Abstract
Continuous rating experiments on the affective impression and congruence between moving picture and music of visual media productions were conducted to clarify the psychological process for creating congruence between moving picture and music. The audio-visual stimuli were the excerpts from commercial DVDs. The rating experiments revealed that the moving picture and music of the audio-visual stimuli evoked similar affective impression. Furthermore, when moving picture and music evoked similar affective impression, the perceived congruence between moving picture and music was high. This type of congruency between moving picture and music is called semantic congruency. When moving picture and music of different productions were combined, the affective impression of moving picture was not similar to that of music. Therefore, the semantic congruency was not created and the perceived congruence was low. A specific duration was required to create semantic congruency between moving pictures and music, because the congruency was created after affective impressions of moving picture and music were perceived. However, once the semantic congruency was created, the effect continued after the factors of semantic congruency disappeared. Furthermore, the congruence gradually increased according to the progress of the moving picture.
