Music videos (MVs) are no mere promotional tools. They have become an important entertainment media. In order to increase their attractiveness, it is significant to understand viewers' psychology. The aim of this study is to clarify the impression factors of music videos. We set an examination and collected data from the participants of fifty university students. The result of semantic differential technique indicated that there are four impression factors:  (1) lightness; (2) uniqueness; (3) beauty; (4) floridness .
['M. Kamata', 'Makoto Arisawa']
The four impression factors of music videos