In her article, "The Perception of the Song and Its Video Clip," Mariselda Tessarolo examines the relationship between image and music within promotional video clips. Tessarolo observes that images underline the music, where the song marks the rhythm to be given over (and into) the images. As a consequence, emotion prevails over narration within video clips: Affect is their desired effect. The Schwichtenberg typology is used to determine the nature of the relation between emotional and perceptual response. Video clips were classified according to the way they enact this relation, and 100 university students provided the responses to be evaluated. Research was done in accordance with the semantic differential technique, which detects and evaluates affective meaning. The research design planned for the administration of separate songs and video clips, and the resulting data underwent factorial and cluster analyses.

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