviews highlight relevancy and the licensing structure as primary concerns in the intent and approach to music in television advertising