Children's Recall of Musical Elements in Indomie Television Commercials

Abstract

Television advertisements can be effective only if the audience understands the message correctly and remember them when needed. More television commercials are adopting the use of music, especially when such advertisements are aimed at children which in turn creates a need to examine the extent to which children are exposed to television commercials and a measurement of how music in TV commercials help children remember the brand and thus influence product brand preference. Classical conditioning or “Pavlovian conditioning” and Elaboration Likelihood Model _Communication theory were used to anchor the study. The study adopted the survey method, the instrument of data collection was questionnaire; a total number of 210 children within the ages of 8-10 in Mayflower Private Primary School Ikenne Ogun State Nigeria were selected. The finding showed that children recall musical elements of the TV commercials and prefer the brand because of the music. The research provides recommendations and Suggestions for future researchers.